“I’ll Run for you” is a service which Darla Domke aims to provide to her family,friends and neighbours by running errands for them.Darla has been living in the same area for years and as a result she is familiar with the shop owners…
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The business plan for the service is that the target market will hire Darla to perform weekly errands like picking up dry cleaning and grocery shopping, or do one-off errands, such as getting shoes or watches repaired or dropping off library books. The idea is that if Darla performs these tasks, these people will be able to relax and spend more time with friends and family, and enjoy other leisure activities. Issue with the Idea The main issue encountered for implementing this idea was to generate awareness about the service to the target people so that the idea could be implemented properly. Besides this, reaching out to the target customers efficiently was also major issue faced by Darla and her errand service. Solution To tackle this problem proper communication with the target market was essential and to actualise the same Darla had to spend a significant amount of money on advertising. In addition she had to take a call whether she would go for in-house advertising or hire an agency to do the job. The target market for “I’ll Run for You” comprised of a pretty large population in the area and mainly included the people who either led retired or busy lives. The elderly people who were too old for errands, and the professionals who had to travel because of work, had no time to do the errands. Before deciding on the type of advertising that Darla should have considered, it is important to analyse the pro and cons of both an in-house and an advertising agency services. In an in-house agency, the cost is relatively low and with improved technology actions ranging from direct mails to development of website, can be successfully executed by a marketer. Consistency and transparency can also be easily maintained by an in-house agency (Powers, 2012). The biggest benefit of an in-house agency is that it has total control over the provider’s time, quality and activity. Most of the organisations try to maintain the core operation in-house, which would differentiate the business (Traxler, 2012). However the in-house agency has a relatively low buying power of media, there are hardly any fresh views, lacks specialised knowledge, and also the stress related to work is more (Smith & Taylor, 2004, p.168). In other words, in-house agencies are less experienced, less flexible and less objective (Belch, Belch & Purani, 2010, p. 102). In case of advertising agency the biggest benefit is the expertise knowledge that the agency brings on board. The agencies work in groups, and so they are likely to pick the most innovative idea and act as per the requirements of the clients. Moreover, as the crucial part of advertising is handled by the agency, a lot of significant time gets saved for the organisation to involve in other related activities (Sharma, 2011). However advertising agency is a costly affair as they usually charge a high price for the variety of services and sometimes the clients end up paying for pretty trivial reasons. The money involved is relatively higher as compared to an in-house agency. Besides this less involvement with and understanding of overall marketing goals of the client, and longer response time taken by the external agencies also act as dampening factors of hiring an outside agency. Recommendation Analysing the pros and cons of both in-house and outside advertising agency, it is recommended to “I’ll Work for you” to hire an outside agency which would help it in generating awareness among the target customers. Although outside advertising agency has many disadvantages, but since the business is new, it will be beneficial
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