{"id":1444,"date":"2023-03-13T16:48:31","date_gmt":"2023-03-13T15:48:31","guid":{"rendered":"https:\/\/www.ingenyus.es\/?p=1444"},"modified":"2023-03-13T16:50:03","modified_gmt":"2023-03-13T15:50:03","slug":"street-marketing-el-marketing-mas-atrevido","status":"publish","type":"post","link":"https:\/\/www.ingenyus.es\/gl\/street-marketing-el-marketing-mas-atrevido\/","title":{"rendered":"Street marketing: el marketing m\u00e1s atrevido"},"content":{"rendered":"<p>El street marketing es un tipo de marketing <strong>innovador, poco convencional<\/strong> (se basa en interrumpir a las personas) <strong>y de bajo coste<\/strong> (lo que prima es la creatividad) para <strong>dar a conocer<\/strong> un producto o una empresa <strong>lo m\u00e1ximo posible.\u00a0<\/strong><\/p>\n<p>Es una estrategia para <strong>llamar la atenci\u00f3n de la gente<\/strong> y generar <strong>viralizaci\u00f3n<\/strong>.<\/p>\n<h2>\u00bfC\u00f3mo es una estrategia de street marketing?<\/h2>\n<p>Lo principal es utilizar <strong>t\u00e1cticas creativas y poco convencionales<\/strong>, atrevidas, para hacer publicidad con <strong>un presupuesto relativamente peque\u00f1o<\/strong>, centr\u00e1ndose en captar la atenci\u00f3n de los individuos a un nivel <strong>m\u00e1s personal y memorable<\/strong>.<\/p>\n<p>La estrategia del street marketing tiene que ser <strong>extravagante, divertida y realmente sorprendente.<\/strong> Puede ir desde la performance, el marketing sensorial (llamar la atenci\u00f3n a trav\u00e9s de los sentidos), el ambiente (transformar elementos del entorno), hasta utilizar la tecnolog\u00eda para generar experiencias y reforzar la imagen.<\/p>\n<p>Podemos ver un ejemplo de street marketing en <strong>The<\/strong> <strong>Last of Us<\/strong>, cuando su equipo &#8220;infect\u00f3&#8221; la plaza de Callao en Madrid para promocionar el estreno. Cualquiera que pasase por Callao pod\u00eda ver y sentir una parte de la ciudad abandonada, con los coches cubiertos del contagioso hongo, y se pod\u00eda <strong>leer la ic\u00f3nica frase del juego<\/strong> junto al m\u00edtico <strong>s\u00edmbolo<\/strong> del grupo &#8220;las luci\u00e9rnagas&#8221;: <em>&#8220;Cuando est\u00e9is perdidos en la oscuridad, buscad la luz&#8221;<\/em>.<\/p>\n<h3>\u00bfEs una estrategia para el \u00e1mbito B2B?<\/h3>\n<p>Hasta ahora, hemos visto que el street marketing se centra principalmente en el B2C, y no tanto en el B2B. Pero, \u00bfpor qu\u00e9 pasa esto?<\/p>\n<p>En ocasiones, los profesionales del marketing B2B se muestran reacios a adoptar estrategias de street marketing como parte de su marketing mix. Pero puede que se est\u00e9n perdiendo una gran oportunidad.<\/p>\n<p>El objetivo del street marketing es <strong>sorprender al consumidor,<\/strong> y el p\u00fablico B2B sigue siendo humano.\u00a0Los <strong>empresarios tambi\u00e9n son consumidores <\/strong>que se inspiran o sienten respuestas emocionales.<\/p>\n<p>Te dejamos a continuaci\u00f3n un gran ejemplo de estrategia de street marketing en el \u00e1mbito B2B:<\/p>\n<p>&nbsp;<\/p>\n<h4>La exitosa estrategia de Salesforce<\/h4>\n<p>Un ejemplo de esta estrategia en el <strong>B2B<\/strong> es el de <a href=\"https:\/\/www.salesforce.com\/es\/\"><strong>Salesforce<\/strong><\/a>, en el a\u00f1o 2000 estaba considerado un peque\u00f1o actor en el negocio de los <strong>sistemas de marketing<\/strong> de relaciones con los clientes, tambi\u00e9n <strong>innovador<\/strong> por estar <strong>basado en la nube<\/strong> frente al <strong>software interno<\/strong> de competidores gigantes como <strong>Siebel<\/strong>.<\/p>\n<p>Su idea fue organizar un <strong>simulacro de protesta en una conferencia de usuarios de Siebel declarando el &#8220;fin del software&#8221;<\/strong>. Esta maniobra, junto con la enorme publicidad que gener\u00f3, fue un \u00e9xito espectacular, que dio el pistoletazo de salida al r\u00e1pido ascenso de la empresa hasta el liderazgo del mercado.<\/p>\n<p>OutCast Communications y Salesforce decidieron actuar promoviendo el tema &#8220;The end of software&#8221;. La campa\u00f1a comenz\u00f3 en febrero de 2000 con el lanzamiento de Salesforce en DEMO 2000, el principal lugar de lanzamiento de nuevos productos y tecnolog\u00edas. Lo que proporcion\u00f3 a Salesforce la visibilidad que necesitaba no solo en sus sector sino tambi\u00e9n entre la prensa empresarial y especializada.<\/p>\n<p>El impulso de estos acontecimientos continu\u00f3 durante febrero y marzo de 2000 en forma de campa\u00f1as de difusi\u00f3n en los medios de comunicaci\u00f3n centradas en el tema del &#8220;Fin del software&#8221;.<\/p>\n<p>El caso de Salesforce es un claro ejemplo de que los negocios B2B tambi\u00e9n pueden conectar con su audiencia a trav\u00e9s de este tipo de marketing. La clave es combinarlo con estrategias de marketing digital y medios online, para lograr una fuerte conexi\u00f3n con el p\u00fablico, haci\u00e9ndole part\u00edcipe y conseguir una retroalimentaci\u00f3n.<\/p>\n<p>Como resultado, nos encontramos con una campa\u00f1a exitosa, dif\u00edcil de olvidar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El street marketing es un tipo de marketing innovador, poco convencional y de bajo coste para dar a conocer un producto o una empresa.<\/p>\n","protected":false},"author":1,"featured_media":1448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[7],"tags":[],"class_list":["post-1444","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ 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