Estimated reading time: 9 Min

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‍Nowma is a rare case is a relatively small marketing agency, but one that is big on results. It is governed by a philosophy of customer service and care, but at the same time understands the importance of educating them to obtain the best results.

And although their world - marketing - is that of selling the strengths of others, they are incredibly aware of their own weaknesses and have managed, with a wisdom that contrasts with their youth, to combine with strategic allies to be able to enhance their business.

Cubbo has the pleasure of being among these allies and today, we have the pleasure of telling you a little about the history of Nowma, to do so, we spoke with Jose Manuel Nosti Quintero, its founder.

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Frank: Let's start at the beginning. How and why was Nowma born?

Jose Manuel:I am the founder and I also have a partner. It was born because I spent three years working in a very large agency - Mccann Erickson - and then in a boutique agency.

In that boutique agency I had the opportunity to learn all about operations and companies. And from there I made the decision to start my own business and connect with my partner. In 2022, we turn three.

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Frank: What makes Nowma different as a marketing agency?

Jose Manuel: My partner worked at Netflix in Los Angeles just about six or seven years ago when Netflix hit the big time and she has enormous know-how about trends, post-production and the creative side. I think that is one of the great strengths with which we can differentiate ourselves from other agencies: we have a very important creative part. And that is why we have developed very successful campaigns.

I know very well that there are thousands of agencies, but another strong thing that makes us different is the absolute dedication to the client that we have. I worked in a mega agency and then in a boutique agency and in a family business, and I brought from those experiences the discipline and the knowledge that you have to listen to the client, you have to be there for them, you have to help, guide and carry the client at all times. This does not mean that we will do whatever it takes; on the contrary, we always seek to educate the client and help them be more efficient. But it does mean that if a job needs to be done on a weekend, it gets done.

And the last major competitive difference of Nowma is the team. We are a team that is defined by two characteristics: young and super well-prepared people. We carry out a very rigorous selection process and then we help and seek to promote the continuous training of our team. Because we are results-oriented and therefore, we have to present to the client realities, facts, achieved objectives, and for that a well-prepared professional team is necessary.

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The result of experience

Jose Manuel learned from his marketing experiences in two super different spectrums: a mega global marketing agency, the famous Mccann Erickson, and a boutique agency. From this mixed experience, Nowma is born.

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Frank: How did you find Cubbo?

José Manuel: Nowma is an agency that started out focused on digital strategies and social media management. However, with the pandemic, we saw a huge influx of clients looking for support with the operation and management of their ecommerce stores through Shopify.

That is how we found Cubbo.

We came to Cubbo because clients were asking us not only to manage their ecommerce from a marketing point of view, but also to help with the operation of the site, including logistics and final delivery.

We did not have much experience in that logistics area, so we decided to look for an ally that could guarantee an effective operation. We wanted to be able to step back from that part, knowing that logistics would be in the best hands.

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Turning crises into opportunities

Nowma has a remote work model that helped the agency remain 100% operational, even during the most difficult moments of the Covid crisis.

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Frank: What has it been like to work during the pandemic? It has really been all about the ecommerce boom, right?

José Manuel: Yes. Totally. Most of our clients have been ecommerce businesses. And we have achieved that largely through word of mouth.

We have a sister agency called Getmore, led by Alejandro Moreno, with whom we have an operational alliance, similar to the one we also have with Cubbo.

Through that alliance, we receive clients from them who need marketing support and services, and we provide the solutions.

Frank: How do these alliances work? Can you tell us a little more? It is very interesting to see how Nowma has created an ecosystem of allies in a format where everyone wins.

José Manuel: Yes, that is exactly how it works.

Getmore creates the stores, the ecommerce sites on Shopify, but they do not do marketing or drive traffic to them, because that is another area. That is where we come in. We handle the marketing and help those stores start selling.

There is also a symbiosis, a synergy at many levels.

For example, sometimes Alejandro and the Getmore team recover or create a basic store for a client who is in a difficult situation, and then pass it on to us.

We increase their traffic and sales. And once their profile improves, and their profitability increases, we return them to Getmore so they can build a more optimized and powerful store.

We have developed that same principle of strategic partnerships to work with Cubbo as well.

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Nowma y Cubbo:  a results-driven partnership

That flexibility and spirit of cooperation, so natural to Nowma, sits precisely at the heart of its alliance with Cubbo.

As José Manuel explains, many of the clients who came to the marketing agency also faced management problems with their online stores.

In other words, beyond having difficulties with ecommerce marketing, these clients either did not know how, could not, or preferred to rely on more experienced partners to help manage their ecommerce operations.

Among those management tasks, there was one area where Nowma had no practical experience: logistics.

That is why they looked for an ally that could deliver real results, because Nowma’s clients were active stores that needed to keep selling and grow their sales. There was no room for error.

And in that results-driven context, Nowma found Cubbo.

Frank: Explain to me a little more about what exactly Cubbo has brought to you.

José Manuel: Through these clients, to whom we offered ecommerce management services, we ran into the challenge of how to handle logistics.

The reality is that it did not make sense, and we did not want, to start doing logistics ourselves.

So we looked for an ally, a partner, that could provide us with a complete solution. Cubbo was the answer.

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Read also: D&C Home, conquering Colombia with efficient logistics

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Frank: So Cubbo handles the complete ecommerce logistics for you, correct?

José Manuel: Yes. For the ecommerce stores we have placed in Cubbo’s hands, they handle everything.

That is ideal because it allows us to focus on what we really know how to do: helping ecommerce brands increase their sales and build their brand. And we know the operational side is well taken care of.

At the marketing level, we deliver results. So at the logistics level, we also look for results. That is why we are partners with Cubbo: because they deliver those results.

Frank: Was there anything you asked Cubbo for as a must-have condition in order to work with them?

José Manuel: Yes. When we started working with them, we asked them to do something they had not done before.

We needed logistics services for our clients. In other words, Cubbo had to handle logistics for us, on our behalf, without creating problems or disruptions for us. That was the idea. And they did it.

Something else also happened with them that surprised me a lot.

When I looked for Cubbo, I knew what a logistics company was, but I never imagined that a logistics company could offer the same services and quality that Amazon offers to an end user.

They could prepare kits on request, create bundles or specific product packages for each order, deliver the same day, and provide tracking for both us and our clients, with messages sent directly to the customer’s phone notifying them when the order had shipped, when it was on its way, when it had been delivered, and so on.

It was honestly a very pleasant surprise to see Cubbo’s level of technology and solutions.

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Recognition for its quality

Nowma has earned its place in the marketing world. Its clients include notable brands such as Grisi, two Four Seasons hotels, and Calirosa Tequila, a brand co-founded by Adam Levine, lead singer of Maroon 5.

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Frank: What is your market? Obviously Mexico, but do you also work with brands or ecommerce businesses abroad?

José Manuel: Yes. In fact, most of our advertising campaigns are focused on the East and West Coasts of the United States, since we have several clients there.

Our target market also includes the states along the Mexico-US border.

But we have also had clients in Colombia and other regions of Latin America. Today, you can have your company in Colombia and your marketing agency in Mexico without any problem.

That opens up many opportunities to work with capable marketing partners and not be limited to a single region.

Frank: I imagine that flexibility to enter different markets helped you during the beginning of the pandemic, right?

José Manuel: The truth is that, at first, the pandemic was very hard for us.

At the beginning of the pandemic, we were heavily affected because we worked with many physical stores, especially car dealerships such as Ford, Honda, Toyota, and others. We had the largest car dealership group in Mexico as a client.

When they closed their stores, things became very difficult. We had to reduce the company by 70%.

During the first quarantines, because physical stores were closed, many clients stopped their social media campaigns. They wondered why they should keep campaigns running and keep spending if, in the end, they could not sell.

In addition to those clients, we also worked with many restaurants, which were also closed.

It was in 2020 that we started working more seriously with ecommerce. And at the beginning of 2021, we began to gain very interesting momentum because we offered new services and reached several clients belonging to large companies.

For example, in Grisi’s case, we started with one of its brands, and now we work with 11. That is where we grew.

Today, we are doing better than before the pandemic.

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Read also: Camita Bienestar, delivering products for your pets in hours

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Frank: What advice would you give to an entrepreneur reading this?

José Manuel: Do not be afraid. I know it sounds cliché, but it is very important.

Not being afraid is what has allowed many successful companies and people to move forward. They all started from scratch.

And when I say do not be afraid, I do not mean just jumping in without thinking. I think you have to be very organized and learn from your mistakes, but you also need to try.

Another piece of advice would be to do A/B testing before launching your business, if you have the opportunity. That allows you to invest little money, research the market, and see whether there is truly a need for your product.

Because your product can be incredible, very affordable, have the best branding, and even be delicious, but if there is no need for it, it is dead.

Or, at the very least, the customer journey needs to be very clear. Otherwise, it will be complex and much more long-term.

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Are you looking for an ally that enhances your delivery process, compliance and customer satisfaction? Do not hesitate to contact us, we are the bestfulfillmentcenter for ecommerce in Mexico, Colombia and Brazil, you just have to clickhere.

Are you looking for an ally that improves your delivery process, compliance, and customer satisfaction?

Contact us. Cubbo is a fulfillment solution for ecommerce brands in Mexico, Colombia, and Brazil.

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During 2021 in Cubbo:

Our clients recorded 21% savings in operating costs.

97.1% of the products received were processed and ready to sell within 24 hours.

We achieved 99.7% shipping compliance.

We recorded 99.9875% accuracy in order preparation, equivalent to 1 error every 8,000 shipments.

60% of our deliveries in CDMX were completed the same day.

We completed nationwide deliveries in an average of 1.3 days.