Welcome to the Latest Insights section of La Reina del Mercadeo. Here, we share valuable updates, tips, and scenarios that can inspire your marketing strategies.
Our Bogotá-based studio specializes in creating impactful campaigns that prioritize clarity and creativity. We believe that effective marketing should be as clear as a well-designed shop window, showcasing your brand's unique offerings.
Stay tuned for our latest posts, where we delve into various marketing scenarios that could surprise and engage your audience. Whether you are looking for innovative approaches or practical advice, our insights are designed to help you navigate the dynamic world of marketing.
Additionally, don't miss out on our upcoming workshops, where we provide hands-on training and insights into effective marketing techniques. Get tickets to join us and enhance your marketing skills.
Planning for surprises: how a studio approaches scenario thinking
Scenario thinking is less about predicting the future and more about rehearsing it. Instead of betting a whole year's campaign on a single forecast, a marketing team sketches several plausible situations and asks a simple question for each one: if this happened, what would our customers need from us, and what would we say? The goal is not to be right about every scenario but to avoid being caught without a response.
Useful categories to explore
When we build scenario lists with clients, the possibilities tend to fall into a few broad groups:
- Shifts in attention: a new platform gains traction, a familiar channel loses reach, or audiences start favouring shorter or longer formats.
- Changes in spending: customers become more price-sensitive, or a category suddenly attracts premium buyers.
- Technology turns: tools such as AI-assisted search or automated content change how people discover brands and judge credibility.
- Rules and trust: privacy regulations, advertising standards or public debates reshape what data and messages are acceptable.
- Local events: weather, transport disruptions or city-wide celebrations alter footfall and the mood of a neighbourhood.
Turning scenarios into action
A scenario only becomes valuable when it is linked to a decision. For each one, note an early warning sign you could actually observe, such as a drop in click-through rates or a change in the questions customers ask in store. Then prepare a light response: a draft message, an alternative offer, or a channel you could shift budget towards. Keeping these responses simple means they can be used quickly rather than sitting in a forgotten document.
The shop-window principle applies here too. Whatever happens, your core message should stay readable at a glance. Surprises test whether a brand is clear about what it offers and why it matters; brands that have practised that clarity adapt faster than those reinventing themselves under pressure.
If you want to see how these ideas play out in real briefs, browse our portfolio, or explore the workshops where teams work through scenario exercises together.
Also on this site: All coverage · La Reina Del Mercadeo