El arte de contar historias en marketing

El marketing es informar a un grupo de personas que necesitan lo que usted o su empresa ofrece”[1]

Para las grandes empresas es importante mantener una identidad ante sus clientes. Crear en sus productos o servicios una imagen o frase que realmente pueda generarles a los usuarios confianza y fidelidad ante todo lo que esta representa.¿Pero, cómo pueden ellos encontrar la manera de mostrar o vender esa identidad?

Dentro de los muchos ejercicios de mercadeo, existe un proceso para  encontrar esa “frase vendedora” con la que los clientes logran relacionar una marca, un servicio o la simple razón de ser de la misma. Se trata del Storytelling, la cual es una técnica narrativa, previa a la escritura que se utiliza para transmitir el conocimiento de una generación a otra, haciendo de esta historia un sistema de creencias, teniendo por respuesta los objetivos y dinámicas de una empresa. El resultado: lograr vender y proyectar la imagen de la marca de una mejor manera ante los clientes y proveedores.

Contando historias

Contando historias

En ese sentido y tras un largo ejercicio, las organizaciones toman cierta cantidad de empleados de diferentes áreas para que en conjunto se logre crear la ‘historia’ de la empresa, basándose en las visiones y experiencias de los clientes, proveedores o desde los mismos trabajadores sin importar el cargo.

Dicha dinámica, además de generar un sentido de pertenencia y amor por la misma, permite ver objetivamente las expectativas y la proyección que pueden tener cada uno de los empleados con respecto a esta. Con base en ello, se puede visualizar su esfuerzo y voluntad, logrando un enfoque claro de los servicios, las cualidades, ventajas y desventajas, permitiendo encontrar el equilibrio entre lo que fue, lo que es y lo que se quiere llegar a hacer.

Una vez se tiene esta gran tormenta de ideas, se fusionan en conjunto en una frase vendedora, sencilla y de simple recordación, facilitando a sus clientes y proveedores el objetivo principal del servicio que presta la misma. A través de las redes sociales resulta más fácil presentarles a los clientes los productos o servicios de la organización mediante piezas publicitarias y campañas de mercadeo, a fin de generar una recordación de marca entre los clientes.

Realmente, no todas las empresas tienen clara la importancia de saber vender objetiva y sencillamente su imagen, pero si vemos el éxito de  frases vendedoras como:

Alpina: ´Alpina alimenta tu vida´

Shell Rimula: ´Los grandes del camino´

…Lograremos entender que entre más sencillo sea el mensaje, más fácil será el éxito de la marca.

Para aquellos que quieran conocer  “Una historia bien contada”: les dejo este comercial de ‘Aerolíneas Argentinas’:

[youtube]http://youtu.be/-XuQ1UGFp1w[/youtube]

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*Charla: Benjamin Zander sobre música y pasión www.ted.com


[1] Blog ‘Bien pensado’ http://bienpensado.com/que-es-y-que-no-es-marketing/

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