{"id":6265,"date":"2022-02-08T10:55:09","date_gmt":"2022-02-08T10:55:09","guid":{"rendered":"https:\/\/grupoeventoplus.com\/?p=6265"},"modified":"2022-03-01T12:16:38","modified_gmt":"2022-03-01T12:16:38","slug":"marketing-sensorial-ejemplos-ventajas-y-como-aplicarlo","status":"publish","type":"post","link":"https:\/\/grupoeventoplus.com\/es\/marketing-sensorial-ejemplos-ventajas-y-como-aplicarlo\/","title":{"rendered":"Marketing sensorial: ejemplos, ventajas y c\u00f3mo aplicarlo"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"6265\" class=\"elementor elementor-6265\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-df8e912 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"df8e912\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e56e61d\" data-id=\"e56e61d\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-8e0b6be elementor-widget elementor-widget-post-info\" data-id=\"8e0b6be\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-info.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<ul class=\"elementor-inline-items elementor-icon-list-items elementor-post-info\">\n\t\t\t\t\t\t\t\t<li class=\"elementor-icon-list-item elementor-repeater-item-e3afe64 elementor-inline-item\" itemprop=\"about\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-icon-list-text elementor-post-info__item elementor-post-info__item--type-terms\">\n\t\t\t\t\t\t\t\t\t\t<span class=\"elementor-post-info__terms-list\">\n\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/es\/categoria\/ser-humano\/\" class=\"elementor-post-info__terms-list-item\">Talento y ser humano<\/a>\t\t\t\t<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t\t\t\t<\/li>\n\t\t\t\t<\/ul>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-14c503a elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"14c503a\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-b15b77c\" data-id=\"b15b77c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-763492b elementor-widget elementor-widget-text-editor\" data-id=\"763492b\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>La comunicaci\u00f3n racional, conceptual, est\u00e1 muy bien, pero no tenemos que olvidar que, ante todo, los seres humanos experimentamos e interactuamos gracias a nuestros sentidos. Lo que vemos, sentimos, olemos, tocamos, escuchamos\u2026 son las puertas de entrada de cualquier mensaje o experiencia de marca. La disciplina del\u00a0marketing\u00a0sensorial\u00a0lleva a\u00f1os poniendo ciencia a la hora de crear entornos, im\u00e1genes, olores etc. para comunicar, ambientar, generar sensaciones, y cambiar comportamientos. Hablamos con tres profesionales sobre ejemplos, ventajas y c\u00f3mo aplicarlo a tus acciones. \u00bfSab\u00edas que el aeropuerto de M\u00e1laga huele a M\u00e1laga?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-c7ed49e elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c7ed49e\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-cf003de\" data-id=\"cf003de\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-e3fc4d5 elementor-widget elementor-widget-image\" data-id=\"e3fc4d5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/grupoeventoplus.com\/wp-content\/uploads\/2022\/02\/sensorial.png\" title=\"\" alt=\"marketing sensorial\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-413aadf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"413aadf\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-46041be\" data-id=\"46041be\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-c939ef3 elementor-widget elementor-widget-text-editor\" data-id=\"c939ef3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p class=\"MsoNormal\"><i><span lang=\"ES-TRAD\">Han participado en este webinar: Maruxa Quiroga, CEO de TasteLab; Isidro S\u00e1nchez, CEO de The Sensory Lab; y Luis Miguel Bravo, director general y director creativo de\u00a0Dreams\u00a0Builders.<\/span><\/i><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-b552bad elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"b552bad\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6563654\" data-id=\"6563654\" data-element_type=\"column\" data-e-type=\"column\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-3fd38f7 elementor-widget elementor-widget-image\" data-id=\"3fd38f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/escucha-nuestro-podcast\/\">\n\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/grupoeventoplus.com\/wp-content\/uploads\/2021\/12\/podcast.png\" title=\"\" alt=\"Escucha nuestro podcast\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-1dc8a90 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"1dc8a90\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d88bd9f\" data-id=\"d88bd9f\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-64b6c6a elementor-widget elementor-widget-text-editor\" data-id=\"64b6c6a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>El producto o servicio como tal ya no es lo \u00fanico que llama la atenci\u00f3n de los clientes. Ahora <strong>quieren\u00a0vivir una experiencia en la que puedan ver, tocar, oler, saborear y escuchar. Esto se puede llevar a cabo gracias al marketing sensorial y a las emociones a las que apela<\/strong>, que adem\u00e1s generan autom\u00e1ticamente mayor recuerdo y\u2026 (\u00a1sorpresa!) mayor impulso de compra.<\/p><h4><strong>La importancia de la sensorialidad <\/strong><\/h4><p>Seg\u00fan diversos estudios, el neuromarketing influye directamente en las emociones, que condicionan nuestras decisiones, por lo que no es de extra\u00f1ar que las empresas apuesten por este tipo de proyectos.<\/p><p><strong>Con el marketing sensorial, \u201cconseguimos que el cliente viva la marca, la recuerde y se cree una relaci\u00f3n de larga duraci\u00f3n apoy\u00e1ndonos en el marketing sensorial al crear experiencias\u201d, <\/strong>comentaba en el webinar Luis Miguel Bravo (Dreams\u00a0Builders). <strong>\u201cEl 80% de las decisiones de compra son emocionales, imaginaros la potencia del marketing sensorial que se basa precisamente en emociones\u201d.<\/strong><\/p><h4><strong>Marketing sensorial y olfato <\/strong><\/h4><p>Un sentido tradicionalmente olvidado pero muy potente es el olfato. De hecho, la identidad olfativa permite recordar el 35% de lo que olemos frente al 5% de lo que vemos, seg\u00fan se coment\u00f3 en el webinar. <strong>Un ejemplo de marketing sensorial centrado en el olfato es la experiencia olfativa que ha creado el aeropuerto M\u00e1laga-Costa del Sol con The Aroma Trace<\/strong> cuya fragancia exhala las emociones que provoca el destino: libertad, ilusi\u00f3n y placer. <a href=\"https:\/\/www.eventoplus.com\/noticias\/el-aeropuerto-que-huele-a-malaga\/\" target=\"_blank\" rel=\"noopener\">[+]<\/a> \u00a1Una nueva forma de promocionar y hacer sentir el destino!<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2ad9db6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2ad9db6\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-72039d8\" data-id=\"72039d8\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-f5836c5 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f5836c5\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-32fc337\" data-id=\"32fc337\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6e354f1 elementor-widget elementor-widget-image\" data-id=\"6e354f1\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/grupoeventoplus.com\/wp-content\/uploads\/2021\/11\/fuschia-circles.png\" title=\"\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5ba1bbf elementor-widget elementor-widget-text-editor\" data-id=\"5ba1bbf\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\">El marketing sensorial hace que el cliente viva, recuerde y cree una relaci\u00f3n con la marca<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-8ce3b45\" data-id=\"8ce3b45\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cc08f87 elementor-widget elementor-widget-image\" data-id=\"cc08f87\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/grupoeventoplus.com\/wp-content\/uploads\/2021\/11\/fuschia-circles.png\" title=\"\" alt=\"\" loading=\"lazy\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-364394d elementor-widget elementor-widget-text-editor\" data-id=\"364394d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p style=\"text-align: center;\">El 80% de las decisiones de compra son emocionales<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3c4f119 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3c4f119\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5f5215e\" data-id=\"5f5215e\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-37ae4b7 elementor-widget elementor-widget-text-editor\" data-id=\"37ae4b7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-5afbbcf elementor-widget elementor-widget-text-editor\" data-id=\"5afbbcf\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\"><div class=\"elementor-widget-container\"><h4><strong>Marketing multisensorial <\/strong><\/h4><p>\u201cEl marketing sensorial se lleva a la acci\u00f3n con variadas soluciones tecnol\u00f3gicas, y<strong> la integraci\u00f3n multisensorial tambi\u00e9n es importante<\/strong>: un player en audio, un difusor en aromas\u2026\u201d, nos contaba Isidro S\u00e1nchez (The Sensory Lab). \u00bfUn ejemplo? En The Sensory Lab, <strong>con Shandy Cruzcampo y Clear Channel Create, crearon una experiencia multisensorial para sus circuitos de mupis en centros comerciales<\/strong>. Mediante un detector de presencia, el mupi identificaba cuando alguien se acercaba y activaba un difusor con un refrescante aroma a naranja caracter\u00edstico de la nueva Shandy. En su af\u00e1n por apelar a los sentidos, la compa\u00f1\u00eda quiso dar una vuelta de tuerca m\u00e1s a su campa\u00f1a de lanzamiento complet\u00e1ndola con un dise\u00f1o con corp\u00f3reos 3D, que recrean la lata en la que se presenta el producto. \u201cSe unieron tres sentidos: la vista (la carteler\u00eda digital), la parte t\u00e1ctil (del monitor) y la parte olfativa\u201d.<\/p><h4><strong>El impacto sensorial se puede medir<\/strong><\/h4><p>\u201cEn Taste Lab sabemos si la fragancia lleva la dosis exacta, sabemos si el vino lleva la intensidad arom\u00e1tica que va a gustar\u201d, nos aseguraba Maruxa Quiroga. <strong>Taste Lab es todo un laboratorio para medir las experiencias sensoriales. <\/strong>Gracias al software de an\u00e1lisis sensorial que han desarrollado, ayudan a las empresas a predecir cu\u00e1l va a ser el comportamiento del consumidor y a mejorar la percepci\u00f3n sensorial que tendr\u00e1.<\/p><p>Todos los ponentes coincidieron es que es interesante <strong>poder usar aplicaciones, tipo wearables, que miden ese impacto sensorial.<\/strong><\/p><\/div><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-a67bb26 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"a67bb26\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-da331bb\" data-id=\"da331bb\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-bceadc2 elementor-widget elementor-widget-video\" data-id=\"bceadc2\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;youtube_url&quot;:&quot;https:\\\/\\\/www.youtube.com\\\/embed\\\/EXIuotoFDGo&quot;,&quot;video_type&quot;:&quot;youtube&quot;,&quot;controls&quot;:&quot;yes&quot;}\" data-widget_type=\"video.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-wrapper elementor-open-inline\">\n\t\t\t<div class=\"elementor-video\"><\/div>\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3645829 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3645829\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d566430\" data-id=\"d566430\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-96bdea0 elementor-widget elementor-widget-text-editor\" data-id=\"96bdea0\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<h4><strong>La sensorialidad en toda la estrategia<\/strong><\/h4><p>Se suele a\u00f1adir al final del proyecto, pero no debemos pensar en los sentidos como un simple a\u00f1adido. Hay que empezar por deconstruir la marca y analizar qu\u00e9 sentidos conviene activar, seg\u00fan Luis Miguel Bravo (Dreams\u00a0Builders). \u201cPor ejemplo, con Air France-KLM, vemos que vende billetes, pero detr\u00e1s hay elegancia, satisfacci\u00f3n, ilusiones\u2026 toda una serie de valores de marca que analizamos y luego trabajamos con la sensorialidad.\u201d Para un evento de aniversario de Air France-KLM, crearon una experiencia multisensorial que traslad\u00f3 a los asistentes a hace 100 a\u00f1os cuando la l\u00ednea \u00e1rea hizo su vuelo inaugural. \u201cRecreamos una terminal antigua con carteler\u00eda antigua y a nivel de olores, sabores\u2026 Tambi\u00e9n lo concebimos para que les trasladase a nivel sensorial a ese momento del vuelo inaugural hace 100 a\u00f1os\u201d.<\/p><h4><strong>Y\u2026 la medici\u00f3n del retorno<\/strong><\/h4><p>El ejemplo de Shandy Cruzcampo comentado anteriormente, seg\u00fan Isidro S\u00e1nchez, acaba de recibir un premio por la eficacia y la rentabilidad del ROI. \u201cAnalizamos las ventas de las campa\u00f1as de mupi con difusor versus mupi sin difusor y descubrimos que se vendi\u00f3 m\u00e1s con el de difusor\u201d. En conclusi\u00f3n, resulta importante esta labor de medici\u00f3n para demostrar el retorno y, adem\u00e1s, todos coinciden en que los clientes demandan cada vez m\u00e1s datos sobre la rentabilidad de los proyectos.<\/p><p><strong><u>\u00a0<\/u><\/strong><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-3d28061 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"3d28061\" data-element_type=\"section\" data-e-type=\"section\" data-settings=\"{&quot;background_background&quot;:&quot;classic&quot;}\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-2f75c3c\" data-id=\"2f75c3c\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-inner-section elementor-element elementor-element-c19a91c elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"c19a91c\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-extended\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-fa67102\" data-id=\"fa67102\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-22e9d83 elementor-widget elementor-widget-heading\" data-id=\"22e9d83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Contenido relacionado<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t<div class=\"elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-568cfb1\" data-id=\"568cfb1\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-cea65f7 elementor-align-right elementor-mobile-align-left elementor-widget elementor-widget-button\" data-id=\"cea65f7\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm\" href=\"https:\/\/grupoeventoplus.com\/contenido\/\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t\t\t\t<span class=\"elementor-button-text\">Ver todo<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<div class=\"elementor-element elementor-element-3905a94 uael-posts-thumbnail-ratio elementor-widget elementor-widget-uael-posts\" data-id=\"3905a94\" data-element_type=\"widget\" data-e-type=\"widget\" data-settings=\"{&quot;classic_slides_to_show&quot;:4,&quot;classic_slides_to_show_tablet&quot;:2,&quot;classic_slides_to_show_mobile&quot;:1,&quot;classic_show_filters&quot;:&quot;no&quot;}\" data-widget_type=\"uael-posts.classic\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"uael-post__header\">\n\t\t\t\t\t<\/div>\n\t\t<div class=\"uael-post__body\">\n\t\t\t\n\t\t\n\t\t<div class=\"uael-blog-terms-position-above_content uael-post-image-top uael-post-grid uael-posts\" data-query-type=\"custom\" data-structure=\"normal\" data-layout=\"\" data-page=\"6265\" data-skin=\"classic\" data-filter-default=\"\" data-offset-top=\"30\" >\n\n\t\t\t\t\t\t\t<div class=\"uael-post-grid__inner uael-post__columns-4 uael-post__columns-tablet-2 uael-post__columns-mobile-1\">\n\t\t\t\n<div class=\"uael-post-wrapper   talento-y-ser-humano \">\n\t<div class=\"uael-post__bg-wrap uael-bg-wrap-disabled \">\n\n\t\t\t\t\n\t\t<div class=\"uael-post__inner-wrap uael-inner-wrap-disabled\">\n\n\t\t\n\t\t\t\n\t\t\t<div class=\"uael-post__content-wrap uael-content-wrap-disabled\">\n\t\t\t\t\t\t\t<div class=\"uael-post__terms-wrap\"><span class=\"uael-post__terms\"><a href=\"https:\/\/grupoeventoplus.com\/es\/categoria\/ser-humano\/\" class=\"uael-listing__terms-link\" id=\"uael-post-term-ser-humano\" aria-labelledby=\"uael-post-term-ser-humano\">Talento y ser humano<\/a><\/span><\/div>\n\t\t\t\t\t\t<h3 class=\"uael-post__title\">\n\n\t\t\n\t\t\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/es\/como-puedes-aplicar-el-sonido-tan-de-moda-en-tus-eventos-y-experiencias\/\" target=\"_self\">\n\t\t\t\tC\u00f3mo puedes aplicar el sonido (tan de moda) en tus eventos y experiencias\t\t\t<\/a>\n\n\t\t\t\t<\/h3>\n\t\t\t\t\t<div class=\"uael-post__meta-data\">\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\n<\/div>\n\n<div class=\"uael-post-wrapper   talento-y-ser-humano \">\n\t<div class=\"uael-post__bg-wrap uael-bg-wrap-disabled \">\n\n\t\t\t\t\n\t\t<div class=\"uael-post__inner-wrap uael-inner-wrap-disabled\">\n\n\t\t\n\t\t\t\n\t\t\t<div class=\"uael-post__content-wrap uael-content-wrap-disabled\">\n\t\t\t\t\t\t\t<div class=\"uael-post__terms-wrap\"><span class=\"uael-post__terms\"><a href=\"https:\/\/grupoeventoplus.com\/es\/categoria\/ser-humano\/\" class=\"uael-listing__terms-link\" id=\"uael-post-term-ser-humano\" aria-labelledby=\"uael-post-term-ser-humano\">Talento y ser humano<\/a><\/span><\/div>\n\t\t\t\t\t\t<h3 class=\"uael-post__title\">\n\n\t\t\n\t\t\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/es\/como-la-neuroeducacion-revoluciona-la-forma-de-ensenar-y-formar\/\" target=\"_self\">\n\t\t\t\tC\u00f3mo la neuroeducaci\u00f3n revoluciona la forma de ense\u00f1ar y formar\t\t\t<\/a>\n\n\t\t\t\t<\/h3>\n\t\t\t\t\t<div class=\"uael-post__meta-data\">\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\n<\/div>\n\n<div class=\"uael-post-wrapper   talento-y-ser-humano \">\n\t<div class=\"uael-post__bg-wrap uael-bg-wrap-disabled \">\n\n\t\t\t\t\n\t\t<div class=\"uael-post__inner-wrap uael-inner-wrap-disabled\">\n\n\t\t\n\t\t\t\n\t\t\t<div class=\"uael-post__content-wrap uael-content-wrap-disabled\">\n\t\t\t\t\t\t\t<div class=\"uael-post__terms-wrap\"><span class=\"uael-post__terms\"><a href=\"https:\/\/grupoeventoplus.com\/es\/categoria\/ser-humano\/\" class=\"uael-listing__terms-link\" id=\"uael-post-term-ser-humano\" aria-labelledby=\"uael-post-term-ser-humano\">Talento y ser humano<\/a><\/span><\/div>\n\t\t\t\t\t\t<h3 class=\"uael-post__title\">\n\n\t\t\n\t\t\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/es\/el-neuromap-aplicado-a-la-concepcion-de-eventos-y-experiencias-en-el-experiential-summit-de-la-mano-de-antonio-casals-de-salesbrain\/\" target=\"_self\">\n\t\t\t\tEl Neuromap aplicado a la concepci\u00f3n de eventos y experiencias en el eXperiential summit de la mano de Antonio Casals de SalesBrain\t\t\t<\/a>\n\n\t\t\t\t<\/h3>\n\t\t\t\t\t<div class=\"uael-post__meta-data\">\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\n<\/div>\n\n<div class=\"uael-post-wrapper   talento-y-ser-humano \">\n\t<div class=\"uael-post__bg-wrap uael-bg-wrap-disabled \">\n\n\t\t\t\t\n\t\t<div class=\"uael-post__inner-wrap uael-inner-wrap-disabled\">\n\n\t\t\n\t\t\t\n\t\t\t<div class=\"uael-post__content-wrap uael-content-wrap-disabled\">\n\t\t\t\t\t\t\t<div class=\"uael-post__terms-wrap\"><span class=\"uael-post__terms\"><a href=\"https:\/\/grupoeventoplus.com\/es\/categoria\/ser-humano\/\" class=\"uael-listing__terms-link\" id=\"uael-post-term-ser-humano\" aria-labelledby=\"uael-post-term-ser-humano\">Talento y ser humano<\/a><\/span><\/div>\n\t\t\t\t\t\t<h3 class=\"uael-post__title\">\n\n\t\t\n\t\t\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/es\/marketing-sensorial-ejemplos-ventajas-y-como-aplicarlo\/\" target=\"_self\">\n\t\t\t\tMarketing sensorial: ejemplos, ventajas y c\u00f3mo aplicarlo\t\t\t<\/a>\n\n\t\t\t\t<\/h3>\n\t\t\t\t\t<div class=\"uael-post__meta-data\">\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\n\t\t<\/div>\n\t\t\n\t<\/div>\n\n<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\n\t\t<\/div>\n\n\t\t\t\t\t\t<\/div>\n\t\t<div class=\"uael-post__footer\">\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-947e678 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"947e678\" data-element_type=\"section\" data-e-type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-9176e01\" data-id=\"9176e01\" data-element_type=\"column\" data-e-type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-6d34687 elementor-widget elementor-widget-post-navigation\" data-id=\"6d34687\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"post-navigation.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<div class=\"elementor-post-navigation\" role=\"navigation\" aria-label=\"Navegaci\u00f3n de la entrada\">\n\t\t\t<div class=\"elementor-post-navigation__prev elementor-post-navigation__link\">\n\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/es\/como-la-escucha-activa-y-la-empatia-mejoran-tu-comunicacion\/\" rel=\"prev\"><span class=\"post-navigation__arrow-wrapper post-navigation__arrow-prev\"><i aria-hidden=\"true\" class=\"fas fa-angle-left\"><\/i><span class=\"elementor-screen-only\">Ant<\/span><\/span><span class=\"elementor-post-navigation__link__prev\"><span class=\"post-navigation__prev--label\">Art\u00edculo Anterior<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t\t\t\t\t<div class=\"elementor-post-navigation__next elementor-post-navigation__link\">\n\t\t\t\t<a href=\"https:\/\/grupoeventoplus.com\/es\/mkt-gestionara-el-modulo-sobre-marketing-de-la-experiencia-en-el-exs\/\" rel=\"next\"><span class=\"elementor-post-navigation__link__next\"><span class=\"post-navigation__next--label\">Art\u00edculo Siguiente<\/span><\/span><span class=\"post-navigation__arrow-wrapper post-navigation__arrow-next\"><i aria-hidden=\"true\" class=\"fas fa-angle-right\"><\/i><span class=\"elementor-screen-only\">Siguiente<\/span><\/span><\/a>\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>La comunicaci\u00f3n racional, conceptual, est\u00e1 muy bien, pero no tenemos que olvidar que, ante todo, los seres humanos experimentamos e interactuamos gracias a nuestros sentidos. Lo que vemos, sentimos, olemos, tocamos, escuchamos\u2026 son las puertas de entrada de cualquier mensaje o experiencia de marca. La disciplina del\u00a0marketing\u00a0sensorial\u00a0lleva a\u00f1os poniendo ciencia a la hora de crear [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"plain-container","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"default","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[43],"tags":[81,66,79,78,67,51,82,80],"class_list":["post-6265","post","type-post","status-publish","format-standard","hentry","category-ser-humano","tag-gusto","tag-marketing","tag-olfato","tag-sensorial","tag-sentidos","tag-ser-humano","tag-tacto","tag-vista"],"_links":{"self":[{"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/posts\/6265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/comments?post=6265"}],"version-history":[{"count":0,"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/posts\/6265\/revisions"}],"wp:attachment":[{"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/media?parent=6265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/categories?post=6265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/grupoeventoplus.com\/es\/wp-json\/wp\/v2\/tags?post=6265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}