Manual de los cinco sentidos: guía para crear eventos sensoriales

Abstract

Corporate events are one of the main communication tools used by companies. A corporate event is a set of distinctive actions designed to create a unique experiential encounter with the company brand. The use of sensory marketing techniques has become increasingly common at these events as a way of stimulating the five senses by creating a memorable, brand-specific environment. This study analyses the sensory marketing techniques used in corporate events, with the main objective of producing a guide to the most commonly used tools used in experiential marketing. The study includes a review of the literature on the subject and interviews with marketing experts, whose insights and experience are reflected in the guide, particularly in relation to new trends in sensory marketing.