beon. Worldwide

Nuevas estrategias de comunicación para 2019

03 de diciembre de 2018
Nuevas estrategias de comunicación para 2019

La estrategia global de una marca se ha convertido en una herramienta que nos permite crear un vínculo dinámico y vivo con los consumidores, en el que el diálogo constante y, emocional en la mayoría de las ocasiones, es el punto de inflexión entre anunciante y consumidor.

A lo largo de los años, las agencias hemos evolucionado nuestras estrategias de comunicación para adaptarnos a las tendencias, a las necesidades y a los nuevos canales de comunicación de los consumidores. El objetivo históricamente ha estado basado en el desarrollo de un concepto y en la construcción de un Brand identity guidelines, si bien, cada vez se está profundizando más en la creación de experiencias y en la conectividad con el usuario para que se sienta partícipe de los contenidos de la marca.

Para optimizar las experiencias del usuario, no basta con elegir los canales y las herramientas que conecten mejor con el consumidor, si no que tenemos que añadir ítems de comunicación que permitan respirar vida a nuestra estrategia. Vivimos una nueva cultura participativa en la que la marca es el medio para contar experiencias, a través de la cual podemos posicionarnos e influir sobre los consumidores.

Para crear una experiencia única no debemos apartarnos de la adaptación, la simplicidad y el minimalismo. Estos serán los nuevos pilares de la comunicación. Una marca debe formar parte de la calle y de su cultura, y aceptar algunas tendencias que han ido evolucionando, como el paso del stoytelling al storydoing, por lo que no solo transmitimos los valores y los beneficios a través de historias, si no que evolucionamos del narrar al vivir, contando una historia en el mundo real.

En una era en la que el consumidor está al mando, necesitamos metodologías ágiles para tener el pulso del sector, saber lo que piensa, lo que hace y lo que hará; analizar comportamientos y respuestas de aceptación y adaptación a cada nuevo escenario.

Un paradigma en el que se crean nuevas tendencias que afectan a la comunicación de las empresas y que es imprescindible conocer, puesto que, tras la generación masiva de contenidos, llega el momento de ser muy selectivos y aprovechar la multitud de herramientas que tenemos a nuestro alcance para generar vínculos más estrechos con nuestros públicos.

Segmentar a una audiencia por su edad, sexo o clase socioeconómica ha quedado obsoleto; sin embargo, las comunicaciones lanzadas a públicos segmentados por intereses o comportamientos tienen más eficacia que aquellas que se dirigen a públicos segmentados exclusivamente por campos sociodemográficos. Por ende, la clave está en las nuevas segmentaciones por cambios de comportamiento. ¿A qué se debe? A que el consumidor es cambiante e impredecible, sus decisiones pueden variar dependiendo de los factores que la estimulen, como la confianza, el reconocimiento, la necesidad, la empatía o la racionalidad.

Las nuevas estrategias de comunicación de marca serán atrevidas, medibles y disruptivas con los moldes establecidos, adaptándose a generaciones que reclaman mayores experiencias, influencias y desafíos visuales.

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.

See website
×

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.

See website
×

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.

See website
×

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.

See website
×

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.

See website
×

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.

 

See website
×

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.

See website
×

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.

See website

×