domingo, 9 de noviembre de 2008

Hablar menos. Vender más



Hace un par de días Andy Sernovitz nos comentaba en su blog:

A great word of mouth topic has to be interesting, fun, and easy to
repeat. It doesn't have to be about your product or product
features.

In fact, trying to turn your brand message into a
word of mouth viral
phenomenon will almost always fail--because real people
don't repeat brand
messages.

Find something simple that people will
feel good about when they share
it with their friends.





Interesante visión para la promoción de un producto. Realmente piensan que no hablando de las características del producto se vende más? En mi opinión crítica y personal es posible, solo si se hace una campaña inteligente y creativa que guíe a consumir, no solamente a hablar del producto o marca y de sus atributos....


Hace unos años atrás Parmalat produjo una serie de comerciales para televisión donde se exhibían de los atributos del producto y lo exponían a través de una pegajosa canción: "No te acuestes sin tomar tu leche......", con los famosos bebes disfrazados de mamíferos.... se acuerdan?







El mensaje era claro, fácil de aprender, interesante y sobretodo pegajoso. Pero a pesar de la gran cantidad de conversaciones que Parmalat produjo entre nosotros, sus ventas no sufrieron un aumento dramático debido en parte a que son las madres, y no los niños, quienes tienen la última palabra a la hora de escoger marca de leche.



Conclusión: es fundamental ser diferente, puede ser interesante crear mensajes claros, directos y que no hablen de las facultades de nuestros productos; pero esto no asegura el éxito, de hecho es uno de tantos aspectos; hay que estudiar los targets y saber a quiénes van dirigidos los mensajes.... y por favor, sean creativos.



Tomó!?!

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