Estrategia vs realidad

Tuve la oportunidad de conocer de cerca la estrategia montada para una tienda de helados de yogurt con adiciones, supremamente ricos a decir verdad, con todas las posibilidades de ser los mejores, y lo eran, al menos en redes sociales.

El liderato que tenían como tienda y con la estrategia montada luego de un análisis minucioso de mercado, consumidores y prospectos, hizo que reinara en todo sentido el amor por la marca. No había cliente que no hablara bien de los helados, al menos eso creíamos, hasta que tuve la oportunidad de visitar sus tiendas.

Para ese entonces, en redes sociales se estaba trabajando toda una estrategia de adiciones de chocolate, arándanos y trufas de milo, una cosa salida de la mente de cualquier amante de los helados, incluso de los amantes de la marca, pero en las tiendas se vivía algo muy diferente.

En el momento que decidí pedir una paleta artesanal, esperaba que me sugirieran una adición de chocolate blanco o negro, quizás un poco de maní o unas deliciosas nueces, pero no fue así. La chica que me atendió parecía afanada por sacarme del local, quizás no tenía el aspecto de compradora recurrente pero ¿y qué? yo era un cliente en ese momento, uno que podían fidelizar o simplemente defraudar. Las redes hablaban maravillas de la miles de combinaciones y lo más genial de todo es que las fotografías lucían tan provocadoras como para querer comprar uno justo en ese momento pero salí más defraudada de lo que esperaba, no recibí sugerencias y por supuesto no disfruté de mi paleta. Ahí lo pensé dos veces para volver a la tienda, la maravilla de redes sociales no pasaba en la realidad.

Ahora bien ¿cómo contrarrestar esto? Pues simple, mientras se trabaja duro en las redes sociales, se debe trabajar igual o más duro en la capacitación de los colaboradores de nuestra marca, los que hacen real las promesas de nuestras plataformas sociales; finalmente son ellos las vitrinas reales de nuestras estrategias.

Cuando la estrategia de marca no conversa en el mundo virtual y real, todo se vuelve un fiasco, pero esto depende única y exclusivamente de que tanto la marca, las redes, la empresa y todos los colaboradores estén al tanto de las estrategias, se haga una capacitación y por supuesto se tengan presente a la hora de hacer un montaje en las redes, como ya lo dije, son ellos los responsables de que las cosas salgan mejor de lo planeado.

En definitiva, requerimos de más que estrategias digitales para que nuestra marca sea un éxito y converse con la realidad, complazca a nuestros clientes y atraiga a nuevos clientes para mantenernos en la cima con cada una de las acciones que realizamos. Lo viví y lo digo, la realidad online debe conversar directamente con la realidad física.


*Imágenes tomadas de gettyimages

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