beon. Worldwide

La industria de los eventos en 2019

06 de febrero de 2019
La industria de los eventos en 2019

Tim Ott, director general de beon. Events, explica cómo afronta la industria de los eventos el año 2019. El profesional también habla sobre tendencias y nuevos formatos.

¿Cómo describirías el momento actual del sector eventos, considerando la apuesta que muchos anunciantes están haciendo por experiencias inmersivas que a su vez apuesten fuertemente por el contenido?

La inclusión de experiencias inmersivas en los eventos está en auge. Y eso se debe a la cada vez más frecuente introducción de la innovación tecnológica en nuestras herramientas de trabajo.

En el sector, se está apostando por este tipo de eventos que llegan a las emociones a través de experiencias 360 grados, y que permiten al asistente interactuar e interrelacionarse con la marca. Y los anunciantes saben que esto es un éxito asegurado.

Por este motivo, el sector se está especializando en la combinación de experiencias digitales con elementos adicionales, generalmente sensoriales, que permiten que los asistentes se sientan inmersos en dichas experiencias.

En este contexto, el contenido es la pieza angular que permite desarrollar infinitas ideas novedosas para que la experiencia del usuario no se quede atrás. En este aspecto, los creativos cobran un papel clave.

¿Qué formatos son los que ves más adecuados para los tiempos actuales? 

Los espacios experienciales han ganado terreno en el sector de los eventos. El fin es provocar sentimientos y emociones en el consumidor que les permitan asociarse a una marca en concreto.

Si bien es cierto que deben combinarse diferentes formatos para que la experiencia sea 360 grados. Una acción de marketing de guerrilla que no quede reforzada con una promoción en redes sociales o con una celebración en vivo, no conseguirá alcanzar su objetivo. Cada canal es diferente, ya que permitirá llegar a un público determinado con información segmentada y específica. En la combinación está el éxito.

¿En qué áreas o campos deben innovar las empresas de eventos para que las marcas las siguen considerando imprescindibles en sus planes de comunicación?

Todas las áreas que componen la organización de un evento deben trabajar de forma transversal. Debe existir un hilo conductor que permita adaptar el mensaje que la empresa quiere transmitir a los diferentes canales que forman parte de la estrategia de un evento, con el fin de generar engagement emocional con todos sus públicos.

Así, se debe innovar en herramientas tecnológicas que lleven al espectador a su punto más álgido, como acciones que promuevan el recuerdo de la marca y la asocien a una experiencia concreta.

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

×