“In order to win your customers’ wallets, first you have to win their hearts.”

Brands can no longer treat their target market like a collective or mass. We live in a “selfie” society in which each person lives, feels and relates to their surroundings from their own perspective. This reality forces brands to hyper-segment their target market and get to know them more in depth. 
Grouping them as men and women from 18 to 35 no longer works. Today, the goal is to get to know the person. To know Luis, Jorge or Maria, to know that they like to go shopping in Malasaña, that they have their master’s degree and believe in single culture.

“Today, success for your brand means getting your customers to understand why they should choose you over your competitors in a simple way.”

After nearly 10 years of an economic crisis and the consequences of globalization, many companies and brands have been forced to adopt a price-based business strategy. That means that they have entered a loop in which they offer the cheapest price, their competitors lower theirs too and so on until they kill their profit margins. Price strategies often aren’t feasible over time as they don’t end up being profitable for businesses. The other clear alternative is to create a differentiation strategy.

Today, differentiation is achieved mainly by working in two areas:

1. Deeply knowing and understanding the customer, their needs and their behavior.
2. Designing a differential value proposition that helps customers choose my brand or product.

During my lecture you will understand how a customer-focused differential value proposition is designed using the following tools:

• Golden Circle: With this tool we work to rediscover the purpose and real reason for the company’s existence. This is something that must go beyond making money. The goal is to build a vision and values for the company that build empathy with customers. 

• Value proposition canvas: This tool helps us to align our differential value proposition with every type of customer that our company has. We will discover how to contribute value in: customers’ basic needs, their functional needs and how the customer perceives added value.

“The first thing that a customer buys is your story.”

Nowadays it is very difficult to engage customers. You are not only competing with all the companies in your sector or market. You are really competing with everything that can distract your consumer. And believe me, there are so many distractions. 

Many studies have revealed that traditional advertising no longer interests or effectively influences customers’ buying decisions. They have learned to defend themselves against this. The remaining alternative for brands and companies is to create a story for the brand that can excite and engage their customers.

In my Storytelling Design lecture, I will show you my method of designing communication strategies, marketing and content that your users will empathize with.

“Customers don’t want to be sold to, they want to buy.”

One of the main challenges for companies is drawing leads. Drawing leads on its own not very useful. What we really need to do is turn those leads into opportunities which then translate into business.

Currently, marketing and commercial teams have to have a defined strategy of how to turn leads into qualified opportunities. For this, we need to have a relational plan that helps us give the customer value so that when they are ready to buy, they choose us.

In my lecture I will share the main tools that help us to determine the right time to make a sale to a qualified lead. Here are some of the tools that we will be looking at:

• Lead Nurturing:the process through which a company detects when a lead becomes a qualified opportunity in its CRM system.

• Marketing automation: the automation process needed to be able to attend to multiple potential customers at the same time in a continuous and relational way. In addition, this is the ability to serve them in a personalized and scalable way. 

• Inbound marketing: the content strategy that contributes value to every moment of involvement or contact with our potential customers. The goal is to help them make their purchase decision in favor of our brand.