Last week we attended the National Congress for Marketing held by Merca2.0, the leading magazine in all things related marketing and publicity in Mexico, to learn all the tips, do’s and don’t and experience stories they had to share in order to highlight for our upcoming entrepreneurs the top tips of the day. This is what we learned:
Facts Tell, Stories Sell
The path that truly connects the consumer and the seller, standing out from the competition, is in fact storytelling. Karla Wadgymar, Global Marketing Coordinator for the Hult Prize Foundation noted that “neurologically speaking, our brain is wired to create hormones and neurotransmitters as soon as stories are perceived. We can tell the same message in two distinct ways, a direct confrontational known as the facts or as stories, when the latter is induced our critical thinking barriers are brought down and we become vulnerable the story they are telling, making it easier to sell a product through the emotional path that storytelling creates.” It’s science! Having this biological process compared to what happens when we fall in love. She adds that some of the most successful companies have made it a top priority in marketing their products, with Disney being a clear example.
Evolution is not Dissolution
Cynthia Moreno, Senior Brand Marketing Manager of Dockers Mexico and Latam, shared with Merca2.0 how to evolve a brand, avoiding to lose the already established market value it has. Starting with the fact that Dockers was born in 1986, as most established companies, you know that you are dealing with a product with quality and commitment to the customer. As you evolve to readapt to the new requirements and needs these customers have and demand of the brand (trends, technologies, and social conscience) always use as a base that long lineage of quality for any rebranding.
6 Ingredients for an Emotion Connection
According to Alejandro Corona, Marketing Director for Grupo Carso is convinced that today the most important thing to know is how the customer feels, assuring the audience that everything in Marketing has to be linked with emotions. And how do we achieve this? Following his checklist:
- Result-Oriented Creativity
- Emotional Content
“There are many studies that reveal how emotions are crucial in all marketing and communication processes; people first feel, then think. In the old days, they used to tell you that a customer connected with brand functionality but today we know for a fact that the consumer actually connects better with brands that feel and understand them – basically offering them what they want”, he stated.
Radio Killed the Radio Star
With the incredible rise of technology in all aspects of today’s life, we are at a cross-road where it can overtake natural human processes – but does this include creativity? According to Carlos Tapia, Regional Director of UM Studios, he sees technology as the horse battle and creativity as the soldiers – one must lead in order for the latter to rejoice. “We are standing in front of technology and with it recreating what creativity means now based on the technology we have today rather than lead by ideas. We are at a moment in history where we are so astonished by technology that we are avoiding connecting with human sensitivities”. Technology can be both your ally and your enemy, with the now mentality of ‘deadlines, answer, shorter time, faster solutions’ we are cutting away key creative time in the brain in order to develop thoughtful and deeper ideas. Yet it has also helped measure variables within the market that help us predict trends, and in turn, create better marketing campaigns without wasting time on a ‘trial and error’ basis.