Comunicar el hábitat. Una estrategia global de marca

Categorías: Actualidad

Expertos en márketing, comunicación y redes sociales, junto a empresarios y representantes del sector del hábitat coincidieron en la Mesa de Debate organizado por ‘El Sector’ en la necesidad de redimensionar la estrategia sectorial de márketing para adaptarla a los nuevos lenguajes, hábitos y usos del consumidor. En este sentido cada vez cobra mayor importancia el uso de las redes sociales y la interactividad con el usuario.

El duro entorno en el que las empresas españolas del sector del hábitat se están moviendo exigen estrategias e ideas diferentes para estimular la demanda. Al fin y al cabo, en tiempos de contracción como el actual, ése es el único fin de la empresa. En este sentido, ‘El Sector’ organizó el pasado mes de julio una nueva edición de su habitual ‘Mesa de Debate’ en el que se estableció un diálogo entre profesionales del márketing y la comunicación con empresarios del sector. El objetivo estaba claro y definido: visualizar cómo proyectar al mercado la firma, la marca y el negocio, tanto a los canales profesionales como, especialmente, al consumidor final. Se trata de establecer y reflexionar en torno a qué nuevos lenguajes y estrategias forman parte de la necesaria reconversión del modelo de negocio del sector español del hábitat. Y en este nuevo tablero de juego Internet y las redes sociales actúan de complemento perfecto y no excluyente para una nueva estrategia de márketing del hábitat ‘made in Spain’.

Para dialogar de todo ello, ‘El Sector’ convocó a un panel de expertos en márketing y comunicación en el que se encontraba el asesor de estrategia Fernando Giner; el creativo y especialista en ‘branding’ del estudio Culdesac, Xavi Sempere; Carmen Barasona, CEO de la agencia barcelonesa de comunicación especializada en el hábitat Barasona; la ‘comunity manager’, formadora y socia de la agencia madrileña Quántica Comunicación Isabel Corell; y el presidente de la agencia de publicidad Nivel 15, Camilo Cañadas.

Por parte empresarial, estuvieron en la Mesa de Debate el gerente de Gamamobel Juan José Sanchis, el director comercial de Andreu World, Salvador Sarrión; Álvaro Gimeno, director  comercial de la firma Maderas y Chapas Alpisa; y el responsable de márketing de Lamiplast, Javier Garrigues. Además, también intervinieron por parte de Fevama -editora de ‘El Sector’- Vicente Folgado, presidente de la patronal, el secretario general Rafael Pérez y la responsable de comunicación de la misma Lore Vega.

Ver reportaje completo publicado en El Sector del Mueble y la Madera


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126 Responses to Comunicar el hábitat. Una estrategia global de marca

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