Por. Nayeli Fraire
Jonnathan P. Salinas director de IDENNTO, presentó la conferencia “Construcción social de una marca inteligente” impartida por Jonnathan P. Salinas en la 74º edición de SAPICA.
Comenzamos
con el tema de nombre de marca, este debe ser pegajoso, entendible,
impresionante, expandible y fácil de seguir para que tenga un buen impacto en
el consumidor.
El
nombre es lo más importante de la marca, si no está bien consolidado todo lo
que hagas a su alrededor no tendrá éxito.
Una
marca debe contar con 5 elementos:
-Objetive
-Advertising
-Marketing
-Identity
-Publicity
Existen
varias perspectivas para entender esta palabra:
Desde
el empresario: “Es la representación visual del amor que le tengo a mi empresa”
Desde
el consumidor: “Es el significado del amor que nace de vivir una experiencia
positiva”
Pero…
¿Qué es una marca inteligente?
-Es
aquella preparada para competir
-Se
transforma constantemente
-Tiene
impacto en diferentes lugares
Para
tener una marca de éxito es necesario contar con varios pilares que la sostengan:
-Se diferente
-Se relevante
-Te conocen
-Te aman
Actualmente
el consumidor puede llegar a no atender tus esfuerzos de llamar su atención, ya
que la sociedad se está transformando y empoderando con los tantos medios que
tiene de opinar.
Además el
cliente pasa por varias etapas de aceptación de web por lo que existen secretos
para tener una página en Internet exitosa entre los que se encuentran:
-Dominio
temático
-Texto
que incluye palabras claves
-Navegación
fácil
-Título
comercial y descriptivo en todas las secciones
-Fotos
de calidad
-Video
descriptivo
-Formulario
de contacto simple
-Personalidad
de marca ideal
Para esto debemos llegar a ser sociales, pero... ¿Qué
es ser social?
-Tener
seguidores: Es la audiencia interesada en ti.
-Generar
Branding: Que las personas me empiecen a conocer.
-Tener
lealtad: Que la audiencia me quiera.
-Hacerse
viral: Que me compartan para que más personas me vean.
Para
generar Branding es necesario hablar bien de tu marca por ejemplo:
-Hablar
de tus servicios
-Generar
testimonios
-Mostrar
tu ventaja competitiva
-Hacer
que conozcan tus logros
-Que
conozcan tu oferta de valor
-Que
sepan el valor agregado de tu producto
Para
ganarte el amor del cliente y tener su lealtad es necesario:
-Ofrecer
algo interesante
-Comunicar
información inteligente
-Asociar
consejos a la marca
-Mostrar
casos reales de éxito
-Interactuar
con tus seguidores
Para
hacerte viral y que más personas te conozcan necesitas:
-Crear
memes
-Tener
un buen video
-Hacer
tu página divertida
-Jugar
con trivias, concursos, etc.
-Dar
mensajes emotivos
¡Y
sobre todo no olvides que además de saber vender es importante saber enamorar!
#SAPICAMX
#SAPICAMX
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