Emakethe encintisanayo futhi eqhutshwa ulwazi lwamakhasimende, imicimbi yezinkampani ayisekho nje imihlangano eyenzeka kanye kuphela futhi isibe yizinkundla zokuthengisa ezinamasu. Lona umbono ka-Eduardo Zech, umqondisi wokumaketha nokusebenza kwa-Panda Inteligência em Eventos, inkampani egxile ekudaleni okuhlangenwe nakho kwezinkampani okugxile ekwakheni uphawu.
“Sisebenzisana nomgomo womkhiqizo weklayenti njengesiqondiso esiyinhloko, siqaphela izimfanelo zawo, izindinganiso, ukuziphatha, kanye nemiyalezo ebalulekile afisa ukuyiveza,” kuchaza uZech. Ngokusho kwakhe, yonke imininingwane yomcimbi—kusukela ekwakhiweni kwesethi kuya olimini olubonakalayo—ingasetshenziswa futhi kufanele isetshenziswe njengendawo yokuxhumana ngokomzwelo nezilaleli, iqinisa ukuma komkhiqizo kanye nezindinganiso zawo.
KuPanda, uhambo lokuhlela umcimbi luqala ngokujula ekuziboneni kweklayenti kanye nesikhathi samasu. Ukusuka lapho, kwakhiwa okuhlangenwe nakho okunemizwa, okubonakalayo, kanye nokuxhumana okungafuni ukubonakala kuphela kodwa futhi nolwazi lomkhiqizo wangempela. "Umqondo uhlale udala ukufaneleka, ukuhlukaniswa, kanye nokwandisa umthelela ngokudala idumela elihle," kusho umphathi.
Kusukela kokwedijithali kuya kokwedijithali – Le nkampani iphinde itshale imali emasu edijithali njengendlela yokwandisa ukufinyelela kwemicimbi nokwandisa umthelela wayo. “Sihlela okuqukethwe ngaphambi, ngesikhathi, nangemva komcimbi, ngokusebenzisa isu lokuxhumana. Ngaphezu kwalokho, sigxila kokuhlangenwe nakho kwe-Instagrammable, ukubambisana nabantu abanethonya, ama-hashtag, kanye nokusebenza kwedijithali,” kusho uZech.
Lokhu kuhlanganiswa phakathi kwezinto ezibonakalayo nezedijithali, okubizwa ngokuthi ulwazi lwe-physigital, kubhekwa yiPanda njengomkhuba obalulekile eminyakeni ezayo. “Imicimbi yomuntu mathupha ayisakwazi ukushintshwa ekudaleni ukuxhumana kwabantu. Kodwa namuhla, ulwazi lwedijithali lwandisa ukufinyelela kanye nobude besikhathi somcimbi. Sikholelwa ukuthi ulwazi lomuntu mathupha nolwedijithali luyahambisana ukudala ulwazi oluphelele,” bagcizelela.
Ukwakha uphawu olunemiphumela – Kunokuba kube yinto ezenzakalelayo, ukwakha uphawu ngemicimbi kudinga ukuhlela nokulinganisa imiphumela. I-Panda isebenzisa ukuhlaziywa kwedatha, ukulinganisa, ama-KPI, ngisho nezinkomba zomthelela wendawo ukuhlola impumelelo yamaphrojekthi ayo. “Silinganisa konke kusukela ekubandakanyekeni, ukusebenzisana ekuqalisweni, kanye nokubonwa kophawu, kuya ekuthuthukisweni kwendawo, njengokudala imisebenzi kanye nemali engenayo yendawo,” kusho uZech.
Amacala afana namaphrojekthi enziwa e-Anglo American nase-Localiza abonisa amandla emicimbi njengethuluzi lokubeka izinto endaweni. Esimweni sesibili, ngokusho kuka-Eduardo, umqondo owadalwa ngalo mcimbi wawuhambisana kakhulu nenhloso yenkampani kangangokuthi kwaba yinto enqumayo ekukhetheni iPanda njengenhlangano ephethe.
Isiko Lomkhiqizo – Ezinkampanini ezingakasebenzisi imicimbi njengethuluzi lomkhiqizo, umyalezo kaPanda uqondile: qala ngenhloso. “Ngaphambi kokucabanga ngefomethi, cabanga ngokuthi kungani. Yimuphi umyalezo ofuna ukuwudlulisela? Yimuphi umuzwa ofuna ukuwudala?” kweluleka uZech. Futhi uphetha ngokuthi: “Imicimbi iyenzeka ngomzimba, ngemizwa, nangemizwa. Lapho umkhiqizo unikeza okuhlangenwe nakho okukhethekile, awube usaba igama nje futhi uqala ukuthatha indawo enkumbulweni yomphakathi yemizwa,” uyaqinisekisa.
