Ngā Tikanga Hokohoko Pakanga: Auahatanga Rautaki Whai Hua, Ā-Ōhanga hoki
Ko te hokohoko pakanga tētahi o ngā rautaki hokohoko auaha rawa atu e whakamahia ana e ngā pakihi o ngā rahi katoa hei toro atu ki tā rātou hunga whakarongo i roto i ngā huarahi ahurei me te whai pānga. I roto i te hokohoko, ko te kupu "pakanga" e pā ana ki te whakamahinga o ngā rautaki rerekē, he iti te tahua, hei whakatutuki i ngā hua tino pai. Ka rerekē pea ēnei tikanga, engari kotahi te whāinga o te katoa: te waihanga i te ngangau me te kukume i te aro i roto i te huarahi e tū motuhake ai i te mano.
Hītori me ngā Pūtake o te Hokohoko Guerrilla
I whakaurua te ariā o te hokohoko guerrilla e Jay Conrad Levinson i roto i tana pukapuka o te tau 1984 "Guerrilla Marketing." I whakaaweawe a Levinson i ngā pakihi iti me te whakaaro kāore e hiahiatia he tahua nui hei whakataetae ki ngā kaitākaro nui o tā rātou ahumahi. Mā ngā whakaaro kanapa me te rautaki tika, ka taea e ngā pakihi iti te kukume i te aro me te toa i ngā kiritaki.
I ahu mai te ariā a Levinson i ngā rautaki pakanga a te ope taua, arā, ko ngā tikanga rerekē me ngā tikanga whakamīharo a tētahi rōpū iti hei whawhai ki tētahi hoariri nui ake, kaha ake. I roto i te horopaki hokohoko, ka puta he rautaki auaha kāore e hiahiatia he haumi nui engari he tino whai hua ki te kukume i te aro nui.
Ngā Huānga Matua i roto i te Hokohoko Pakanga
Ka angitu te hokohoko pakanga nā tōna kaha ki te miharo me te miharo i te hunga whakarongo. Anei ētahi o ngā āhuatanga matua e whakamahia ana i roto i tēnei tikanga:
1. Auahatanga me te Ahureitanga: Ko ngā kaupapa matua o te hokohoko pakanga ko ngā whakaaro auaha me te ahurei. Ko te whakaaro he waihanga i tētahi mea ohorere, he mea motuhake hoki.
2. Te Taunekeneke: He maha ngā wā ka uru atu te hunga mātakitaki ki te hokohoko pakanga. Ka taea tēnei te whakamahi i te hokohoko wheako, arā, te whai wāhi tika a ngā kaihoko ki ngā mahi hokohoko, ki ngā kaupapa pāpāho pāpori rānei e akiaki ana i a rātou ki te whakapuaki i ngā ihirangi.
3. Te Whakamahi i te Wāhi Tūmatanui: He maha ngā pakanga pakanga e whakamahi ana i te wāhi tūmatanui. Ka taea tēnei te tango i te ahua o ngā pakitara, ngā toi tiriti, ngā whakaurunga rānei e kukume ana i te aro me te tono i te taunekeneke a te marea.
4. Whakamahia te Pāpāho Pāpori: He maha ngā wā ka whakawhirinaki ngā pakanga pakanga hou ki te pāpāho pāpori hei hora i ā rātou karere. Nā te pānga o ngā papaaho pāpāho pāpori ki te ao tūroa, ka taea e ngā karere auaha te tae atu ki te hunga whakarongo whānui, me te kore e hiahiatia he haumitanga nui ki ngā pānuitanga.
5. Tere me te Ngāwari: He tere, he ngāwari hoki te hokohoko pakanga. Ko te tikanga o tēnei ka taea te whakatinana tere i ngā whakaaro hou, ā, ka taea te whakarerekē, te whakatikatika rānei i ngā kaupapa whakatairanga i runga i te urupare a te hunga whakarongo.
Ngā Tauira o te Angitu Hokohoko Guerrilla
Ka taea e ētahi tauira o ngā kaupapa hokohoko guerrilla angitu te hoatu ki a koe he whakaaro pai ake mō te whakamahinga o tēnei tikanga.
1. Tauira 1: “Fearless Girl” nā State Street Global Advisors:
I te tau 2017, i horapa whānuitia te whakairo o tētahi kōtiro e tū atu ana ki tētahi whakapakoko puru i Wall Street. Kāore i te aro noa te ao ki tēnei whakairo, engari i tukuna atu hoki he karere kaha mō te maia me te whakamana i te wahine.
2. Tauira 2: “Te Kaupapa a Blair Witch”:
He tauira matarohia tēnei kiriata mō te hokohoko pakanga i roto i te umanga kiriata. Nā te korenga o te tahua nui mō te hokohoko tuku iho, i hangaia e ngā kaihanga kiriata he kōrero mō te kiriata, e kīia ana i ahu mai i ngā kaupapa tūturu, mā roto i ngā paetukutuku me ngā huihuinga ipurangi. Nā tēnei i nui ai te haruru, ā, i hua ake ai he moni nui i te tukunga.
3. Tauira 3: “Te Mīhini Harikoa a Coca-Cola”:
I whakatūria e Coca-Cola ngā mīhini hoko kai ki ngā whare wānanga, ehara i te mea ko te inu waikore anake te mea e tuku ana, engari ko ngā koha ohorere pērā i ngā putiputi me te piza. Kātahi ka tohaina ngā ataata o ngā ākonga e whiwhi ana i ēnei ohorere ki ngā pāpāho pāpori, ā, ka nui te harikoa mō te waitohu.
Ngā Painga me ngā Huarahi o te Hokohoko Guerrilla
He maha ngā painga o te hokohoko pakanga e kukume ana i te tini o ngā pakihi, inā koa ngā pakihi iti me te iti o te tahua hokohoko:
1. Utu iti: Ko tētahi o ngā painga nui o te hokohoko pakanga ko tōna utu iti iho i ngā kaupapa hokohoko tuku iho. Mā tēnei ka taea e ngā pakihi iti te whakataetae ki ngā kaitākaro nui me te kore e nui ngā whakapaunga.
2. He mea hopu te aro: Nā te āhua rerekē, he nui ake te aro o ngā pakanga pakanga i ngā pānuitanga tuku iho. Mā tēnei ka maumahara te hunga whakarongo ki te karere i tukuna.
3. Te Pānga ki te Huaketo: He maha ngā rautaki auaha, hou hoki, ka taea te horapa haere, inā koa mā roto i ngā pāpāho pāpori. Mā tēnei ka taea e ngā karere te toro atu ki tētahi hunga whakarongo whānui i roto i te wā poto.
4. Te Whakauru Pai Ake ki ngā Kaihoko: He maha ngā kaupapa pakanga kua hangaia hei akiaki i te taunekeneke tika a ngā kaihoko. Ehara i te mea ka nui ake te whakauru o te kaupapa engari ka āwhina hoki ki te hanga hononga kaha ake ki ngā kaihoko.
5. Ngā Tikanga Hokohoko Ka Taea te Ine: Ahakoa ehara i te mea ngāwari ki te ine i ngā wā katoa, ka taea te aromatawai i te hokohoko pakanga i runga i te pikinga ake o te aro o ngā pāpāho, te pikinga ake o ngā taunekeneke pāpāho pāpori, te pānga tika rānei ki ngā hoko.
Ngā Wero i roto i te Hokohoko Guerrilla
Ahakoa ōna painga maha, kāore te hokohoko pakanga i te kore he wero. Ko ētahi o ngā wero matua ko:
1. Te Tūponotanga o te Tautohe: Nā te mea he maha ngā wā ka miharo, ka rerekē rānei ngā rautaki e whakamahia ana, ka tūpono pea ka hē te whakamārama i te kaupapa, ka tautohetia rānei. He mea nui kia kaua te karere e tukuna ana e whakapataritari, e whara rānei i tetahi.
2. Whakahaere Tauwhiro: Ahakoa he tino whai hua ngā pakanga pakanga, he nui te auahatanga me te whakamahere e hiahiatia ana mō te hoahoa me te whakahaere i aua pakanga. Ehara i te rautaki ka taea te whakamahi tauwhiro me te kore he kaha auaha nui.
3. Te Korekore o ngā Hua: Nā te āhua rerekē o ngā pakanga pakanga, he uaua ki te matapae i ngā hua o ngā pakanga pakanga. He uaua pea tēnei mō ngā pakihi e whakawhirinaki ana ki ngā hua hokohoko e taea te matapae me te ine.
Me pēhea te tīmata i te hokohoko pakanga
Mō ngā pakihi e hiahia ana ki te whakamātau i ngā tikanga hokohoko guerrilla, anei ētahi mahi taketake hei whai māu:
1. Tautuhia ō Whāinga: Ko te taahiraa tuatahi ko te whakatau i tāu e hiahia ana kia tutuki i roto i te kaupapa whakatairanga. Ko tāu whāinga he whakanui ake i te mōhiotanga ki te waitohu, he whakaoho i te haruru, he akiaki rānei i ngā hoko?
2. Kia Mōhio ki tō Hunga Whāinga: He mea nui te mārama ki tō hunga whāinga i roto i te hokohoko pakanga. He aha ngā mea e pārekareka ana ki a rātou? Kei hea rātou e whakapau ana i ō rātou wā? He aha te mea hei pupuri i tō rātou hiahia me te whai wāhi?
3. Whakaaroaro: Huihuihia he rōpū auaha hei whakaaroaro i ngā whakaaro ahurei, whakamere hoki. Kaua e wehi ki te whakaaro i waho o te pouaka.
4. Te Whakamahere me te Whakatinanatanga: Kia oti te whiriwhiri i tētahi whakaaro, whakamaheretia me pēhea te whakahaere i te kaupapa. Me whakarite kua rite katoa ngā mea, ā, kua riro mai hoki ngā whakaaetanga katoa e tika ana.
5. Aroturuki me te Aromatawai: Kia tīmata te kaupapa, aroturukihia ngā hua. Tirohia te urupare a te hunga whakarongo, ā, aromatawaihia tōna pānga ki te pakihi.
I tēnei ao whakataetae e piki haere ana, he huarahi auaha, he huarahi utu-pai hoki te hokohoko a te guerrilla hei tū motuhake i te mano. Mā te auahatanga, te whakamahere pai, me te whakatinanatanga tika, ka taea e tēnei tikanga te āwhina i ngā pakihi ki te kukume i te aro, te hanga whanaungatanga ki ngā kaihoko, me te whakatutuki i ā rātou whāinga hokohoko.
