Symnetics Consultoria / Tantum Group – Brazilian operation of the multinational Consulting Group for large organizations, present in 11 countries under the umbrella of the Tantum Group brand.
700% increase in digital interactions with the Brand
Brazilian operation of the multinational Consulting Group for large organizations, it is present in 11 countries under the umbrella of the Tantum Group brand.
Among its main skills, it has a solid foundation in Strategy Management, Change Management and Analysis of future scenarios.
However, in 2014 it faced a challenge: It did not have engagement on its social media in proportion to the Relevance of its Brand.
Project carried out between 02/2015 and 01/2016.
Globally present in the Tantum Group brand, Symnetics has been operating in Brazil since 1990. With undisputed competence in Strategic Consulting, in 2015 it was a brand Top of Mind among business consultancies in Brazil.
In addition to repeated successes and several award-winning clients in the Hall of Fame of Execution Strategy, was also co-responsible for making major works in the universe of administration available in Brazil. Between them: The Blue Ocean Strategy, Business Design, The Strategy in Action, among many others.
Equipped with the main and most renowned consultants within the methodology balanced scorecard In Brazil at the time, it was a thriving company and constantly improving results. A situation that kept the company successively among the most remembered brands in its segment.
As is appropriate for a company of such expressiveness, Symnetics had a Marketing team of the highest competence. However, a challenge caused concern: Being the Leading Brand in its segment, what was missing to have corresponding performance in its Digital Marketing?
Without finding a solution for this need in the communication agency that served it, the Burlamaqui Marketing and Strategy Consulting was selected to overcome the challenge.
The company had a very strong Brand – the leader in its market. However, there was a need for improvement to expand the reach of this relevance.
Despite the extremely high competence of internal Marketing managers, it was necessary to take a closer look at digital tools and their Performance levers, as the company was too dependent on a single sales channel to maintain its positive commercial results.
This scenario leveled the Brand downwards with competitors who did not have the same history of excellence and customer performance, but who had the same single type of sales channel.
Our challenge was to exponentially expand the Brand's reach, adequately transmitting its Brand Equity.
With a great internal Marketing team, we work based on an already well-implemented company Brand Strategy.
Our position on this team was to deploy existing competencies into effectiveness in the digital environment. And we fulfilled our mission with excellence!
The first step was to revalidate the Buyer Personas of the Stakeholders involved in the perception of Brand, considered the internal culture of the organizations that constituted the target audience. Because even though I work in a B2B (Business-to-Business, Business-to-Business) market, we know that companies are made up of people and that it is these people who make the purchasing decision within companies.
Based on this understanding, we defined a tactical development that we should use in the Brand's digital tools, according to the moment and opportunity mapped within each tool.
A Brand, in the perception of consumers, is like a person. To remain trustworthy, you need to follow the same “way of being” and the same pattern of behavior, otherwise you create noise and lose the opportunity to reaffirm your Value Proposition – which tends to be forgotten by consumers.
Therefore, we developed a line of communication and paid media to combine all efforts towards the objective: displaying the right content, to the right person, at the right time and to achieve the right objective.
We rescued important and forgotten stories from the history of Symnetics, which contributed to strengthening the brand's Value Proposition and the community's interest in the content. And once interest is gained, at the right moments of opportunity we offer more financially viable services for the community in general – such as Strategy Management courses, which are much more accessible than consultancies.