Fascination Marketing: an effective way to seduce the customer

It is currently very difficult to get the attention of our potential customers. The output of a new product, requires a lot of refinement of the development of actions aimed at their introduction to the market. José Manuel Vegas (RPS Audiovisuals) traces in this Grandstand some lines of what has been released as Fascination Marketing, whose purpose is to persuade the customer through emotional surprise using audiovisual technology.

It is currently very difficult to get the attention of our potential customers. The output of a new product, requires a lot of refinement of the development of actions aimed at their introduction to the market. The consumer is increasingly accustomed to messages that look a lot like each other, and they're not able to capture their interest. From the audiovisual sector we have the advantage of enjoying a different perspective that allows us to see the customer not only as a consumer but also, as a spectator. This has made it easier for us to create a new promotional marketing concept that we call Fascination Marketing. It consists of seducing the customer through the impact of state-of-the-art audiovisual technologies. The observer is innately curious to contemplate something he has never seen before, especially if it can't be explained how it's done. At different fairs where we have studied visitor behavior, the way you act is always similar. First they approach the site where we have installed the audiovisual technology that serves as an attraction, and they start to realize that they can't take their eyes off what they're seeing. immediately, they stop in front and stare for a few moments, for later, try to figure out how it's done, either circling around the exhibitor or, watching it from below. Audiovisual persuasion Fascination Marketing is persuading the customer through emotional surprise using audiovisual technology. Developing this concept arises from the desire to make the client feel the same passion that professionals feel in the face of a new technology that surprises us and catches us. The public endures a lot of impacts that fail to motivate you and we must offer you suggestive ideas, who have the ability to thrill you. This idea is based on the same principles that magic uses: first, causes surprise and subsequently, fascination with what you just saw. A fascination that produces in the viewer a memory of such intensity that he will hardly forget the product that stars in the projection. Why? because, in the case of holographic pyramids, For example, the object or product merges with a floating projection that creates a vision in which it is very difficult to differentiate the real from the projected. And that game is what fascinates the viewer, achieving an emotional impact far greater than any other current exposure system. Another system that we have used to perform Fascination Marketing is Digital Signage that also allows a huge amount of possibilities that attract the viewer in such a way that they isolate it from the environment. One of them is by managing attractive videowalls, that turn any message into a high-impact show. There are other audiovisual technologies that also generate captivation in the observer when performing, For example, projections on something intangible like water vapour or helium, used as a screen, create a sense of unreality that intrigues those who see it. In short, there are many ways to attract the customer, but if you really want to fascinate him, use Fascination Marketing.

José Manuel Vegas

Director of Marketing and Communication at RPS Audiovisuals

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