I must be allowed to tell you a story . But it will not be related to a murder in a campsite , nor to a terrifying casting in an open field, nor to an escape room in which there was everything except escape.
I will tell you a marketing story, but always using “benchmarking” , since as you know, I am one of those who thinks that you have to have the competition in “airport” mode … “monitored at all times” .
The protagonist loved branding . He dreamed of having his business idea and reputation reflected in a suitable image. He took care of all kinds of details, using all the tools available on the market. He started by selecting his name ; he named his company “InglisPitinglis” . It was a business that aimed to be a reference in the city in terms of language training.
In order to make itself known, it hired a very reputable agency. Good old Peter (Pedro had his ID number) was asked for a “briefing” ; it was logical, the agency wanted to gather all the possible information about its client's needs, in order to prepare an advertising proposal as correct as possible.
To be fair, I must say that this was a spin-off of another company that had been evolving towards other markets. Therefore, we would not be talking about a “core business” , where iran telegram mobile phone number list there was a central product; in this case, the company had been divided into time, form and product.
As he expected to have many clients, he started a “customer relationship management” strategy. Peter always placed the client at the heart of his business, and now it would be no different. But he sweetened this with a “customer care” strategy . He knew that he had to involve his clients (before, during and after the acquisition of a service).
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But in the first year of activity, things did not go as he had planned... There was a lack of engagement ; he wanted to solve the lack of connection and commitment from the brand to its customers by holding focus groups , workshops at his academy, and so on.
No matter how hard he tried, it was difficult to extract the insights he needed to better control his business unit. He was unable to identify the inner motivation that led the consumer of his services to behave in one way or another.
Seeing that the path to generating “lovemark” would be more complicated, he tried to generate “leads” through a new and laborious “landing page” . He wanted those people who showed some kind of interest in what he was selling to be able to be controlled in order to launch more programmatic campaigns.
Since his target was what it was, he opted for advertising strategies such as product placement . He wanted to integrate his services directly with the brand, in this case in audiovisual content. That didn't work out too well either...
At this point , his head was spinning. At first he thought that the problem was his pagerank , that people couldn't find him on Google, and you know, the best place to hide a corpse is on the second page of this search engine. Then he thought that the fault in his marketing actions could be in the publicity he was carrying out. His public relations activities were also too few... He also thought that his SEM , SEO , SMO were failing ... but these formulas were discarded.