Jednym ze s\u0142ynnych slogan\u00f3w reklamowych agencji brzmi: ” jeste\u015bmy jak
\nma\u0142\u017ce\u0144stwo – drogi Kliencie. Na dobre i na z\u0142e. Musimy m\u00f3wi\u0107 sobie o
\nwszystkim. Musimy zna\u0107 swoje potrzeby”. Przez wiele lat wydawa\u0142o mi si\u0119 to
\nsensowne i rozs\u0105dne. Ale praktyka weryfikuje ka\u017cde, nawet najbardziej
\nidealistyczne przekonania … Agencja reklamowa w swojej pracy
\nniejednokrotnie skupia si\u0119 przede wszystkim na maksymalizacji obrot\u00f3w z tym
\nklientem. Co nie zawsze jest w 100% korzystne dla klienta. Wed\u0142ug danych
\nBriefindexu ponad 80% firm czerpie swoj\u0105 wiedz\u0119 g\u0142\u00f3wnie od agencji
\nreklamowych. Ale … agencja nie zawsze gra w tej samej druzynie z
\nklientem – chociaz czasami wydaje sie, ze zaklada podobna koszulke \ud83d\ude42 Dla
\nwielu z nich zasadniczym celem jest maksymalizacja zysku. Jest on bardzo
\n\u0142atwo osi\u0105galny, przy tak „zadymionym” rynku marketing services w Polsce.
\nGdzie wielki koncern FMCG nie mo\u017ce indywidualnie zam\u00f3wi\u0107 stojaka
\nreklamowego, bo kto\u015b podpisa\u0142 na pare lat umow\u0119 z agencj\u0105 reklamow\u0105, \u017ce
\nnawet najmniejszy deal b\u0119dzie przechodzi\u0142 wy\u0142\u0105cznie przez ni\u0105 …
\nBran\u017ca marketing services, generuje rocznie pot\u0119\u017cne obroty. Jest
\njednocze\u015bnie trudna do opomiarowania – zar\u00f3wno w ATL jak i BTL. W obszarze
\nATL – rzeczywisty obraz burzy polityka rabatowa, a dane Starlink czy Expert
\nMonitor – dotycz\u0105 warto\u015bci nie uwzgl\u0119dniaj\u0105cych rabat\u00f3w. Rynek BTL jest
\njeszcze bardziej nieuporz\u0105dkowany. Ot, proste pytanie – jak\u0105 warto\u015b\u0107 na
\nrynek marketing services w obszarze poligraficznym ? Wymaga\u0142oby to
\noddzielenia poszczeg\u00f3lnych warto\u015bci us\u0142ug ju\u017c na poziomie np. drukarni.
\nOczywi\u015bcie – mo\u017cna szacowa\u0107, ale margines b\u0142\u0119du zawsze b\u0119dzie tu wysoki.<\/p>\n
Ostatnio znalaz\u0142em w sieci agencje, \u015bwiadcz\u0105c\u0105 us\u0142ugi outsourcingowe z
\nzakresu marketingu. – Gabana z Poznania. Oczywiscie, trudno jest takiej
\nfirmie pozycjonowac sie w swiadomosci klientow inaczej niz agencja reklamowa
\n:))) Ech, te stereotypy. Ale na pewno argumentem ( podobnie jak dla kazdej
\nfirmy doradczej) – jest tutaj gra w tej samej druzynie z klientem. I za to
\ntakim firmom sie placi. Ich standardem uslug – musi byc pelna niezaleznosc
\nod firm marketing services. A to dla wielu z nich moze byc trudne. Inaczej
\nstana sie posrednikiem, pomiedzy firma a zleceniobiorcami.<\/p>\n
W wielu dzialach marketingu, klasycznym obrazkiem jest czystka dostawcow –
\nprzy zmianie szefa marketingu. Przychodzi ze „swoja ekipa”. I skad my to
\nznamy :))<\/p>\n","protected":false},"excerpt":{"rendered":"
Jednym ze s\u0142ynnych slogan\u00f3w reklamowych agencji brzmi: ” jeste\u015bmy jak ma\u0142\u017ce\u0144stwo – drogi Kliencie. Na dobre i na z\u0142e. Musimy 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