David Ogilvy, bambo wa malonda: biography, makasitomala a Ogilvy & Mather

David Ogilvy, woyambitsa wotchuka wa bungwe la malonda Ogilvy & Mather, katswiri wodziwa zolemba ndi zofalitsa, mmodzi wa otsatsa opambana kwambiri m'zaka za m'ma 1900. Akatswiri pantchito yogulitsa malonda akuzindikira kuti iye ndi "bambo wa malonda", popeza amatha kupereka katundu kwa anthu mosavuta, pokhala ndi mwayi wopititsa patsogolo malonda onse, ndi wapadera. Mu 1962, magazini yotchuka yotchedwa Time inatcha Ogilvy "wamatsenga wofunidwa kwambiri pa zamalonda zamakono zamakono."

David Ogilvy: biography ndi chiyambi cha njira mu malonda

Mtsogolo "bambo wa malonda" anabadwa pa June 23, 1911 pafupi ndi London ndipo anali wamng'ono kwambiri, mwana wachisanu m'banja. Kuyambira ali mwana, Davide ankada nkhawa ndi vuto la phindu. Koma makolowo ankakhulupirira kuti mnyamatayu ayenera kuphunzira. Maphunziro apamwamba David Ogilvy sanatero. Mu 1984, poyankha funso la mwana wa mchimwene wake wachinyamata ponena za kufunika kophunzira ku yunivesite, adapereka malingaliro angapo osiyanasiyana, kumupatsa mnyamatayo ufulu wosankha. Sosaiti imafuna atsogoleri - iye anakhulupirira ndikutsutsa kuti ntchito yabwino idzachitidwa popanda kupeza diploma. Anatsimikizira izi, ataphunzira pang'ono ku Edinburgh ndi Oxford, koma posakhalitsa anayamba kugwira ntchito ndipo anasiya lingaliro la maphunziro.

M'zaka za m'ma 1900, malonda anali ovuta kwambiri. Kupititsa patsogolo malonda kunakhala imodzi mwa njira zogonjetsera misika. Komabe, malonda otsatsa malonda, monga mafakitale ena ambiri, anafunika kuyang'aniridwa, malingaliro ofunikira, kunali koyenera kukhala wothandizira olankhulana bwino, wokhoza luso, kuti athe kumvetsa wogula mochepa, kudziwa zomwe dziko likufuna, zomwe zimamvetsera, kuposa "kupumira." Mwa mazana a zikwi za anthu mu malonda a malonda, kuthekera kupereka molondola katunduyo sikunali kuchokera kwa akatswiri ambiri. Kale okalamba David Ogilvy adadzifotokozera kuti adalowa mu malonda a malonda: analibe ntchito, wopanda chidziwitso, wopanda maphunziro, kale ali ndi zaka zabwino, sakudziwa kanthu za malonda ndipo sankadziwa momwe angalembere malemba. Koma panali bungwe limene linayambitsa ngozi ndipo linagwira ntchito.

Kutsatsa ntchito

Ndipo zaka zitatu, David Ogilvy adadziwa zonse zokhudza malonda, iye anakhala wolemba wotchuka kwambiri wa malonda padziko lapansi, wogulitsa malonda ndi woyang'anira. Lero, mpaka pano, malingaliro ake amadziwika kuti ndi imodzi mwa mabungwe akuluakulu ogulitsira malonda padziko lapansi, komanso amachititsa mapangidwe atsopano a otsatsa. Kulengeza kwa David Ogilvy sikunali kophweka kokha, komabe kunakhala gawo la chikhalidwe ndikufunsanso zitsanzo zamtsogolo. Anatha kupeza mwa njira zabwino kwambiri zogulitsa malonda. Ntchito zake zinali zamtengo wapatali kwambiri, ndipo ntchito yake idachitidwa nsanje ndi otsatsa aliyense.

Kodi munthu amene akulengeza malonda ayenera kukhala wotani?

Malingana ndi David Ogilvy, yemwe ali ndi mbiri yokhudza malonda, kuti apambane pa ntchitoyi, ndikofunika kuti akhale ndi makhalidwe monga kudzidzudzula, luso la utsogoleri, kulingalira bwino, kulingalira. Zinali zotero zomwe zinathandiza David Ogilvy kuti apange ntchito mu malonda awa. Zochitika pamoyo ndi luso la kulembera zachilengedwe sizinangomukakamiza ku bizinesi yotsatsa, koma analimbikitsidwanso kulemba malemba a malonda. Ndipotu, anakhala mtsogoleri woyamba wodziwika bwino wodziwa ntchito. David Ogilvy potsatsa malonda amamvetsa zambiri kuposa ena ndipo amadziwa momwe angapezere mfundo zomwe zimapangitsa kuti zikhale zopambana komanso zowonjezera.

Ogilvy & Mather ndi makasitomala ake

Mu 1948, David Ogilvy anatsegula bungwe la Hewitt, Ogilvy, Benson & Mather. Komitiyi ilibenso ndi kasitomala pa nthawi yotseguka ndipo ili ndi anthu angapo. Komabe, pakangotha zaka zingapo, kampaniyo yakhala mtsogoleri wodziwika m'msika wogulitsa malonda. Kuwonjezeka kwa pachaka kwa bungweli kwakhala madola oposa biliyoni khumi, ndipo mutu wa kampaniyo anadziwika ngati wolemba mabuku wamkulu wa America. Ogilvy & Mather bungwe la malonda linalengedwa pazinthu zamaluso, zomwe zinkasonyeza bwino moyo, masomphenya ndi malingaliro a David Ogilvy mwiniwake. Iye anali wogulitsa wobadwa, iye amadziwa kuti malonda ayenera kuyamba kugulitsa konse, ndipo amadziwa machenjerero ndi zidule zambiri zomwe zimachulukitsa malonda. Nthaŵi yochepa chabe, David Ogilvy anatenga malo amphamvu pa malonda a malonda. Ena mwa ogula a Ogilvy & Mather zaka zosiyana anali makampani monga Schweppes, Rolls Royce, DHL, Coca Cola Company, IBM, The New York Times, Adidas ndi ena ambiri.

Mtsogoleli wa dziko la malonda Ogilvy

Chidziwitso chake chonse, ndalama zonse za mabungwe osonkhanitsa malonda ndi chilengedwe chake chodabwitsa, wotsatsa wamkulu yemwe adayikidwa mu ntchito zake, zomwe zinalowa mu ndalama za golide za advertology ndi chikhalidwe cha America. Mothandizidwa ndi malangizo ambiri ochokera kwa David Ogilvy, mankhwalawa sanangogulitsa, koma anakhalanso apamwamba komanso otchuka. Chofunika kwambiri ndi chofunikira kwa aliyense wojambula nyimbo, wolemba mabuku, ndilo "Chivumbulutso cha wothandizira malonda." Ntchitoyi imasuliridwa m'zilankhulo 14 za dziko lonse lapansi, kufalitsa kwake kukuphatikizapo makope oposa 1 miliyoni.

Lerolino, aliyense wogulitsa malonda amayenera kuwerenga buku ili kumayambiriro kwa ulendo wake ku ntchito. Ogilvy mmenemo amavumbula zinsinsi za malonda a malonda, akuwonekeratu momwe angapindulire makasitomala, akunena za chimene chimasiyanitsa uthenga wabwino wogulitsa. Bukhuli lidzathandizanso anthu omwe sanasankhe mapeto omwe akufuna kukhala nawo m'moyo uno, kuti adziwe ngati ntchito ya malondayo ikuyenera. David Ogilvy akunena momasuka za ubwino ndi zovuta zonse za ntchitoyi.