beon. Worldwide

“El futuro no está escrito, pero podemos prever parte de él”

01 de marzo de 2019

Fátima Sarmiento, directora de Estrategia Publicitaria analiza cómo podemos posicionar una marca en el mercado de tal forma que el consumidor pase del like al buy y del buy al love.

Cuando llega un proyecto nuevo, ¿cuáles son los pasos que debes dar para trazar la estrategia de marca un cliente?

Cuando me piden que trace la estrategia para un proyecto o para una empresa, parece que voy a sacar la bola de cristal, leer en ella y dar mi recomendación, y realmente hay algo de cierto en ello porque para hacer una buena estrategia es fundamental mezclar análisis e intuición. Me baso en un proceso de tres fases. El primero es muy analítico, y consiste en un ejercicio de lectura de múltiples fuentes como pueden ser datos internos de la compañía, informes de mercado, análisis del consumidor y de la competencia o estrategias referentes de sectores paralelos. Saber encontrar la información adecuada dentro del tsunami de datos disponibles, es una tarea vital para poder llegar a las mejores conclusiones.

El futuro no está escrito, pero podemos prever parte de él, por eso en una segunda fase sigo las múltiples pistas en el presente para determinar hacia dónde van las tendencias de consumo o de diseño, la economía, nuevos modelos que se impondrán en el mercado y las aspiraciones de los consumidores. A partir de esa información es cuando en una tercera fase se cruzan los datos y se identifican las posibles estrategias novedosas que la empresa o proyecto puede llevar a cabo. Así que brujulear y hacer un poco bruja serían en resumen los pasos necesarios 😉

¿Qué ítems debe contener una estrategia exitosa?

Sin duda una base teórica combinada con un punto de riesgo y creatividad. De esa forma surgen estrategias diferenciales y disruptivas, pero con dosis de realismo.

En el momento de analizar una marca ¿cómo se logra el enfoque y el posicionamiento deseado?

Llegando al corazón de la marca, a lo que de verdad es, no de lo que quiere ser, es decir, su brand essence. Y a partir de ello, consensuado con el cliente, se define la personalidad de marca, los valores, atributos, target y las guías para que los equipos tanto de creatividad como de cuentas puedan desarrollar campañas de publicidad, material corporativo, diseños de packaging, estrategias digitales, eventos corporativos, …. y que todo vaya construyendo posicionamiento de marca, y lo comuniquen al mercado.

¿Qué papel cobra la tecnología en una estrategia de marca?

Hoy día el consumidor interactúa con las marcas y entre sí en tiempo real. Es fundamental tener una actitud de escucha activa y herramientas para conocer su comportamiento y cómo reacciona ante la comunicación que recibe, ya que en base a ella se pueden enfocar y optimizar aún más las acciones que se lleven a cabo.

¿Una buena estrategia logra que el consumidor pase del like al buy?

Una buena estrategia te pone en el camino correcto y evita situaciones de riesgo. Además, si lo acompañas de buena creatividad, el consumidor pasará del buy al love.

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An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

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Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

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