At the Trakto Show, in Macei, experts talked about ways to build better structured relationships with consumers based on the purpose
The construction of a genuine, structured and purposeful communication was one of the most reinforced elements during the first day of the Trakto Show, an event that will continue until next Saturday (20th) in Macei, Alagoas. Organized by the design startup Trakto, the meeting seeks to position the state as a hub for entrepreneurship.
Right at the opening, actress and presenter Maria Paula brought up the need for entrepreneurs to seek a greater purpose for their businesses, in addition to money and fame. Whatever your creative solution you’re putting on the market, you need to think about the collective good, she said.
For the professional, from this understanding, which often requires a process of self-knowledge to create products with true and authentic narratives, that ideas have the potential to explode and gain markets.
Carina Oiticica, partner of the digital marketing agency Yellow Kite, from Macei, says that the purpose will make people increasingly choose certain brands in a world where competition is fierce day by day.
The product by product, as is still seen in the market, will lose even more strength. Chinese imports themselves, with low cost and which have led to channeling into the Brazilian market, are an example.
Increasingly, companies will need to think about their purpose and how to make it apparent, bringing it into practice. So, in the real world, what positive impact do you or your brand deliver to society?, asks the executive.
Reaching the expected level of maturity requires a clear definition of the brand, understanding the pillars and bases on which the strategy is structured, analyzes Oiticica. I strongly believe that it is a process of evolution, brands are going through this process and technology is there to help.
She defends, however, that companies understand technology as a tool, not synonymous with innovation. I understand that it opens space for other perspectives of actions. An example cited by the specialist of an Asian eyewear brand that donates a product with each purchase. That is, with a simple solution, it delivers its purpose.
For marketing consultant Fernando Cruz, entrepreneurs need to act with a focus on three pillars, bringing together strategic planning, investment in social networks and relationships. The vision of the entrepreneur from the use of digital platforms or the way he works his company has in communication a great channel of customer loyalty, he adds.
