beon. Worldwide

Cómo comunicar a través de espacios experienciales

16 de enero de 2019
Cómo comunicar a través de espacios experienciales

Si el contenido es el rey, el espacio deberá ser el reino en el que transcurran las experiencias que ofrecemos a los asistentes a un evento. Se trata de transformar los eventos en auténticos espacios emocionales, siendo este un término que engloba infinitos matices.

Estos espacios emocionales o experienciales tienen un único objetivo: provocar sentimientos y emociones en el consumidor asociándose a una marca en concreto, con el fin de crear un engagement o relación entre ellos. Nos referimos a los eventos 360 grados, que toman forma gracias a la combinación de numerosos elementos como los juegos de luces, la decoración, los colores, el diseño o la personalización de elementos.

Para crear este tipo de evento debemos involucrar los 5 sentidos, crear experiencias holísticas, personalizadas y caracterizadas para transmitir los valores de una marca. Sin olvidarnos de incluir actividades tecnológicas que nos permitan implicar emocionalmente al asistente y nos permitan recrear un evento de carácter interactivo.
En este tipo de eventos buscamos actividades inmersivas que generen impacto y expectación en el cliente. Algunas marcas así lo han entendido, y han visto una oportunidad para extender y trasladar sus vivencias, en un intento de diferenciarse del resto, conectando con el consumidor y logrando esa aproximación a su público objetivo.

Estas experiencias deben generar engagement emocional con todos sus públicos: prescriptores, medios de comunicación, clientes, proveedores y empleados, y deben perdurar en la mente del asistente.
Con esta tipología de evento no solo se beneficia a la marca, ya que permite la relación entre usuario y marca, aceptando las emociones que surgen entre ambos; sino que también beneficia al asistente, ofreciéndole momentos únicos creados especialmente para él.

La clave está en preguntarse ¿qué debe hacer el usuario para despertar esa emoción? Y aún más importante ¿qué papel jugará la marca en esa experiencia? A partir de aquí se pueden desarrollar muchas acciones que ayuden a un cliente a crear esos espacios emocionales.

Partiendo de que el evento cobra cada vez más protagonismo en las estrategias de comunicación y de marketing, este debe aportar un valor añadido que le permita diferenciarse de la competencia y de los eventos de carácter más clásico. Si queremos alcanzar los objetivos de una marca, debemos responder a una simple pregunta ¿qué quieres que transmita una marca?

En este sentido, las actividades se deben apoyar en herramientas tecnológicas como la realidad aumentada o la realidad virtual, que lleven al espectador a su punto más álgido. Una acción que promueva que el cliente recuerde mejor la marca y la asocie a una experiencia concreta. En este sentido, el neuromarketing es una de las herramientas que mide como afecta a nuestra percepción y las reacciones que provocan en nosotros algunas activaciones de marca.

Tim Ott, beon. Events General Director

Balance Productions


Audiovisual Production

Balance Productions is an audiovisual production company formed by a group of professionals with creative profiles, equipped with the best technology and specialized in the fields of advertising, television, documentaries, and events. They conceive and produce their own audiovisual works or in cooperation with other producers, developing commercial productions with a high dose of creativity, branding know-how, and oriented to the client’s objectives. The concept, content, and message are reflected in each shot, music piece, or word. Committed with work excellence and detail, Balance is at the forefront of audiovisual production with the best results.

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Expresión

 

Stage design and decor manufacturing and set-up

Experts in manufacturing and assembling elements of ephemeral architecture, as stage sets and sets for any type of project. Thanks to facilities of more than 2,000m², Expresión can transform all its raw materials into elements for set design, interior design and ephemeral construction elements in its lab workshop. The mastery of the different types of materials facilitates the best choices depending on the durability of the ephemeral elements that are being produced. Likewise, Expresión accomplished the client’s own projects, providing expert guidance and consultancy focused on the needs of the ephemeral element to be produced.

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JanOff

Small and large format digital printing

Specialized in digital printing in small and large format in all types of media in any project. Digital printing on rigid materials, textile printing, and stationery printing and small format. Ten years in the sector and a team of professionals able of developing any project, advising their clients at all times with a personalized service and providing innovative and creative ideas. Janoff offers the best solutions and the possibility of personalizing and decorating any space, business place, event, etc., with a wide range of top quality formats and materials and providing maximum efficacy. Modern facilities and the latest technology aimed to meet deadlines and face any challenge with precision.

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Kunst Deco


Furniture and decor rentals

Kunst Deco designs, creates, builds and, above all, provides fine décor with a wide catalog of rental of furniture and decoration elements that transform any venue or space according to the needs of each client. From big spatial arrangements to the design, creation, and set-up of the smallest decorative detail to create unique sensations.
An extensive career of results-driven, successful projects. In-house production which allows the team to provide decor elements of the highest quality at good price.
Creations that generate memories that last in the minds of our clients, clearly transmitting their style and core values.

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Moonflower Technologies


Digital creativity solutions

Moonflower Technologies is a digital creativity tech team of professionals specialized in the fields of 3D design, programming, and computer engineering. They are specialized in the development of applications, virtual reality, videogames, video mapping, robotics, R&D in audiovisual engineering and content, augmented reality, and 3D animation..

Its innovative philosophy is ideal for the conception and generation of communication, marketing, and event production actions at international level. An interdisciplinary team that accomplished projects from the initial design to the final results. Their R&D department is the key to their successful creations.

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Next Studio


Graphic Design

Next Studio is a graphic design studio, a hive of ideas and graphic expressions in constant evolution. Design trends from all points of view. More than 20 professionals with expertise in the field of architecture, fine arts, communication, engineering, advertising, or technological design work for leading brands, trends-oriented and in permanent creative synergies. Next not only design but also produce their work worldwide, in coordination with the rest of production brands in the Group.

 

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OnOff Audiovisuals


Audiovisual production and rentals

OnOff is an audiovisual services company with more than ten years of experience offering creative solutions, always at the forefront of the latest technology in sound, lighting, video, LED lighting, plasma walls, simultaneous translation, or interactive voting. Thanks to its own infrastructure within the holding group, OnOff offers integrated services in audiovisual production of events; from design, set-up and production to the execution of any phase at structural, scenographic, décor, and audiovisual architecture levels.

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Stands XL


Design of stands and ephemeral decoration

Stands XL is a company specialized in the design, manufacture, and assembly of stands and ephemeral decoration. Born to offer all the services and solutions necessary to participate in any type of event, congress, trade fair, exhibition, or corporate action around the world.

Thanks to its design team, Stands XL revolutionizes traditional, modular stands of fairs and exhibitions, using state-of-the-art materials and the latest technology with the aim of offering not regular creations, but super stands.

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