Claudio Cervantes, CEO of Sognare, explains to Merca2.0 how is a strategy marketing thought of the consumer who is going to sleep, time of day that unleashes any number of consumption opportunities. His testimony is one of the many work cases, which you can also find in the National Congress of Digital Marketing.
Merca2.0 – What is media distribution like when you have to schedule the communication of a product? What determines the percentage in each channel?
Claudio Cervantes – The media mix is determined depending on who the product is aimed at, that is, who is the buyer person.
The percentage of each channel is determined according to what we want to achieve with advertising. The main objective of our campaigns is to educate and raise awareness about the use of a new product and its technology. First we look for people who like to try new products “early adopters”.
Finally, advertising changes according to the ROAS that we are obtaining in each medium. It is necessary to measure the attribution and assistance that each medium has in order to assign and continue to scale the advertising budget.
Merca2.0 – When choosing a brand ambassador, what helps to find the right one?
CC – You have to find a person who identifies with the product, who has used it, who creates the product, who likes the product, who is passionate about your product.
In order to find the right one, it is important to have talks with these ambassadors and find out what their needs are, their lifestyle, what they do, what they do in their free time that worries them about the use of products, etc.
Once you can get an idea of how he lives, what he likes, what he does, what he feels and what he thinks about your product, you can make a decision as to whether it is the right ambassador or not.
It is very important that the ambassadors are consistent with the thinking and philosophy of the brand and that they live according to the values of the brand they are representing.
Merca2.0 – What insights do you have at hand to define the consumer profile in the rest market in Mexico?
CC – We have a lot of information to be able to define the profile of the consumer in Mexico, we know which side they sleep on, how much they sleep, ages, genders, climatological demographic data, but above all what are the habits, teachings and beliefs that Mexicans have to be able to rest and sleep.
Many of the people are carried away by the beliefs and teachings of their grandparents of their parents, and many times they do not have the correct information to know how they have to rest and sleep and the importance that this has the impacts on daily life.
Sleeping well is not a luxury, it is a need that all human beings have and it is the most important thing that a person can do to feel good every day.
A day has all kinds of opportunities based on consumer activities and throughout this day there are moments that help us understand the opportunity of a good strategy. Brands specialized in the consumer’s dream have learned from rest, for some it has been a nightmare to start a business, but for others an opportunity that is a dream come true.
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