Getting this project started was not easy, but once we began, the process quickly became something special. There’s nothing more comforting than working with #SME.
The client was a small market, a humble shopping centre with many problems, doubts, and fears after some bad experiences.
From our first meeting, the potential was clear. Their desire for change and determination to convince the cooperative members of the need for good marketing consultancy stood out. After a few meetings, they understood our vision, and we were motivated by the positive impact our work would have on so many families. We offered them a good deal, which was quickly approved.
We conducted market research to identify their strengths, weaknesses, threats, and numerous opportunities. We set realistic objectives, strategies, and actions, ensuring they understood each step.
We provided several training sessions and workshops,
bringing us closer to them. It was amazing to see their interest and commitment to both theoretical and practical issues.
Here are some of the training workshops we provided: 23/11/2017, 04/01/2018, 11/01/2018, 18/01/2018, 23/01/2018.
We helped them understand their clients, focusing on building loyalty and improving the experience for their target audience—the housewives of the surrounding neighbourhood first, then expanding to the rest of the district and the city.
They have many opportunities to improve their trade marketing negotiations and to start communicating with segmented messages. They learned to use each communication channel effectively to reach the niches they needed with their events, offers, and promotions, integrating these into their yearly calendar. They are renewing their corporate image and will have a digital media presence, always striving for continuous improvement.
The process has been rewarding. Sadly, I had to make an unexpected trip before the final presentation, but my commitment led me to review the work and presentation during an 8-hour flight to Los Angeles. It’s amazing to think that implementing the plan will bring a radical change, from having no marketing to a full professional plan.
As Oscar Mendoza, committee secretary, said, “We are learning so much from you, and we can already see the results from the first few events and promos. The rest of the team is happy and can’t wait to start implementing the plan to improve our market’s success.”
Today, I’m convinced that regardless of budget, you can achieve good objectives with hard work and effort. Everything is possible; you don’t need millions to communicate with your target audience. Digital tools are now the strongest in the market, available to everyone, while traditional media complements new digital strategies for massive reach.
Remember, we can ALWAYS find effective solutions. A proposal can always be adjusted to meet your objectives. Everything is possible with a little effort, always.
Gonzalo Collarte 
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