martes, 20 de abril de 2010

Historia de Vacas

Hasta hace unos meses en mi casa se tomaba leche Mi Vaca descremada. Por temas de desabastecimiento, y como en muchas casas venezolanas, se empezó a comprar leche La Pastoreña. Para no encadenarnos con relación al sagrado líquido que moja nuestro cereales y acompaña el café, vamos al punto: se compra La Pastoreña y se seguirá comprando La Pastoreña sin importarnos si Mi Vaca u otra marca están en el mercado.

La razón es simple aunque impredecible: alguien nos la recomendó. Y no solo alguien en la calle con un comentario fugaz relacionado a la leche que se toma en casa. Fue una de las agencias de publicidad que nos representa en Pepsico Alimentos: Propela Creativa. Anecdóticamente, Propela grabó y produjo hace un par de semanas un comercial para La Pastoreña y la semana subsiguiente fungió como productora en uno para Doritos (marca que represento). En el set de grabación los amigos de Propela nos comentaban como los representantes de La Pastoreña los habían tratado de maravilla y como todo el proceso de producción les había parecido magnifico, haciendo hincapié en el valor y amor que le imprimían al proceso (una anécdota muy interesante que por motivos de longitud no parafraseo en este post).

Esta declaración cambió mi visión en relación a la leche que se toma en casa, apreciando a La Pastoreña aún más por el simple hecho de que personas en las que confío tuvieron una experiencia memorable con los representantes de una marca de leche. Esto es mercadeo, suena descabellado y efímero pero es mercadeo.

Los representantes de La Pastoreña al ser amables y trabajar duro cuentan una historia, la de la fabricación de leche con amor y entusiasmo. Así, esa historia se puede propagar (principalmente a través de tus proveedores y allegados) para así dar el salto a terceros y a las redes sociales (este blog como ejemplo). Algo similar pasa con tu marca o negocio, incluso con tu persona: el poder del boca a boca es aún mayor hoy en día y se define en cualquier momento en el que expongamos a nuestras marcas (momentos de verdad) a la revisión de los proveedores, consumidores y clientes.

Cuida cada detalle dentro de tu historia, porque no sabemos en qué momento ese detalle se convierte en la pieza central de nuestra historia.

En mi casa, y por un detalle, se toma La Pastoreña.

47 comentarios:

marlopez dijo...

Y tan fácil que es tratar bien a las personas, con amabilidad y sin prepotencia. Como dice el dicho, se atrae a mas moscas con miel que con vinagre. Excelente post.

andres.maturen dijo...

Así es. Nos quedamos con tu reflexión que da justo en el clavo:

"se atrae a mas moscas con miel que con vinagre"

Al entender eso estamos empezando ya a ofrece un buen servicio.

Daniela Loreto dijo...

Definitivamente la diferencia puede estar en los pequeños detalles, sin una campaña super costosa y grande tambien le llegas a la gente.!!

Omar dijo...

Andrés, muchas gracias por tu reflexión y comentarios sobre nuestra empresa. Nos llena de orgullo saber que somos valorados por nuestros actos; que el cariño y dedicación que ponemos a cada litro de La Pastoreña es apreciado por nuestros consumidores.
Omar Alvarez H

Luis dijo...
Este comentario ha sido eliminado por un administrador del blog.
Andrés Maturén dijo...

Daniela,

gracias por tu comentario, creemos las campañas costosas y grandes por lo general son menos efectivas que las poco costosas e inteligentes.



Omar,

el cariño y dedicación que ponen es verídico y tiene resultados extraodinarios. Recuerden siempre que ese sentimiento con el que producen es una herramienta fundamental en el éxito de la marca. Un abrazo

DINOBAT dijo...

Buen blog...

Reynaldo Marquez dijo...

La historia es excelente y estoy totalmente de acuerdo contigo, esto es mercadeo y el poder de la persuasión para lograr marcas fuertes. Saludos.

Andrés Maturén dijo...

Gracias DINOBAT por seguirnos y leernos.

Reynaldo, la persuasión es un elemento básico en el mercadeo. Gracias por el comentario

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