Iyini i-In-House Ad Agency futhi Yenzani?
Kunezinhlobo eziningi ezahlukene ze-ejensi yokukhangisa, kuhlanganise Ngaphezulu-I-Line (ABL), Through-The-Line (TTL), Ngezansi-The-Line (BTL), digital, imali kanye nokunakekelwa kwezempilo. Khona-ke kukhona i-in-house agency, okungaba ukuxuba eziningana zalezo, noma into ehluke ngokuphelele ngokwayo.
Amanye ama-ejensi empeleni aqala ukuqala njengomnyango wendlu, futhi ngomzamo, umsebenzi omuhle, futhi umklomelo ukhombisa, kuba yi-ejensi ngokwayo.
Isibonelo esidumile salokhu yi-Integer Group e-Colorado, eyaqala njengenhlangano yasendlini yeCorors, kodwa ngokushesha yaphothula ukwenza umsebenzi kwamanye amaklayenti kuhlanganise ne-Starbucks, Acuvue, Victory Motorcycles, ne-Polaris.
Ngakho-ke, Iyini i-In-House Agency?
I -ejensi yokukhangisa yangaphakathi endlini ngokuvamile ikhona futhi iqhutshwa yiklayenti layo elilodwa kuphela: inkampani eyenza ukukhangisa. Esikhundleni sale nkampani ekudluliseni ukukhangisa kwayo kwi-ejenti (noma lezi zinsuku, ama-ejensi amaningana aqeqeshwayo), imikhankaso yayo yesikhangiso ivame ukuphathwa yi-agency yayo yangaphakathi. Okunye ukukhangisa kungase kuqondiswe kuma-ejenti angaphandle, kodwa ngokuvamile ku-project ngayinye. Noma, ama-ejensi asekhaya azophatha indawo eyodwa yokuxhumana, kuyilapho ama-ejensi angaphandle aphatha abanye.
I-Agent In-House isebenza kanjani?
Kukhona umehluko wesakhiwo phakathi kwe-agency yangaphakathi nendawo kanye nenhlangano yendabuko enamakhasimende amaningi.
I-ejensi yangaphakathi nendawo inebaqondisi bayo bokudala, abaqondisi bezobuciko, abakhophi be-copywriters, ochwepheshe bezokukhiqiza, abathengi bemidiya, abaphathi be-akhawunti, kanye nazo zonke ezinye izindima ongayilindela ukuzibona ejensi.
Kodwa-ke, kunemibono emikhulu uma kuziwa emsebenzini owenziwe wona, izinhlelo zokuvunywa, amahora, kanye nokulayisha umsebenzi.
Ngokwesibonelo:
- Ama-ejensi yangaphakathi-indlu asebenzela iklayenti elilodwa kuphela; umqashi wabo. Konke abakwenzayo, kusuka kumawebhusayithi kanye nakuma-guerrilla kuya ku-TV kanye ne-imeyili eqondile, kungokwamanye umkhiqizo owodwa.
- Ama-ejensi asekhaya akudingeki afake ibhizinisi elisha. Banikezwa wonke umsebenzi abawudinga kusuka enkampanini eyabakho.
- Abasebenzi bezisebenzi zasendlini banamahora angcono kakhulu kunabasebenzi besikhungo. Akunakugaya, ambalwa kakhulu ebusuku nobusuku bezimpelasonto, futhi umkhathi awudluli, futhi ngaphezulu kuka-9 kuya ku-5.
- Ama-ejensi wangaphakathi endlini anezinqubo ezimbalwa zokuvunywa ezizobhekana nazo. Akukho muntu ophakathi, njengenhlangano. Imikhankaso ithuthukiswa ngokuhlanganyela nabantu abazogcina ekugunyazeni iphrojekthi, ngakho lokhu kunciphisa isikhathi esinqotshiwe nokuxhumana kabi.
- Abasebenzi base-agency basekhaya bavame ukukhokhwa okungaphezu kwama-counterparts abo. Ukusebenza ngaphakathi endlini kubonakala kungenakuhlonipha ukudlula ukusebenza ejensi, futhi abantu abaningi abajabuli umqondo wokusebenza ngomkhiqizo owodwa kuphela, usuku olulodwa, usuku lwangaphandle. Ngakho, isinxephezelo siphezulu.
- Abasebenzi bezinhlaka zasendlini bavame ukuthola amaphakheji amaningi kangcono, njengoba asekelwa izinkampani ezinkulu ezinamandla amaningi okuthenga. Lokhu, kuhlangene namahora nomholo, kuvame ukubhekwa ngokuthi "izingodo zegolide." Uma usuhambe uhlangothi lwabaxhasi, kunzima ukubuyela ezweni elibambe iqhaza elinamahora amaningi nemali encane.
Ama-Agencies E-House Asanda Kuvuka
Izinkampani emhlabeni wonke ziqala ukubona izinzuzo eziningi zesikhungo esisekhaya. Ama-ad agunyaza imali eningi yamaphrojekthi, futhi aphinde akhokhe isikhathi esengeziwe. Abazi umkhiqizo noma isevisi kanye nabasebenzi basekhaya, futhi bahlukaniswa phakathi kwamakhasimende amaningi ahlukene. Ama-ejensi e-Chipotle alahliwe ngamabomu ngo-2010, kanti umsebenzi wethimba labo abahlala endlini usuke unqobe imiklomelo eminingi.
Ngenkampani yangaphakathi, ikhasimende lithola ukuzinikezela okungu-100%, ayikho isikhathi esengeziwe noma amacala okukhwabanisa, ochwepheshe bezindaba, nabasebenzi abazuza ngokuqondile enkampanini benza kahle. Kuyashesha, kuyashesha, futhi kulezi zinsuku, kulula kakhulu ukuthola abantu abanekhono kakhulu ukuza eceleni komthengi. Izinkampani ezifana ne-Apple ne-Google ziheha amagama amakhulu kusuka ekukhangiseni. Inhlamba eyake yahlanganiswa "ekuthengiseni" futhi ukugqugquzela umkhiqizo owodwa kuphela sekusele.
Phela, kungani usebenzela i-ejensi eqashayo nemililo esekelwe kumakhasimende ithola noma ilahlekelwa uma ungaba nokuzinza, nokusekelwa kwezimali yenkampani efuna ukuthi uphumelele?
Ukukhuluma ne-In-House Agency Stigma
Kukhona impela "isimo sethu sengqondo" uma kuziwa kuma-ad agesendabuko, nasezinkampani zangaphakathi. Omunye angakwazi ukulinganisa lokhu kalula umahluko phakathi kwamazwe amakhulu nezincane ku-baseball. Labo abasebenza kuma-ejensi bakholelwa ukuthi ama-ejensi asekhaya ahlanzekile. Futhi, bazokhipha izizathu ezilandelayo zokungazithandi futhi ukuzithokozisa kweso sakhiwo ngaphakathi:
- Usebenza kuphela kwiklayenti elilodwa, elikhokhela umholo wakho. Ngakho-ke, akuyona inselelo.
- Awudingi ukufaka , noma ukusebenza kanzima ukuthola ama-akhawunti akho.
- Usebenza amahora angu-9-5 njalo. Akuyona ukukhangisa kwangempela.
- Awenzi umsebenzi omuhle. Kungcono kakhulu.
- Ungadonsela kuphela ithalenta eliphansi. Ochwepheshe bangempela basebenza ezitolo zendabuko.
Ngesinye isikhathi, ezinye zalezo zitatimende zaziyiqiniso kulo lonke ibhodi. Kodwa izikhathi ziye zashintsha nakanjani, futhi i-in-house agency, njengoba kushiwo ngenhla, iyakhula. Eqinisweni, amanye amagama amakhulu ekukhangiseni asuke e-agency-side, eya eceleni kwamaklayenti, ekhetha ukusebenza ezinkampanini ezifana ne-Apple, Google, Target, ne-Microsoft. Kungani kushintshwe? Nazi ezinye zezinto eziningi ezinhle:
- Kunomkhawulo omkhulu wokusebenza-impilo. Ngubani ofuna ukusebenza amahora angu- 18 ngosuku?
- Usebenza ukuthuthukisa imikhiqizo yakho namasevisi.
- Ukuphumelela komkhankaso wakho kufanelana ngqo nempumelelo yenkampani yakho.
- Awudingi ukuqhubeka ugoqa. Unomsebenzi, futhi ungagxila kuwo.
- Ungenza umsebenzi wokuwina imiklomelo, ngaphandle kokucindezeleka nokucindezeleka.
- Unenqubo yokuvunywa ngokushesha.
- Unethonya elikhulu emikhankaso ekhishwayo.
- Ukulahlekelwa ngenxa yokulahlekelwa kwe-akhawunti akusona into okufanele ukhathazeke ngayo.
Ngakho-ke, uma usebenza endlini, futhi uhleka abasebenzi be-ad-agency, bhekani kulolu hlu. Futhi uma bekhipha i-chip emahlombe abo, bayobona ukuthi empeleni kuyinzuzo ukusebenza endlini, uma ungathola okuhle, ukulingana okulinganayo.
Ama-Agence aKwazisa Okungaphakathi Kwezindlu
Kunezinhlobo eziningi ze-ejenti zokukhangisa ezendlini eMelika, nasemhlabeni jikelele. Abaningi bamane babizwa ngokuthi "umnyango wokudala" kuleyo nkampani, kodwa abanye banegama labo, igama, kanye nobunikazi babo. Nazi ezinye ezinkulu kakhulu:
- Ubuqotho bokuxhumana nokukhangisa - Ukutshalwa kwezimali ezithembekile
- I-Content Factory - I- Coca-Cola
- Imikhiqizo ye-Yellow Tag - Thenga Best
- I-Fan Fan Studios - I- Sprint Communications
- I-BBC Creative - BBC
Lokho okwake kwacatshangwa ukuthi yindodana yesibomvu ephethe obomvu yezwe le-ejensi manje isemthethweni kakhulu. Ngena endlini, futhi usengathola imiklomelo futhi uhambe emhlabeni. Kodwa, uzobe usenesikhathi esanele sokubona umndeni wakho futhi uphile impilo evamile.