Ukumaketha okuhle kwamaqanda: Izindaba zempumelelo ezivela e-US nase-Colombia
8 June 2023
Engqungqutheleni yakamuva ye-IEC Business e-Barcelona, izihambeli zithole ukubukeka okuqabulayo kwemininingwane yokumaketha kwamaqanda kanye nezinhlelo ezivela kubaholi ababili bezimboni. Bethula njengengxenye yeseshini ye-'Vision 365 and Power of Marketing', u-Emily Metz, uMongameli kanye ne-CEO ye-American Egg Board (AEB) kanye no-Gonzalo Moreno, uMongameli Omkhulu we-FENAVI, babelane ngemiqondo ukuze basekele imboni yamaqanda yomhlaba wonke ukuze ithuthukise futhi icwengisise. amasu abo okuthengisa amaqanda.
Ukuhola ukulandisa
Ukuqala iseshini, u-Emily wagibela esiteji ukuze axoxe ngokuthi i-AEB isebenzise kanjani ukucindezela okubi mayelana nokwehla kwamandla emali njengethuba lokuguqula izingxoxo zibe ezinhle: “Kudingeke sigxume ngezinyawo kuqala, bekufanele sixoxe indaba yethu. Besidinga ukwengeza umongo, ngoba uma singakwenzi lokho bekuzoxoxwa kithina”.
Uchaze indlela imiyalezo yabo egcizelele ngayo ukuthi abalimi bamaqanda “bangabenzi bamanani hhayi abenzi bamanani”, futhi baguqule ngempumelelo imizwelo ukusuka kokubi ukuya kokungathathi hlangothi futhi balinganisele ngokusebenzisa i-blitz yabezindaba, baqoqe ama-athikili angaphezu kuka-2,000 ezitolo zezindaba ezihlukahlukene ezinsukwini ezine nje. Ugqamise umthelela ohlala isikhathi eside wokuxhumana kwabo, njengoba imiyalezo ewumongo iqhubeka nokuzwakala ngisho nangemva kokudamba kombiko wokuqala.
U-Emily wachaza ukuthi inhloso ye-AEB ukuqinisekisa ukuthi imboni yamaqanda “ayigcini nje ngokusinda, kodwa iyachuma” naphezu kwezinselelo ezifana nokukhuphuka kwezindleko, ukwehla kwamandla emali, ubunzima bekheji, kanye ne-HPAI. Basebenzise i-White House Easter Egg Roll ukuze bakhulise imilayezo yabo ngokusebenzisa abezindaba besifunda, besebenzisa umcimbi wePhasika obone abantu ababehambele umcimbi abangu-30,000 njengethuba eliyingqayizivele lokwabelana ngezindaba zabalimi bamaqanda ngendlela ephumelelayo. Imizamo yabo yathwetshulwa abezindaba bendawo, okusiza ukwakha ukuxhumana okungokomzwelo nabathengi.
Ukuqamba okusha - i-Eggcelerator Lab
Njengengxenye yesethulo sakhe, u-Emily ukujabulele ukwabelana ngohlelo lwakamuva lwe-AEB, i-'Eggcelerator Lab' eyethulwa ngo-Okthoba 2022: “Inhloso yalebhu ukuvusa ubuhlakani obusha ngokuhlanganisa imininingwane esezingeni eliphezulu kanye nokuhlakulela ubambiswano. Umgomo wethu uwukuqhuba isidingo”. I-USA yamukela amaqanda njengezithako eziguquguqukayo ne-AEB ehamba phambili emikhiqizweni yamaqanda eguqulayo.
Uveze ukuthi uhlelo lwalolu hlelo lugxile kakhulu “emsebenzini wokuthola indawo emhlophe” ukuze kutholakale amathuba ezimakethe. Umsebenzi walebhu ugqugquzelwa inethiwekhi yabakhiqizi, abahlinzeki, abacwaningi bamanyuvesi kanye nochwepheshe bezihloko abasiza ukuveza ama-prototypes, wachaza, okuholela “emtatsheni wezincwadi wamakhulu wemibono ye-turnkey, elungele ukwabelana namakhasimende”.
Ngokutshala imali ekusungulweni okusha kusenesikhathi kanye nokunikeza amaklayenti inqubo yokunciphisa izindleko kanye neyokunciphisa ubungozi, i-AEB ihlose ukusheshisa ukwethulwa kwemikhiqizo emisha kanye nemisha esekelwe amaqanda emakethe. Ebhekisela ezindabeni zempumelelo kusukela kuphrojekthi kuze kube manje, u-Emily wachaza ukuthi ngokwethula le mikhiqizo emisha, bangaqhuba isidingo futhi baqinise ukulandisa kokuthi amaqanda kufanele abe yimvelo yokudla kwansuku zonke.
Ukubeka isisekelo esiqinile sokukhula
Ngokulandelayo ukwethulwa, uGonzalo Moreno unikeze isizinda nge-Colombia ngokubonisa ukukhula okuphawulekayo kwakamuva ekusetshenzisweni kweqanda ngalinye ezweni lakhe, kukhule kusuka ku-212 ngo-2009 kuya ku-334 ngo-2021.
Ubalule izici ezibalulekile ezinomthelela kulokhu kukhula okumangalisayo kokusetshenziswa, egqamisa indima esemqoka eyenziwa ukuthuthukiswa okuseceleni okwenza ukwanda kokusetshenziswa. U-Gonzalo waphawula ukuthi umthetho othuthukisiwe ophathelene nezindinganiso zokuhlanzeka, ukuphepha kwemvelo kanye nokuphepha kokudla ubeke isisekelo samasu okuxhumana aqinile, anomthelela azungeze amaqanda njengokudla okuphephile nokunempilo. Wengeze ngokuthi isivumelwano sokuhwebelana ne-USA ngo-2012, esibandakanya ukuhwebelana kommbila ovela kwamanye amazwe kanye nokuqedwa kwentela, siphinde sasiza ukukhula okubalulekile kokukhiqiza, okwenza iColombia ikwazi ukufanisa ukukhula kwesidingo nokuhlinzekwa.
Ukukhulumisana amandla eyingqayizivele amaqanda
U-Gonzalo unikeze isifinyezo semikhankaso yokumaketha amaqanda yase-Colombia eyingqayizivele futhi ebanzi esetshenziselwa ukubhala kabusha ukulandisa kwamaqanda, okuhlanganisa umdlalo we-TV opopayi wezingane, 'La Liga Supercrack', kanye nesevisi yokwelulekwa ngocingo ethi 'The Gold Line to Life', enikeza okungenamkhawulo iseluleko sokudla komuntu siqu kubantu abadala. Wachaza ukuthi inhloso eyinhloko yale mikhankaso ukubeka iqanda njengeprotheni enempilo futhi engabizi kakhulu ezweni ngemva kweminyaka eminingi yokunyathelisa okungalungile kanye ne-disinformation.
U-Gonzalo wengeze ngokuthi ukusebenzisana kwamasu kuqinise imikhankaso yokumaketha, okuqhubekisela phambili ukuthuthukisa ukufinyeleleka nomthelela wemilayezo ye-FENAVI. Ukubambisana okukodwa okuphawulekayo yi-Carlos Vives Foundation, esekela imizamo yezenhlalakahle nokusimama ezindaweni zasemaphandleni zaseColombia. Esigodini esingaphezu kwamanzi, lapho ukungavikeleki kokudla kuthinta i-96% yabantu futhi ukungondleki kuthinta i-95%, i-FENAVI, ngokubambisana nesisekelo, inikele ngamaqanda anele ukuze umuntu ngamunye adle okungenani elilodwa ngosuku. Isebenzisana nodokotela, odokotela bezingane, kanye nezazi zokudla, i-FENAVI ihlose ukuthuthukisa izinga lempilo emphakathini. Bazoqhubeka nokulandelela imiphumela emihle yezempilo kuleli dolobhana, abathemba ukuthi izoba yisibonelo esihle seqhaza elingabanjwa amaqanda ekwenzeni ngcono umsoco.
Inhloso ye-FENAVI yalo nyaka ukukhulisa ukusetshenziswa kweqanda lomuntu ngamunye kuye kumayunithi angama-365, kuchaza uMongameli wale nhlangano. Bahlela ukwenza lokhu ngokuqiniswa kanye nokugqugquzela ukusimama kanye namazinga okuhlanzeka. Ngaphezu kwalokho, i-FENAVI ihlose ukuhlola ukuthi i-Colombia ingabeka kanjani amaqanda njengesithako esigcwele izakhi zokwengeza ekudleni ngokusungula izinto ezintsha, kanye nomthombo ozimele wokudla okunomsoco.
Yizwa ochwepheshe mathupha
Qonda amandla ale mikhankaso kanye nothando olukhona ngokubuka izethulo zika-Emily noGonzalo ezivela ku-IEC Barcelona. Lokhu okurekhodiwe kutholwa amalungu e-IEC kuphela.