*Silvana Torres, founder and president of Mark Up
Communications companies are increasingly understanding the need to adapt to different situations, as a result of the market’s growing demand for adaptable business models that are constantly changing.
In this context, it is natural for new ideas to emerge, even unprecedented ones, but all of them starting from the same premise: the need to know the customer in depth.
Client-centricity, Human Centricity, call it whatever you want, but never forget to put first the people who will consume the communication initiatives provided by your company.
Consumers have been looking for unforgettable and tangible experiences when purchasing a product or service, which has led brands to think about disruptive and personalized solutions.
These personalized projects must ensure that people feel welcomed throughout their journeys. That is precisely why they require a strategic dive into their identities. And here we are talking about all types of individuals, whether customers or employees; that is, when a company invests in initiatives that are created by human beings and for human beings, it is possible to promote fully personalized experiences, which are designed by a team that sees itself as an integral part of the process and whose goal is to leave its mark on the soul of the target audience.
The first step in this true journey of discovery is to find out from the client what they expect you to do for them. What are their expectations? Who do they want to reach? Why? These are seemingly simple questions, but once answered, they become valuable guidelines for solving problems. Often, they even point out a real need of the client that was hidden and not even the client knew about…
To discover how we can really be useful to those we serve, the golden tip is to “put yourself in the customer’s shoes”, trying to exercise your points of view from the perspective of those who demand it, in order to have an approximate vision of the best way to deliver what is expected.
After that, it is necessary to understand everything that surrounds the consumer, interpret market movements, observe trends and use valuable tools, such as research, analytics and intelligence forums, to develop data-driven strategies that will guide consistent and assertive action plans. There is no arguing with data!
You may be wondering if the entire process ends at this stage, but this is precisely where the key to success begins: co-construction! The idea is not to present clients with an untouchable project with absolute truths. Quite the opposite: we live in an era of joint creation, of joining forces, of building together. This is a much richer process, in which each link in the chain contributes its strength to the creation of a solution with unstoppable potential. The agency contributes its expertise in strategic business consulting and in generating creative and innovative ideas; and the client, with all its experience regarding the public, its history and, of course, its brand positioning, to create unique and genuine experiences together.
If sharing is the path, humanizing is the destination. Data from Forrester reveals that 77% of consumers prefer, recommend or pay more for a brand that delivers a personalized experience or service. This occurs simply because the sales team gets closer to customers in a natural way, eliminating the feeling that the company wants to “push” a purchase on them and meeting their conditions and demands in the best possible way. What the customer really wants is to be heard, valued and, above all, respected.
Okay, so we have combined capabilities, humanized experiences and put on the table a disruptive, impactful and engaging “big idea” for the public. Great, but this would be worth very little if the teams that originated this big idea did not embrace it, if they did not feel like an integral part of the process as a whole, of the solution itself. And what we have seen in communication companies that use this way of doing business is the creation of genuine brand lovers, who feel increasingly motivated by also feeling valued. If companies seek to create emotional connections with their customers, this truth is also seen in communication providers, who are more attentive to their employees, encouraging, stimulating and recognizing them, strengthening ties, solidifying a loyalty process.
For this reason, many companies use incentive actions to achieve this goal. According to AMPRO (Promotional Marketing Association), incentives are responsible for increasing sales in 33% of corporations. The entity also shows that 22% of them achieved a substantial improvement in their image, while 19% recorded growth in their profitability, with incentives as a driving force.
These numbers prove the effectiveness of the mutual collaboration that arises from a brand that sets out to develop projects on demand. For an organization like this, the enchanting project catches the eyes of stakeholders, which is why consumers and sellers work together and become partners, so that more integrated solutions are created. Major retail brands have already realized this and the result can be seen, for example, every time you visit a C&A store, which proudly displays collections created by its own customers on its displays.
Companies with this approach are definitely one step ahead of their competitors in the challenge of adaptability that the current reality brings. The focus on good relationships, which place each person involved as a central point, is the basis for developing any intelligent strategy and market growth goal. Travel, awards, bonuses, recognition, trophies, and discounts are more than just market strategies; they are ways to structure a healthy and memorable journey for everyone. However, the main ingredient is within each person. It is having your soul touched by each initiative!
By doing so, these companies transform the challenge of constant adaptation into solutions and become stronger in the face of any change. “It is not the strongest that survive, but those who adapt best”, that is the universal truth!
*Silvana Torres is the founder and president of Mark Up , a reference in live marketing in Brazil
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