One of our most important marketing strategies at OM is going on what we like to call “Missions”, planned business trips to a specific market to present our brands. Although not entirely successful on itself, Missions is the most direct channel that we have today to relate with our stakeholders, especially our clients. Within the real world channels, those who allow us to work offline, it is the only physical channel that allows us to chose exactly who we want to aim at.

The only disadvantage of this weapon is that we cannot carry with us the products to demonstrate their real dimensions, colours, materials and finishes as a finished product. Nonetheless, we can definitely plan the best Mission possible so that we are able to transmit and provide the best Brand Experience ever in the limited time available that usually clients offer in these situations.

The main goals of these Missions are to obtain deeper knowledge of the market we are visiting, to create new and maintain existing business relationships and, in the end, to close sales. The study of the market during the visit is extremely relevant so we understand small work processes and hierarchies within our clients companies, what they think, how they work, who they delegate to, who is our key contact in the company, where they work, etc. But also how people live in that country, where they eat, where they walk their dog, how they dress, how they talk to each other, etc.

The advantages of investing in communicating our brands in this way is that we can control how the message is transmitted to stakeholders and we can read, interpret and respond to their sensorial signals and direct feedback to the impact our brands and products have caused over them. It is through this channel that we can detect indifference or passion, interest, needs and wants. However, it is also here that spokesperson responsible for promoting and selling the brands is most under test and evaluation from our clients. They are in their “natural habitat” so it is normal that in these situations they are more confortable to ask any questions about any subject that may arise during the presentation. This is why the spokesperson chosen is the main key in this marketing strategy. He or she must be previously prepared at the highest level possible, in all departments concerning the brands, from marketing to sales and graphics, know the brand story and path from the very beginning, but also where it is going in the future, and have enough confidence to be able to close a sale after a 15mins meeting.

And now you ask, but how do we plan a Mission? There are countless small yet important tasks you need to complete before actually stepping on an airplane. However it all depends where you are going, what are your main goals, who are you meeting and what are you promoting. Nonetheless, here we describe to you the most important steps to follow when planning a Mission, whatever goals and stakeholders you have in mind.

Planning a Mission, step by step:

1. Collect information: first thing to do is collect the most information possible about the market and stakeholders you are visiting so you can maximise their needs and motivations.
2. Set your goals and objectives: specify who exactly you are visiting, how are you going to approach them, how are you going to create or maintain a relationship with that stakeholder, what will your action be to potentiate the sale, and the sale.
3. Prepare content: with all the data in your hands, prepare in the best way possible what content will be presented to the stakeholder, concentrate in offering solutions that satisfy his needs.
4. Presentation: to provide the best Brand Experience ever, prepare an excellent presentation that is coherent with your brands identity, take care of your own physical appearance, use dynamic audiovisual tools, and prepare some physical material to leave with them (leaflet, catalogue, business card, etc).
5. Prepare counter-arguments: in the process of presenting your brand, there may be possible objections thrown in the air by your stakeholder, so make sure you prepare counter-arguments for them, use them as opportunities to provide him with further information.
6. Be different: surprise your stakeholder by discussing topics that matter to him, take with you a gift that you can leave with them.
7. Most importantly, conquer your stakeholder’s empathy: find and state more than once common points of interest between you and him; compliment him honestly; show him you are interested in meeting his objectives and make him fulfilled with sealing the deal.

At the end of the Mission don’t forget to do your balance of contacts obtained, the deals that remain to be closed, and the commitments for the following weeks. The secret is not in the visit itself, but in the planning preceding the trip and the maintenance of relationships after it’s completion. In the end, its success depends on the following that you make afterwards.

Sara Almeida – Marketer for Koket

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