{"id":655,"date":"2024-02-27T09:34:21","date_gmt":"2024-02-27T02:34:21","guid":{"rendered":"https:\/\/minimalmarketing.com\/?p=655"},"modified":"2024-03-01T11:38:54","modified_gmt":"2024-03-01T04:38:54","slug":"hai-nua-dung-sai-chuyen-dau-thau-quang-cao-phan-2","status":"publish","type":"post","link":"https:\/\/minimalmarketing.com\/index.php\/vi\/2024\/02\/27\/hai-nua-dung-sai-chuyen-dau-thau-quang-cao-phan-2\/","title":{"rendered":"Hai n\u1eeda \u0111\u00fang sai chuy\u1ec7n \u0111\u1ea5u th\u1ea7u qu\u1ea3ng c\u00e1o – Ph\u1ea7n 2"},"content":{"rendered":"\n

\u0110\u1ea5u th\u1ea7u l\u00e0 \u2018nghi th\u1ee9c\u2019 c\u1ea7n thi\u1ebft \u0111\u1ec3 client v\u00e0 agency t\u00ecm hi\u1ec3u l\u1eabn nhau khi c\u00f2n xa l\u1ea1, th\u1ebf nh\u01b0ng \u0111\u00f4i l\u00fac l\u1ea1i l\u00e0 ngu\u1ed3n c\u01a1n c\u1ee7a nh\u1eefng b\u1ea5t h\u00f2a.<\/em><\/p>\n\n\n\n

Trong ph\u1ea7n 1 b\u00e0i vi\u1ebft \u2018hai n\u1eeda \u0111\u00fang sai chuy\u1ec7n \u0111\u1ea5u th\u1ea7u\u2019, t\u00f4i c\u00f3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn 3 k\u1ecbch b\u1ea3n khi\u1ebfn quy tr\u00ecnh pitching tr\u1edf n\u00ean sai tr\u00e1i. \u0110\u1ec3 tr\u00e1nh nh\u1eefng k\u1ebft qu\u1ea3 kh\u00f4ng nh\u01b0 k\u1ef3 v\u1ecdng, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00e0i suy ngh\u0129 c\u1ee7a t\u00f4i v\u1ec1 vi\u1ec7c l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 \u2018tinh ch\u1ec9nh\u2019 quy tr\u00ecnh \u0111\u1ea5u th\u1ea7u mang v\u1ec1 l\u1ee3i \u00edch cho c\u1ea3 \u0111\u00f4i b\u00ean!<\/p>\n\n\n\n

L\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u1ed5 ch\u1ee9c pitching th\u00eam ph\u1ea7n hi\u1ec7u qu\u1ea3?<\/strong><\/h2>\n\n\n\n

C\u00e1ch \u0111\u01a1n gi\u1ea3n nh\u1ea5t \u0111\u1ec3 vi\u1ec7c g\u1ecdi th\u1ea7u kh\u00f4ng mang l\u1ea1i nh\u1eefng tr\u1ea3i nghi\u1ec7m x\u1ea5u cho c\u1ea3 client v\u00e0 agency, \u0111\u00f3 l\u00e0 h\u1ea1n ch\u1ebf t\u1ed1i \u0111a nh\u1eefng tr\u01b0\u1eddng h\u1ee3p \u0111\u00e3 \u0111\u1ec1 c\u1eadp tr\u01b0\u1edbc \u0111\u00f3. \u1ede ph\u1ea7n n\u00e0y, t\u00f4i s\u1ebd c\u1ed1 \u2018\u0111\u00fac t\u1ec9a\u2019 nh\u1eefng kinh nghi\u1ec7m c\u00e1 nh\u00e2n c\u1ee7a m\u00ecnh t\u1eeb g\u00f3c \u0111\u1ed9 agency v\u00e0 c\u1ed1 v\u1ea5n doanh nghi\u1ec7p v\u1ec1 l\u00e0m th\u1ebf n\u00e0o \u0111\u1ec3 t\u1ed1i \u01b0u hi\u1ec7u qu\u1ea3 quy tr\u00ecnh pitching!<\/p>\n\n\n\n

#1: \u0110\u00e1nh gi\u00e1 h\u1ed3 s\u01a1 n\u0103ng l\u1ef1c v\u00e0 nh\u1eefng d\u1ef1 \u00e1n agency th\u1ef1c hi\u1ec7n tr\u01b0\u1edbc \u0111\u00f3<\/strong><\/p>\n\n\n\n

C\u0169ng nh\u01b0 tuy\u1ec3n d\u1ee5ng nh\u00e2n s\u1ef1, khi ch\u01b0a bi\u1ebft \u0111\u1ed1i ph\u01b0\u01a1ng l\u00e0 ai, c\u00e1ch nhanh nh\u1ea5t \u0111\u1ec3 c\u00f3 c\u00e1i nh\u00ecn kh\u00e1i qu\u00e1t v\u1ec1 h\u1ecd l\u00e0 CV. Credential (h\u1ed3 s\u01a1 n\u0103ng l\u1ef1c) c\u0169ng nh\u01b0 l\u00e0 CV c\u1ee7a agency, d\u1ef1a v\u00e0o \u0111\u00f3, doanh nghi\u1ec7p kh\u00f4ng ch\u1ec9 \u2018g\u1ea1n l\u1ecdc\u2019 th\u00f4ng tin c\u1ea7n thi\u1ebft \u0111\u1ec3 t\u00ecm ra \u0111\u01a1n v\u1ecb gi\u1ea3i ph\u00e1p ph\u00f9 h\u1ee3p m\u00e0 \u0111\u00f4i l\u00fac c\u0169ng l\u00e0 c\u01a1 s\u1edf \u0111\u1ec3 l\u1ef1a ch\u1ecdn agency m\u00e0 kh\u00f4ng c\u1ea7n pitching. H\u00e3y ngh\u0129 \u0111\u1ebfn tr\u01b0\u1eddng h\u1ee3p agency chuy\u00ean l\u00e0m c\u00e1c d\u1ef1 \u00e1n v\u1ec1 l\u0129nh v\u1ef1c ho\u1ea1t \u0111\u1ed9ng c\u1ee7a client ch\u1eb3ng h\u1ea1n.<\/p>\n\n\n\n

Nghe th\u00ec c\u00f3 v\u1ebb r\u1ea5t \u2018phi\u00eau\u2019, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi quy tr\u00ecnh c\u1ee7a c\u00e1c c\u00f4ng ty l\u1edbn th\u01b0\u1eddng y\u00eau c\u1ea7u \u00edt nh\u1ea5t 3 agency tham gia \u0111\u1ea5u th\u1ea7u. Tuy nhi\u00ean v\u1edbi c\u00e1c doanh nghi\u1ec7p t\u1ea7m trung v\u1edbi quy tr\u00ecnh linh ho\u1ea1t h\u01a1n, \u0111\u1ec3 tr\u00e1nh t\u1ed1n ngu\u1ed3n l\u1ef1c v\u00e0o nh\u1eefng v\u00f2ng \u0111\u1ea5u th\u1ea7u \u0111\u1eb1ng \u0111\u1eb5ng, \u2018ch\u1ecdn m\u1eb7t g\u1eedi v\u00e0ng\u2019 qua credential c\u0169ng l\u00e0 c\u00e1ch m\u00e0 nhi\u1ec1u qu\u1ed1c gia ph\u00e1t tri\u1ec3n nh\u01b0 UK, Canada \u0111ang \u1ee9ng d\u1ee5ng.<\/p>\n\n\n\n

L\u01b0\u1ee3c b\u1ecf quy tr\u00ecnh g\u1ecdi th\u1ea7u c\u0169ng l\u00e0 m\u1ed9t c\u00e1ch \u0111\u1ec3 c\u1ea3 doanh nghi\u1ec7p v\u00e0 agency gi\u1ea3m b\u1edbt g\u00e1nh n\u1eb7ng \u2018ngu\u1ed3n l\u1ef1c\u2019 cho nhi\u1ec1u d\u1ef1 \u00e1n \u0111\u1eb7c th\u00f9, nh\u1ea5t l\u00e0 khi:<\/p>\n\n\n\n

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  • Ng\u00e2n s\u00e1ch d\u1ef1 \u00e1n n\u1eb1m d\u01b0\u1edbi m\u1ee9c trung b\u00ecnh to\u00e0n ng\u00e0nh<\/li>\n\n\n\n
  • Ho\u1eb7c khi \u0111\u00e1nh gi\u00e1, ph\u00e2n t\u00edch t\u00ednh kh\u1ea3 thi c\u1ee7a nh\u1eefng proposal \u0111\u01b0\u1ee3c ki\u1ebfn ngh\u1ecb kh\u00f4ng h\u1eb3n l\u00e0 th\u1ebf m\u1ea1nh c\u1ee7a client<\/li>\n<\/ul>\n\n\n\n

    #2: \u0110\u1ea3m b\u1ea3o t\u00ednh nghi\u00eam t\u00fac trong qu\u00e1 tr\u00ecnh pitching<\/strong><\/p>\n\n\n\n

    L\u1eddi n\u00f3i c\u00f3 t\u00ednh hai m\u1eb7t, c\u00f2n h\u00e0nh \u0111\u1ed9ng th\u00ec lu\u00f4n \u2018th\u1eadt th\u00e0\u2019. Khi mu\u1ed1n l\u00e0m m\u1ed9t \u0111i\u1ec1u g\u00ec \u0111\u00f3 b\u1eb1ng c\u1ea3 con tim, bi\u1ec3u hi\u1ec7n \u0111\u1ea7u ti\u00ean l\u00e0 th\u00e1i \u0111\u1ed9 nghi\u00eam t\u00fac. G\u1ecdi \u0111\u1ea5u th\u1ea7u v\u1edbi th\u00e1i \u0111\u1ed9 h\u1eddi h\u1ee3t \u0111\u00f4i l\u00fac s\u1ebd khi\u1ebfn agency c\u1ea3nh gi\u00e1c v\u00e0 tr\u1ea3 v\u1ec1 k\u1ebft qu\u1ea3 \u1edf m\u1ee9c \u2018t\u1ed1i thi\u1ec3u\u2019 thay v\u00ec d\u1ed1c h\u1ebft t\u00e2m can ngay t\u1eeb nh\u1eefng bu\u1ed5i pitch \u0111\u1ea7u ti\u00ean.<\/p>\n\n\n\n

    \u0110\u1ec3 tr\u00e1nh nh\u1eefng h\u1ec7 l\u1ee5y li\u00ean quan, d\u01b0\u1edbi \u0111\u00e2y l\u00e0 nh\u1eefng l\u01b0u \u00fd m\u00e0 doanh nghi\u1ec7p n\u00ean c\u00e2n nh\u1eafc \u0111\u1ec3 \u0111\u1ea3m b\u1ea3o t\u00ednh chuy\u00ean nghi\u1ec7p v\u00e0 ch\u00e2n th\u00e0nh khi g\u1ecdi th\u1ea7u:<\/p>\n\n\n\n

      \n
    1. R\u00f5 r\u00e0ng khi \u2018ra \u0111\u1ec1\u2019 (briefing)<\/strong>: B\u1eaft \u0111\u1ea7u v\u1edbi m\u1ed9t \u0111\u1ec1 b\u00e0i r\u00f5 r\u00e0ng v\u1ec1 ng\u00e2n s\u00e1ch, th\u1eddi gian chu\u1ea9n b\u1ecb v\u00e0 th\u1eddi \u0111i\u1ec3m tri\u1ec3n khai – \u0111\u00e2y c\u0169ng l\u00e0 \u2018t\u00edn hi\u1ec7u\u2019 t\u1ed1i thi\u1ec3u \u0111\u1ec3 doanh nghi\u1ec7p th\u1ec3 hi\u1ec7n s\u1ef1 nghi\u00eam t\u00fac c\u1ee7a m\u00ecnh.<\/li>\n\n\n\n
    2. X\u00e1c \u0111\u1ecbnh c\u1ee5 th\u1ec3 t\u1eebng c\u1ed9t m\u1ed1c<\/strong>: Kh\u00f4ng \u00edt nh\u1eefng bu\u1ed5i \u0111\u1ea5u th\u1ea7u c\u00f3 ng\u00e0y b\u1eaft \u0111\u1ea7u nh\u01b0ng kh\u00f4ng ng\u00e0y k\u1ebft th\u00fac. X\u00e1c \u0111\u1ecbnh t\u1eeb \u0111\u1ea7u v\u1ec1 s\u1ed1 v\u00f2ng \u0111\u1ea5u th\u1ea7u, m\u1ee5c ti\u00eau t\u1eebng v\u00f2ng, s\u1ed1 l\u01b0\u1ee3ng agency \u0111\u01b0\u1ee3c ch\u1ecdn qua t\u1eebng th\u1eed th\u00e1ch v\u00e0 th\u1eddi ph\u1ea3n h\u1ed3i gian c\u1ee5 th\u1ec3 s\u1ebd mang l\u1ea1i hi\u1ec7u qu\u1ea3 cao h\u01a1n nh\u1eefng cu\u1ed9c pitching k\u00e9o d\u00e0i v\u00f4 th\u1eddi h\u1ea1n hay li\u00ean t\u1ee5c cho ph\u00e9p ng\u01b0\u1eddi m\u1edbi xen ngang.<\/li>\n\n\n\n
    3. Th\u1ed1ng nh\u1ea5t v\u1ec1 ti\u00eau ch\u00ed l\u1ef1a ch\u1ecdn<\/strong>: Khi agency n\u1eafm b\u1eaft \u0111\u01b0\u1ee3c nh\u1eefng nhu c\u1ea7u c\u1ee7a doanh nghi\u1ec7p, h\u1ecd s\u1ebd \u0111\u01b0a ra nh\u1eefng gi\u1ea3i ph\u00e1p \u2018s\u00e1t \u0111\u1ec1\u2019 h\u01a1n. Thi\u1ebfu m\u1ee5c ti\u00eau, m\u1ecdi \u0111\u1ec1 xu\u1ea5t ch\u1ec9 l\u00e0 nh\u1eefng vi\u00ean \u0111\u00e1 d\u00f2 \u0111\u01b0\u1eddng\u2019 m\u00e0 th\u1eafng hay thua ph\u1ee5 thu\u1ed9c v\u00e0o may m\u1eafn!<\/li>\n\n\n\n
    4. Minh b\u1ea1ch trong giao ti\u1ebfp<\/strong>: H\u00e3y th\u1eb3ng th\u1eafn v\u1ec1 nh\u1eefng \u0111i\u1ec3m c\u1ed9ng v\u00e0 tr\u1eeb c\u1ee7a m\u1ed7i agency tham gia khi ph\u1ea3n h\u1ed3i cho h\u1ecd. \u0110\u1eb7c bi\u1ec7t khi c\u00f3 k\u1ebft qu\u1ea3, chia s\u1ebb v\u1ec1 nh\u1eefng l\u00fd do v\u00ec sao h\u1ecd \u0111\u01b0\u1ee3c ch\u1ecdn ho\u1eb7c kh\u00f4ng theo c\u00e1ch kh\u00e1ch quan nh\u1ea5t c\u0169ng l\u00e0 ti\u1ec1n \u0111\u1ec1 cho nh\u1eefng c\u01a1 h\u1ed9i h\u1ee3p t\u00e1c v\u1ec1 sau!\u00a0<\/li>\n<\/ol>\n\n\n\n

      #3: N\u1ebfu c\u00f3 th\u1ec3 h\u00e3y ch\u1ea5p nh\u1eadn tr\u1ea3 ph\u00ed \u0111\u1ea5u th\u1ea7u<\/strong><\/p>\n\n\n\n

      Tr\u1ea3 ph\u00ed hay kh\u00f4ng tr\u1ea3 ph\u00ed – \u0111\u00f3 c\u0169ng l\u00e0 c\u00e2u h\u1ecfi g\u00e2y tranh lu\u1eadn gi\u1eefa nhi\u1ec1u marketer, client v\u00e0 c\u1ea3 agency. C\u00f3 kh\u00f4ng \u00edt doanh nghi\u1ec7p, \u0111\u1eb7c bi\u1ec7t l\u00e0 ng\u00e0nh b\u1ea5t \u0111\u1ed9ng s\u1ea3n \u0111\u00e3 b\u1eaft \u0111\u1ea7u quen v\u1edbi h\u00ecnh th\u1ee9c \u0111\u1ea5u th\u1ea7u tr\u1ea3 ph\u00ed khi chuy\u1ec3n d\u1ea7n tr\u1ecdng t\u00e2m h\u1ee3p t\u00e1c sang c\u00e1c agency qu\u1ed1c t\u1ebf. Tuy nhi\u00ean v\u1edbi nhi\u1ec1u client, \u0111\u1ea5u th\u1ea7u tr\u1ea3 ph\u00ed v\u1eabn l\u00e0 m\u1ed9t \u00fd t\u01b0\u1edfng kh\u00f4ng m\u1ea5y th\u1ef1c t\u1ebf b\u1edfi nhi\u1ec1u nguy\u00ean do.<\/p>\n\n\n\n

      T\u00f9y v\u00e0o t\u1eebng \u0111\u1ec1 b\u00e0i, b\u1ed1i c\u1ea3nh hay \u0111\u1eb7c th\u00f9 ri\u00eang t\u1eebng ng\u00e0nh m\u00e0 2 ph\u01b0\u01a1ng th\u1ee9c tr\u1ea3 ph\u00ed hay kh\u00f4ng tr\u1ea3 ph\u00ed \u0111\u1ec1u c\u00f3 nh\u1eefng \u01b0u nh\u01b0\u1ee3c ri\u00eang. D\u01b0\u1edbi \u0111\u00e2y l\u00e0 m\u1ed9t v\u00e0i quan \u0111i\u1ec3m c\u1ee7a t\u00f4i v\u1ec1 vi\u1ec7c v\u00ec sao doanh nghi\u1ec7p n\u00ean ch\u1ea5p nh\u1eadn \u0111\u1ea7u t\u01b0 m\u1ed9t kho\u1ea3n nh\u1ea5t \u0111\u1ecbnh khi t\u1ed5 ch\u1ee9c \u0111\u1ea5u th\u1ea7u:<\/p>\n\n\n\n

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      1. Client c\u00f3 th\u1ec3 thu h\u00fat nhi\u1ec1u agency \u2018t\u1ea7m c\u1ee1\u2019 h\u01a1n, thay v\u00ec ch\u1ec9 ti\u1ebfp c\u1eadn \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u01a1n v\u1ecb \u0111ang \u2018tr\u1ea7y tr\u1eadt\u2019 b\u1edfi \u00e1p l\u1ef1c t\u00e0i ch\u00ednh hay s\u1eb5n s\u00e0ng th\u1ecfa hi\u1ec7p \u0111\u1ec3 th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng <\/li>\n\n\n\n
      2. Vi\u1ec7c tr\u1ea3 ph\u00ed s\u1ebd khuy\u1ebfn kh\u00edch c\u00e1c agency \u0111\u1ea7u t\u01b0 k\u1ef9 h\u01a1n v\u00e0o giai \u0111o\u1ea1n \u0111\u1ea5u th\u1ea7u thay v\u00ec d\u00e8 d\u1eb7t trong nh\u1eefng \u0111\u1ec1 xu\u1ea5t \u2018n\u1eeda k\u00edn n\u1eeda h\u1edf\u2019<\/li>\n\n\n\n
      3. Client c\u00f3 th\u1ec3 s\u1eed d\u1ee5ng \u00fd t\u01b0\u1edfng trong bu\u1ed5i pitching nh\u01b0 t\u00e0i s\u1ea3n doanh nghi\u1ec7p khi tr\u1ea3 ph\u00ed. N\u1ebfu kh\u00f4ng, nh\u1eefng \u00fd t\u01b0\u1edfng \u0111\u1ec1 xu\u1ea5t v\u1eabn thu\u1ed9c v\u1ec1 agency. \u2018X\u00e0o n\u1ea5u\u2019 nh\u1eefng \u0111\u1ec1 xu\u1ea5t th\u00e0nh \u00fd t\u01b0\u1edfng m\u1edbi, \u0111\u00f4i l\u00fac s\u1ebd g\u00e2y \u1ea3nh h\u01b0\u1edfng kh\u00f4ng t\u1ed1t t\u1edbi doanh nghi\u1ec7p trong c\u1ea3 ng\u1eafn v\u00e0 d\u00e0i h\u1ea1n. <\/li>\n\n\n\n
      4. Client c\u00f3 th\u1ec3 c\u1ee7ng c\u1ed1 danh ti\u1ebfng v\u00e0 v\u1ecb th\u1ebf c\u1ee7a m\u00ecnh trong c\u1ed9ng \u0111\u1ed3ng marketing<\/li>\n<\/ol>\n\n\n\n

        N\u00f3i \u0111i th\u00ec c\u0169ng ph\u1ea3i n\u00f3i l\u1ea1i, n\u1ebfu \u0111\u00e3 ch\u1ea5p nh\u1eadn tr\u1ea3 ph\u00ed \u0111\u1ea5u th\u1ea7u, c\u00e2u h\u1ecfi \u0111\u1eb7t ra l\u00e0 bao nhi\u00eau? C\u00e2u tr\u1ea3 l\u1eddi c\u00f3 th\u1ec3 l\u00e0 t\u00f9y: t\u00f9y s\u1ed1 v\u00f2ng, t\u00f9y \u0111\u1ed9 l\u1edbn d\u1ef1 \u00e1n, t\u00f9y nhi\u1ec1u nh\u00e2n t\u1ed1 \u0111\u1eb7c th\u00f9 \u0111\u1ebfn t\u1eeb c\u1ea3 client l\u1eabn agency. M\u1ed9t ki\u1ebfn ngh\u1ecb nh\u1ecf t\u1eeb g\u00f3c \u0111\u1ed9 c\u00e1 nh\u00e2n, kho\u1ea3n ph\u00ed \u0111\u1ea5u th\u1ea7u n\u00ean dao \u0111\u1ed9ng gi\u1eefa 5-10% t\u1ed5ng gi\u00e1 tr\u1ecb d\u1ef1 \u00e1n. M\u1ecdi th\u1ecfa thu\u1eadn, k\u00fd k\u1ebft n\u00ean \u0111\u01b0\u1ee3c th\u1ed1ng nh\u1ea5t tr\u01b0\u1edbc khi pitch v\u00e0 chi ph\u00ed thanh to\u00e1n sau khi ho\u00e0n th\u00e0nh \u0111\u1ea5u th\u1ea7u.\u00a0<\/p>\n\n\n\n

        #4: D\u00f9 th\u1eafng, d\u00f9 thua, h\u00e3y cho agency m\u1ed9t l\u00fd do<\/strong><\/p>\n\n\n\n

        V\u1edbi nh\u1eefng agency \u0111\u1ea7u t\u01b0 th\u1eddi gian, c\u00f4ng s\u1ee9c cho d\u1ef1 \u00e1n, h\u1ecd x\u1ee9ng \u0111\u00e1ng nh\u1eadn \u0111\u01b0\u1ee3c l\u00fd do v\u00ec sao m\u00ecnh th\u1eafng ho\u1eb7c thua. M\u1ed9t th\u00f4ng b\u00e1o c\u1ee5t l\u1ee7n, thi\u1ebfu nguy\u00ean nh\u00e2n, \u0111\u1eb7c bi\u1ec7t l\u00e0 khi \u0111\u1ea5u th\u1ea7u kh\u00f4ng tr\u1ea3 ph\u00ed, s\u1ebd d\u1ec5 t\u1ea1o n\u00ean h\u00ecnh \u1ea3nh kh\u00f4ng m\u1ea5y chuy\u00ean nghi\u1ec7p v\u1ec1 client c\u0169ng nh\u01b0 nh\u1eefng thi\u00ean ki\u1ebfn kh\u00f4ng t\u1ed1t trong t\u00e2m tr\u00ed agency.<\/p>\n\n\n\n

        Ng\u01b0\u1ee3c l\u1ea1i, nh\u1eefng ph\u1ea3n h\u1ed3i r\u00f5 r\u00e0ng kh\u00f4ng ch\u1ec9 t\u1ea1o thi\u1ec7n c\u1ea3m v\u1edbi nh\u1eefng agency thua v\u00e0 l\u00e0m ti\u1ec1n \u0111\u1ec1 h\u1ee3p t\u00e1c cho c\u00e1c d\u1ef1 \u00e1n t\u01b0\u01a1ng lai, m\u00e0 c\u00f2n t\u1ea1o \u0111\u1ed9ng l\u1ef1c cho b\u00ean th\u1eafng. G\u1ee3i \u00fd t\u1eeb c\u00e1 nh\u00e2n t\u00f4i khi vi\u1ebft email tr\u1ea3 l\u1eddi agency \u0111\u00f3 l\u00e0 h\u00e3y chi ti\u1ebft nh\u1eefng \u0111i\u1ec3m m\u1ea1nh, \u0111i\u1ec3m y\u1ebfu trong \u0111\u1ec1 xu\u1ea5t c\u1ee7a h\u1ecd. Ch\u1eb3ng h\u1ea1n, thay v\u00ec n\u00f3i \u201cgi\u1ea3i ph\u00e1p c\u1ee7a b\u1ea1n kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi y\u00eau c\u1ea7u\u201d, c\u00e2u tr\u1ea3 l\u1eddi c\u00f3 th\u1ec3 \u0111\u01b0\u1ee3c vi\u1ebft l\u1ea1i th\u00e0nh \u201cgi\u1ea3i ph\u00e1p c\u1ee7a b\u1ea1n kh\u00f4ng ph\u00f9 h\u1ee3p v\u1edbi y\u00eau c\u1ea7u c\u1ee7a ch\u00fang t\u00f4i b\u1edfi n\u1ebfu b\u1ea1n \u0111\u1ecdc k\u1ef9 brief, b\u1ea1n s\u1ebd th\u1ea5y c\u00f4ng ty ch\u00fang t\u00f4i \u0111ang g\u1eb7p h\u1ea1n ch\u1ebf v\u1ec1 ng\u00e2n s\u00e1ch, do \u0111\u00f3 c\u00e1c \u00fd t\u01b0\u1edfng s\u00e1ng t\u1ea1o c\u1ea7n chi ph\u00ed l\u1edbn cho media ch\u01b0a th\u1ef1c s\u1ef1 ph\u00f9 h\u1ee3p trong th\u1eddi \u0111i\u1ec3m n\u00e0y\u2026\u201d.<\/p>\n\n\n\n

        T\u00f3m l\u1ea1i, gi\u1eefa client v\u00e0 agency, t\u00f4n tr\u1ecdng l\u1eabn nhau l\u00e0 \u0111i\u1ec1u th\u1ef1c s\u1ef1 c\u1ea7n thi\u1ebft cho nh\u1eefng m\u1ed1i quan h\u1ec7 d\u00e0i l\u00e2u, kh\u00f4ng ch\u1ec9 v\u1edbi nh\u1eefng b\u00ean tham gia, m\u00e0 \u00e1p d\u1ee5ng cho to\u00e0n ng\u00e0nh qu\u1ea3ng c\u00e1o. V\u00e0 minh b\u1ea1ch, th\u1eb3ng th\u1eafn trong giao ti\u1ebfp l\u00e0 nh\u1eefng nguy\u00ean t\u1eafc \u0111\u1ea7u ti\u00ean trong m\u1ed1i quan h\u1ec7 n\u00e0y!<\/p>\n\n\n\n

        #5: T\u00f4n tr\u1ecdng quy\u1ec1n s\u1edf h\u1eefu tr\u00ed tu\u1ec7<\/strong><\/p>\n\n\n\n

        Cu\u1ed1i c\u00f9ng, \u0111i\u1ec1u m\u00e0 t\u00f4i mu\u1ed1n nh\u1ea5n m\u1ea1nh nh\u1ea5t l\u00e0 v\u1ea5n \u0111\u1ec1 b\u1ea3n quy\u1ec1n b\u1edfi l\u1ebd vi\u1ec7c nh\u1eefng \u00fd t\u01b0\u1edfng \u2018thua pitch\u2019 \u0111\u01b0\u1ee3c \u2018t\u00e1i s\u1eed d\u1ee5ng\u2019 ho\u1eb7c g\u1ea1n l\u1ecdc tinh hoa, k\u1ebft h\u1ee3p v\u00e0o \u00fd t\u01b0\u1edfng kh\u00e1c m\u00e0 kh\u00f4ng qua th\u00f4ng b\u00e1o v\u1eabn l\u00e0 \u0111i\u1ec1u th\u01b0\u1eddng th\u1ea5y trong ng\u00e0nh. D\u00f9 v\u00f4 t\u00ecnh hay h\u1eefu \u00fd, \u0111i\u1ec1u n\u00e0y \u0111\u1ec1u kh\u00f4ng qu\u00e1 c\u00f4ng b\u1eb1ng v\u1edbi agency.<\/p>\n\n\n\n

        Theo m\u1ee9c \u0111\u1ed9 nghi\u00eam tr\u1ecdng t\u1eeb cao \u0111\u1ebfn th\u1ea5p, m\u1ed9t s\u1ed1 nguy\u00ean nh\u00e2n \u0111\u1eb1ng sau nh\u1eefng \u00fd t\u01b0\u1edfng b\u1ecb l\u1ea1m d\u1ee5ng l\u00e0:<\/p>\n\n\n\n

          \n
        • Client t\u1ed5 ch\u1ee9c \u0111\u1ea5u th\u1ea7u v\u1edbi m\u1ee5c ti\u00eau thu\u1ea7n t\u00fay l\u00e0 l\u1ea5y \u00fd t\u01b0\u1edfng v\u1ec1 t\u1ef1 l\u00e0m<\/li>\n\n\n\n
        • M\u1ed9t th\u00e0nh vi\u00ean trong \u0111\u1ed9i brand t\u1ed5 ch\u1ee9c \u0111\u1ea5u th\u1ea7u d\u01b0\u1edbi danh ngh\u0129a c\u00f4ng ty \u0111\u1ec3 l\u1ea5y \u00fd t\u01b0\u1edfng cho b\u1ea3n th\u00e2n h\u1ecd. L\u00fac n\u00e0y, ng\u01b0\u1eddi \u0111\u00e1ng ph\u00ea ph\u00e1n l\u00e0 c\u00e1 nh\u00e2n, kh\u00f4ng ph\u1ea3i th\u01b0\u01a1ng hi\u1ec7u nh\u01b0ng d\u00f9 sao th\u01b0\u01a1ng hi\u1ec7u v\u1eabn b\u1ecb \u1ea3nh h\u01b0\u1edfng<\/li>\n\n\n\n
        • Th\u00e0nh vi\u00ean trong \u0111\u1ed9i brand t\u1ed5 ch\u1ee9c g\u1ecdi th\u1ea7u v\u1edbi thi\u1ec7n ch\u00ed t\u1ed1t nh\u01b0ng ch\u01b0a \u0111\u01b0\u1ee3c ph\u00ea duy\u1ec7t ng\u00e2n s\u00e1ch c\u1ee5 th\u1ec3. H\u1ec7 qu\u1ea3 l\u00e0 trong nh\u1eefng v\u00f2ng pitching sau \u0111\u00f3, kh\u1ea3 n\u0103ng cao \u0111\u1ec1 xu\u1ea5t s\u1ebd b\u1ecb \u2018b\u00e1c b\u1ecf\u2019 b\u1edfi v\u1ea5n \u0111\u1ec1 chi ph\u00ed. V\u00e0 \u0111\u00e2y kh\u00f4ng ph\u1ea3i l\u00e0 v\u1ea5n \u0111\u1ec1 hi\u1ebfm g\u1eb7p tr\u00ean th\u1ecb tr\u01b0\u1eddng<\/li>\n\n\n\n
        • Agency \u0111\u01b0\u1ee3c ch\u1ecdn h\u1ea5p th\u1ee5 \u00fd t\u01b0\u1edfng t\u1eeb c\u00e1c agency kh\u00e1c \u0111\u1ec3 ho\u00e0n thi\u1ec7n \u0111\u1ec1 xu\u1ea5t c\u1ee7a m\u00ecnh. N\u1ebfu kh\u00f4ng ph\u1ea3i h\u00ecnh th\u1ee9c \u0111\u1ea5u th\u1ea7u tr\u1ea3 ph\u00ed, h\u00e0nh \u0111\u1ed9ng n\u00e0y \u0111i ng\u01b0\u1ee3c ho\u00e0n to\u00e0n nh\u1eefng th\u1ecfa thu\u1eadn ban \u0111\u1ea7u v\u1ec1 t\u00ednh b\u1ea3n quy\u1ec1n<\/li>\n\n\n\n
        • Client kh\u00f4ng th\u1ef1c s\u1ef1 ch\u1ecdn \u0111\u01b0\u1ee3c agency ph\u00f9 h\u1ee3p nh\u01b0ng th\u00f4ng qua t\u1ed5ng h\u1ee3p \u00fd t\u01b0\u1edfng c\u1ee7a h\u1ecd l\u1ea1i gi\u00fap client t\u00ecm ra h\u01b0\u1edbng \u0111i m\u1edbi n\u1eeda gi\u1ed1ng n\u1eeda kh\u00f4ng. Trong tr\u01b0\u1eddng h\u1ee3p n\u00e0y, t\u00f4i s\u1ebd \u0111\u1ec3 quy\u1ec1n ph\u00e1n x\u00e9t cho b\u1ea1n v\u1ec1 vi\u1ec7c agency c\u00f3 x\u1ee9ng \u0111\u00e1ng nh\u1eadn \u0111\u01b0\u1ee3c m\u1ed9t kho\u1ea3n ph\u00ed hay kh\u00f4ng?<\/li>\n<\/ul>\n\n\n\n

          T\u00f3m l\u1ea1i, \u0111i\u1ec1u t\u00f4i mu\u1ed1n n\u00f3i \u1edf \u0111\u00e2y l\u00e0 ranh gi\u1edbi gi\u1eefa vi\u1ec7c \u2018m\u01b0\u1ee3n\u2019 \u00fd t\u01b0\u1edfng c\u00f3 ch\u1ee7 \u0111\u00edch v\u00e0 kh\u00f4ng th\u01b0\u1eddng r\u1ea5t mong manh. Trong th\u1ef1c t\u1ebf, nh\u1eefng tranh lu\u1eadn xoay quanh v\u1ea5n \u0111\u1ec1 \u2018b\u1ea3n quy\u1ec1n\u2019 \u00fd t\u01b0\u1edfng l\u00e0 \u0111i\u1ec1u kh\u00f4ng kh\u00f3 g\u1eb7p. Th\u1ebf n\u00ean, n\u1ebfu doanh nghi\u1ec7p ch\u01b0a s\u1eb5n s\u00e0ng cho quy tr\u00ecnh \u0111\u1ea5u th\u1ea7u tr\u1ea3 ph\u00ed, t\u00f4i hy v\u1ecdng nh\u1eefng g\u1ee3i \u00fd n\u00eau tr\u00ean c\u00f3 th\u1ec3 gi\u00fap ph\u1ea7n n\u00e0o h\u00f2a ho\u00e3n m\u1ed1i quan h\u1ec7 \u0111\u00f4i b\u00ean.<\/p>\n\n\n\n

          L\u1eddi cu\u1ed1i, t\u00f4i bi\u1ebft r\u1eb1ng ph\u01b0\u01a1ng th\u1ee9c \u0111\u1ea5u th\u1ea7u truy\u1ec1n th\u1ed1ng kh\u00f4ng ph\u1ea3i l\u00e0 \u0111i\u1ec1u c\u00f3 th\u1ec3 thay \u0111\u1ed5i sau m\u1ed9t \u0111\u00eam, nh\u01b0ng \u2018h\u00e0nh tr\u00ecnh ng\u00e0n d\u1eb7m n\u00e0o c\u0169ng b\u1eaft \u0111\u1ea7u t\u1eeb m\u1ed9t b\u01b0\u1edbc \u0111i\u2019, n\u1ebfu kh\u00f4ng th\u1eed s\u1ebd m\u00e3i ch\u1eb3ng c\u00f3 g\u00ec thay \u0111\u1ed5i.<\/p>\n","protected":false},"excerpt":{"rendered":"

          \u0110\u1ea5u th\u1ea7u l\u00e0 \u2018nghi th\u1ee9c\u2019 c\u1ea7n thi\u1ebft \u0111\u1ec3 client v\u00e0 agency t\u00ecm hi\u1ec3u l\u1eabn nhau khi c\u00f2n xa l\u1ea1, th\u1ebf nh\u01b0ng \u0111\u00f4i l\u00fac l\u1ea1i l\u00e0 ngu\u1ed3n c\u01a1n c\u1ee7a nh\u1eefng b\u1ea5t h\u00f2a. Trong ph\u1ea7n 1 b\u00e0i vi\u1ebft \u2018hai n\u1eeda \u0111\u00fang sai chuy\u1ec7n \u0111\u1ea5u th\u1ea7u\u2019, t\u00f4i c\u00f3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn 3 k\u1ecbch b\u1ea3n khi\u1ebfn quy tr\u00ecnh pitching […]<\/p>\n","protected":false},"author":3,"featured_media":1258,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[84],"tags":[],"class_list":["post-655","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ca-nhan"],"_links":{"self":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/655","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/comments?post=655"}],"version-history":[{"count":1,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/655\/revisions"}],"predecessor-version":[{"id":656,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/posts\/655\/revisions\/656"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media\/1258"}],"wp:attachment":[{"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/media?parent=655"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/categories?post=655"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/minimalmarketing.com\/index.php\/wp-json\/wp\/v2\/tags?post=655"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}