{"id":373208,"date":"2016-06-08T20:13:27","date_gmt":"2016-06-08T23:13:27","guid":{"rendered":"https:\/\/www.tacticasoft.com\/?p=373208"},"modified":"2025-01-17T23:50:51","modified_gmt":"2025-01-18T02:50:51","slug":"de-que-estas-hablando-willis-charlas-callejeras-marketineras","status":"publish","type":"post","link":"https:\/\/www.tacticasoft.com\/en\/de-que-estas-hablando-willis-charlas-callejeras-marketineras\/","title":{"rendered":"\u00bfDE QU\u00c9 EST\u00c1S HABLANDO, WILLIS? (Charlas callejeras marketineras)"},"content":{"rendered":"

Viniendo de entrenar del gimnasio, entro en la galer\u00eda comercial y veo cada vez m\u00e1s locales cerrados. Se contemplan carteles de \u201cdue\u00f1o vende o alquila\u201d. <\/strong>Hace pocos d\u00edas me acerqu\u00e9 a uno de los due\u00f1os de los comercios, que vende entre otras cosas camisetas y souvenirs de f\u00fatbol, y me dijo: \u201cNo pasa nada, si sigue as\u00ed voy a tener que cerrar\u201d.<\/strong> Le pregunt\u00e9: \u201c\u00bfEs por las saladitas?\u201d (Las saladitas son peque\u00f1os centros comerciales que venden, por ejemplo, ropa de marca \u2013falsificada\u2013 a muy bajo costo, ya que por lo general tambi\u00e9n dichos centros se encuentran instalados de manera irregular). \u00c9l me respondi\u00f3: \u201cPor las saladitas y porque no est\u00e1n viniendo turistas\u201d.<\/p>\n

Ah\u00ed fue cuando lo consult\u00e9 por sus planes: \u201c\u00bfQu\u00e9 acciones de Marketing est\u00e1s haciendo para atraer nuevos clientes?\u201d.<\/strong><\/p>\n

Su respuesta fue algo as\u00ed como un \u201c\u00bfDe qu\u00e9 est\u00e1s hablando, Willis?\u201d, recordando la serie \u00abBlanco y Negro<\/a>\u00ab.<\/p>\n

Entonces, desempolvando el manual de ventas (las estrategias gen\u00e9ricas de Porter), le cont\u00e9 que existen dos estrategias para salir del pozo:<\/p>\n

1- \u00a0Tener menores costos que la competencia, que podr\u00eda traducirse tambi\u00e9n en precios m\u00e1s bajos que los competidores.<\/strong><\/p>\n

2- Tener productos diferenciados, que se puedan vender a mayor precio que los ofrecidos por la competencia.<\/strong><\/p>\n

En ese caso \u00e9l respondi\u00f3: \u201cTengo productos que hacemos a medida y que ning\u00fan negocio de la zona ofrece\u201d. Inmediatamente se me vino a la mente la escena de la pel\u00edcula \u201cGuerra Mundial Z<\/a>\u201d en donde el personaje de Brad Pritt le explica al padre de la familia que los cobij\u00f3 que el \u201cmovimiento es vida\u201d. Es decir, que si se quedaban donde estaban tarde o temprano ser\u00edan alcanzados por los zombies.<\/p>\n

En la pel\u00edcula la familia de inmigrantes se queda en el mismo lugar y efectivamente es atrapada (s\u00f3lo el ni\u00f1o apenas puede escapar).<\/p>\n

Conclusi\u00f3n: para que el negocio no muera se debe tener el marketing en movimiento.<\/strong> Se debe invertir tiempo y dinero<\/strong> en forma constante. Innovar, probar, medir y descartar<\/strong> deber\u00eda ser el ciclo a seguir, tal como si fuera el famoso \u201cencerar\u201d y \u201cpulir\u201d \u00a0de la pel\u00edcula \u00abKarate Kid<\/a>\u00ab.<\/p>\n

Lamentablemente muchas PYMES consideran el Marketing como algo secundario o piensan que es tan solo hacer una publicidad en una revista. Ahora bien, \u00bfpor d\u00f3nde hay que empezar?<\/p>\n

Lo primero que hay que hacer es armar una base de datos de clientes, potenciales clientes y proveedores.<\/strong> Lo ideal ser\u00eda comenzar con una aplicaci\u00f3n de<\/strong> CRM<\/strong><\/a> que permita organizar los contactos, agenda y correo electr\u00f3nico<\/strong> en un \u00fanico lugar.<\/p>\n

A partir de all\u00ed se pueden impulsar acciones de emailing, llamadas telef\u00f3nicas, env\u00edos masivos de SMS y\/o redes sociales<\/strong>, entre las tantas variantes que hay disponibles.<\/p>\n

Para aprender sobre t\u00e9cnicas y herramientas, hay muchos blogs, podcasts \u2013son como un programa de radio a demanda\u2013, videos, etc.<\/p>\n

Finalmente hay que decidir si se va contratar a un especialista o ponerse a hacerlo uno mismo.<\/strong><\/p>\n

Cuando muchas empresas bajan las cortinas, o sea cierran, debemos cambiar la frase del ex Presidente americano Bill Clinton, que en campa\u00f1a contra Bush padre dijo: \u201cEs la Econom\u00eda, est\u00fapido\u201d. En este caso deber\u00eda ser: \u201cEs el marketing, est\u00fapido\u201d<\/strong>.<\/p>\n

Espero que el amigo de la tienda aplique estrategias de marketing y no ver pronto el cartel de \u201cdue\u00f1o vende o alquila\u201d.<\/p>","protected":false},"excerpt":{"rendered":"

Viniendo de entrenar del gimnasio, entro en la galer\u00eda comercial y veo cada vez m\u00e1s locales cerrados. Se contemplan carteles de \u201cdue\u00f1o vende o alquila\u201d. Hace [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":373237,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-373208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\n\u00bfDE QU\u00c9 EST\u00c1S HABLANDO, WILLIS? 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