Ser líder o ser imitado
Seth Godin, un guru del marketing y ex de Yahoo ha escrito un post en su blog en el que menciona que cuando era joven notaba que todas las chicas por fuera del cine vestían igual, tenían el mismo corte de pelo y actuaban todas de la misma manera. Después de darle vueltas al asunto se dio cuenta de que todas imitaban la Barbie. Godin dice que las chicas de hoy en día visten e imitan a Paris Hilton.
Todos tenemos un modelo a seguir o una figura a quien imitar. Cuando diseñamos una página web, siempre tomamos algunas que ya existen como referencia. Cuando diseñamos una publicidad, siempre “tomamos prestado” elementos de otras publicidades que nos gustan.
Por este motivo todas las inmobiliarias son iguales: todas tienen el mismo escaparate; todas anuncian todos los anuncios clasificados de la misma manera y todas ofrecen los mismos servicios.
Hace unos 2 años, una cadena de inmobiliarias en Tenerife llamada Grupo Credi comenzó a publicar gacetillas en una página completa del periódico El Día. Poco tiempo después las 4 empresas inmobiliarias con más oficinas en Tenerife (Capital Inmobiliarias, HZ Principal, Crevia y donpiso) copiaron la idea y comenzaron a publicar sus propias revistas.
Hoy ninguna de estas inmobiliarias publica gacetillas de esta manera en el periódico El Día. No se preocuparon en estudiar si la idea era rentable o no, simplemente imitaron sin hacer preguntas.
¿Qué prefieres? ¿Ser la Barbie de los 90; la Paris Hilton del siglo 21 o todas las demás que las siguen?
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