{"id":48725,"date":"2023-12-17T00:54:30","date_gmt":"2023-12-17T00:54:30","guid":{"rendered":"https:\/\/masterskills.org\/blog\/big-idea-la-gi-cach-tao-ra-big-idea-cho-chien-dich-truyen-thong-hieu-qua.html"},"modified":"2023-12-17T00:54:30","modified_gmt":"2023-12-17T00:54:30","slug":"big-idea-la-gi-cach-tao-ra-big-idea-cho-chien-dich-truyen-thong-hieu-qua","status":"publish","type":"post","link":"https:\/\/masterskills.org\/blog\/big-idea-la-gi-cach-tao-ra-big-idea-cho-chien-dich-truyen-thong-hieu-qua.html","title":{"rendered":"Big Idea L\u00e0 G\u00ec? C\u00e1ch T\u1ea1o Ra Big Idea Cho Chi\u1ebfn D\u1ecbch Truy\u1ec1n Th\u00f4ng Hi\u1ec7u Qu\u1ea3"},"content":{"rendered":"
\n

Khi nh\u00ecn v\u00e0o m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o th\u00e0nh c\u00f4ng, c\u00f3 bao gi\u1edd b\u1ea1n t\u1ef1 h\u1ecfi b\u1eb1ng c\u00e1ch n\u00e0o m\u00e0 h\u1ecd l\u1ea1i ngh\u0129 ra \u0111\u01b0\u1ee3c m\u1ed9t \u00fd h\u01b0\u1edfng hay ho nh\u01b0 v\u1eady? C\u00f3 ph\u1ea3i \u00fd t\u01b0\u1edfng t\u1eeb tr\u00ean tr\u1eddi r\u01a1i xu\u1ed1ng hay b\u1ea5t ch\u1ee3t n\u1ea3y ra trong \u0111\u1ea7u c\u1ee7a ai \u0111\u00f3 ngay l\u00fac h\u1ecd kh\u00f4ng t\u1eadp trung suy ngh\u0129 v\u1ec1 n\u00f3 nh\u1ea5t?\u00a0<\/p>\n

\u00dd t\u01b0\u1edfng c\u00f3 th\u1ec3 \u0111\u1ebfn b\u1eb1ng c\u00e1ch n\u00e0y hay c\u00e1ch kh\u00e1c, nh\u01b0ng \u0111\u1ec3 m\u1ed9t \u00fd t\u01b0\u1edfng th\u1ef1c s\u1ef1 tr\u1edf n\u00ean \u201cl\u1edbn lao\u201d, giai \u0111o\u1ea1n m\u00e0 n\u00f3 c\u1ea7n tr\u1ea3i qua kh\u00f4ng ch\u1ec9 l\u00e0 m\u1ed9t tho\u00e1ng hay ch\u1ed1c l\u00e1t nh\u01b0 c\u00e1i c\u00e1ch m\u00e0 n\u00f3 xu\u1ea5t hi\u1ec7n.\u00a0<\/p>\n

Chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o th\u00e0nh c\u00f4ng m\u00e0 b\u1ea1n nh\u00ecn th\u1ea5y \u0111\u00e3 \u0111\u01b0\u1ee3c t\u1ea1o n\u00ean t\u1eeb \u201cBig Idea\u201d \u2013 t\u00e2m h\u1ed3n hay kim ch\u1ec9 nam c\u1ee7a chi\u1ebfn d\u1ecbch. V\u1eady c\u1ee5 th\u1ec3 big idea l\u00e0 g\u00ec<\/strong>? L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t big idea th\u1ef1c s\u1ef1 hi\u1ec7u qu\u1ea3?<\/p>\n

B\u00e0i vi\u1ebft n\u00e0y l\u00e0 c\u00e2u tr\u1ea3 l\u1eddi b\u1ea1n c\u1ea7n.\u00a0<\/p>\n

1. Big idea l\u00e0 g\u00ec?\u00a0<\/strong><\/h2>\n

N\u1ebfu kh\u00f4ng c\u00f3 m\u1ed9t big idea \u0111\u01b0\u1ee3c \u0111\u1ecbnh ngh\u0129a r\u00f5 r\u00e0ng, m\u1ed9t chi\u1ebfn d\u1ecbch truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o s\u1ebd r\u1ea5t kh\u00f3 \u0111\u1ec3 t\u1ea1o n\u00ean ti\u1ebfng vang v\u00e0 \u0111\u1ecdng l\u1ea1i trong t\u00e2m tr\u00ed \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau.\u00a0<\/p>\n

Big idea r\u1ed1t cu\u1ed9c l\u00e0 g\u00ec?<\/em><\/p>\n

\n
\"big-idea\"<\/figure>\n<\/div>\n

Big idea l\u00e0 m\u1ed9t kh\u00e1i ni\u1ec7m v\u00f4 c\u00f9ng quen thu\u1ed9c trong l\u0129nh v\u1ef1c marketing. Big idea ch\u00ednh l\u00e0 x\u01b0\u01a1ng s\u1ed1ng c\u1ee7a c\u1ea3 m\u1ed9t chi\u1ebfn d\u1ecbch, quy\u1ebft \u0111\u1ecbnh c\u00e1ch m\u00e0 marketer mu\u1ed1n kh\u00e1n gi\u1ea3 hi\u1ec3u v\u1ec1 chi\u1ebfn d\u1ecbch, trong \u0111\u00f3 bao g\u1ed3m th\u00f4ng \u0111i\u1ec7p (key message) xuy\u00ean su\u1ed1t chi\u1ebfn d\u1ecbch, \u00fd ngh\u0129a, v\u00e0 l\u1eddi k\u00eau g\u1ecdi h\u00e0nh \u0111\u1ed9ng.\u00a0<\/p>\n

N\u00f3i m\u1ed9t c\u00e1ch kh\u00e1c big idea l\u00e0 m\u1ed9t th\u00f4ng \u0111i\u1ec7p t\u1ed5ng qu\u00e1t n\u00f3i l\u00ean \u00fd ngh\u0129a c\u1ee7a chi\u1ebfn d\u1ecbch, tr\u1ea3 l\u1eddi cho c\u00e2u h\u1ecfi \u201cchi\u1ebfn d\u1ecbch n\u00e0y nh\u1eb1m m\u1ee5c \u0111\u00edch g\u00ec?\u201d.\u00a0<\/strong><\/p>\n

\u00dd t\u01b0\u1edfng c\u00f3 th\u1ec3 t\u1ef1 nhi\u00ean xu\u1ea5t hi\u1ec7n l\u00fac ta kh\u00f4ng ng\u1edd t\u1edbi, nh\u01b0ng m\u1ed9t big idea ch\u00ednh l\u00e0 \u00fd t\u01b0\u1edfng \u0111\u01b0\u1ee3c t\u1ea1o n\u00ean t\u1eeb insight c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau (target audience). Ngh\u0129a l\u00e0 tr\u01b0\u1edbc \u0111\u00f3, b\u1ea1n c\u1ea7n c\u00f3 s\u1ef1 nghi\u00ean c\u1ee9u k\u1ef9 l\u01b0\u1ee1ng v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng, c\u1ee5 th\u1ec3 l\u00e0 \u201cs\u1ef1 th\u1eadt ng\u1ea7m hi\u1ec3u\u201d c\u1ee7a h\u1ecd.\u00a0<\/p>\n

2. Vai tr\u00f2 c\u1ee7a big idea l\u00e0 g\u00ec?\u00a0<\/strong><\/h2>\n

Nh\u01b0 \u0111\u00e3 n\u00eau tr\u00ean, big idea ch\u00ednh l\u00e0 tr\u00e1i tim c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch. N\u00f3 gi\u00fap cho t\u1ea5t c\u1ea3 c\u00e1c ho\u1ea1t \u0111\u1ed9ng xoay quanh chi\u1ebfn d\u1ecbch \u0111\u1ec1u \u0111\u01b0\u1ee3c tri\u1ec3n khai theo c\u00f9ng m\u1ed9t qu\u1ef9 \u0111\u1ea1o, h\u01b0\u1edbng t\u1edbi m\u1ed9t m\u1ee5c ti\u00eau nh\u1ea5t qu\u00e1n, v\u00e0 truy\u1ec1n t\u1ea3i m\u1ed9t th\u00f4ng \u0111i\u1ec7p xuy\u00ean su\u1ed1t.\u00a0<\/p>\n

Big idea gi\u00fap b\u1ea1n x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c \u0111i\u1ec1u m\u00e0 b\u1ea1n mu\u1ed1n kh\u00e1n gi\u1ea3 nh\u1edb \u0111\u1ebfn v\u1ec1 chi\u1ebfn d\u1ecbch c\u1ee7a m\u00ecnh l\u00e0 g\u00ec? Do \u0111\u00f3 big idea l\u00e0 th\u1ee9 c\u1ea7n \u0111\u01b0\u1ee3c ngh\u0129 ra v\u00e0 ph\u00e1t tri\u1ec3n, \u0111\u1ed3ng th\u1eddi l\u00e0 y\u1ebfu t\u1ed1 c\u1ea7n \u0111\u01b0\u1ee3c \u0111\u01b0a v\u00e0o \u201ctr\u00ed nh\u1edb, t\u00e2m th\u1ee9c\u201d c\u1ee7a kh\u00e1n gi\u1ea3, kh\u00e1ch h\u00e0ng, hay ng\u01b0\u1eddi d\u00f9ng m\u1ee5c ti\u00eau.\u00a0<\/p>\n

V\u00ed d\u1ee5, chi\u1ebfn d\u1ecbch \u201cJust Do It\u201d c\u1ee7a Nike \u0111\u00e3 ph\u1ee7 s\u00f3ng m\u1ea1nh m\u1ebd to\u00e0n c\u1ea7u v\u1edbi th\u00f4ng \u0111i\u1ec7p v\u00f4 c\u00f9ng \u00fd ngh\u0129a \u201cC\u1ee9 l\u00e0m th\u00f4i\u201d. Ch\u1ec9 v\u1edbi 3 ch\u1eef ng\u1eafn g\u1ecdn Nike \u0111\u00e3 th\u00e0nh c\u00f4ng truy\u1ec1n t\u1ea3i th\u00f4ng \u0111i\u1ec7p gi\u00fap m\u1ecdi ng\u01b0\u1eddi v\u1ef1c d\u1eady tinh th\u1ea7n, h\u00e3y c\u1ee9 l\u00e0m \u0111i\u1ec1u m\u00ecnh th\u00edch, kh\u00f4ng c\u1ea7n e ng\u1ea1i b\u1ea5t c\u1ee9 \u0111i\u1ec1u g\u00ec.\u00a0<\/p>\n

\u0110\u01b0\u01a1ng nhi\u00ean, kh\u00f4ng ch\u1ec9 m\u1ed7i c\u00e2u slogan \u0111\u00f3 \u201cl\u00e0m n\u00ean chuy\u1ec7n\u201d. C\u00e1c video qu\u1ea3ng b\u00e1 v\u00e0 b\u00e0i vi\u1ebft lan to\u1ea3 c\u00e2u truy\u1ec7n m\u00e0 Nike mu\u1ed1n k\u1ec3 \u0111\u00e3 gi\u00fap chi\u1ebfn d\u1ecbch \u0111\u00f3 th\u00e0nh c\u00f4ng vang d\u1ed9i, in s\u00e2u v\u00e0o t\u00e2m tr\u00ed ng\u01b0\u1eddi d\u00f9ng, v\u00e0 tr\u1edf th\u00e0nh m\u1ed9t case study \u0111\u00e1ng h\u1ecdc h\u1ecfi c\u1ee7a r\u1ea5t nhi\u1ec1u marketer.\u00a0<\/p>\n

Nike Just Do It Possibilities<\/figcaption><\/figure>\n

Sau h\u01a1n 30 n\u0103m k\u1ec3 t\u1eeb khi chi\u1ebfn d\u1ecbch n\u00e0y ra \u0111\u1eddi, big idea m\u00e0 Nike \u0111\u00e3 x\u00e2y d\u1ef1ng v\u1eabn l\u00e0 m\u1ed9t case study m\u00e0 ch\u00fang ta c\u00f3 th\u1ec3 nh\u00ecn v\u00e0o \u0111\u1ec3 h\u1ecdc t\u1eadp.\u00a0<\/p>\n

\u0110\u00f3 ch\u1ec9 l\u00e0 m\u1ed9t trong s\u1ed1 r\u1ea5t nhi\u1ec1u v\u00ed d\u1ee5 v\u1ec1 vi\u1ec7c m\u1ed9t big idea \u201c\u0111\u1ee7 l\u1edbn\u201d s\u1ebd \u0111\u01b0a chi\u1ebfn d\u1ecbch marketing bay cao bay xa nh\u01b0 th\u1ebf n\u00e0o. Ch\u00fang ta kh\u00f4ng ph\u00e2n t\u00edch c\u1ee5 th\u1ec3 chi\u1ebfn d\u1ecbch c\u1ee7a Just Do It \u1edf \u0111\u00e2y, nh\u01b0ng th\u1ef1c t\u1ebf Nike \u0111\u00e3 tr\u1edf th\u00e0nh bi\u1ec3u t\u01b0\u1ee3ng c\u1ee7a s\u1ef1 t\u1ed1i gi\u1ea3n v\u00e0 th\u00e0nh c\u00f4ng.\u00a0<\/p>\n

V\u1eady t\u00f3m l\u1ea1i y\u1ebfu t\u1ed1 n\u00e0o quy\u1ebft \u0111\u1ecbnh m\u1ed9t big idea c\u00f3 kh\u1ea3 thi hay kh\u00f4ng?\u00a0<\/p>\n

C\u00f3 5 ti\u00eau ch\u00ed \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 m\u1ed9t big idea. H\u00e3y c\u00f9ng Masterskills t\u00ecm hi\u1ec3u c\u1ee5 th\u1ec3 t\u1eebng ti\u00eau ch\u00ed nh\u00e9.\u00a0<\/p>\n

3. \u0110\u00e1nh gi\u00e1 m\u1ed9t big idea l\u00fd t\u01b0\u1edfng d\u1ef1a v\u00e0o \u0111\u00e2u?\u00a0<\/strong><\/h2>\n

Ng\u1eafn g\u1ecdn, \u0111\u01a1n gi\u1ea3n, d\u1ec5 nh\u1edb<\/strong><\/h3>\n

Ch\u00fang ta \u0111\u1ec1u th\u00edch nh\u1eefng th\u00f4ng tin ng\u1eafn g\u1ecdn, d\u1ec5 nh\u1edb. V\u00ec th\u1ebf \u0111\u1eebng b\u1eaft kh\u00e1n gi\u1ea3 c\u1ee7a b\u1ea1n ph\u1ea3i nh\u1edb t\u1ea5t c\u1ea3 nh\u1eefng g\u00ec b\u1ea1n mu\u1ed1n m\u00f4 t\u1ea3 v\u1ec1 chi\u1ebfn d\u1ecbch c\u1ee7a m\u00ecnh. H\u00e3y khi\u1ebfn h\u1ecd \u201cy\u00eau ngay t\u1eeb c\u00e1i nh\u00ecn \u0111\u1ea7u ti\u00ean\u201d v\u1edbi m\u1ed9t kh\u1ea9u hi\u1ec7u (slogan) ng\u1eafn g\u1ecdn, \u0111\u01a1n gi\u1ea3n, d\u1ec5 nh\u1edb<\/strong>, nh\u01b0ng c\u0169ng th\u1eadt \u1ea5n t\u01b0\u1ee3ng v\u00e0 kh\u00e1c bi\u1ec7t<\/strong>.\u00a0<\/p>\n

M\u1ed9t th\u00f4ng \u0111i\u1ec7p qu\u00e1 d\u00e0i s\u1ebd kh\u00f3 c\u00f3 th\u1ec3 \u0111\u1ea5u tranh l\u1ea1i v\u1edbi kh\u1ed1i l\u01b0\u1ee3ng th\u00f4ng tin kh\u1ed5ng l\u1ed3 m\u00e0 h\u1ecd ph\u1ea3i dung n\u1ea1p h\u00e0ng ng\u00e0y.\u00a0<\/p>\n

M\u1ed9t \u00fd t\u01b0\u1edfng l\u1edbn d\u00f9 c\u00f3 hay \u0111\u1ebfn th\u1ebf n\u00e0o nh\u01b0ng n\u1ebfu \u0111\u01b0\u1ee3c th\u1ec3 hi\u1ec7n m\u1ed9t c\u00e1ch d\u00e0i d\u00f2ng, ph\u1ee9c t\u1ea1p c\u0169ng kh\u00f4ng th\u1ec3 t\u1ea1o \u1ea5n t\u01b0\u1ee3ng v\u1edbi ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0<\/p>\n

N\u1ebfu b\u1ecf th\u1eddi gian nghi\u00ean c\u1ee9u, b\u1ea1n s\u1ebd th\u1ea5y \u0111a s\u1ed1 nh\u1eefng chi\u1ebfn d\u1ecbch th\u00e0nh c\u00f4ng \u0111\u1ebfn t\u1eeb c\u00e1c th\u01b0\u01a1ng hi\u1ec7u n\u1ed5i ti\u00eangs \u0111\u1ec1u c\u00f3 nh\u1eefng slogan r\u1ea5t ng\u1eafn g\u1ecdn.\u00a0<\/p>\n

Ch\u1eb3ng h\u1ea1n nh\u01b0:\u00a0<\/p>\n

    \n
  • Think Different (Apple)<\/li>\n
  • Every Little Helps (Tesco)<\/li>\n
  • Designed for Driving Pleasure (BMW)<\/li>\n
  • Open Happiness (Coca-Cola)\u00a0<\/li>\n
  • I\u2019m Lovin\u2019 It (Mc Donald\u2019s)<\/li>\n
  • \u0110i \u0111\u1ec3 tr\u1edf v\u1ec1 (Biti\u2019s)<\/li>\n<\/ul>\n

    Big idea c\u1ea7n ph\u1ea3i \u0111\u1ed9c \u0111\u00e1o<\/strong><\/h3>\n

    Gi\u1eefa mu\u00f4n v\u00e0n \u00fd t\u01b0\u1edfng v\u00e0 chi\u1ebfn d\u1ecbch \u0111\u01b0\u1ee3c t\u1ea1o ra h\u00e0ng ng\u00e0y, c\u00e1ch duy nh\u1ea5t \u0111\u1ec3 nh\u1eadn \u0111\u01b0\u1ee3c s\u1ef1 ch\u00fa \u00fd ch\u00ednh l\u00e0 tr\u1edf n\u00ean kh\u00e1c bi\u1ec7t. Kh\u00e1n gi\u1ea3 s\u1ebd \u00edt b\u1ecb thu h\u00fat b\u1edfi nh\u1eefng \u0111i\u1ec1u quen thu\u1ed9c. Thay v\u00e0o \u0111\u00f3, h\u1ecd d\u1ec5 d\u00e0ng \u0111\u1ec3 m\u1eaft v\u00e0 ghi nh\u1edb m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 th\u00fa v\u1ecb, ch\u01b0a t\u1eebng c\u00f3.\u00a0<\/p>\n

    M\u1ed9t big idea c\u00f3 th\u1ec3 kh\u00f4ng ph\u1ea3i l\u1ea7n \u0111\u1ea7u xu\u1ea5t hi\u1ec7n hay qu\u00e1 \u0111\u1ed9c \u0111\u00e1o. Do v\u1eady \u0111\u1ec3 bi\u1ebfn m\u1ed9t \u00fd t\u01b0\u1edfng b\u00ecnh th\u01b0\u1eddng tr\u1edf n\u00ean l\u00fd t\u01b0\u1edfng, c\u00e1ch th\u1ec3 hi\u1ec7n l\u00e0 r\u1ea5t quan tr\u1ecdng.\u00a0<\/p>\n

    D\u1ec5 tr\u1edf n\u00ean \u201cviral\u201d<\/strong><\/h3>\n

    Viral l\u00e0 m\u1ed9t t\u1eeb ti\u1ebfng Anh r\u1ea5t ph\u1ed5 bi\u1ebfn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i. N\u00f3 c\u00f3 ngh\u0129a l\u00e0 lan to\u1ea3, \u0111\u01b0\u1ee3c d\u00f9ng \u0111\u1ec3 n\u00f3i v\u1ec1 nh\u1eefng s\u1ef1 ki\u1ec7n, s\u1ef1 v\u1eadt, h\u00e0nh \u0111\u1ed9ng, hay nh\u00e2n v\u1eadt \u0111\u01b0\u1ee3c b\u00e0n t\u00e1n r\u1ed9ng r\u00e3i tr\u00ean kh\u1eafp c\u00e1c trang m\u1ea1ng x\u00e3 h\u1ed9i.\u00a0<\/p>\n

    \u0110\u1ed9 \u201cviral\u201d c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch c\u0169ng \u1ea3nh h\u01b0\u1edfng l\u1edbn \u0111\u1ebfn s\u1ef1 th\u00e0nh c\u00f4ng c\u1ee7a chi\u1ebfn d\u1ecbch \u0111\u00f3. M\u1ed9t \u00fd t\u01b0\u1edfng viral l\u00e0 \u00fd t\u01b0\u1edfng c\u00f3 th\u1ec3 d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c ng\u01b0\u1eddi d\u00f9ng chia s\u1ebb, v\u00e0 lan to\u1ea3 m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean \u0111\u1ebfn ng\u01b0\u1eddi kh\u00e1c.\u00a0<\/p>\n

    Nh\u1eefng y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean t\u00ednh lan to\u1ea3 c\u1ee7a \u00fd t\u01b0\u1edfng bao g\u1ed3m c\u1ea3 nh\u1eefng y\u1ebfu t\u1ed1 n\u00ean tr\u00ean nh\u01b0 ng\u1eafn g\u1ecdn, \u0111\u01a1n gi\u1ea3n, v\u00e0 \u0111\u1ed9c \u0111\u00e1o.\u00a0<\/p>\n

    \n
    \"big
    Big idea c\u1ea7n ph\u1ea3i d\u1ec5 d\u00e0ng lan to\u1ea3<\/figcaption><\/figure>\n<\/div>\n

    N\u1ebfu hay s\u1eed d\u1ee5ng m\u1ea1ng x\u00e3 h\u1ed9i nh\u01b0 Facebook hay Tik Tok, b\u1ea1n s\u1ebd d\u1ec5 d\u00e0ng b\u1eaft g\u1eb7p c\u00e1c c\u1ee5m t\u1eeb viral, \u0111\u01b0\u1ee3c gi\u1edbi tr\u1ebb c\u1ee5 th\u1ec3 l\u00e0 Gen Z s\u1eed d\u1ee5ng r\u1ea5t nhi\u1ec1u trong tr\u00f2 chuy\u1ec7n v\u00e0 giao ti\u1ebfp tr\u00ean m\u1ea1ng. R\u1ea5t nhi\u1ec1u t\u1eeb v\u1ef1ng trong \u201cng\u00f4n ng\u1eef gen Z\u201d tr\u1edf th\u00e0nh trend. H\u01a1i kh\u1eadp khi\u1ec5ng n\u1ebfu so s\u00e1nh big idea v\u1edbi nh\u1eefng c\u1ee5m t\u1eeb hot trend \u0111\u00f3, tuy nhi\u00ean nh\u00ecn chung \u00fd t\u01b0\u1edfng l\u1edbn c\u1ee7a b\u1ea1n c\u0169ng c\u1ea7n c\u00f3 t\u00ednh lan to\u1ea3 nh\u01b0 v\u1eady thay v\u00ec ch\u1ec9 ph\u1ee5 thu\u1ed9c v\u00e0o qu\u1ea3ng c\u00e1o.\u00a0<\/p>\n

    C\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng<\/strong><\/h3>\n

    \u00dd t\u01b0\u1edfng l\u1edbn c\u1ee7a b\u1ea1n nh\u1ea5t \u0111\u1ecbnh c\u1ea7n c\u00f3 m\u1ed9t m\u1ee5c \u0111\u00edch r\u00f5 r\u00e0ng. Li\u1ec7u sau khi ti\u1ebfp c\u1eadn chi\u1ebfn d\u1ecbch v\u00e0 hi\u1ec3u \u0111\u01b0\u1ee3c th\u00f4ng \u0111i\u1ec7p, ng\u01b0\u1eddi ti\u00eau d\u00f9ng c\u00f3 thay \u0111\u1ed5i suy ngh\u0129 hay th\u1ef1c hi\u1ec7n h\u00e0nh \u0111\u1ed9ng \u0111\u00fang nh\u01b0 m\u1ee5c \u0111\u00edch c\u1ee7a chi\u1ebfn d\u1ecbch \u0111\u00f3?\u00a0<\/p>\n

    M\u1ed9t \u00fd t\u01b0\u1edfng l\u1edbn c\u1ea7n c\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng t\u1edbi kh\u00e1n gi\u1ea3, ng\u01b0\u1eddi ti\u00eau d\u00f9ng, th\u1ecb tr\u01b0\u1eddng, c\u0169ng nh\u01b0 v\u1edbi ch\u00ednh doanh nghi\u1ec7p.\u00a0<\/p>\n

    \u0110\u1ec3 c\u00f3 th\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c \u0111i\u1ec1u n\u00e0y, ch\u00fang ta l\u1ea1i quay l\u1ea1i ngu\u1ed3n g\u1ed1c m\u00e0 m\u1ed9t big idea c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c t\u1ea1o ra. \u0110\u00f3 l\u00e0 t\u1eeb insight c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. B\u1ea1n c\u1ea7n n\u1eafm \u0111\u01b0\u1ee3c nh\u1eefng mong mu\u1ed1n th\u1ea7m k\u00edn, nh\u1eefng \u201cn\u1ed7i \u0111au\u201d, kh\u00f3 kh\u0103n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng. Big idea \u0111\u01b0\u1ee3c sinh ra v\u1ed1n d\u0129 l\u00e0 \u0111\u1ec3 gi\u1ea3i quy\u1ebft \u0111\u01b0\u1ee3c nh\u1eefng y\u1ebfu t\u1ed1 tr\u00ean cho ng\u01b0\u1eddi ti\u00eau d\u00f9ng.\u00a0<\/p>\n

    Big idea c\u1ea7n c\u00f3 t\u00ednh \u0111\u1ed9c quy\u1ec1n<\/strong><\/h3>\n

    M\u1ed9t \u00fd t\u01b0\u1edfng l\u1edbn gi\u00fap doanh nghi\u1ec7p th\u00e0nh c\u00f4ng c\u1ea7n g\u1eafn li\u1ec1n v\u1edbi \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. M\u00e0 th\u01b0\u01a1ng hi\u1ec7u l\u00e0 th\u1ee9 \u0111\u1ed9c nh\u1ea5t v\u00f4 nh\u1ecb, l\u00e0 t\u00e0i s\u1ea3n c\u1ee7a m\u1ed9t doanh nghi\u1ec7p, gi\u00fap ng\u01b0\u1eddi ta ph\u00e2n bi\u1ec7t doanh nghi\u1ec7p n\u00e0y v\u1edbi doanh nghi\u1ec7p kh\u00e1c.\u00a0<\/p>\n

    Kh\u00f4ng th\u1ec3 c\u00f3 hai doanh nghi\u1ec7p c\u00f3 chung \u0111\u1ecbnh v\u1ecb th\u01b0\u01a1ng hi\u1ec7u. Do v\u1eady \u00fd t\u01b0\u1edfng l\u1edbn c\u1ea7n li\u00ean h\u1ec7 tr\u1ef1c ti\u1ebfp v\u1edbi th\u01b0\u01a1ng hi\u1ec7u. Nh\u1eefng \u00fd t\u01b0\u1edfng qu\u00e1 chung chung v\u00e0 d\u1ec5 b\u1eaft g\u1eb7p s\u1ebd khi\u1ebfn ng\u01b0\u1eddi ti\u00eau d\u00f9ng nh\u1ea7m l\u1eabn gi\u1eefa c\u00e1c doanh nghi\u1ec7p v\u00e0 ch\u1eb3ng m\u1ea3y may nh\u1edb t\u1edbi.\u00a0<\/p>\n

    Kh\u01a1i g\u1ee3i c\u00e2u chuy\u1ec7n c\u1ee7a m\u1ed7i c\u00e1 nh\u00e2n<\/strong><\/h3>\n

    C\u00e1 nh\u00e2n ho\u00e1 \u0111ang tr\u1edf th\u00e0nh m\u1ed9t y\u1ebfu t\u1ed1 quan tr\u1ecdng trong marketing hay kinh doanh. Tr\u1ea3i nghi\u1ec7m c\u00e1 nh\u00e2n ho\u00e1 c\u0169ng \u0111ang l\u00e0 c\u00e1i m\u00e0 nhi\u1ec1u doanh nghi\u1ec7p h\u01b0\u1edbng t\u1edbi nh\u1eb1m thu h\u00fat v\u00e0 gi\u1eef ch\u00e2n kh\u00e1ch h\u00e0ng.\u00a0<\/p>\n

    \n
    \"big
    Big idea kh\u01a1i g\u1ee3i c\u00e2u chuy\u1ec7n c\u00e1 nh\u00e2n<\/figcaption><\/figure>\n<\/div>\n

    Ch\u00fang ta c\u0169ng c\u00f3 th\u1ec3 li\u00ean h\u1ec7 \u0111i\u1ec1u n\u00e0y v\u1edbi big idea. B\u1ea3n ch\u1ea5t con ng\u01b0\u1eddi ch\u00fang ta th\u01b0\u1eddng d\u1ec5 c\u1ea3m th\u00f4ng v\u1edbi nh\u1eefng g\u00ec gi\u1ed1ng v\u00e0 g\u1ea7n g\u0169i v\u1edbi m\u00ecnh. M\u1ed9t \u00fd t\u01b0\u1edfng m\u00e0 nh\u00ecn v\u00e0o \u0111\u00f3 m\u1ed7i c\u00e1 nh\u00e2n c\u00f3 th\u1ec3 li\u00ean h\u1ec7 v\u1edbi c\u00e2u chuy\u1ec7n c\u1ee7a ch\u00ednh h\u1ecd s\u1ebd d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c dung n\u1ea1p.\u00a0<\/p>\n

    Thay v\u00ec k\u1ec3 c\u00e2u chuy\u1ec7n c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, h\u00e3y k\u1ec3 c\u00e2u chuy\u1ec7n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, v\u00ec \u0111\u00f3 m\u1edbi l\u00e0 th\u1ee9 h\u1ecd mu\u1ed1n nghe.\u00a0<\/p>\n

    N\u00f3i \u0111\u1ebfn \u0111\u00e2y ch\u00fang ta c\u00f3 th\u1ec3 k\u1ebft n\u1ed1i v\u1edbi y\u1ebfu t\u1ed1 th\u1ee9 4 \u201cC\u00f3 s\u1ee9c \u1ea3nh h\u01b0\u1edfng\u201d n\u00eau tr\u00ean. \u0110\u1ec3 k\u1ec3 \u0111\u01b0\u1ee3c c\u00e2u chuy\u1ec7n c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng, m\u1ed9t l\u1ea7n n\u1eefa b\u1ea1n c\u1ea7n hi\u1ec3u \u0111\u01b0\u1ee3c insight c\u1ee7a h\u1ecd.\u00a0<\/p>\n

    Tr\u00ean \u0111\u00e2y l\u00e0 c\u00e1c y\u1ebfu t\u1ed1 gi\u00fap \u0111\u1ecbnh h\u00ecnh m\u1ed9t big idea l\u00fd t\u01b0\u1edfng. V\u1eady l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 x\u00e2y d\u1ef1ng m\u1ed9t big idea th\u1ef1c s\u1ef1 \u201c\u0111\u1ee7 l\u1edbn\u201d?\u00a0<\/p>\n

    C\u00f9ng Masterskills t\u00ecm hi\u1ec3u ti\u1ebfp nh\u00e9.\u00a0<\/p>\n

    4. C\u00e1ch x\u00e2y d\u1ef1ng m\u1ed9t big idea t\u1ed1t\u00a0<\/strong><\/h2>\n

    Th\u00f4ng th\u01b0\u1eddng qu\u00e1 tr\u00ecnh x\u00e2y d\u1ef1ng m\u1ed9t \u00fd t\u01b0\u1edfng l\u1edbn s\u1ebd tr\u1ea3i qua hai giai \u0111o\u1ea1n quan tr\u1ecdng l\u00e0 l\u00ean \u00fd t\u01b0\u1edfng (brainstorm) v\u00e0 tri\u1ec3n khai (executing).\u00a0\u00a0<\/p>\n

    Chi ti\u1ebft c\u00e1c b\u01b0\u1edbc x\u00e2y d\u1ef1ng m\u1ed9t big idea l\u00fd t\u01b0\u1edfng c\u00f3 th\u1ec3 bao g\u1ed3m:\u00a0<\/p>\n

    X\u00e1c \u0111\u1ecbnh c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a chi\u1ebfn d\u1ecbch<\/strong><\/h3>\n

    N\u1ebfu b\u1ea1n v\u00e0 \u0111\u1ed9i ng\u0169 s\u00e1ng t\u1ea1o n\u1ed9i dung hay th\u01b0\u01a1ng hi\u1ec7u \u0111ang v\u00f2 \u0111\u1ea7u b\u1ee9t tai ngh\u0129 m\u00e3i kh\u00f4ng ra m\u1ed9t \u00fd t\u01b0\u1edfng hay ho \u0111\u1ee7 l\u1edbn th\u00ec h\u00e3y d\u1eebng l\u1ea1i v\u00e0 xem x\u00e9t li\u1ec7u c\u00e1c b\u1ea1n \u0111\u00e3 v\u1ea1ch ra nh\u1eefng g\u1ea1ch \u0111\u1ea7u d\u00f2ng quan tr\u1ecdng c\u1ee7a chi\u1ebfn d\u1ecbch hay ch\u01b0a?\u00a0<\/p>\n

    Trong giai \u0111o\u1ea1n \u0111\u1ea7u n\u00e0y, c\u00e1c y\u1ebfu t\u1ed1 quan tr\u1ecdng c\u1ee7a m\u1ed9t chi\u1ebfn d\u1ecbch m\u00e0 b\u1ea1n c\u1ea7n x\u00e1c \u0111\u1ecbnh bao g\u1ed3m:\u00a0<\/p>\n

      \n
    • M\u1ee5c ti\u00eau cu\u1ed1i c\u00f9ng m\u00e0 b\u1ea1n mu\u1ed1n \u0111\u1ea1t \u0111\u01b0\u1ee3c sau chi\u1ebfn d\u1ecbch l\u00e0 g\u00ec?\u00a0<\/li>\n
    • \u0110\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau c\u1ee7a chi\u1ebfn d\u1ecbch l\u00e0 ai?<\/li>\n<\/ul>\n

      N\u1ebfu ch\u01b0a tr\u1ea3 l\u1eddi \u0111\u00fang v\u00e0 \u0111\u1ee7 nh\u1eefng c\u00e2u h\u1ecfi n\u00e0y m\u00e0 \u0111\u00e3 v\u1ed9i lao v\u00e0o suy ngh\u0129, b\u1ea1n s\u1ebd d\u1ec5 d\u00e0ng b\u1ed1i r\u1ed1i v\u00e0 kh\u00f3 l\u00f2ng t\u00ecm ra m\u1ed9t big idea n\u00e0o.\u00a0<\/p>\n

      H\u00e3y l\u1eadp m\u1ed9t b\u1ea3n t\u00f3m t\u1eaft v\u1ec1 chi\u1ebfn d\u1ecbch v\u1edbi hai n\u1ed9i dung tr\u00ean m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng.\u00a0<\/p>\n

      B\u01b0\u1edbc ti\u1ebfp theo c\u1ea7n l\u00e0m ch\u00ednh l\u00e0\u2026<\/p>\n

      \u0110\u00e0o s\u00e2u v\u00e0o nh\u1eefng \u00fd t\u01b0\u1edfng v\u00e0 y\u1ebfu t\u1ed1 \u0111ang c\u00f3<\/strong><\/h3>\n

      B\u01b0\u1edbc n\u00e0y \u0111\u1ec3 b\u1ea1n nghi\u00ean c\u1ee9u m\u1ed9t c\u00e1ch s\u00e2u s\u1eafc v\u1ec1 \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau v\u00e0 v\u1ea5n \u0111\u1ec1 \u0111\u1eb7t ra c\u1ea7n \u0111\u01b0\u1ee3c gi\u1ea3i quy\u1ebft l\u00e0 g\u00ec. L\u00fac n\u00e0y, b\u1ea1n kh\u00f4ng \u0111\u01a1n gi\u1ea3n l\u00e0 t\u00ecm ra v\u1ea5n \u0111\u1ec1 c\u1ee7a ng\u01b0\u1eddi ti\u00eau d\u00f9ng m\u00e0 c\u00f2n c\u1ea7n ngh\u0129 \u0111\u1ebfn gi\u1ea3i ph\u00e1p cho v\u1ea5n \u0111\u1ec1 \u0111\u00f3 l\u00e0 g\u00ec.\u00a0<\/p>\n

      C\u00e1c gi\u1ea3i ph\u00e1p nh\u1ea5t \u0111\u1ecbnh ph\u1ea3i kh\u1ea3 thi, c\u00f3 th\u1ec3 th\u1ef1c hi\u1ec7n \u0111\u01b0\u1ee3c, v\u00e0 c\u00f3 gi\u00e1 tr\u1ecb \u0111\u1ed1i v\u1edbi ng\u01b0\u1eddi d\u00f9ng. \u0110\u1eb7c bi\u1ec7t, n\u00f3 ph\u1ea3i g\u1eafn li\u1ec1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u2013 linh h\u1ed3n c\u1ee7a big idea.\u00a0<\/p>\n

      M\u1ed9t gi\u1ea3i ph\u00e1p m\u00e0 ch\u1ec9 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n m\u1edbi c\u00f3 th\u1ec3 \u0111em l\u1ea1i cho kh\u00e1ch h\u00e0ng ch\u00ednh l\u00e0 v\u0169 kh\u00ed \u0111\u1eb1ng sau m\u1ed9t \u00fd t\u01b0\u1edfng \u0111\u1ee7 l\u1edbn.\u00a0<\/p>\n

      S\u1ebd d\u1ec5 d\u00e0ng h\u01a1n n\u1ebfu c\u1ea3 \u0111\u1ed9i nh\u00f3m c\u00f9ng l\u00e0m vi\u1ec7c n\u00e0y v\u00e0 c\u00f9ng nau suy ngh\u0129 v\u1ec1 \u00fd t\u01b0\u1edfng. Nhi\u1ec1u c\u00e1i \u0111\u1ea7u s\u1ebd gi\u00fap th\u00f4ng tin \u0111\u01b0\u1ee3c x\u1eed l\u00fd nhanh h\u01a1n v\u00e0 t\u1eeb \u0111\u00f3, nh\u1eefng \u00fd t\u01b0\u1edfng tr\u1edf n\u00ean d\u1ed3i d\u00e0o.\u00a0<\/p>\n

      Th\u1eed nghi\u1ec7m big idea\u00a0<\/strong><\/h3>\n

      M\u1ed9t khi \u0111\u00e3 \u0111\u1ecbnh h\u00ecnh \u0111\u01b0\u1ee3c \u00fd t\u01b0\u1edfng l\u1edbn cho chi\u1ebfn d\u1ecbch c\u1ee7a b\u1ea1n, h\u00e3y th\u1eed chia s\u1ebb n\u00f3 v\u1edbi \u0111\u1ed3ng \u0111\u1ed9i, ng\u01b0\u1eddi th\u00e2n hay b\u1ea1n b\u00e8 \u0111\u1ec3 \u0111\u00e1nh gi\u00e1 li\u1ec7u \u00fd t\u01b0\u1edfng \u0111\u00f3 c\u00f3 d\u1ec5 d\u00e0ng \u0111\u01b0\u1ee3c chia s\u1ebb v\u00e0 \u1ea3nh h\u01b0\u1edfng \u0111\u1ebfn m\u1ecdi ng\u01b0\u1eddi hay kh\u00f4ng.\u00a0<\/p>\n

      N\u1ebfu m\u1ecdi ng\u01b0\u1eddi trong nh\u00f3m c\u1ee7a b\u1ea1n c\u00f3 nhi\u1ec1u \u00fd t\u01b0\u1edfng kh\u00e1c nhau, h\u00e3y \u0111\u1ec3 m\u1ecdi ng\u01b0\u1eddi tr\u00ecnh b\u00e0y m\u1ed9t c\u00e1ch r\u00f5 r\u00e0ng v\u00e0 tho\u1ea3i m\u00e1i. \u0110\u00e1nh gi\u00e1 v\u00e0 g\u00f3p \u00fd kh\u00e1ch quan t\u1eeb nhi\u1ec1u b\u1ed9 n\u00e3o kh\u00e1c nhau c\u00f3 th\u1ec3 \u0111\u01b0a ra l\u1ef1a ch\u1ecdn t\u1ed1t nh\u1ea5t \u0111\u00f3.\u00a0<\/p>\n

      T\u1ea1m k\u1ebft<\/strong><\/p>\n

      Giai \u0111o\u1ea1n l\u00ean \u00fd t\u01b0\u1edfng hay tri\u1ec3n khai \u0111\u1ec1u quan tr\u1ecdng nh\u01b0 nhau trong m\u1ed9t chi\u1ebfn d\u1ecbch marketing. Tuy nhi\u00ean, m\u1ed9t \u00fd t\u01b0\u1edfng l\u1edbn t\u1ed1t s\u1ebd khi\u1ebfn c\u00e1c b\u01b0\u1edbc th\u1ef1c thi sau n\u00e0y d\u1ec5 d\u00e0ng h\u01a1n r\u1ea5t nhi\u1ec1u. T\u1eeb \u0111\u00f3, chi\u1ebfn d\u1ecbch m\u1edbi c\u00f3 th\u1ec3 n\u1eafm ch\u1eafc ph\u1ea7n tr\u0103m th\u00e0nh c\u00f4ng.\u00a0<\/p>\n

      Qua b\u00e0i vi\u1ebft n\u00e0y, Masterskills hy v\u1ecdng b\u1ea1n \u0111\u00e3 n\u1eafm \u0111\u01b0\u1ee3c big idea l\u00e0 g\u00ec<\/strong> \u0111\u1ed3ng th\u1eddi bi\u1ebft c\u00e1ch l\u00e0m sao \u0111\u1ec3 t\u1ea1o d\u1ef1ng m\u1ed9t \u00fd t\u01b0\u1edfng l\u1edbn.\u00a0<\/p>\n

      \u0110\u1eebng qu\u00ean theo d\u00f5i Masterskills blog \u0111\u1ec3 c\u1eadp nh\u1eadt nhi\u1ec1u th\u00f4ng tin h\u1eefu \u00edch h\u00e0ng ng\u00e0y nh\u00e9. <\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

      Khi nh\u00ecn v\u00e0o m\u1ed9t chi\u1ebfn d\u1ecbch qu\u1ea3ng c\u00e1o th\u00e0nh c\u00f4ng, c\u00f3 bao gi\u1edd b\u1ea1n t\u1ef1 h\u1ecfi b\u1eb1ng c\u00e1ch n\u00e0o m\u00e0 h\u1ecd l\u1ea1i ngh\u0129 ra \u0111\u01b0\u1ee3c m\u1ed9t \u00fd h\u01b0\u1edfng hay ho nh\u01b0 v\u1eady? C\u00f3 ph\u1ea3i \u00fd t\u01b0\u1edfng t\u1eeb tr\u00ean tr\u1eddi r\u01a1i xu\u1ed1ng hay b\u1ea5t ch\u1ee3t n\u1ea3y ra trong \u0111\u1ea7u c\u1ee7a ai \u0111\u00f3 ngay l\u00fac h\u1ecd kh\u00f4ng […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[422],"tags":[],"_links":{"self":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/48725"}],"collection":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/comments?post=48725"}],"version-history":[{"count":0,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/posts\/48725\/revisions"}],"wp:attachment":[{"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/media?parent=48725"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/categories?post=48725"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/masterskills.org\/blog\/wp-json\/wp\/v2\/tags?post=48725"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}