Monday morning, Head of session: Given the current tyrann mathieu sales problems rumbles sales manager Gert wholesale Huber: "We need a bombastic ad campaign in which we tell our customers how the wind blows. And I've got a new agency tyrann mathieu to the hand that creates just that. "All eyes are on then marketing director Klaus Dehlert. The buck now has he.
This is certainly an unpleasant situation, fortunately fictitious. But unfortunately it is very realistic, but it indicates that communication problems are often not precise manner or the allegedly defective advertising is blamed for declining sales. Experience shows that take place on the goals and tasks of marketing and who or which agency it dissolves in the conference rooms German companies debated tyrann mathieu far too early on means. Because: Actually, the agency in question comes at the end.
In the beginning, the question should be: What exactly is the problem? Is there an economic or an out-economic tyrann mathieu problem, ie awareness, image or purchase intent - sizes, although tyrann mathieu they are far ahead of the purchase, but rather attributable to the work of the marketing director than sales figures, which in turn many external influences are as economy tyrann mathieu and competition activities , Marketing people are so good advice is to be measured only in those sizes which are in their area of responsibility - and let roll off the polemics of the sales manager itself. But often I observe that even marketing people do not sufficiently capture the precise communication problem or put it to very specific.
"The most common problem of working is that the customer does not exactly tell us what he wants. We spend a lot of time trying to get his goals to the point, tyrann mathieu "said the director of a prestigious Frankfurt advertising agency. tyrann mathieu In fact, the briefings many clients are full of operetta strategies and verbiage without substance. The reasons are that you want to protect themselves through the medium of all possible tyrann mathieu information in the company ("The Agency was indeed fully informed.") Or that - even worse - Knowledge of cause-effect relationships in marketing communication is missing and you have a problem and its conceivable solution does not recognize.
Whether you can reach your communication goal, but depends on the precise wording of the communication tyrann mathieu problem. This should lead to an understandable briefing. That is not only choosing the right means of communication depends, but possibly also the service provider which specializes tyrann mathieu in such solutions. The briefing is an important task of the marketing manager, on which he was to spend a lot of effort into making his agency developed the right solution.
The requirements of agencies are very high. Today's consumers expect seamless Caring and information processes across all points of contact of the company. This requires a sophisticated multi-channel tyrann mathieu management. These agencies must firstly bring the ability to adapt advertising messages through integrated communications on different communication channels. The overall objective is to build a consistent brand image.
Second, this already complex communication management tyrann mathieu is complicated by the fact that consumers in the context of interactive web maintain a high readiness for dialogue with each other and cherish similar claims also to companies. For businesses, this means that they are watching internet attentive, react quickly and must respond appropriately.
Generalist agencies are overwhelmed with this double complex task, specialized tyrann mathieu agencies are needed. But whether tyrann mathieu advertising, event, promotion or online tyrann mathieu agency, shop fitters or sales trainer - they all have, first service offerings evolve as they reflect the dialogue of consumers. Second, they must prove that they are linked to effective cooperation on the situation. Otherwise gets integrated communication to the cacophony.
In my seminar on Friday, January 23 at the Academy of the German brand brand association I teach marketing managers appropriate criteria tyrann mathieu for selecting the right agency and how to control them in everyday life (see http://www.markenverband.de/akademie /).
NTT DATA also awards a Master's thesis, which is to deal with burning tyrann mathieu questions about "Agency Models of the Future" (job ad see here): How should in future service portfolio of agencies look ("agency model")? How should the work processes of an agency change to master multi-channel management, in terms of customer expectations for permanent dialogue and in view
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