Post by samsparrow74 on Feb 15, 2024 1:27:31 GMT -5
This Thursday, the 18th Network Experience Lunch organized by the business club Probusiness Place in collaboration with the Marketing Association of Spain, with MarketingDirecto.com as a media partner, took place at the Cambridge Soho Club in Madrid . Journalist Mabel Calatrava moderated the debate which, on this occasion, revolved around marketing strategies focused on connecting with the consumer . At the meeting, Alba Manzanero, CMO of Clicars, shared their knowledge and experience; Iñigo de Luis, strategy director of Arena Media Madrid; Laura Fontanet, marketing director at Leroy Merlin; Javier Perales, senior manager brand & product marketing at Visa; and Paz Comesaña, Marketing Director of EVO Banco. marketing-speakers The general director of the Marketing Association of Spain, Víctor Conde, introduced the topic by recalling that, "if we are convinced that the customer has to be the nerve center of our activity, it is increasingly necessary to connect with them." Next, the guests introduced themselves and Mabel Calatrava asked the first question: «To attract the client, what is the first step? Maybe get to know the customer more? Paz Comesaña (EVO Banco) pointed out that "it is very important to know what the points are to actively listen to the client ", while Iñigo de Luis (Arena Media Madrid) recommended "not to lose sensitivity and recover the holistic vision of the client's journey."
For her part, Laura Fontanet (Leroy Merlin) highlighted the importance of "knowing the client and where they are at. Not any message or any channel is valid, it depends on the vital moment in which he is. Alba Honduras Phone Number List Manzanero (Clicars) also pointed out the need to "identify the customer's pain points" to achieve differentiation in the market and, in that sense, commented on the advantages of being a startup: "When you start you have the ease of being able to change" . Javier Perales (Visa) added another aspect of this analysis, which is not always taken into account: "you have to do an internal exercise before knowing what the client wants." In closing to this first question, the moderator concluded that "you have to listen to the consumer, but also train them." The next question that Mabel Calatrava posed to the guests was more direct and practical: "What marketing strategies of your companies can be applied to SMEs ? " Javier Perales (VISA) responded without hesitation: «There are three basic things: investigate, test and measure. Investigate, don't be afraid to make mistakes and measure results. «The first thing is to have a marketing strategy consistent with the company's values.
Paz Comesaña (EVO Banco) pointed out that “the first thing is to have a marketing strategy consistent with the company's values . "You have to be very honest, very consistent, not change course and be on the channels where your client is." For his part, Iñigo de Luis (Arena Media Madrid) said that “I would recommend building a brand from day one. "A company is not related if it does not have a brand." In the last part of the meeting, these marketing professionals were asked the following question: "How can we improve the purchasing experience in an SME, without investing a lot ?" From her experience, Paz Comesaña (EVO Banco) highlighted that “in digital it is essential that the purchase is very easy. From how to view the products to how to complete the payment process, it has to be simple. To do this you have to invest in trial and error", and Alba Manzanero (Clicars), pointed out that, in her case, her strategy has been to "treat the client very well, so that they recommend us on social networks and through word of mouth." . Miguel Ángel Moreno, CEO of the graphic arts company Sericum and member of the board of directors of Probusiness Place, closed the debate to give way to the networking lunch with all those attending the event.
For her part, Laura Fontanet (Leroy Merlin) highlighted the importance of "knowing the client and where they are at. Not any message or any channel is valid, it depends on the vital moment in which he is. Alba Honduras Phone Number List Manzanero (Clicars) also pointed out the need to "identify the customer's pain points" to achieve differentiation in the market and, in that sense, commented on the advantages of being a startup: "When you start you have the ease of being able to change" . Javier Perales (Visa) added another aspect of this analysis, which is not always taken into account: "you have to do an internal exercise before knowing what the client wants." In closing to this first question, the moderator concluded that "you have to listen to the consumer, but also train them." The next question that Mabel Calatrava posed to the guests was more direct and practical: "What marketing strategies of your companies can be applied to SMEs ? " Javier Perales (VISA) responded without hesitation: «There are three basic things: investigate, test and measure. Investigate, don't be afraid to make mistakes and measure results. «The first thing is to have a marketing strategy consistent with the company's values.
Paz Comesaña (EVO Banco) pointed out that “the first thing is to have a marketing strategy consistent with the company's values . "You have to be very honest, very consistent, not change course and be on the channels where your client is." For his part, Iñigo de Luis (Arena Media Madrid) said that “I would recommend building a brand from day one. "A company is not related if it does not have a brand." In the last part of the meeting, these marketing professionals were asked the following question: "How can we improve the purchasing experience in an SME, without investing a lot ?" From her experience, Paz Comesaña (EVO Banco) highlighted that “in digital it is essential that the purchase is very easy. From how to view the products to how to complete the payment process, it has to be simple. To do this you have to invest in trial and error", and Alba Manzanero (Clicars), pointed out that, in her case, her strategy has been to "treat the client very well, so that they recommend us on social networks and through word of mouth." . Miguel Ángel Moreno, CEO of the graphic arts company Sericum and member of the board of directors of Probusiness Place, closed the debate to give way to the networking lunch with all those attending the event.