According to the annual “Census of Agencies” survey, initiated by Operand, on average 51% of an advertising agency’s production time is spent on re-design. This means that half of all marketing costs are caused by a lack of correct targeting. And, despite all the effort, clients do not see value in the work – this being the main reason for switching agencies with 46% of the cases.

With this, marketing is going through a critical moment: In the agencies, thousands of advertisers spend their evenings meeting the clients’ demands. And the customers, in turn, spend hours complaining about the lack of results, thus creating a kind of cycle of the “spoiled marketing” in which the entrepreneur worries about performing a series of actions that do not bring results. “Before, any marketing action was costly to produce, which made decisions less immediate. Now, as it is easier to execute, managers can achieve their wishes, but then blame the teams for not getting results. It’s the era of spoiled marketing”, explains Thiago La Torre, strategic marketing consultant and founding partner of La Torre Marketing. “With the advance of digital marketing, a new type of customer has entered the market: medium-sized companies. And the segment is still not prepared to serve this public, the problem only tends to grow. That’s when the idea of Mentalidade de Marketing came up”, he says.

With this idea in mind, the consultant, Thiago La Torre, and his partner, Matheus Schmidt, wrote the book “Don’t be left behind: The Marketing Mentality” to facilitate the understanding of successful methods for brands or companies to obtain good results in marketing without too much stress. The book is the result of more than 15 years of experience developing strategies for small and medium-sized companies, where they present, with easy-to-remember metaphors and practically unpublished data, the myths that put most entrepreneurs and advertising executives in Brazil to sleep.

In addition to didactically summarizing the main marketing concepts, the book exhibits two new concepts. The “Marketing Tower”, compares the stages in the life of marketing planning with the “tower” piece of a chess game, hierarchizing the priorities and allowing for faster strategic planning.

Separated into four moments (Positioning, Exposure, Loyalty, and Optimization),  the idea of the “Marketing Tower” is to quickly identify the most effective actions for the moment of the brand and the business. 

The publication also presents the idea of the Egg, Mine, Farm, and Crumb Market which advocates that it is possible to identify the life cycle of a segment according to organic demand and that, for each stage, there is a macro strategy to be followed.

“I first wrote the book in 2015, but I didn’t think it was ready to publish yet. I wanted everything in the book to be practically tested to exhaustion, I wanted a very practical approach. In 2018, Matheus Schmidt helped me to resume the idea of the book and we spent a year reducing and cutting information until we arrived at a very quick and didactic content,” explains Thiago.

The book is for sale only online at Cultura, Amazon, and Saraiva bookstores; it is also available in the Kindle Store.