{"id":7679,"date":"2014-07-31T10:30:34","date_gmt":"2014-07-31T15:30:34","guid":{"rendered":"http:\/\/innovatori.space\/lat21\/?p=7679"},"modified":"2014-09-30T10:53:24","modified_gmt":"2014-09-30T15:53:24","slug":"marketing-culinario","status":"publish","type":"post","link":"https:\/\/l21.mx\/?p=7679","title":{"rendered":"Marketing Culinario"},"content":{"rendered":"

\"\"<\/a>RODRIGO NAVARRO<\/strong><\/p>\n

Cada vez que conozco a alguien y me pregunta a qu\u00e9 me dedico, recibo una cara de asombro cuando comento que tengo una agencia de Marketing Culinario\u2026 Tres segundos despu\u00e9s invariablemente viene la siguiente pregunta\u2026 Bueno, \u00bfy qu\u00e9 es eso?<\/p>\n

Marketing Culinario es un t\u00e9rmino que utilizamos desde 2007 y bajo el cual se fund\u00f3 \u201cComa y Punto\u201d, con la influencia y experiencia de mi t\u00eda y chef Ver\u00f3nica de la Piedra, m\u00e1s mi visi\u00f3n ingenieril, como siempre me lo recuerdan. En realidad al principio no entend\u00edamos lo que esto significaba, hasta que tuvimos una oportunidad y pusimos manos a la obra.<\/p>\n

Al principio dimos clases de cocina a 15, 20, 80, cinco mil y hasta m\u00e1s de 20 mil\u00a0 consumidores en un mismo a\u00f1o, planeamos con base en el conocimiento previo de cada uno de los socios y esto se convirti\u00f3 en una necesidad de investigar, y la necesidad de investigar se convirti\u00f3 en un servicio; ahora ten\u00edamos un estudio que identificaba a los consumidores por los sabores que utilizan.<\/p>\n

\u201cEntender es el primer paso para desarrollar una estrategia\u201d, es lo que nos dijimos al inicio\u2026 y despu\u00e9s de este estudio \u201centendimos\u201d. Ahora\u2026 manos a la obra para dise\u00f1ar estrategias de sabores que catapultaran la venta de un producto, utilizando otros productos.<\/p>\n

Todo lo combinamos en una receta y \u201cpuff\u201d, por arte de \u201cestrate-magia\u201d comenzaron a moverse las tendencias en el consumo del producto, identificamos c\u00f3mo habla el consumidor, c\u00f3mo piensa y qu\u00e9 es lo que necesita, \u201caunado a su memoria gustativa\u201d.<\/p>\n

Con el tiempo y el estudio descubrimos el \u201cmarketing de contenidos\u201d, con lo que logramos redondear el concepto de lo que llev\u00e1bamos unos a\u00f1os trabajando, y se balance\u00f3 la ecuaci\u00f3n, como lo dir\u00eda Joe Pulizzi, autor de Get Content<\/em>, Get Customers<\/em>.<\/p>\n

\u201cEl marketing de contenidos es una t\u00e9cnica de marketing de creaci\u00f3n y distribuci\u00f3n de contenido relevante y valiosa para atraer, adquirir y generar engagement<\/em> con un p\u00fablico claramente definido y comprendido, con el fin de impulsar la acci\u00f3n rentable por parte del cliente.\u201d<\/p>\n

El Marketing Culinario o Marketing de Contenidos Culinarios es entonces una t\u00e9cnica de creaci\u00f3n y distribuci\u00f3n de contenidos culinarios relevantes, lo que\u00a0 forzosamente nos llev\u00f3 a tener una cocina, un chef, un dise\u00f1ador, un nutri\u00f3logo, una pedagoga, un qu\u00edmico en alimentos, otro chef y as\u00ed sucesivamente hasta tener un equipo s\u00f3lido y dispuesto a los retos.<\/p>\n

Nuestros clientes van desde restaurantes que quieren entender por qu\u00e9 su men\u00fa no ha tra\u00eddo a la clientela adecuada, hasta cadenas de autoservicio que quieren mejorar las t\u00e9cnicas de mercadeo catapultando productos, y, claro, sin olvidar a los productos de consumo masivo que son en s\u00ed un alimento o aquellos que no son alimentos pero viven en contacto con ellos, como los empaques dom\u00e9sticos.<\/p>\n

Podemos validar en la cocina lo que dice un producto de s\u00ed mismo o dise\u00f1ar los cimientos para la comunicaci\u00f3n del mismo en un nuevo mercado.<\/p>\n

Recientemente se nos ha impulsado a dise\u00f1ar y desarrollar nuevos conceptos culinarios que puedan utilizarse como ingredientes o como productos, y as\u00ed poder generar \u201cMarketing Culinario\u201d en toda la cadena, desde antes del dise\u00f1o de los productos hasta el relacionamiento de ellos en el anaquel.<\/p>\n

As\u00ed est\u00e1 definido entonces nuestro presente y los siguientes pasos hacia nuestro futuro.<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

RODRIGO NAVARRO Cada vez que conozco a alguien y me pregunta a qu\u00e9 me dedico, recibo…<\/p>\n","protected":false},"author":2,"featured_media":7835,"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-7679","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-cuarto-de-huespedes","category-columnas"],"acf":[],"yoast_head":"\nMarketing Culinario | Revista Latitud 21<\/title>\n<meta name=\"description\" content=\"L21, Emprendedores y Negocios en el Caribe Mexicano, es la revista l\u00edder entre el Sector Empresarial y Tur\u00edstico del Caribe Mexicano.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/l21.mx\/?p=7679\" 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