After carefully analyzing the market needs of a company, Fabiola Fernández was clear that at a time when a “like” or having a “follower” is everything to measure the popularity, reach or potential of a firm through At the virtual level, a close and warm experience should be generated between companies and their potential clients, strengthening ties and generating consumers.
That is why, through Event Marketing, he designed a strategy so that each event in which a company or a new product is made known, the experience was 360 degrees with direct contact between the consumer and the brand.
“We carry out brand strategies, but instead of focusing it on social networks, we make it face-to-face so that your brand has this connection with your potential prospects or with your current clients and in this way they know, feel, taste or taste and make sure that they your product or service is for them”, shares Fabiola Fernández Plascencia, director of the Wateque agency, which for seven years he has been dedicated to creating brand experiences.
Fabiola shares that as marketers they detected that something was missing at a time when the windows of communication on social networks are direct between companies and their consumers. “Personally, I was interested in brands approaching customers in an innovative and different way. In the United States and Europe it is very common to work this way; in Mexico it is less known. The companies allocate an annual budget to be able to carry out these events, I said: ‘I want to do that for the businessmen of Jalisco and Mexico to present and have this Connection’”.
For the agency, the main thing was that each designed event had the potential that the client required, going from promotional events where the guests were the close circle and becoming a “family party” and focus on the profiles that consume the product or service presented and become part of its recurring client portfolio and in this way the entrepreneur would have a return on investment.
connect with warmth
Like many other companies, the period of the COVID-19 pandemic affected Wateque’s work. They were difficult months, virtual links between companies and their consumers were strengthened; however, that distance generated a need for closeness. “Once the events resumed, we had a full agenda with more companies and more brands to do the events for them. This process made them turn elsewhere and do things differently.”
The work niches for Wateque are very clear. They specialize in the real estate and medical branches, specifically in the consumer sector for beauty, but each company and each entrepreneur can elevate their strategy through an event, no matter what it is. “They hire us a lot at events to attract investors who promote their land and later to promote the final product.” Thus, the same firm has two connection events with its clients. “An event for an investor is not the same as for the final client who will buy the property. We design two different events because there are different objectives to cover”, shares Fabiola.
In the medical section, Wateque focuses on reaching the final consumer, in this case cosmetic doctors and surgeons, the innovations that the laboratories promote. “They are constantly launching fillers, botox and everything that has to do with beauty; The competition in the medical field is very great and they have to differentiate themselves. One way is by creating highly specialized events for physicians.”
Although At Wateque there are four creative minds responsible for each presentation, they have a great supply team to make each production possible, generating synergy with other companies. “Internally we do everything on the agenda; Although we can be very creative, we very much need the collaboration of these providers to support us. After seven years we have very polished who we work with and who has returned from home to make it possible.
At the end of the day, within each event strategically measured to promote a brand, to present a real estate project or a medical innovation, for Fabiola, the important part is to generate closeness in the one-on-one experience, as essential as shaking hands, there is the key to your job. “The important part is doing business, but how nice it is to be able to do business and warmly attend to prospects and to be open to doing different things if we want different results.”
Wateque currently holds events throughout Mexico, but has its eyes set on Latin America to expand its brand. “We have a national reach, but we have our sights set on Colombia and Argentina, we want to train other allies”. Their work as marketers, together with other marketing agencies focused mainly on company branding and their projection on social networks, has strengthened ties to land in direct contact with customers. “We follow up on what they have already done and we capture it in a face-to-face format, it is being able to have these alliances with agencies at the Latin American level”, shares Fabiola Fernández.
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