\u00bfA qui\u00e9n quiero llegar?<\/strong><\/p>\nEs una simple pregunta antes de iniciar una campa\u00f1a de comunicaci\u00f3n, y en realidad a los marketeros de antes no les interesaba, solo ten\u00edan que llenar el anaquel.<\/p>\n
Hoy en d\u00eda nos preocupamos por \u201cllegar al usuario y hacer click\u201d, y para ello desarrollamos una t\u00e9cnica de creaci\u00f3n y distribuci\u00f3n de contenido culinario relevante, y he aqu\u00ed el ABC del Marketing Culinario que consiste en cuatro bloques, y para llegar a ellos tuvimos que hacernos algunas otras preguntas, como:<\/p>\n
\u00bfQu\u00e9 comen las personas a las que quiero llegar? \u00bfMi producto hace eso que dice? Si no hace eso, entonces \u00bfqu\u00e9 hace mi producto?<\/p>\n
Con estas preguntas en mente podemos identificar cuatro bloques de los que se compone una estrategia saludable de Marketing Culinario.<\/p>\n
\u00a0A)<\/strong> Planeaci\u00f3n y Targeting es la etapa en la que nos enfocamos para identificar a nuestro \u201cJuan\u201d, entendemos qu\u00e9 es lo que come y cu\u00e1les son sus h\u00e1bitos, si cocina y c\u00f3mo lo hace, si prefiere unas margaritas en la playa o unas truchas en la monta\u00f1a.\u00a0 Adem\u00e1s, como lo dice @KirkCheyfitz en su art\u00edculo \u201cEl futuro ahora: cuatro reglas para la era Post-Publicidad\u201d, las marcas deben de contar sus historias en todas las plataformas, en los horarios reales de la audiencia (24\/7). Por lo que saber a qu\u00e9 hora, que d\u00eda y de qu\u00e9 humor est\u00e1 \u201cJuan\u201d es tan solo el inicio.<\/p>\nB)<\/strong> Una vez identificado a mi \u201cJuan\u201d podemos definir el canal de comunicaci\u00f3n que debemos elegir, Pinterest en las ma\u00f1anas, TV de paga en las noches y los espectaculares del perif\u00e9rico preferentemente de Norte a Sur.<\/p>\nC)<\/strong> Durante la ejecuci\u00f3n hay que probar el producto y dise\u00f1ar los pilares de uso, esta ser\u00e1 la sombrilla bajo la cual se podr\u00e1 construir todo mi contenido<\/p>\nD)<\/strong> Por \u00faltimo, nos metemos a la cocina, pensamos como \u201cJuan\u201d y desarrollamos unas margaritas con diferentes colores, dos o tres versiones de trucha que puede adoptar f\u00e1cilmente y alguno que otro tip para generar un consumo incremental.<\/p>\nUna estrategia robusta de generaci\u00f3n de contenido es esencial para el crecimiento no solo org\u00e1nico de una marca, sino que satisfaga la necesidad de todos los \u201cJuanes\u201d a los que me dirijo; de igual forma si quiero atraerlos debo elegir el contenido adecuado, los consumidores hoy en d\u00eda escogen a qu\u00e9 marca seguir con base en la utilidad de los contenidos, que adem\u00e1s de ser buenos e informativos deben ser virales. (RODRIGO NAVARRO)<\/strong><\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"
\u00a0rodrigo.navarro@mktculinario.com \u00bfA qui\u00e9n quiero llegar? Es una simple pregunta antes de iniciar una campa\u00f1a de…<\/p>\n","protected":false},"author":2,"featured_media":21634,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_lmt_disableupdate":"","_lmt_disable":"","_mbp_gutenberg_autopost":false,"footnotes":""},"categories":[44,20],"tags":[],"class_list":["post-17158","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cuarto-de-huespedes","category-columnas"],"acf":[],"yoast_head":"\n
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<\/a><\/p>\n