Good communication with the external public is a fundamental part of the company's growth. And that's where the advertising agency comes in, formed by a team of professionals who know, more than anything, how to communicate products, services and, above all, the values that a brand offers.
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But what exactly does an advertising agency do?
It is a company that plans and puts into practice, through texts, audios, videos and photos, and marketing and advertising campaigns for other companies. The goal is to do this assertively, communicating with the target audience as best as possible so they can understand the message. And, not least, with intelligence and creativity.
The agency also strengthens the brand's image, carrying out a well-established branding work, so that consumers have an even emotional relationship with the company.
But the work goes far beyond producing communication. Before that, it takes a lot of market research and research on the habits of the public. Advertising seeks to talk to consumers in a way that they understand, feel inspired and conquered. And, for that, it is necessary to find out how they themself talk. Only then, it is possible to present the value that a brand offers.
Take this example: one of Bee's customers is the Colibri brand, which manufactures clothing and accessories for babies. On social networks and on the brand's blog, far beyond talking about the advantages of the products, the agency's professionals strive to establish a communication with the mothers. And what is the best way to do this? Establishing an identification with them, speaking “from mother to mother”. After all, who better than one mother to understand another? Thus, it takes the pain of the audience, expressing empathy and understanding in relation to all their fears, anxieties, joys, and expectations.
And each audience demands a way to talk. This requires deep immersion in the universe of the segment, the brand, competitive data collection, planning and the ability to transform everything into content, advertising, communication.
It is also worth remembering that what is called communication has several aspects. To start with, the same company has several audiences: end consumers, suppliers, partners, shareholders, representatives, storeowners and so on. No less important are the company's employees. Consolidated communication starts from the inside out. Therefore, a good advertising agency will certainly suggest an internal marketing work to your company – that is, internal communication actions with the objective of engaging employees, stimulating a sense of belonging to the company, motivating them to seek the best results in your job.
What are the advantages?
The idea of investing in your brand's communication can be challenging. But the first step is to understand that the company depends on communication to survive, and nothing better than professionals in the field to help you get where you want.
Check out some advantages of having an agency below:
Professionals who know the market
They are always aware of changes in the public's preferences and in their way of reacting to brand communication. More than knowledge, these professionals have the necessary tools to gather all the most up-to-date data about their segment, developing a communication that meets their goals.
Multidisciplinary team
An advertising agency has people with specific skills to create communication pieces, such as copywriters, designers, strategists, among others.
Time optimization
While the agency handles communication, you and your employees can focus on other aspects of the business that also need attention.
Integrated work
You will be leaving all aspects of the company's communication in the hands of a single team, avoiding mismatches and contradictions between information.
Visibility
A communication work, if done with the best strategy, makes your brand known to the public. Nowadays, with so many new means of communication (social media, forums, etc.), more than ever it is necessary to know how to communicate. If advertising is done in an integrated and intelligent way in all of these media, you will have much more return for your company.
But how does it all work?
Advertising agencies usually have a certain standard of functioning, despite having the peculiarities inherent to all companies.
But, for you to get a sense of what is the path of the communication pieces of a company within the agency, see how the departments work here at Bee.
New Business
It is probably the first department to have contact with you. In a meeting, it will be responsible for introducing you to all the services offered by Bee, as well as making advantageous proposals for your company.
Account
Once the partnership is signed, the Account is the team that relates directly to the customer. It's their job to know your company's market, analyze your competitors and think of strategies so that you can stand out in your segment.
In addition to analyzing and interpreting the briefings of the communication pieces you request, the Account team is also responsible for suggesting ideas and strategies that meet your goals. Thus, your company will always be communicating with the public. Not only to sell products and/or services, but also to keep the relationship between brand and consumer alive.
Planning
The world is increasingly digital. For your brand to survive and continue to grow, it is necessary to adapt to the avalanche of changes brought about by the internet. Planning is the department responsible for turning these challenges into opportunities.
Upon knowing your company's objectives and goals, the team develops strategies for it to assertively mark its presence on social networks, in addition to planning other digital pieces, such as marketing e-mails, videos, among others. Planning understands about strategy and is aware of the tools that use the digital medium to know the behavior of its audience.
It is also responsible for monitoring the results of this online communication, through metrics provided by social networks and data provided by Google tools.
Creative
This is the department that gives shape to ideas, that transforms your company's goals into visual communication, through graphics, images, colors and much more.
Have you ever heard that a picture is worth a thousand words? The Creative team works precisely with this concept, translating ideas into colors and shapes. And there is a great study behind this – professionals look for numerous references so that everything is in accordance with the segment and objectives in relation to the public.
Copywriting
If images say more than words, they leave no doubt about the message. Therefore, the Copywriting department uses text to express ideas clearly, creatively and persuasively. It is up to these professionals to use the right words so that the public is strongly attracted to what is being sold.
No less important than writing advertising copy for online and offline pieces, in addition to social media, copywriters are also responsible for proofreading all texts. This is a step followed very rigorously: nothing leaves the agency without every word, colon and period being revised.
Web
Web professionals are responsible for creating and developing websites. However, this process also involves the alignment between writing, design, strategic planning, and technology. In other words, it is a real joint work between several departments.
Once developed, the site also undergoes an optimization and performance process, in which the Web department works so that it has the highest possible loading speed, improving the user experience. The site also needs to be accessible, so that people with physical or cognitive limitations can use it without difficulty.
The job path
It is important to emphasize that all these departments do not exist in an independent way, but they develop an integrated work. The agency isn't even divided into rooms. They are all in the same space, so they can communicate easily, each one contributing their skills so that the communication is attractive and innovative.
We call each piece of communication developed for a company a job. And, within the agency, this job – be it a blog article, an e-mail marketing or a poster – follows a very well-defined path. From you to Account, then to Planning, Copywriting, Creative, Copywriting again to go through a review, Creative to make all necessary changes, to Planning once more, and finally to Account again, who will send work for you to approve or not.
In this way, the job will be structured, aligned, enriched in details so that you receive the best result. Companies, even those that have marketing departments, will hardly be able to devote so much time to communication. Hence the big reason to hire an agency.
But what is your role in this scenario?
Imagine that the agency is a partner in your business. The more information you can bring it, the better it will be able to work. If you don't know your target audience and have no idea what your marketing goals are, the agency will have more work in achieving results, as it will have to do much research and immersion in your industry before actually producing.
“The company must seek to identify and know its target audience in order to develop the best marketing and sales strategies, thus solving the needs of the final public”, says Thiago Toledo, from Bee's New Business department. According to him, once the company has fulfilled this role, the agency will “seek the best strategies to communicate with the client (company, service/product), making it stand out, generating interest and arousing the desire of the public for the product and/or service offered. Its role is to analyze, together with the client, their marketing planning and define communication (channels/media/vehicles), ranging from planning, through creation, to the execution of communication”.
A good advertising agency may be what is missing for your brand to become known and stand out from the competition. However, you must know how to choose, as there are numerous agencies on the market. You will have no regrets if you choose an agency “proactive, which always seeks to understand the business in the best way to produce the best communication ideas”, describes Thiago.
If you know you need to invest in communication and want the best strategies to achieve great results, you can schedule a meeting here at Bee and check out everything the agency has to offer and how it can boost your business. Just get in touch!
