In a changing environment, brands must constantly adapt to the needs of the consumer, but also to those of the business, which implies building a remembered and trusted brand in the long term, while working towards the achievement of immediate results in a financially sustainable way. .
According to the Report “X-ray of entrepreneurship in Mexico 2021”, 44% of companies see communication, marketing and advertising as an important area for improvement. Likewise, 34% of those surveyed mention that one of the main reasons why companies fail is the lack of knowledge of the market.
It is because of figures like these that the need to balance the efforts to build the long-term brand with the needs of business growth in the short term arises more and more, always leveraging a deep knowledge of the user and the market.
With the aim of generating brand awarenessTypically, companies have opted to engage high-reaching celebrities as the vehicle to achieve this in an accelerated manner. With this we have seen, for example, the rise of influencer marketingwhere companies close negotiations with different celebrities that manage to impact a high number of people to increase their awareness.
From brand building to results
Now, the next step for companies is to find the balance between building a remembered brand and achieving results, and one way to achieve this is to go beyond the regular parameters of the influencer marketingfinding a celebrity that not only has high reach, but also has a high affinity with the value proposition and with the audience of the brand so that the relationship goes beyond just an advertising issue.
For this reason, the search for strategic alliances will begin to take on more and more relevance with public figures who vibrate and get involved in the business and its short-term needs while helping to build the brand in the medium and long term. This approach is even leading to celebrities becoming active partners in the company while carrying out marketing initiatives that add credibility and trust.
An example of this is that of Kavak with Checho Pérez, an alliance that not only has a sense of affinity between the two due to their involvement in the automotive sector, but also led Checo to become a shareholder in the company and become part of the of it in different committees and actions that go beyond a marketing campaign.
In line with this strategy, at Tuhabi we have just welcomed Marco Antonio Regil, the figure of Mexican television with the best reputation and credibility, as a shareholder of the company. Marco Antonio’s presence originates from his knowledge of personal finances and his interest in the real estate market in Latin America, and his purpose of improving the quality of life of Mexicans through providing valuable information, which is strongly aligned with Tuhabi’s mission.
After a quantitative study that we carried out to determine if Regil would be that strategic ally that we were looking for to build the trust that the brand needs, we found that more than 70% of the respondents, whose focus was our user, knew Marco Antonio well and more 50% preferred him over other possible allies. In addition, according to the Top 2 Box (the two highest responses on the scale added together), 51% of people indicated that the perception of trust towards the brand would increase if we partnered with Marco.
Marco Antonio’s presence as a shareholder with an active role is supported by a search to give even more relevance to Tuhabi’s purpose: to empower Latin American families in the most important financial decision of their lives, buying or selling a house. Hence, the presence of Marco Antonio will reinforce, with his knowledge, charisma and pedagogical capacity, the financial and real estate education component as a fundamental pillar for the Tuhabi brand.
In this way, the incorporation of an influencer or celebrity represents positive points to display a stronger credibility in the public eye, but this will really be achieved if that alliance goes beyond a television commercial and leverages the affinity between both parties. and your audience. In addition, it is necessary to accompany it with a coherent and impactful narrative, in such a way that this figure becomes a living image of the brand and the product or service.
*This article was written by Juan Soler, Chief Marketing Officer of Tuhabi.
Editorial Team The editorial team of EMPRENDEDOR.com, which for more than 27 years has worked to promote entrepreneurship.