{"id":447,"date":"2010-01-13T16:29:20","date_gmt":"2010-01-13T16:29:20","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=447"},"modified":"2019-02-14T19:23:02","modified_gmt":"2019-02-14T19:23:02","slug":"ale-o-so-chozi-czyli-zadymianie","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/ale-o-so-chozi-czyli-zadymianie\/","title":{"rendered":"\u201eAle o ..so.. chozi\u201d czyli zadymianie."},"content":{"rendered":"<p>Jednym ze s\u0142ynnych slogan\u00f3w reklamowych agencji brzmi: <em>&#8221; jeste\u015bmy jak\u00a0 ma\u0142\u017ce\u0144stwo &#8211; drogi Kliencie. Na dobre i na z\u0142e. Musimy m\u00f3wi\u0107 sobie o\u00a0 wszystkim. Musimy zna\u0107 swoje potrzeby<\/em>&#8222;. Przez wiele lat wydawa\u0142o mi si\u0119 to\u00a0 sensowne i rozs\u0105dne. Ale praktyka weryfikuje ka\u017cde, nawet najbardziej idealistyczne przekonania &#8230; .<\/p>\n<p>Agencja reklamowa w swojej pracy\u00a0 niejednokrotnie skupia si\u0119 przede wszystkim na maksymalizacji obrot\u00f3w z tym\u00a0 klientem. Co nie zawsze jest w 100% dla niego korzystne. Wed\u0142ug danych\u00a0 Briefindexu ponad 80% firm czerpie swoj\u0105 wiedz\u0119 g\u0142\u00f3wnie z agencji reklamowych. Tyle tylko, \u017ce &#8230; agencja nie zawsze gra w tej samej dru\u017cynie z\u00a0 klientem &#8211; chocia\u017c czasami wydaje si\u0119, ze zak\u0142ada podobna koszulk\u0119 \ud83d\ude42 Dla\u00a0 wielu z nich zasadniczym celem jest maksymalizacja zysku. Jest on bardzo\u00a0 \u0142atwo osi\u0105galny, przy tak &#8222;zadymionym&#8221; rynku marketing services w Polsce i relatywnie s\u0142abej wiedzy marketer\u00f3w o arkanach kuchni reklamowej.<\/p>\n<p>Wielki koncern FMCG nie mo\u017ce indywidualnie zam\u00f3wi\u0107 stojaka reklamowego, bo kto\u015b podpisa\u0142 na par\u0119 lat umow\u0119 z agencj\u0105 reklamow\u0105. Nawet najmniejszy deal b\u0119dzie przechodzi\u0142 od tej pory wy\u0142\u0105cznie przez ni\u0105 &#8230;Tyle tylko, \u017ce ta agencja nie ma bladego poj\u0119cia o uwarunkowaniach konstrukcyjnych P.O.S. i wymy\u015bla projekty, kt\u00f3re ca\u0142kowicie nie nadaj\u0105 si\u0119 do realizacji. Dlaczego ? Poniewa\u017c zaprojektowali je ca\u0142kowici dyletanci w zakresie architektury przedmiotu, konstrukcji, mechaniki, materia\u0142oznawstwa i paru jeszcze interesuj\u0105cych dziedzin. A efektowne obradowanie ? To potrafi (wydaje si\u0119) \u2013 nieomal\u017ce ka\u017cdy.<\/p>\n<p>Bran\u017ca marketing services, generuje rocznie pot\u0119\u017cne obroty. Jest\u00a0 jednocze\u015bnie trudna do opomiarowania &#8211; zar\u00f3wno w ATL jak i BTL. W obszarze\u00a0 ATL &#8211; rzeczywisty obraz burzy polityka rabatowa, a dane Starlink czy Expert\u00a0 Monitor &#8211; dotycz\u0105 warto\u015bci nie uwzgl\u0119dniaj\u0105cych rabat\u00f3w. Rynek BTL jest\u00a0 jeszcze bardziej nieuporz\u0105dkowany. Ot, proste pytanie &#8211; jak\u0105 warto\u015b\u0107 na\u00a0 rynek marketing services w obszarze poligraficznym ? Wymaga\u0142oby to\u00a0 oddzielenia poszczeg\u00f3lnych warto\u015bci us\u0142ug ju\u017c na poziomie np. drukarni. \u00a0Oczywi\u015bcie &#8211; mo\u017cna szacowa\u0107, ale margines b\u0142\u0119du zawsze b\u0119dzie tu wysoki.<\/p>\n<p>Ostatnio znalaz\u0142em w sieci agencje, \u015bwiadcz\u0105c\u0105 us\u0142ugi outsourcingowe z\u00a0 zakresu marketingu. Oczywi\u015bcie, trudno jest takiej\u00a0 firmie pozycjonowa\u0107 si\u0119 w \u015bwiadomo\u015bci klient\u00f3w inaczej ni\u017c agencja reklamowa\u00a0 :))) Ech, te stereotypy. Ale na pewno argumentem ( podobnie jak dla ka\u017cdej\u00a0 firmy doradczej) &#8211; jest tutaj gra w tej samej dru\u017cynie z klientem. I za to\u00a0 takim firmom si\u0119 p\u0142aci. Ich standardem us\u0142ug &#8211; musi by\u0107 pe\u0142na niezale\u017cno\u015b\u0107 od firm marketing services. A to dla wielu z nich mo\u017ce by\u0107 trudne. Inaczej\u00a0 stan\u0105 si\u0119 po\u015brednikiem, pomi\u0119dzy firma a zleceniobiorcami. Lub nie daj Bo\u017ce, wydzielon\u0105 jednostk\u0105 zakupow\u0105 gad\u017cet\u00f3w reklamowych.<\/p>\n<p>W wielu dzia\u0142ach marketingu, klasycznym obrazkiem jest czystka dostawc\u00f3w &#8211;\u00a0 przy zmianie szefa marketingu. Przychodzi ze &#8222;swoj\u0105 ekip\u0105&#8221;. I sk\u0105d my to znamy :)) Niezale\u017cny konsultant marketingowy, bywa w takich sytuacjach bardzo niewygodny. Dla w\u0142a\u015bciciela firmy, to zarzewie konfliktu.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>Jednym ze s\u0142ynnych slogan\u00f3w reklamowych agencji brzmi: &#8221; jeste\u015bmy jak\u00a0 ma\u0142\u017ce\u0144stwo &#8211; drogi Kliencie. Na dobre i na z\u0142e. Musimy [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[747],"tags":[90,94,376,566],"class_list":["post-447","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-blog","tag-blog-o-marketingu","tag-marketing","tag-rynkologia"],"aioseo_notices":[],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/paKYj5-7d","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/447","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/comments?post=447"}],"version-history":[{"count":1,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/447\/revisions"}],"predecessor-version":[{"id":5948,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/posts\/447\/revisions\/5948"}],"wp:attachment":[{"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/media?parent=447"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/categories?post=447"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kotarbinski.com\/blogomarketingu\/wp-json\/wp\/v2\/tags?post=447"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}