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Articulo:La Election of a suitable name.

To begin this article, and any other, which better than an appointment of the big guru of the management of the XXth century, Peter F. Drucker, The decía in his book "The Corporation" of 1947 that "the marketing is not one more function of the company, it is the whole company, from the point of view of the client".

Even written it does so much time, they seem according to the time that they run.
Today to have a good politics in the marketing is the difference between triumphing or being the best but Windows fails, between Microsoft and IBM in the war of his operating systems, and OS/2, freed it already does some time.

You need to do a hollow to himself in the mind of the consumer, what it is named posicionarse.

With so many companies on the market, he can only aspire to a fraction of the attention of a potential client, therefore he has this time fraction to transmit that it can do his company for him, of the same form in the conferences, fairs and more professionals' gatherings debit of being capable of transmitting of that his business goes and to manage to wake up the interest of his listener.

How can this manage? With something that is becoming very common, without knowing it, many marketing departments have created what is called a meme.
This concept appeared in a book of titled Richards Dawkins "The egoistic gene" in 1976.

As the genes, the memes have the virtue of reproducing, but in this case not for a biological way, are transmitted in the shape of ideas.

An example will make the explanation clearer to him: how does Nokia appear before the public? Nokia "Connecting People" says (tuning in or we connect the people, better). Immediately anyone understands to that one dedicates this company. Do you have any problem of telecommunications? Nokia will help him. On the other hand the first company of the professional sector in this field is a Lucent, which has a few big laboratories in Madrid: to what does he devote himself? To the same, but he needs a major explanation to know it. Although, Nokia also works with the final consumer and for it it does promotion for the big public, while Lucent goes entirely to the professional market.

To apply the idea of the memes to the field of the marketing was a task realized by Geoff Ayling, in his book "Rapid Response Advertising". In his opinion the memes are the piece of marketing capable of compressing an idea or a complex concept into a simple phrase, easy to remember and which his company relates of instantaneous form to the services that is big enough. Thus the marketing messages should be constructed like the memes, to communicate easily and quickly the benefits that his company offers, at the time that they would act like a card of presentation that it would cover of mouth in mouth.

For example Robert Middleton tells us, that he was naming his company and next he was saying "I help the companies of services to attract more clients", with this he had told the need that his company was satisfying. He realized after it was using a meme, it was very frequent that the person whom it was told did not need his services but after a little time, was coming to him with other one saying Hey, he speaks with this boy, it is interested in your services, needs to attract more clients. The fact that it should remain in the memory of the listener the services of his company, as well as the facility with which it was reproduced, he made him think that it was using something better than a typical advertizing slogan.

Keys to construct a meme:

1 It is a question neither of an ingenious game of words, nor of a sticky slogan. It is a question of presenting his company. It is necessary to go to the heart of the message, and to be left of curlicues of advertizing campaigns. Although if this condition is fulfilled and remains nice, better than better, but often this is scolded by a serious image. Also it is a question of a message to remain, it must not be anything that fashionable pass easily.

2 a meme is transmitted easily and quickly. It highlights the benefits that the client will receive, and can have his answer a lot of time later, because it is very easy to remember.

3 it can use it to present his company, but also to throw a new product that satisfies a need or like the title for a new advertizing campaign.

4 finally to say to him, does several tests constructing memes, prove them with the one who does not know that it tries to do, ask them for his opinion and choose for his company the one that better been the result has given to him.

Other examples of memes are, Xerox "The document company", eTrade successful and pioneering company in the intermediation for the actions buy in bag, it had the wise move of the campaign "To one it will touch him the lottery this week. But he will not be you. eTrade". The message is that it stops playing the luck and begins investing, and this way it has stayed in the mind of the public.

Sometimes the things are done following the inertia of what happens around without knowing at least that it is what is done exactly. But it is convenient to realize it well and they will become better.
Prepare his meme.

José Pablo Rodríguez Viega.
Electronic commerce consultant.


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