Branding

National Congress of Marketing in Mexico: Day 2

Congreso Nacional Mercadotecnia Mexico

The second (and final) day of the 6th National Marketing Congress in Mexico City was nothing short of an insightful and notable experience revolving around the world of Marketing, Advertising and Media. 

The day kicked-off with a conference by Fabian González, Marketing & Corporate Communications Manager of Comex, who dealt with the issue of Street Art: the urban art of selling and how this is linked to the company’s marketing strategy. He shared some great insights on how to take advantage of this wonderful communication tool: 

  • Creative strength + independence = inspiration
  • Color + art = transforming power
  • Communication + awareness = action
  • Empowerment + entitlement = movement
  • Individual expression + content = unique and unrepeatable
  • Urban art + brands = disruption

We amidst the era of democratization of content, where art is reachable to all of us. Brands should take advantage of this to emotionally connect with consumers and inspire them.

Meanwhile, Adrián Peregrino, CEO of Spotify Mexico spoke about the digital music industry and shared some interesting facts with the audience:

  • Technology has radically changed the way we listen to music. When Napster was launched, the record labels lost 50% of their business.
  • 59% of the music industry income in Mexico is coming from digital platforms. For the first time digital data is more relevant than the physical one.  
  • There is a 79% annual increase of music apps in the world, while video streaming is increasing by 114%.

There is no doubt Nike is one of the most renowned brands when it comes to innovation. And this was confirmed when its E-commerce Marketing Leader, Ana Lizz Pardo took the stand and spoke about social videos, highlighting some stimulating points, such as:

  • Digitally savvy kids grow up and change everything
  • It’s a she-conomy
  • Social networks fuel the participatory economy
  • Consumers control the relationship
  • Localism creates a new way of life
  • Internet has an emotional side
  • Context is king
  • Facebook video is the new YouTube
  • Real-time storytelling
  • Viral is the only currency

“In social media, you are not competing with other brands, you are competing against the user’s family and friends.” - Ana Lizz Pardo.

José Alberto Terán, CEO & Founder of Terán TBWA gave some valuable advice based on his extensive experience working on several pitches for new accounts. He suggests to:

  • Choose your battles, don't go for everything
  • Work with your best-in-class team
  • Pay attention to the brief
  • Be organized to win and be prepared to invest
  • Act as a brand
  • Adopt a posture, choose a topic
  • Do you want to be right or do you want to win?
  • Make it smart, make it beautiful, have fun
  • Rehearse
  • Use your best presenters
  • Never give up - fight until the end
  • If you win, quickly celebrate and then start working. If you loose, have a postmortem.
  • Winning a pitch is just the beginning

When it comes to positioning, Corona is without a doubt an expert. Acting as the brand's representative, we had the pleasure of listening to Jorge Inda, Brand Director of Corona and Bud Light about the 4 key elements to develop a successful branding: superior product, a distinctive positioning, consistency and the establishment of consumer loyalty programs.

Jorge also suggested we go out of the traditional, and sometime subjective scheme, and instead ask ourselves the following questions:

  • What is the brand's vision?
  • What is my play field?
  • Which elements will allow us to win?
  • How can we create physical and mental availability?
  • How can we improve the world?

To continue with a superb lecture, we received Mike Arciniega and Arturo Diaz, Creative VPs and Founding Partners of Archer Troy, one of the top independent agencies, recognized for their campaigns for the film industry. They took us through their vision of the creative process to achieve a brand positioning.

Mike and Arturo raised a series of valuable points for all brands that seek to develop effective creativity that leaves a mark in consumers' heart and mind:

  • The foundations of our business are the ideas. Ideas move the world
  • Explore your surroundings and generate reference frames all the time
  • Come up with ideas instead of occurrences.
  • Generate simple but powerful ideas.
  • Never get stuck with the same idea. Go beyond.
  • Don’t use the same style in your ideas; versatility will be your strongest tool.
  • Exercise your thinking daily
  • Love your ideas or abandon them
  • Creativity always give you revenge
  • There are no manuals in creativity

“To find that great idea, muses should find you working.” - Mike Arciniega and Arturo Díaz

On key topic in marketing these days is Big Data. Mario Nissan, Performance Director of Flock, offered some great observations on this matter:

  • It’s important to have a data strategy. Big data is about quality of information, not quantity.
  • Big data should be: Smart and clean data.
  • We all leave a digital footprint when we go online. Brands should take advantage of this.
  • We should always ask: What issue is it solving? Is it useful for people?
  • Focus on the consumer is key.
  • We should seriously consider always the privacy and security of the information.
  • Don’t forget to study this concept and test it. Data Marketing is more reachable than we think.

Just a few hours before wrapping up the event, Alejandra Rueda, Shopper Marketing VP of Primer Nivel Group explained the trends that will set the consumer shopping habits for the next years:

  • Security: Consumers are feeling vulnerable and brands should make them feel safe.
  • Authenticity and innovative: Individualization is essential.
  • Hybrid consumers: Consumption is segmented and experiential
  • Diverse Society: Traditional roles are evolving.
  • Constant social movement: Connectivity allows shopping access 24/7.
  • Time management: Products should make consumer’s life easier.
  • Connectivity: Consumption guide is set by the virtual world.
  • Health conscious: There is an increasingly cultural consumption of healthier products.
  • New social classes.

Iliana Pérez, Marketing and Business Development VP of Hill-Knowlton Strategies discussed the concepto of Innovative Influence and highlighted these key points a brand should consider:

  • Today the most demanding critic is the consumer. They have access to all the information.
  • Consumers area looking for unique experiences, but most important, they want it now! Timing is critical nowadays.
  • Brands must not only worried about being present, they should be useful. This is key.
  • We need to constantly innovate. Brands should have 365 days of disruption, WOW is not enough, we must maintain. 
  • Find insights. An insight is that thin line between what consumers say they want and what they really want.

The final lecture was held by Álvaro Rattinger, CEO of Merca 2.0 who explained the concept of Asymmetric Marketing - a result of small actions that produce exponential results. These are the small details that can bring big results and where the focus should be when a brand is looking to innovate.  Álvaro explained the following:

The concept that consumers want everything for free is false. When you make an effort for them your consumers are willing to pay for it, when you don’t, then they want it for free.

  • Innovative daily. The more you practice, the less chances you will have of failing.
  • Innovation is not about budget, is about making things happen. Is about willingness.
  • Creativity is not innovation
  • Be platform agnostic
  • Be metric centric
  • Use Big Data as an ally for the customization of products
  • Be consumer-centric

We can certainly say that this year’s congress has far exceeded the audience expectations.  Personally listening to the experiences and best practices of the marketing and advertising industry leaders of Mexico is not only an enriching benchmarking exercise but also an inspirational experience for us marketers.

Congreso Nacional Mercadotecnica Mexico

Photo credits: Martha Debayle

Translation by: Edgar Estévez

Nominated for the Journalist of the Year Award

I am extremely honored to have been nominated for the Journalist of the Year Award by the folks of Cannes Lions Dominicana. It's very flattering to be considered for the first edition of an award that values the efforts of all those whole love the industry and enjoy writing about it. 

One can't help feeling tremendously grateful and motivated!

Journalist of the Year Cannes Lions