Context
Bora Services, a sales and distribution company with over 20 years of experience in the Caribbean footwear market, saw the potential on the market to highlight and position itself as the ideal partner for brands looking to invest in this region.
They had 3 strong business differentiators:
-Over 20 years of market expertise
-Comprehensive distribution services
-Established a chain of clients
-Comprehensive distribution services
-Established a chain of clients
Challenge
Bora Services had two primary requests:
-Attract new brand partners.
-Increase client base for their own products.
-Increase client base for their own products.
"I want more brand partners to get alliances with and more clients to sell my brand's products."
Our target audience included high-ranking professionals such as General Directors, VPs, Global Marketers, Marketing Directors, and Managing Directors within activewear and urban wear sectors of well-known companies.
Our target audience included high-ranking professionals such as General Directors, VPs, Global Marketers, Marketing Directors, and Managing Directors within activewear and urban wear sectors of well-known companies.
What we did
Research and Persona Development:
Identified and established detailed customer personas.
Research and Persona Development:
Identified and established detailed customer personas.
Customer Journey Mapping:
Defined the touchpoints and created a journey map to acquire new brand partners.
Defined the touchpoints and created a journey map to acquire new brand partners.
Message Keyframe Journey:
Developed key messages for each stage of the customer journey.
Developed key messages for each stage of the customer journey.
Adaptive Funnel Creation:
Designed an adaptive funnel with a focus on retargeting, addressing stages from awareness to loyalty.
Designed an adaptive funnel with a focus on retargeting, addressing stages from awareness to loyalty.
Tailored Messaging:
Crafted specific messages for each touchpoint in the customer journey, with four retargeting variables based on the customer's stage: Awareness, Consideration, Conversion, and Loyalty.
Crafted specific messages for each touchpoint in the customer journey, with four retargeting variables based on the customer's stage: Awareness, Consideration, Conversion, and Loyalty.
How we did it
We used LinkedIn as the base source, the world's largest network of professionals, to gather the primary data to then cross-examine with other sources.
First, we identify relevant brands, then professionals employed in the selected companies. After that, collected the profiles of individuals in key positions (General Directors, VPs, Global Marketers, etc.) and analyzed a sample group of 50 professionals from diverse markets including the USA, Spain, India, China, Holland, and Russia, and we got the information needed.
The sample was a group of (50) people from different markets as the United States, Spain, India, China, Holland, and Russia.
Findings and Conclusions
Work Experience: Average of 17 years in the market.
Average Salary: $175K - $337K annually.
Interests: Market and competition monitoring, general business trends.
Preferred Media: Financial Times, The New York Times, Times, Forbes, Inc. Magazine, The Economist, BBC News, and Harvard Business Review.
Educational Background: Over 60% hold a Master's degree, 30% a Bachelor's degree, with a minority hold Doctorates and Specialties. Predominant fields of study were Communications, Business, and Marketing.
Average Salary: $175K - $337K annually.
Interests: Market and competition monitoring, general business trends.
Preferred Media: Financial Times, The New York Times, Times, Forbes, Inc. Magazine, The Economist, BBC News, and Harvard Business Review.
Educational Background: Over 60% hold a Master's degree, 30% a Bachelor's degree, with a minority hold Doctorates and Specialties. Predominant fields of study were Communications, Business, and Marketing.
Some titles of articles proposed based on the study:
-Latin America & the Caribbean are slow-growing markets.
-3 key strategic points that make our supply chain successful.
-Our optimized supply chain strategy for the Caribbean.
-Urban and sports fashion trends in the Caribbean Market.
-We are Bora Services.
-Why should you explore the business opportunities in the footwear sector in the Caribbean?
-Enter a new market with Bora Services.
-3 key strategic points that make our supply chain successful.
-Our optimized supply chain strategy for the Caribbean.
-Urban and sports fashion trends in the Caribbean Market.
-We are Bora Services.
-Why should you explore the business opportunities in the footwear sector in the Caribbean?
-Enter a new market with Bora Services.
____________________________________________________________________________________________________
Credits
Hiring company
Singular Group
Hiring company
Singular Group
Communication Specialist
Lorena Borquez
Lorena Borquez
Year
2021
2021
Head of Marketing and Strategy
Cesar Subero
Brand
Bora Services
Bora Services