beon. Worldwide

“El lujo es comunicación en estado puro”

28 de diciembre de 2018
Estrategia de comunicación para marcas de lujo

A diferencia de la comunicación clásica, los contenidos que engloban los planes de comunicación de productos y servicios de lujo están dirigidos a crear sueños y a reforzar los valores de una marca, a través de estrategias que contemplen menos palabras y más imágenes.

Y es que las agencias tenemos que estar preparadas para entender los nuevos comportamientos de este consumidor, cuyo perfil tiende cada vez más hacia nuevas generaciones de nativos digitales, que se mueven entre el mundo virtual y el mundo real, y que tienen unas expectativas muy altas. Para conquistar a este consumidor debemos optar por propuestas que contemplen los valores y la filosofía de esta generación: transparencia y compromiso social.

En concordancia con esto, las estrategias de comunicación tienden cada vez más hacia lo digital, gracias a la mejora de nuevos formatos publicitarios y de contenidos de alta calidad. Así lo confirma el Luxury Advertising Expenditure Forecasts 2018, publicado por Zenith, en el que se afirmaba que el 33% de la publicidad de todas las marcas de lujo sería digital en 2018, frente al 30% de 2017.

Por otro lado, en el mundo programático surgen marketplaces privados y deals garantizados que también ayudarán a las marcas a ubicar sus mensajes en los contextos más adecuados. Para llegar a este exclusivo consumidor, las experiencias que promueve este sector tienen que pecar de memorables, deben ser personalizadas y contemplar ‘momentos wow’.

Aunque las marcas de lujo han sido sustancialmente más lentas que la mayoría de las marcas del mercado en incorporar publicidad digital a sus planes de comunicación, este estudio prevé que las marcas incrementarán sus presupuestos publicitarios en publicidad digital. Una tendencia que continuará en el 2019.

consumo premium busca la customización y la personalización de la experiencia, con el objetivo de lograr la máxima exclusividad. Así, las experiencias holísticas cobran protagonismo y logran un mayor engagement con el consumidor final. Un consumidor que, según un estudio elaborado por la Italian luxury goods association Altagamma en colaboración con Boston Consulting Group, señala que en 2020 los consumidores gastarán 880.000 millones de euros solo en lujo, un 20% más de lo que lo hacen en la actualidad. Y el número de consumidores de bienes y servicios de lujo ascenderá en el 2020 a los 440 millones. Se trata de un mercado en alza desconocedor de lo que son crisis financieras y de los altibajos de los mercados financieros.

En conclusión, el mayor o menor éxito de una estrategia no se puede juzgar por sus ventas, no debe ser un marketing cuantitativo, si no cualitativo. Además, no importa tanto la presencia en medios si no el poder de las relaciones públicas y los patrocinios que rodean la comunicación de estas marcas, quienes invierten en la creación de vínculos especiales con clientes VIP o celebrities.

Luis Gandiaga, Corporate General Director beon. Worldwide

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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