Business
Living Without Traditional Media Is Possible, Says Firmino
Firmino analyzes broadcast TV costs in São Paulo and highlights NextGen TV (TV 3.0) as a strategic path for Vitacon.
João Henrique Firmino, marketing director at Vitacon, debates budget allocation between broadcast television and digital channels. In an interview with Bruno Gimenes, he explains how regional ad costs and the rational nature of real estate purchases influence media decisions.
João Henrique Firmino, marketing director at Vitacon, spoke with Bruno Gimenes on Marketing - The Podcast about the effectiveness of traditional media compared to NextGen TV (TV 3.0) and the digital ecosystem within real estate. While the full episode also explores other aspects of the company's strategy, the discussion focuses on channel suitability and return on investment across different markets.
In the video above, Firmino details how geographic location and consumer profiles determine the relevance of each touchpoint. According to him, behavior in major metropolitan hubs differs significantly from smaller regional markets: "In our current bubble, traditional media has already become Instagram and Facebook. But I believe media should be evaluated based on the specific market where you operate." Firmino points out that a regional homebuilder might find broadcast TV indispensable due to local habits, whereas the market dynamics in São Paulo demand different approaches.
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Media Costs and the Role of Brand Awareness
In markets like São Paulo, Firmino explains that broadcast television primarily serves as an institutional awareness tool, but faces cost-efficiency hurdles for niche products. "Television in São Paulo is both fair and unfair. For major mass-market brands like Coca-Cola or Fiat, it makes sense," he states. Firmino emphasizes that ad rates in the São Paulo metro area approach the cost of nationwide coverage, reducing efficiency for real estate developments aimed at targeted buyer segments.
TV 3.0 and the Rational Buying Journey
For Vitacon's growth strategy, Firmino points to internet-connected television as an alternative that aligns better with the customer journey: "Given our business model and digital focus, I see connected TV or TV 3.0 as the future—something far more relevant that fosters a much closer relationship with our buyers."
Firmino concludes that real estate purchasing decisions require highly targeted campaigns, distinguishing the sector from fast-moving consumer goods. "And I can tell you that it is definitely possible to operate without traditional media in our segment," Firmino highlights, noting that "nobody walks into a supermarket to buy an apartment."
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