Umlando Omfushane weLendumende Yokukhangisa.
Kunamagama amaningana embonini efana nokukhangisa. UDavid Ogilvy mhlawumbe udume kakhulu, futhi uhlonishwa, kulawo magama. Ngokuvamile okubizwa ngokuthi "uYise Wokukhangisa" washiya umlando wemisebenzi emangalisayo, ama-ejensi anamandla nezincwadi eziningana eziye zaba kufanele zifunde kunoma ubani ocabanga ngisho nangokungena ebhizinisini lesikhangiso.
Umuntu wesiNgisi owazalwa waza wazalwa
Wazalelwa eNtshonalanga Horsley, eNgilandi, ngoJune 23, 1911, uDavid Mackenzie Ogilvy wayevela emndenini wezindlela ezilinganiselayo.
Nakuba ayeziKolishi ze-Fettes, e-Edinburgh, noKristu Church, Oxford, wenza kanjalo ngaphansi kwezifundo. Ibhizinisi likababa lakhe lahlupheka kakhulu ngesikhathi sokucindezeleka, futhi uDavide kwadingeka azithole indlela yakhe yokusekela umsebenzi wakhe wokufundisa.
Ihlulekile ukuqeqesha, i-Chef, ne-Door-to-Door Salesman
Izindlela zokukhangisa ezihamba phambili emashumini amathathu namashumi ayisishiyagalolunye azifani nanamuhla. Abantu abaningi abakhangayo abaphumelelayo baqala emigwaqweni ehluke kakhulu, kanti uDavid Ogilvy wayengomunye wazo. Akazange aphumelele kuKristu Church futhi ngo-1931 wabuyela emuva eNgilandi ukuba abe umkhandi e-Hotel Majestic, eParis. Kwaphela unyaka owodwa, u-Ogilvy ebuyela eScotland ukuthengisa izitofu ze-Aga ngendlu ngendlu.
Lapha, wabhala incwadi yokufundisa ethi " Theory and Practice of Selling the AGA cooker" komunye umdayisi. Phakathi kwamagugu angaphakathi kwakuyilo: "Amathemba amaningi owakhuluma nawo, ukuthengisa okungaphezulu okuziveza kuwe, uzothola ama-oda amaningi.
Kodwa ungalokothi uphoqe ukubiza izingcingo zekhwalithi yokuthengisa. "
I-Fortune Magazine yabiza ngokuthi ibhukwana lemfundo yokuthengisa elihle kunabo bonke elabhalwa. Lokhu kwakuyisibonakaliso sezinto ezinkulu ezizayo.
I-Call of America
U-Ogilvy uthe uNgilandi uqale eNgilandi ngo-1938 futhi wathuthela eMelika, eshiya umsebenzi ohlangene naye.
Wathola umsebenzi kuGeorge Gallup's Audience Research Institute, futhi kamuva wathi uyinethonya elikhulu ekutheni akwazi ukucabanga, futhi uthembele ocwaningweni olunembile. Lokhu kuzoba yisisekelo sokuphumelela okukhulu kuka-Ogilvy emhlabeni weposi ngqo.
Impi Yezwe II, Ukuphepha Kazwelonke kanye nama-Amish
Amakhono ka-Ogilvy ngokuhlaziywa, ukuziphatha komuntu, ukuthenga abathengi, nokuzwela kwadonsela insizakalo ye-Intelligence Service eBritish Embassy eWashington. Lapha wenza izincomo zokuxhumana nokuphepha "ukusebenzisa uhlelo lweGallup emasimini e-intelligence eyimfihlo." U-Ogilvy uphakanyisiwe ukuthi usetshenziswe ngempumelelo enkulu eYurophu yi-Eisenhower's Psychological Warfare Board.
Ngemuva kokusebenza kwezimo ezinzima, ezingokwengqondo, u-Ogilvy wabuyela emuva ucwaningo futhi wathenga ipulazi elincane eLancaster County, PA. Wahlala phakathi kwama-Amish, ehola ukuphila okuthula nokuthula iminyaka eminingana. Kodwa uManhattan wayebiza, futhi uDavid Ogilvy wayejabule ukuyiphendula.
Iminyaka Yokuqala ka-Ogilvy & Mather
Ngo-1948, eneminyaka engama-37 kuphela, uDavid Ogilvy wasungula inhlangano yakhe yokuqala. Labizwa ngegama elithi Hewitt, Ogilvy, uBenson & Mather, inkampani ekugcineni eyaba yi-Ogilvy & Mather Worldwide. Yiqiniso, u-Ogilvy wayengekho kulokhu kuphela.
Le nkampani yasungulwa ngemuva kwe-ejensi ephumelele yaseLondon egama layo linguMather & Crowther, okuyinto eyayisetshenziswa ngokukhululekile ngumfowabo omdala uFrancis.
Okumangalisa kakhulu ngalesi sikhungo sokuqala ukuthi, ngalesi sikhathi ekuphileni kwakhe, uDavid Ogilvy wayengakaze abhale isikhangiso. Awukho umqondo wenkomba yesikhangiso. Abanye bangabiza lokhu ukuziqhenya. Abanye, ubuwula. Kodwa u-Ogilvy wayenesibindi ngaye owayesekelwa umsebenzi onzima, ubuqili, nesimo esingenakuphikiswa. Wayephethe u-$ 6000 nje ebhange. Akukubi kabi nge-akhawunti yokulondoloza i-joe, kodwa ngokuqinisekile akuyona inzuzo ye-ejenti yokukhangisa enhliziyweni yeNew York. Kusukela kulezi ziqalo ezithobekile, u-Ogilvy wayezokwakha umbuso.
"Akuyona into engayisebenzisi ngaphandle kokuthi ithengise." - UDavid Ogilvy
Ngenye yezinkulumo ezicashunwe kakhulu embonini yokukhangisa, ikakhulukazi manje uma umsebenzi omningi uthinteka kakhulu ngemiklomelo yokuwina kunokuthengisa umkhiqizo.
Kodwa kwakuyi-ethos eyenza u-Ogilvy & Mather uphumelele emhlabeni jikelele ukuthi waba.
Phakathi kwamanye imikhankaso yemifanekiso eyasiza u-Ogilvy ukusungula i-ejensi yakhe njengomdlali kwaba:
- Indoda ephethe i-Hathaway Shirt
- Indoda esuka eSchweppes ilapha
- Isikhangiso se-Rolls-Royce (Ngamayela angu-60 ngehora umsindo omkhulu kakhulu kule Rolls-Royce entsha uvela ewashi kagesi)
- UPablo Casals ufika ekhaya - ePuerto Rico (ukuphumelela kuka-Ogilvy ngokuziqhenya)
- I-Dove kuphela yikhilimu eyodwa yokuphela kwenyanga
Umkhankaso weDove wasiza iDeve ukuba iyinsipho edayiswa kakhulu kunazo zonke e-United States. Futhi lokhu kuphumelela kwakha umphumela we-snowball kusize u-Ogilvy athola amaklayenti ahloniphekile njengeLever Brothers, General Foods, Shell, ne-American Express. Le yayisiyiminyaka yegolide ye-Ogilvy & Mather.
Ngaphakathi Nokuphuma Kwomhlalaphansi
Ngemva kokudala umbuso wokukhangisa, uDavid Ogilvy wehla njengoSihlalo ka-Ogilvy & Mather ngo-1973, eneminyaka engama-62 ubudala. Wathuthela eTouffou, indawo yakhe yokunethezeka eFrance, lapho ahlala khona iminyaka eyisikhombisa ejabulela ukuthula kwezwe. Kodwa ngawo-1980, u-Ogilvy waphuma emsebenzini ukuze abe ngusihlalo we-Ogilvy & Mather, eNdiya.
Enganeliseki ngalesi sabelo, wachitha unyaka njengosihlalo wesikhashana e-Ogilvy & Mather, eJalimane, ehhovisi, futhi wayehamba nsuku zonke phakathi kweTouffou, eFrance naseFrankfurt, eJalimane. Bangama-902km eceleni. Lona ngamamayela angu-560, noma ibanga eliphakathi kweManhattan neCincinnati, e-Ohio. Akukubi kakhulu kumuntu oneminyaka engu-70 ubudala.
Ngo-1989 i-Ogilvy Group yathengwa yi-WPP. Lokhu kwenza i-WPP, eyinani likaSir Martin Sorrell, inkampani enkulu yokuxhumana yokukhangisa emhlabeni jikelele. UDavid Ogilvy wabizwa ngokuthi nguSihlalo we-non-executive, isikhundla esabeke iminyaka emithathu.
UDavid Ogilvy washona ngoJulayi 21, 1999 emzini wakhe eTouffou, eFrance. Wayeneminyaka engu-88 ubudala. Useyena igama elidumile kunazo zonke ekukhangiseni, futhi eziningi zezikhangiso zakhe zimile ukuhlolwa kwesikhathi. Ngempela omunye wama-greats.