¿Cómo acostumbra a mercadear sus productos o servicios ante su público? ¿Aplica la misma estrategia de ventas durante todo el año o la adapta según las épocas? Estas preguntas debe realizarlas cualquier propietario de una microempresa que desee aprovechar las fechas especiales del año para incrementar sus ventas.
Épocas como la Navidad, el Día de la Madre, San Valentín o el Día del Padre son oportunidades para que los negocios valoren si su producto o servicio se adapta a los públicos de alguna de estas u otras festividades y realicen promociones especiales en el marco de esa celebración.
De acuerdo con Diana Brenes, coordinadora del CIE en Santa Cruz, Guanacaste; esta acción es propia del marketing estacional, el cual permite hacer esa segmentación de actividades para alcanzar más ventas si se consigue aplicar estrategias que conecten con los clientes.
Al implementar este tipo de marketing estratégicamente se consigue:
Aprovechar la demanda estacional
Favorecer el reconocimiento de marca
Crear diferenciación con la competencia
Fomentar la lealtad con los clientes
Aumentar las ventas
Planificación
Es necesario identificar fechas importantes con anticipación para realizar la planificación de promociones estrategias para cada una de ellas y posteriormente generar el contenido promocional y su calendarización, ya que una gestión improvisada no alcanzará las metas esperadas.
La experta comenta que al identificar estos momentos, también se facilita:
El manejo del buyer persona
El descubrimiento de micro nichos
Promociones adicionales
Mejor vínculo con los clientes
Recuerde: la identificación de estas fechas durante el año, la planeación estratégica de promociones; la divulgación publicitaria oportuna en redes sociales, en la tienda física o en otros medios de comunicación le permitirán el aprovechamiento de estos beneficios y un impacto positivo en ventas para su negocio.
Conozca más de los espacios de capacitación y acompañamiento empresarial que ofrecemos especialmente para mipymes en Celiem visitando nuestro sitio web: www.celiem.org o siguiéndonos en nuestras redes sociales.
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