“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.

Daniel Marote utilizes methodologies from the world of innovation which are applied to business strategy (Visual thinking, design thinking…) which help us to put the person in the center and design experiences that are adapted to their reality.

“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.

“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.

“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.