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Archivo de Noviembre de 2011

El pez volador, el juguete de moda estas navidades

Lunes, 28 de Noviembre de 2011

Mientras el mercado actual se afana en poner a la venta productos relacionados con la tecnología, la informática, los dispositivos móviles de última generación y videojuegos para consolas, hay una empresa en Zaragoza que apuesta por los productos originales, novedosos, casi exclusivos y, en algún caso, inéditos. Se trata de que apuesta por los productos que incentivan la curiosidad de los más pequeños, con la idea de relanzar su creatividad, en cierto modo dormida por la invasión de la publicidad sobre consolas y videojuegos a los que se ven sometidos diariamente nuestros menores por televisión.

Sin duda, los juguetes estrella de estas navidades van a ser los objetos teledirigidos como los coches que se suben por las paredes, los helicópteros espía que graban en imágenes todo lo que sobrevuelan, las hadas mágicas, los insectos robots, también teledirigidos, que corren  por el pasillo de la casa. Así, cuando Papá Noel y los Reyes Magos están a punto de asaltar la casa de millones de infantes que buscan su preciado regalo, gachetoregalos y la empresa Air Fish, acaban de lanzar esta novedosa iniciativa en nuestro país. Se trata del “pez volador”, un curioso animal marino capaz de volar, que se ha convertido en líder de ventas en los Estados Unidos y que, ahora, llega a nuestro país para convertirse en el regalo estrella de estas navidades, encarnados en el popular Nemo y en el Gran Tiburón.

En palabras de Lourdes Sarmiento “gachetoregalos se lo pone fácil a los sufridos padres que tienen por delante un mes agotador para colmar los deseos de los más pequeños. Y, es que, no tendrán que desplazarse a ninguna tienda para adquirir este producto tan novedoso, líder de ventas en Estados Unidos, porque tan sólo les costará un clic de ratón. Se trata de peces voladores grandes, de helio, teledirigidos con los que los más pequeños podrán desarrollar su creatividad y ver como su sueño se convierte en realidad”,asegura.

Acerca de va camino de alcanzar su cuarto año en el mercado. Entre la enorme variedad de regalos casi exclusivos que atesora se encuentra Ollie, la mascota del Twiter, PIXEL Mouse o el ratón PIXEL en forma de mano,  el denominado Fridgebook -imanes tipo Facebook-, el teléfono Stressberry anti-stress, un botellero Mágico Cuerda India,  el mapa de Rascar Scratch Map, un reloj que te vigila -Reloj Ojos-, una cortina de ducha -Periodic Table- o los cubitos de hielo en forma de píldoras que enfrían la bebida sin que se diluyan en ella o el aspirador USB que limpia nuestro teclado, entre otros regalos diversos que no encontraremos en tiendas habituales o al uso.

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Lourdes Sarmiento
Telf.: (+34) 976 606 606

V edición del Foro Internacional de Contenidos Digitales (FICOD)

Jueves, 24 de Noviembre de 2011

Gary Vaynerchuk ha presentado la ponencia La economía del “muchas gracias”, en la que ha mostrado las claves para alcanzar el éxito empresarial en tiempos de crisis. A través de la sesión plenaria “El poder de la Relevancia: un estudio biométrico de nuestras reacciones a la publicidad online”, Tony Marlow ha analizado las reacciones inconscientes de los usuarios cuando se enfrentan a los mensajes publicitarios.

El fundador de la empresa VaynerMedia, Gary Vaynerchuk, ha participado en FICOD gracias a con la ponencia plenaria “La economía del muchas gracias”. A través de su exposición, el experto ha aportado consejos para que los emprendedores sepan adaptarse y aprovechar la situación de crisis económica que vivimos en la actualidad. Durante su intervención, ha explicado la filosofía de su negocio, que se basa en la humanización de las empresas a través del social media, es decir, en comprar a partir de las recomendaciones de sus amigos en Facebook, Twitter o cualquier otra red social porque “siempre compras más de tus amigos que de tus no amigos”.

Según Vaynerchuk hay que tener muy en cuenta el entorno y contexto en el que nos encontramos para que cada paso que demos en el ámbito empresarial no sea en balde. El experto ha invitado a los asistentes a reflexionar sobre las técnicas de compra-venta de nuestros antepasados, apuntando que “nuestros abuelos se preocupaban por cuidar de sus clientes y no deberíamos alejarnos de esa costumbre”. Además, considera que la voz colectiva que se usaba en los pueblos hace algunas décadas era muy poderosa y que hoy “puede seguir siéndolo si aprendemos a aplicarla y utilizarla en el marketing social”. Como conclusión final, el ponente ha definido el concepto de “La economía del muchas gracias”, que se basa en la idea de que en la vida solo hay y habrá dos tipos de negocios: el que se puede percibir a través de los ojos, es decir, lo que podemos ver; y los el de oídos, ya que muchas veces escuchamos hablar sobre un producto y nos lanzamos a comprarlo. “La economía del muchas gracias se basa precisamente en eso, en las recomendaciones”.

La segunda ponencia, “El Poder de la Relevancia: un estudio biométrico de nuestras reacciones a la publicidad online”, ha sido protagonizada por Tony Marlow, director de investigación estratégica de Yahoo!. La intervención ha girado en torno al análisis de las reacciones de los usuarios cuando se enfrentan a un mensaje publicitario y a explicar en qué consisten las últimas investigaciones relacionadas con el comportamiento humano frente a estos impactos. El experto confiesa que “a través de esos datos se puede determinar el grado de importancia que el usuario concede a un mensaje determinado y por tanto, estamos ante una valiosa información a la hora de orientar la publicidad que lanzamos como empresas, pues permite buscar el target idóneo y diseñar una información específica que ofrezca la máxima efectividad”. Marlow apunta que los últimos estudios reflejan, que cuando las pupilas se dilatan más de un 27% es que estamos ante un fuerte impacto en el cerebro humano, y que por tanto se está interiorizando en gran medida el mensaje.

Del mismo modo, el director de investigación de Yahoo! ha explicado la metodología de otro de sus proyectos que se fundamenta en el reconocimiento facial y apunta la importancia de emitir mensajes sencillos. “Ante imágenes poco complejas, el ojo humano se mueve mucho más rápido y retiene antes la información”, concluye tras explicar que al someter al usuario a una secuencia de imágenes, éste logrará recordar un mayor número de ellas si las fotografías han sido simples y llamativas y, por tanto, Marlow incide en la necesidad de replantearse el modo en que se recibe la publicidad en la actualidad.

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