Chii chinonzi In-House Ad Agency uye Chinodini?
Kune marudzi akawanda akasiyana-siyana emasangano ekutengesa, kusanganisira Above-The-Line (ABL), Through-The-Line (TTL), Pasi-The-Line (BTL), digital, mari, uye utano hwehutano. Zvino pane sangano reimba, iro rinogona kuva kusanganiswa kwezviverengeka zveavo, kana chimwe chinhu chakasiyana zvakasiyana pachazvo.
Dzimwe hurumende dzinotanga kutanga kwavo sehurumende yepaimba, uye kuburikidza nekuedza, basa guru, uye mupiro inoratidza, inova sangano iri pachayo.
Imwe muenzaniso unozivikanwa weiyi In Integer Group muColorado, iyo yakatanga semuzinda weimba ye Coors, asi yakakurumidza kupedza kuita basa kune vamwe vatengi kusanganisira Starbucks, Acuvue, Victory Motorcycles, uye Polaris.
Saka, Chii chiri muIn-House Agency?
Imba inoparidzira muimba inowanzochengetwa uye inoshandiswa neyoyo chete uye mutengesi: kambani inoita kuparidzira. Panzvimbo yekambani ino kubudisa kushambadzira kwayo kune imwe sangano (kana mazuva ano, masangano akawanda ane dzidziso dzakasiyana), mishandirapamwe yaro yekutambira inowanzogadziriswa neyoyo yega-inhengo yeimba. Zvimwe zvekutengesa zvingave zvichiri kutaurirwa kune dzimwe nhengo dzekunze, asi kazhinji pane imwe purojekiti. Kana kuti, nhengo dzeimba-mumba dzichabata imwe nzvimbo yekukurukurirana, nepo masangano ekunze achibata vamwe.
Inhengo yeIn-House Agency Inoshanda Sei?
Pano pane musiyano muduku pakati pehumba-muimba uye sangano rezvetsika rine vashandi vakawanda.
Dare redzimba dzine vadziriri vavo vekusika, varairi vemaoko, vanyori, vadzidzisi vekugadzira, vashandi vezvevhidhiyo, vatariri vebhuku, uye mamwe mabasa aunotarisira kuona mune rimwe sangano.
Zvisinei, pane zvakasiyana zvakasiyana kana zvichiuya kumabasa chaiwo ari kubudiswa, kugamuchirwa maitiro, maawa, uye kubata basa.
Semuyenzaniso:
- Inhengo dzeimba-inoshanda kune chete mutengi; vashandi vavo. Chinhu chipi nechipi chavanoita, kubva pawebsite uye guerrilla kuenda kuTV uye kunyatsotumira mail, ndeyese yekodhi imwe chete.
- Nhengo dzemukati-imba hadzifaniri kutora bhizimisi idzva. Vanopiwa basa rose ravanoda kubva kune kambani inenge iri yavo.
- Vashandi vehurumende vari muimba vane maawa akawanda zviri nani kupfuura vashandi vehurumende. Hakuchina kugaya, kunyanya kunonoka kwemausiku uye vhiki dzevhiki, uye mhepo inenge isingasviki, uye kupfuura mapfumbamwe-kusvika-mashanu.
- Nhengo dzemukati-dzimba dzine zvishoma zvigwaro zvinogamuchirwa. Hapana munhu wepakati, sekune sangano. Mishandirapamwe inogadziridzwa ruoko-mu-ruoko nevanhu vanozopedzisira vachibvumira purojekiti, saka izvi zvinoderedza nguva yakasara uye kusataurirana.
- Vashandi vehurumende vari mumba vanowanzobhadharwa kupfuura vanoshanda navo. Kushanda mumba-kunoratidzika kunge kuduku kudarika kushanda pane imwe sangano, uye vanhu vazhinji havafariri pfungwa yekushanda kwechimwe chigadzirwa, zuva, zuva rekubuda. Saka, mari yepamusoro yakakwirira.
- Vashandi vehurumende vari muimba vanowanzowana zvipo zvakanakisisa zvinyorwa, sezvo vari kutsigirwa nemakambani makuru ane simba rakawedzerwa rekutenga. Izvi, zvinosanganiswa nemaawa uye mubhadharo, zvinowanzozonzi "zvishongo zvegoridhe." Kana uchinge waenda kune vateereri, zvakaoma kudzokera kune imwe nhengo yehurumende yakaoma ine maawa akawanda uye mari shoma.
In-House Agencies Vari Pakukwira
Makambani pasi pose ari kutanga kuona zvakakosha zvehurumende. Ad masangano anotengesa mari yakawanda kumapurojekiti, uye vanobhadhara nguva yakawanda. Havana kuziva chigadzirwa kana basa pamwe chete nevashandi veimba, uye ivo vakaparadzaniswa pakati pevatengi vakasiyana-siyana. Chipotle famous dumped agencies muna 2010, uye basa remukati yavo yevashandi kubva kare rakakunda mibayiro yakawanda.
Nesangano reimba, muchengeti ari kuwana 100% kuzvitsaurira, pasina nguva yepamusoro kana kumhanyirira, nyanzvi dzezvenyaya, uye vashandi vanobatsirwa zvakananga kubva kumakambani ari kuita zvakanaka. Hazvina mari, zvinokurumidza, uye mazuva ano, zviri nyore kuwana vanhu vane tarenda zvikuru kuuya kune vateereri. Makambani akafanana neApple neGoogle ari kutsvaga mazita makuru kubva pakushambadzira. Kuvhiringidzika kwaimbove kwakanamatirwa "kutengesa kunze" nekusimudzira marimi mumwe chete kwava kuda kuenda.
Mushure mezvose, sei uchiita basa rehurumende inobhadharwa nemoto inobva kune vatengi inobata kana inopera apo unogona kuva nekugadzikana, uye kutsigirwa kwemari kwekambani inoda kuti iwe kubudirire?
Kutaura neIn In-House Agency Stigma
Iko kune chokwadi "isu kurwisana navo" mafungiro apo inouya kumagariro emagariro ehurumende, uye neimba-masangano. Mumwe anogona nyore kuenzanisa izvi kune musiyano pakati pematunhu makuru uye maduku mubhoti. Avo vanoshanda mumasangano vanotenda kuti veimba-vehurumende havasi yakachena. Uye, ivo vachati zvikonzero zvinotevera zvekusada kwavo uye kubvongodza kwemukati wemufananidzo:
- Iwe chete unoshanda kune mumwe mutengi, iyo inopa mubhadharo wako. Saka, haisi dambudziko.
- Iwe haufaniri kumira , kana kushanda nesimba kuti uwane maakaunti ako.
- Iwe unoshanda nguva dzose maawa 5-5. Icho hachisi chaicho chiziviso.
- Iwe hausi kuita basa rakanaka. Inonyanya kufanana.
- Iwe unogona kungotora tarenda shoma. Vadzidzisi chaivo vanoshanda mumashamba ezviko.
Pane imwe nguva, mamwe emashoko iwayo aiva echokwadi pane bhodhi. Asi nguva dzakanyatsochinja, uye sangano reimba, sezvakataurwa pamusoro apa, riri kuwedzera. Mune dzimwe chokwadi, mamwe mazita makuru mukudhinda akabva kune-sangano-kurutivi, kune vateereri, vari kusarudza kushanda kumakambani akaita seApple, Google, Target, uye Microsoft. Sei kuchinja? Zvakanaka, heano mamwe emamwe maonero akanaka:
- Pane basa rakakura-hupenyu hwehupenyu. Ndiani anoda kushanda maawa 18 pazuva?
- Iwe uri kushanda kuti usimudzire mishonga yako uye maitirwo.
- Mushandirapamwe wako kubudirira unobatanidza zvakananga kubudirira kwekambani yako.
- Iwe haufaniri kuramba uchidzima. Iwe une basa, uye unogona kutarisa pairi.
- UNOGONA kuita basa rokupa mupiro, pasina kushungurudzika uye kushungurudzika.
- Iwe une hurongwa hwakawedzerwa nekukurumidza.
- Iwe une huwandu hwakawanda huri pamusoro pemishandirapamwe iri kubudiswa.
- Kukanganiswa nekuda kwekurasikirwa kwekodzero hakusi chinhu chinotinetsa pamusoro.
Saka, kana iwe ukashanda mumba, uye uchingosekwa nevashandi vehurumende-sangano, tarisa kune iyo rondedzero. Uye pavanobvisa chip kubva pamapfudzi avo, vachaona kuti zvinonyatsoshanda kushanda mumba-kana iwe unogona kuwana zvakanaka, zvakasikwa.
Kuzivikanwa muImba-Kutengesa Mazviitiko
Kune vazhinji vari mumba-mapurisa ezvitambo muAmerica, uye pasi rose. Vakawanda vanongodanwa "dhipatimendi rekusika" mune iyo corporation, asi vamwe vane branding yavo, zita, uye chizivo. Heano mamwe emamwe makuru:
- Kutendeseka Kukurukurirana & Kutengeswa - Fidelity Investments
- Zviri Mukati - Coca-Cola
- Yellow Tag Productions - Best Buy
- Yellow Fan Studios - Sprint Communications
- BBC Creative - BBC
Chimwe chaimboonekwa sechikwata chekudzivirira-chikwata chenyika yehurumende ikozvino yakawanda kwazvo. Enda mumba, uye iwe unogona kugona mubayiro uye kufamba munyika. Asi, iwe uchave uine nguva yakakwana yekuona mhuri yako uye kurarama hupenyu hunofanana.