Finished the holidays, shoves in the big January slope, pushing the reductions, and in crisis, we have still to keep on selling. For this we have to work the big negative psychological process of the consumer and conquer it.

The sales develop psychological processes in the mind of his potential clients. But many theories simplify the human mind, and base his theories supposing that the persons can be understood and manipulated according to «procedures«. Or at least we believe that to try.

Nevertheless the persons are slightly very complex and often mysterious, so much that we use a lot of time trying to understand the way of thinking of the others. And it would not be less in his buy behavior.

Let's see in case of the "sales" how we can understand better the process that takes place on having taken a decision of buy.

1. Which thinks that it is the key to emphasize a product in the point of sale?

In the end a product in a linear one is one more, since the client is active, not passive, if we want to reinforce our product and realize push we must do and emphasize it with animation in the point of sale, for the purpose of attracting attention, creating fame. The second target is to attract the public, to summon it, to create traffic in “a point of sale”, towards my product.

Generally, the empty places usually produce certain rejection. There is nothing sadder and distressing than an empty bullring, a stadium without public, a restaurant without messmates or a shop without clients. Nevertheless, the promotional animation can manage not only to attract the public, but also direct the traffic inside the point of sale to the wished point where our product is. We always try to add to the fame a strong memory and distinguishing identification, and this obtains entirely the promotional animation.

At present, there exist multiple factors that induce to the creative and professional departments of the marketing to look for alternatives to the traditional strategies. The advertizing saturation and the effects of the crisis have served to stop to think and analyze the real needs of the advertisers with the target to improve the results, fitting the investments and budgets destined for his advertizing actions.

The road show Gillete has been present in the past edition of the Campus Party Valencia 2009.

The Campus Party Valencia has been other of the points visited by the road show Gillete Fusion, composed by a wide tráiler conditioned with eight completely functional washes, which moves for strategic points of the whole Peninsula, during the whole year.

During the duration of the Campus Party it could have shaved the public visitor, to put a moisturizer and to obtain gifts as for example a safety razor. Quite the assistants could have enjoyed this magnificent space a games area with wifi, consoles and games of soccer and tennis that had tails on having opened and to close due to the excess of the people.

Heineken Spain, under his mark Shandy Cruzcampo, has developed during the last August an action of sampling in the locality of Ibiza to offer the free tasting of Shandy (beer with flavor to lemon) in format of canister of 33 cl, for all the passengers of the ship that realizes the line Ibiza-Formentera-Ibiza.

The Client's Experience does not limit itself at the moment of the buy. It includes the whole emotive and mental relation that a client establishes in the time with the company. Client's experiences and Client's Satisfaction are different concepts.

Along with Customer Relathionship Manager (CRM), Customer Experience Management (CEM) must live together. To optimize the Customer Experience Management, it is necessary to detect all the touch points with the client and to consider them for importance.

A suitable strategy is, also, that one that it identifies correctly which there are the components of the Client's Experience. Those factors that shape it. It is not possible to offer a Client's good Experience without the whole company tackling a draft organized towards her.

Some years ago, the experts in Marketing Ben McConnell and Jackie Huba minted the term “Evangelists“ to designate these clients who are followers of a mark and trasforman in his maximum bastions and defenders. The difference between a loyal client and a client “Evangelist“ takes root, basically, in the experience through that he lives with his mark; an experience that goes much further of the mere moment of buy and that satisfies or overcomes fundamentally, in the relation with the client: his expectations.

From the facilities of the Group Antenna 3 in San Sebastian of the Kings, a wide tráiler conditioned with eight completely functional wash-basins will move for strategic points of the whole Peninsula, during the whole year.

In the same one, the gentlemen will be able to take a gift surprise, only for proving in situ the shave with Gillette Fusion.

On Saturday, the 24th of January, the National Confederacy of Women in Equality was represented in the Opened Forum of the People's Party, celebrated in the Municipal Palace of Congresses of Madrid.

The National Confederacy of Women in Equality is a nongovernmental organization of social interest, without fortitude of lucre, which end is to emphasize the fundamental role of the woman in all the ambiences of the society. The above mentioned organization is closely linked to the struggle against the genre violence. At present it manages several reception houses in different points of Spain.

Aplus Field Marketing, pioneering agency in actions of Field Marketing in Spain, has received, the award Strategies of Bronze in the category of Company of Field Marketing 2007-2008, in XVI edition of the awards Strategies, celebrated last January 29, in the House of Burgos (walk of the Gastronomy of the Country-house of Madrid).

After more than 15 years distributing awards, the magazine Strategies, publication leader of the sector of publicity and marketing, it has trumped one more edition of his awards, result of the popular voting between the professionals of the sector of the marketing and his readership.

Angie López Luna, account Director of Aplus Field Marketing, has withdrawn this award on behalf of the whole team of the agency.

Decentralization and direct contact to gain the election

The most well-known and visible of a campaign it is what usually calls itself "a massive campaign" that is to say, the part of the electoral campaign that rests on the diffusion means, it presses, radio and television. This activity is the one that has more reputation, more fame and a higher public profile.

Aplus Field Marketing has gathered the opinion of out-standing experts of marketing about the application of Field Marketing in his labor ambiences.

We want to be grateful to all our friends, clients and collaborators for his help in the diffusion and promotion of the concepts and skills of this new strategy of marketing.

Aplus is Field Marketing!

“In any campaign of Field Marketing it is key to be provided with professionals who should transmit face to face the message to the final consumer”

To tune in to the consumer has turned into one of the tasks of the companies nowadays: it is necessary to look for new channels that obtain this more direct communication with the buying potential. From this slope the arrival of Field Marketing has turned into this revulsive that has invigorated very much the point of sale. From Aplus Field Marketing, Helen Martín, his director of operations, he tells how a campaign of Field Marketing is managed: "To be provided with professionals perfectly motivated is key in any campaign of Field Marketing. They turn into a tool of communication that helps to transmit the messages of the marks face to face to the consumers in the proper point of sale”. Aplus Field Marketing already realizes campaigns for Canon, Mini, Sage or Lilly for quoting only some companies with which it works at present.

Aplus Field Marketing has started a campaign of Field Marketing for MINI-BMW Moncloa Motor with the intention of announcing the MINI mark. Across the campaign MINI has managed to tune in to the public to announce his last innovations.

In a sector as competitive as that of the motoring, undoubtedly Field Marketing presents himself as the most effective solution before the indifference. From a slightly conventional, direct, bold and fresh method the campaign of Field Marketing of MINI-BMW has looked for the interaction with the public. For it one chose to develop a campaign based on the presence of the mark in the street, to attract pedestrians' attention in areas strategically elected.

With the economy of fallen layer, the marks devise them so that his products seem accessible and reasonable more than fabulous. For many big advertisers, of sectors as the motoring, the distribution, the big consumption and even the financial services, the draft of the consumers has led to changing his strategy giving end to the publicity aspiracional that was dominating his campaigns in the last decade.

As fruit of the initiative of diffusion between the Spanish business world of the possibilities of the Dominican Republic as new market for his companies, on the part of the Center of Financial Studies, CEF, is born the first exterior delegation of Aplus Field Marketing.

Aplus sees the Field Marketing like a tool of communication that is in charge of transmitting the messages of the marks "face to face", that is to say, across persons, to the consumers, in the point of sale. It has his origins in the beginning of the publicity: after years of evolution we return to our origins and adapt nowadays those prehistoric claims.

Often we do not realize how important the Publicity is in the Place of Sale (PLV), nevertheless after seeing studies results, see that non-putting attention to this point can be harmful for our sales, for example:

The survey of habits of consumption realized by the association POPAI (May, 2005) reveals that 70 for 100 of the decisions of buy in the supermarkets take in the establishment, not earlier. And, since a space of considerable time can pass since the consumer sees the announcement in the television until it comes to the shop, the promotions in the point of sale are an alternative more important than never.

The marketing today chases the interactivity and the closeness with the public. Aplus Field Marketing offers new and innovative hardware that direct his efforts and creativity to favor the personal communication, bringing affably the mark or product over to the target. We stand out:

Comunitat Valenciana receives this year the exit of Volvo Ocean Race, Turned to the World of Sail.

The nautical competition will go out from Alicante on October 11, 2008.

The tenth edition 2008-2009 of this ditch about the world for scales, in which only the best navigators dare to live in extreme conditions, sets off for the first time from the Mediterranean.

SEAT has started an innovative and singular initiative of Street Marketing who during the last August visited the Home cities and Spanish beaches. Under the name of "SEAT Experience Tour", the mark was present in more than 40 localities realizing a big deployment in which the Home protagonist was the Ibiza SportCoupé, the new vehicle of the company thrown recently, that will accompany this spectacular tour.