[:en]Does a young company need a marketing agency?[:sl]Marketinška agencija za mlado podjetje?[:]

[:en]One of the basic objectives of marketing is to focus on the needs and wishes of the consumers or partners in the exchange. The establishment of long-term objectives, such as developing a reliable and recognisable brand name, loyal and satisfied customers and markets, are the main and most important marketing challenges.

[:sl]Eden od osnovnih ciljev marketinga je osredotočenost na potrebe in želje potrošnikov oziroma partnerjev v menjavi. Postavljanje dolgoročnih ciljev kot so zanesljiva in prepoznavna blagovna znamka, zvesti in zadovoljni potrošniki, razvijajoč trg so glavni in najpomembnejši izzivi marketinga. Torej povezovanje proizvajalca, predmeta menjave in odjemalca blaga in/ali storitve. Informiranje, izobraževanje in promoviranje so smiselna in uspešna kombinacija vzpostavljanja komunikacijskega ravnovesja. [:][:en]

Integration of the manufacturer, the object of exchange and the customers of goods and/or services is thus required. Information, education and promotion represent a logical and successful combination for establishing a communication equilibrium. It is important that information is transmitted in an unobtrusive manner, which is not a simple task in today’s entrepreneurial era. The achievement of recognisability at any price frequently means the closing of doors even before they are properly open. Excessive aggressiveness when implementing communication elements leads to resistance from both active and passive consumers. The golden mean also applies in marketing: not too much, not too little – just the right amount! A product should sell itself! Consumers should want a product because they know it is good for them, not because it was advertised aggressively or because we want buyers to have it. Buyers should feel that we care about them being care-free. Our concern should thus become their freedom from care!

Does a young company require marketing?

Every company requires marketing, whether it is already established or it is only a young company just

starting out. Marketing experts will determine which approach would be most suitable for your introduction, or increasing your recognisability, with respect to the product or service you wish to promote on the market. Why should the director who is responsible for numerous other strategic decisions deal with this if there are professionals who are experts in this area? Leave the creation of marketing strategies to them and place your icing on the cake for key decisions! Not every company requires billboards or advertisements in every magazine. This is not always the right marketing path. The primary purpose of marketing activities is to enable potential consumers of goods and services to come into contact with our message and provide feedback. This initiates the communication process which aids us in designing a market approach. The give-and-receive rule applies. The more you give, the more you will get: this is the simple and fair law of exchange, where both sides (consumer and manufacturer) gain something. Nevertheless, do not forget the golden mean and the focus: what do we want to achieve? (for example, improved sales of a product or simply increasing one’s recognisability which “attracts” customers to products from our sales lines etc.).

When does a young company need a marketing agency?

Young companies often have products that are attractive to the market but, unfortunately, they cannot succeed without professional marketing and sales support. Success depends on marketing and sales approaches, business strategies and website presentations. The advantage of cooperating with external associates, as opposed to allocating full-time employees to the task, is that the company only pays for the time spent doing things for the company. Companies often do not possess the required expert knowledge or experience to manage individual areas of operations effectively and professionally. This could be identified as a need for cooperation with a marketing agency that will help us to establish an optimal and integral marketing strategy. Company and product recognisability, following the market needs and the establishment of trademarks are elements that all lead to increased sales, but young companies often find it difficult to handle them.

Maintain a proper focus: business begins and ends with the consumer. Do not forget to conduct two-way communication with the market because the market’s feedback is what will make you successful and enable you to break through. This is certainly the objective of both young companies, just entering the world of competition, and micro, small, medium-sized and large companies already established on the market. It is up to you to decide, as cooperation with marketing agencies is not inexpensive. It therefore pays to look around a bit and find the most appropriate business partner with whom to conduct a fertile, long-term, successful relationship.

You should be aware that only action creates a reaction. And here we come back to action again. May the action be taken by you and may it be successful!

The marketing guru Brian Tracy has given us a phrase that is worth gold:  “People are not the only thing, people are everything!” Or, simply put in entrepreneurial terms: “Business is made by people!”

Article prepared by: Damijana Škrlj[:sl]

Pomembno je, da informacije na nevsiljiv način zlezejo pod kožo, kar pa v današnji podjetniški dobi ni ravno lahka naloga. Dosegati prepoznavnost za vsako ceno marsikdaj pomeni zapiranje vrat, še preden smo jih dobro odprli. Prevelika agresivnost pri udejanjanju komunikacijskih elementov vodi do odpora aktivnih in pasivnih potrošnikov. Tudi v marketingu veljajo pravila zlate sredine: ne preveč, ne premalo – ravno prav! Naj se torej izdelek prodaja sam! Naj si ga kupci želijo zato, ker vedo, da je to dobro za njih. Ne zato, ker smo mi toliko oglaševali. Ne zato, ker mi hočemo, da ga kupci imajo. Naj torej začutijo, da je naša skrb, da so oni brez skrbi. Naj postane torej naša skrb njihova brezskrbnost!

Ali mlado podjetje potrebuje marketing?

Vsako podjetje potrebuje marketing. Pa če govorimo o že uveljavljenem ali pa o šele nastajajočem, mladem podjetju. Marketinški strokovnjaki se bodo odločili, kateri pristop pri uvajanju vaše prepoznavnosti je tisti, ki najbolje odgovarja tako produktu kot storitvi, katero želite uveljaviti na trgu. Zakaj bi se s tem vprašanjem ukvarjal direktor, ki ima nad seboj mnogo drugih strateških odločitev, če to področje najbolje obvladujejo strokovnjaki? Prepustite jim oblikovanje marketinške strategije in dodajte le piko na i pri ključni odločitvi! Vsako podjetje ne potrebuje jumbo plakata ali oglasa v vseh revijah. To ni vedno prava marketinška pot. V prvi vrsti je namen tržno-marketinških aktivnosti, da se potencialnih potrošnikov blaga in storitev naša sporočila dotaknejo in sprožijo val povratnih informacij. S tem se prične proces komunikacije, ki nam pomaga oblikovati tržni pristop. Velja načelo daj – dam. Več in bolje ko daš, več dobiš: preprost in pošten zakon menjave, kjer obe strani (potrošnik in proizvajalec) pridobita. Vendar: ne pozabimo na pravilo zlate sredine in na fokus: kaj želimo doseči (naj bo to boljša prodaja izdelka ali zgolj povečevanje svoje prepoznavnosti, ki »kliče« po uporabi izdelkov naše prodajne linije…).

Kdaj mlado podjetje potrebuje marketinško agencijo?

Mlada podjetja imajo mnogokrat tržno privlačne produkte, ki pa brez podpore profesionalnega marketinga in prodaje žal ne morejo uspeti. Uspeh je odvisen od marketinških in prodajnih pristopov, poslovne strategije, predstavitve na spletnih straneh. Prednost sodelovanja z zunanjimi sodelavci v primerjavi z redno zaposlenimi se kaže v tem, da jih podjetje plačuje le za tisti čas, ki ga zanj opravijo. V podjetjih namreč mnogokrat nimajo potrebnega strokovnega znanja in izkušenj, da bi posamezna področja delovanja učinkovito in strokovno lahko opravljala sama. Tukaj že lahko govorimo o potrebah po sodelovanju z marketinško agencijo, ki nam pomaga postaviti optimalno celostno marketinško strategijo. Razpoznavnost podjetja, njegovega produkta, sledenja potrebam trga, gradnja blagovne znamke so elementi, ki vodijo posledično v večjo prodajo, so jim pa mlada podjetja mnogokrat težko kos.

Ohranite pravi fokus kajti posel se začne in konča pri potrošniku. Ne pozabite na dvosmerno komunikacijo s trgom kajti povratna informacija trga tista, ki Vas bo naredila uspešne in prodorne. To pa je prav gotovo cilj tako mladih podjetij, ki šele stopajo v svet konkurence kot tudi mikro, malih, srednjih in velikih, ki so že tržno uveljavljena. Na Vas je, kako se boste odločili, saj sodelovanje z marketinško agencijo ni nujno ravno poceni. Velja se torej malo razgledati naokoli in poiskati najprimernejšega poslovnega partnerja, s katerim boste sklenili plodno, dolgoročno in uspešno sodelovanje.

Zavedajte se, da le akcija naredi reakcijo. In ponovno smo pri akciji. Naj bo to vaša in naj bo uspešna!

Marketinški guru Brian Tracy nam je podaril zlata vreden stavek:  »People are not the only thing, people are everything!« Ali preprosto podjetniško: »Posel delamo ljudje!«

Članek pripravila: Damijana Škrlj[:]

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