Suplicentro - From old school marketing to Social Media successful.
Suplicentro is a distributor of various biodegradable and disposable products based in Guatemala. They've been in the market since 1982. Their clients’ base includes wholesales, final consumers of the institutional sector, and self serve. They truly work with the promise of providing the best products for the food network. Suplicentro is already on the top of mind of Guatemalan companies due to their many years being there providing products. Nowadays people care more about the environment and really effort themselves to make the right purchase. New businesses have opened their doors to compete with Suplicentro. The biodegradable products are not a luxury anymore but an obligation that avoids contamination of the world’s ecosystems and environments.
If we analyze the marketing strategies used in the 80’s we’ll see how different things are done now. Remember the yellow pages that you used to find in the grandparents' house? Well, it used to be the tool people reach for to look for business information. Then with the evolution of technology and the internet, people now search the web to find this information to then decide to make a purchase or to solicit a service.
¨ It took us a while to prioritize our brand’s marketing. After so many years passed, our client base was changing. Younger people were now in charge of the decisions and wanted to find us easily on the web. Yellow pages and newspapers were no longer our marketing media because the newer generations weren’t born using those methods. ¨
Brand’s need to be in constant innovation because each year newer channels are created and they have to be to date with them. It’s not about changing who they are and what they represent, but it is about understanding how people make the ultimate decisions. You don’t want your company to get behind and let some other take the lead. Before social media, businesses invested tons of money on TV commercials. Now you can use social media ads and boost photos and videos and spend much less money.
Social media allows you to target your company's audience and make sure your posts are being seen by the correct audience. The analytics that social media provides ensures you that all of the content is being designed and the message has the ideal voice that the audience will become attracted to. Suplicentro reached us to be their guide to start implementing their online marketing strategy. So in September 2019 we started the journey with them, we transformed them from NO SOCIAL to VERY SOCIAL. Just after a month after starting they already obtained a 88% Growth Rate.
88% 400
GROWTH RATE FOLLOWERS
October 2019 October 2019
¨ This new chapter of our business opened a lot more doors for us. We ditched old-school marketing to digital. Modern and young people are used to message brands instead of calling through the phone. Maybe it's because it is so much faster and takes less time. In September we received 36 messages and in October 45. We understood that our audience was there, just waiting for us to jump into the digital boat.¨
People really stopped searching for products in the yellow books. We wonder if they are still being produced. Anyways, Suplicentro proved how much money a company can save if they invest only in digital marketing. Also, social media is a platform that allows everyone to manage their own content and advertise what they consider the best content. If a post is not performing well, Facebook will stop it automatically and it will save the money for you so it doesn't get wasted.
With the correct content people will start a conversation with your brand. Social Media analytics give you the data that involves your target audience. This allows you to be selective about who you connect with. Your brand’s profile is the first impression. It's the same as when you meet someone for the first time. Your profile becomes your presentation card.
¨We are now using social media as vehicles to promote and sell our products. The degree of how much interaction we are getting is measured by the number of people that are responding to our content. Also we are using our account to educate others in the benefit that our products have for the environment. People need to make better choices in the packaging they use. We were also able to give each container and tool a space where it was highlighted. ¨
Suplicentro is a big company with many locations throughout Guatemala. Their employees work everything knowing that what they offer to the public is a non toxic material for the world’s environment. We also got true statements from some of them.
¨Our biodegradable products are an excellent choice to preserve the environment. This job has made me be more conscious and I apply my beliefs in my own home. I reuse everything I can.¨
We truly believe that the solution to minimizing waste in the world is not only by using the correct materials but also by turning it into a habit.
