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La emoción evoca un olor decisivo en el momento de compra

13 de febrero de 2019

Cada vez son más las marcas que utilizan como herramienta de marketing el ‘branding’ sensorial. Consisten en estrategias que asocian olores, sabores y sonidos a los productos de una determinada marca, y que, junto al logo, conforman su personalidad.

Según varias investigaciones recordamos un 5% lo que vemos, un 2% lo que oímos, un 15% lo que probamos y un 35% lo que olemos. El olfato es un sentido poco trabajado debido a la escasa conciencia que tenemos sobre su potencial, sin embargo, la emoción evoca un olor decisivo en el momento de compra. Así, el aroma es una buena estrategia para las marcas, pudiendo aumentar en un 40% las ventas de un producto o servicio.

Pero hoy vamos a centrarnos en el olfato, uno de los sentidos que generan mayor impacto en nuestro recuerdo. ¿Qué es el marketing olfativo? Forma una parte importante del marketing sensorial, y consiste en una de las técnicas de estimulación más sofisticadas, capaces de transmitir valores aprovechando las capacidades propias de nuestro olfato. El marketing olfativo ha pasado de ser una nueva tendencia a una opción dentro de la estrategia de muchas marcas.

La utilización del olfato como nuevo canal de comunicación, puede despertar emociones y sentimientos a través de sus técnicas. La mayoría de las marcas se han olvidado del poder olfativo, sin contar con un odotipo -representación olfativa acorde a sus valores y filosofía- en su identidad corporativa. Para muchas marcas su elección es tan importante como la definición de logo, los colores o el propio naming.

Los odotipos ayudan a incrementar el nivel de conocimiento y reconocimiento de las marcas. El aroma ayuda a despertar sentimientos y crear vínculos emocionales y sensoriales, hacia los compradores.

Crear un aroma específico reflejo de los propios valores de la marca, lograr que se perciba de forma más cercana, perceptible y que estimule el deseo de compra, es un éxito asegurado.

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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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