Realizar um evento institucional no qual será oferecido brindes corporativos é preciso montar um planejamento que envolve segmentação do cliente, cores e modelos, locais de distribuição e ações de compre e ganhe.
Por isso o diretor comercial do Grupo BB, Plinio Bevervanso, traz dicas sobre esse assunto e tudo que está em alta no universo dos brindes promocionais.
É necessário segmentar o público alvo que vai receber os brindes, pois através do perfil do cliente, é possível traçar estrategicamente a forma de como a sua marca vai impactar cada um dos stakeholders. Dessa maneira, é necessário construir minuciosamente um plano eficaz de quais brindes serão distribuídos.
Imagine que sua marca irá realizar um evento, em que serão distribuídos mil squeezes para crianças da faixa etária entre 10 a 12 anos. Nessa perspectiva, teria que haver um planejamento focado neste público. O branding trabalhando na estratégia não impulsionaria somente as crianças, como também os pais ou o responsável pelas mesmas.
Escolhendo o público correto, as chances de impactar os clientes de forma positiva, otimizar a verba, a quantidade de brindes e a escolha do produto adequado são fatores que contam muito durante a ação promocional.
Cores e modelos
A cor dos brindes também é um elemento importante na hora de montar o stand da marca.
Mas, Bevervanso explica que o ideal é atrelar a escolha das cores do produto com alguma ação rentável, como o ‘compre e ganhe’. Com o planejamento de marketing bem elaborado, a organização evita gastos maiores e desnecessários otimizando os investimentos.
Outro fator importante é o local que será distribuído os brindes corporativos.
Muitas empresas ainda têm dúvida de como e onde ofertar o produto, mas partimos de um pressuposto que a empresa usará o shopping center para promover a sua marca e reforçar o seu branding e uma outra empresa fará uma ação promocional do seu produto em uma grande avenida movimentada.
Digamos que durante o desenho do planejamento de vendas, ambas as empresas escolheram lugares diferentes para apresentar os seus respectivos produtos. Isso significa que o público alvo também será diversificado. Mas quando tratamos de um shopping center, estamos falando de um possível público segmentado.
Já na avenida movimentada, há a possibilidade de haver vários públicos e de faixa etária diferente. O que pode acarretar em uma distribuição de brindes sem foco no público alvo e gerar mais gastos do que foi previsto no orçamento.
Ações rentáveis
Quem atua no mercado de marketing promocional sabe que ações de liquidação como saldões ou ‘compre e ganhe’ dão muito certo e quando estamos falando de brindes corporativos, essa estratégia não pode faltar no planejamento da organização.
De acordo com Plinio, toda vez que um brinde está atrelado a uma ação de ‘compre e ganhe’, por exemplo, a marca consegue estabelecer métricas melhores, ou seja, cada vez que a organização vende "x" reais, baseado nas canecas ecossustentáveis que ela ofertou para o público alvo, a mesma rentabilizará um valor pré-definido.
Ainda conforme Bevervanso, essa métrica é muito importante, pois através dela é possível otimizar a distribuição do brinde que será comercializado, manter o controle do volume do faturamento durante a ação promocional e sem falar que esse método é importante para o planejamento orçamentário do departamento e da empresa.
Uma vez a segmentação do cliente estabelecida, as cores que irão compor o evento, o local que será realizado a feira ou amostra grátis dos produtos e a consolidação da estratégia como a de ‘compre e ganhe’ ou liquidações de forma geral, a otimização do evento está devidamente completa e pronta para engajar o público alvo.
Assista o conteúdo completo sobre esse tema em nosso canal no:
Youtube
https://www.youtube.com/watch?v=FaBZ7rw7-88
Spotify
https://open.spotify.com/episode/4oLFNVtM1fwJoaSpWf160b
Gustavo Coutinho
redator/Grupo BB
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