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Retail Carisma - Personal Branding e marketing d’insegna insieme per il successo dell’impresa commerciale

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"Avere carisma" significa, nell’accezione comune, possedere caratteristiche di personalità, capacità e status tali da esercitare fascino, attrazione e potere di influenza sugli altri. Si tratta di un tratto che normalmente viene considerato innato (la stessa etimologia del termine è il greco chárisma ovvero “dono di grazia”) ma che in realtà può essere in parte acquisito lavorando su se stessi, sulla propria capacità di comunicazione e sulla propria autostima.

Con l’avvento delle tecnologie digitali e dei social media, il concetto di carisma si è ampliato: la nostra capacità di raccogliere consenso non solo nella vita quotidiana ma anche on line è sottoposta a dinamiche nuove di tempo, spazio e modalità di interazione. Le persone acquistano da chi conoscono, da coloro di cui si fidano, da chi sentono affine e vicino. Per questo, l’impresa e il commercio può (deve?) percorrere la strada del personal branding, ovvero utilizzare a fianco all’insegna anche il potere persuasivo delle persone per promuovere la propria attività. Ma, proprio tramite questi meccanismi, il concetto di vendita si è trasformato sempre più da meccanismo di persuasione a meccanismo di influenza.

Con RETAIL CARISMA voglio fornire una mappa delle modalità di comunicazione e relazione on line e off line che l’impresa commerciale può adottare unendo retail marketing e personal branding per creare e sfruttare una propria personalità differenziante e unica, il proprio carisma, appunto, e iniziare a influenzare le persone all’interno del proprio mercato di riferimento.

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Retail Carisma - Personal Branding e marketing d’insegna insieme per il successo dell’impresa commerciale

  1. 1. www.thepersonalbrandingcoach.net
  2. 2. ww.thepersonalbrandingcoach.net Carisma • Il concetto di carisma è stato introdotto nelle scienze sociali da Max Weber, che lo ha ripreso dalla tradizione cristiana e dagli studi sul cristianesimo di Rudolf Sohm e di Karl Holl. • 'Carisma' deriva dal greco χάϱιϚ (grazia), ed è stato usato dall'apostolo Paolo per indicare i doni della grazia divina concessi ai singoli fedeli per il bene della comunità protocristiana (Prima lettera ai Corinzi).
  3. 3. ww.thepersonalbrandingcoach.net Forze straordinarie • Carisma indica il (presunto) possesso, da parte di una personalità psicofisica, di poteri straordinari, cioè non concessi agli uomini comuni, o concessi solo in misura tanto inferiore da stabilire una differenza qualitativa. • Al concetto di carisma si collega quello di dominazione carismatica, fondata cioè sull'attribuzione al leader di quei poteri straordinari. (Max Weber)
  4. 4. ww.thepersonalbrandingcoach.net Forze straordinarie • Dotati di carisma non sono soltanto i grandi eroi, i profeti e i redentori. • Possono esserlo anche il capo-stregone del villaggio, il fondatore di una setta, il capo di una banda di pirati, o anche l'intellettuale circondato di devoti discepoli. • Il concetto di carisma è avalutativo
  5. 5. ww.thepersonalbrandingcoach.net …e come sono arrivata a Weber? • Studiando i processi di influenza delle figure carismatiche del web che tramite mezzi non convenzionali sono riusciti ad ottenere consenso, a influenzare e a trasformare questa forza in successo per il proprio business.
  6. 6. ww.thepersonalbrandingcoach.net Cos’è l’influencer? • Un soggetto che riesce con una comunicazione, per l’appunto carismatica, a condizionare il pensiero, il costume, il life style delle persone che lo seguono. • Ci sono tutti gli elementi del carisma: • un fenomeno avalutativo • che si circoscrive a uno specifico ambito (il carisma si esercita su un gruppo di persone non è assoluto) • legato più alla persona che alla funzione o al marchio
  7. 7. ww.thepersonalbrandingcoach.net Oltre il personal branding • Il personal branding è fondamentale, inteso come tecniche di comunicazione e costruzione della propria immagine personale e professionale e della capacità di comunicare, trasmettere autorevolezza ed essere riconosciuti • Ma la capacità di essere riconosciuti come soggetti carismatici porta direttamente alla leadership
  8. 8. ww.thepersonalbrandingcoach.net Oltre il personal branding • Il personal branding è la strategia di comunicazione, l’uso dei mezzi • I contenuti sono la base imprescindibile • Il carisma è l’elemento segreto, intangibile, che più difficilmente si può “costruire”
  9. 9. ww.thepersonalbrandingcoach.net Perché retail carisma • Costruzione del brand d’insegna • Utilizzo del personal branding per la promozione • Valorizzazione degli elementi distintivi del punto vendita, identificazione degli elementi carismatici… creazione di un modello di life style di cui si è al contempo icone e guide.
  10. 10. ww.thepersonalbrandingcoach.net Retail carisma • Il retail carisma è una nuova modalità di visione del posizionamento di marketing • Oltre la semplice percezione dei valori del punto vendita avere “retail carisma” significa acquisire la capacità di influenza del mercato e di orientare le proprie scelte di acquisto
  11. 11. ww.thepersonalbrandingcoach.net Dalla comunicazione persuasiva • Se in un’ottica di marketing tradizionale la comunicazione di vendita è per lo più persuasione, capacità di convincere l’acquirente a sceglierci e poi acquistare il prodotto, attraverso una comunicazione funzionale o emozionale
  12. 12. ww.thepersonalbrandingcoach.net …all’influenza • In un ottica carismatica, l’obiettivo è l’influenza. • La creazione di meccanismi sociali di gruppo (i follower) che portano a sceglierci e ad acquistare per una forma di identificazione che ricopre in generale lo stile di vita e non solo il singolo prodotto.
  13. 13. ww.thepersonalbrandingcoach.net Il retail carisma è digitale• La costruzione di questo meccanismo di comunicazione è strettamente legato ai media digitali • Il digitale e in particolare il mondo social è fondamentale per riuscire a emergere nel rumore • Perché nel digitale si può influenzare ma raramente si può persuadere. • (infatti si usa la viralità, la formazione, ma difficilmente la “pubblicità” funziona)
  14. 14. ww.thepersonalbrandingcoach.net Carismatici si nasce o si diventa? • C’è chi ci nasce e chi ci diventa. • Bisogna sempre partire dalla verità: lavorare su se stessi per far emergere gli elementi di valore e le passioni. • Bisogna avere familiarità con i mezzi, per sfruttarli al meglio e far emergere i propri contenuti • Bisogna essere disponibili ad essere esposti.
  15. 15. ww.thepersonalbrandingcoach.net Gli elementi del carisma• La sicurezza: se non ci crediamo noi non ci crederanno gli altri • La coerenza: dobbiamo essere dei punti fermi • La competenza: non si costruiscono castelli senza fondamenti • L’esempio: dobbiamo incarnare il life style che promuoviamo • Autoironici: come prova di sicurezza • Disponibili: all’ascolto, allo scambio. Anche essere ‘antipatici’ può essere carismatico, ma non va dimenticato che l’influenza nasce nella mente di chi ci segue.
  16. 16. ww.thepersonalbrandingcoach.net I mezzi • Immagine: le persone vi devono conoscere. L’aspetto è fondamentale per essere identificati come leader • Contenuto: l’influenza si crea esprimendo contenuti • Target: non si è carismatici per tutti. Lavora per la tua rete, per la tua community per il tuo mercato. Crea influenza dove sai che ne puoi avere.
  17. 17. ww.thepersonalbrandingcoach.net E se ci vuoi lavorare… Io sono disponibile per progetti individuali progetti aziendali personal branding, formazione e retail marketing
  18. 18. ww.thepersonalbrandingcoach.net Alessandra Salimbene www.thepersonalbrandingcoach.net info@thepersonalbrandingcoach.net tel. 334 6727073 Facebook | Linkedin | Twitter | Instagram

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