Una pyme argentina, nacida en plena pandemia, lanzó el último viernes una inédita campaña de marketing con el objetivo de atraer clientes y futuras ventas, y rompió con todos los límites esperados: logró que más de 165 clientes se tatuaran su marca a cambio de una orden de compra de hasta $30.000 y regalos mensuales de por vida.
Se trata de Gótica, la empresa dedicada a la fabricación de brazaletes que funciona en San Miguel (provincia de Buenos Aires) y cuya fundadora tiene 24 años. “Me pasó lo más loco que le puede pasar a una persona que se dedica al marketing de una marca”, resaltó la dueña de la firma, Milagros Cocilobo, en diálogo con Infobae.
En menos de 48 horas, la novedosa campaña consiguió muchas marcas en la piel. Todo surgió a raíz de un posteo en Twitter: “Mili llega a conseguir que alguien se tatúe su logo (y) muero acá #Gótica”, escribió una usuaria. Al ver la publicación, Milagros no se quedó de brazos cruzados: decidió hacer un screenshot de la pantalla y anunciar que las primeras personas que se tatúen el logo de Gótica iban a tener una orden de compra y regalos mensuales para siempre. La entrega de estos, se pondrán en marcha el próximo lunes.:quality(85)/cloudfront-us-east-1.images.arcpublishing.com/infobae/HUUA2IXW6JFRTP45VIXT37MDCM.jpeg%20420w)
El tuit que desató la campaña de marketing.
“A los cinco minutos de la publicación, ya había recibido la foto de una persona con su tatuaje” y cada vez se fueron sumando más. “No podía creer lo que estaba pasando, yo estaba en shock total. Es algo tremendo”, enfatizó aún sorprendida la joven oriunda de Buenos Aires y estudiante de la carrera Ciencias Políticas. Según precisó, hoy en día ya hay 200 personas con el logo de Gótica tatuado en la piel.
La orden de compraserá entregada a los participantes por única vez al principio. El monto de la misma, que oscila entre un mínimo de $10.000 y un máximo de entre $30.000, dependerá de la consigna (según se hayan tatuado el logo completo, la palabra o solo la G, por ejemplo). Sumado a esto, además, la compañía enviará un regalo mensual de por vida a elección de Gótica: puede ser un anillo (el costo varía entre $1.000 o $2.000 aproximadamente) o un brazalete (que ronda los $5.000), entre otros productos. No obstante, aún no definieron en detalle el planeamiento de los regalos mensuales.
“A los cinco minutos de la publicación, ya había recibido la foto de una persona con su tatuaje” (Cocilobo)
Esta campaña de marketing, según sus dichos, le rinde económicamente a la empresa. “Por suerte tenemos un equipo de finanzas y legales que supo manejar todo a la perfección”, apuntó la emprendedora, al tiempo que señaló que por el momento no tienen planeada ninguna otra campaña de esta índole en un futuro cercano. “Quizás más adelante, cuando nos acomodemos con esta campaña”, reflexionó.:quality(85)/cloudfront-us-east-1.images.arcpublishing.com/infobae/PSCLE4FPBJFYPFWELKD4WP5G6U.jpeg%20420w)
Actualmente hay 200 personas con el logo de Gótica tatuado en la piel.
Inicios de Gótica
La historia de cómo surgió Gótica se remonta a un viaje a Italia que Milagros realizó en 2019. “Me compré un brazalete muy lindo, y cuando llegué a Argentina, la gente me hablaba de lo lindo que era. Fueron muchas las personas que me hacían ese tipo de comentario, y a partir de ahí, comencé a pensar en cómo trasladarlo al mercado argentino”, recordó.
Al comienzo, los productos eran hechos de manera muy precaria y las ventas eran muy pocas: cerca de cinco por mes. Tiempo después, Milagros se asoció con Daniel Chiesi (encargado de la fabricación del material), pero el verdadero punto de inflexión -según la perspectiva de la creadora de Gótica- ocurrió cuando se asoció a su actual socio: Jorge Sanz. A partir de allí, empezaron a desplegar una estrategia de marketing de ventas. “Todo lo que ocurrió a partir de ahí fue un flash. Las ventas se multiplicaron, llegamos a vender productos sin mostrarlos”, remarcó.:quality(85)/cloudfront-us-east-1.images.arcpublishing.com/infobae/6RAJ6CSSDJA2RPSB4WSKQC2XZA.jpeg%20420w)
Algunos de los productos que vende Gótica.
Estrategia de marketing y filosofía de Gótica
La propietaria consideró que el éxito de la empresa se debe esencialmente al tipo de producto y las campañas de estrategia de marketing que impulsan de forma permanente a través de la cuenta de Instagram. Si bien todos los usuarios no pudieron participar de la promoción, porque regía desde el viernes al martes pasado, hay quienes aún continúan tatuándose el nombre de la marca. “Tenemos un nicho muy afianzado -subrayó-. No es que se están tatuando por la promoción, porque ya terminó y hoy en día la gente se sigue tatuando. Te estás tatuando una forma de comunicar lo que es la marca, de ver la vida, de vivir”.
“Las ventas en un 90% se dan por las distintas campañas de redes que impulsamos”, destacó el emprendedora que este año proyecta facturar 75 millones de pesos.:quality(85)/cloudfront-us-east-1.images.arcpublishing.com/infobae/TKPYOYDQVBGMXGALQZJBXIDIOI.jpeg%20420w)
En menos de 48 horas, la campaña logró que 150 personas se tatúen la marca.:quality(85)/cloudfront-us-east-1.images.arcpublishing.com/infobae/YTNYF2M5CBC7JAESC4HQ5GGHYA.jpeg%20420w)
Unas 165 personas podrán acceder a los beneficios de Gótica por tatuarse.
En ese plano, desde la compañía sostienen que la clave es brindar respuestas rápidas e informales a todas las preguntas que llegan desde todas partes del mundo. “Cuando compras en Gótica no compras un producto, comprás una forma de sentirte, somos todas personas rotas que con un brazalete nos curamos”, aseveró la joven en declaraciones a este medio.
La empresa cuenta con unos 20 empleados que trabajan en las oficinas y el taller que tienen en el partido de San Miguel y venden a través de sus sitios online. Tras el impacto y el crecimiento de sus productos -que luego se ampliaron a merchandising, buzos y remeras, entre otros-, Gótica abrió una base en Estados Unidos; y en los próximos meses espera hacer lo mismo en México y España.
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