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Marketing experiencial em eventos – o caso do evento “Peixe em Lisboa 2011”
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Advisor(s)
Abstract(s)
O marketing tem vindo a focar a sua atenção em experiências que conferem um valor acrescentado a quem as vive. Este foco tem levado ao aumento de investigação relativo à produção e consumo de experiências.
Será propósito desta dissertação contribuir para o esclarecimento e elucidação desta disciplina que tem vindo a emergir, no sentido de melhor entender esta distinta e importante vertente do marketing – o experiencial e a sua integração na área dos eventos.
Actualmente, existem ainda algumas lacunas relativamente ao seu entendimento e conhecimento, pelo que será através da exposição desta matéria que se terá como objectivo verificar em que medida o marketing experiencial pode ser parte integrante do mercado de eventos e qual a sua mais-valia.
No sentido de preencher estas lacunas e alargar o conhecimento deste ramo do marketing, esta dissertação tem como objectivos estudar esta disciplina e analisar qual a sua influência e impacto nos eventos que se regem segundo a mesma; examinar a adequabilidade e efectividade da comunicação utilizada, bem como, investigar a repercussão que os eventos experienciais têm junto do público a que se destinam; identificar quais os novos meios, canais e plataformas de comunicação utilizadas pelo marketing experiencial na realização e promoção de eventos e consequentemente averiguar se através do marketing experiencial se encontram, atraem, mantêm e reconquistam os participantes de determinado evento e se este gera interesse e envolvimento nos que nele participam.
Por forma a alcançar estes objectivos, a dissertação está organizada da seguinte forma:
O Capítulo I fornece uma revisão de literatura relevante, a fim de delinear todos os factores que são necessários para o adequado enquadramento e esclarecimento sobre o tema em questão.
No ponto 1 deste capítulo, é inicialmente efectuada a análise da envolvente do contexto que se pretende estudar, para que à posteriori de serem definidas as principais matérias em estudo – marketing e eventos – se possa efectuar o seu enquadramento ao estudo de caso que será levado a cabo, analisando-se as etapas de criação de um evento, alcance de sucesso, sua avaliação e respectiva gestão de satisfação do cliente, através de técnica apropriada (CRM).
No ponto 2 do capítulo, pretende-se partir do geral para o particular do tema desta dissertação,
analisando-se a vertente experiencial do marketing em eventos. Neste sentido, é efectuada a contextualização desta área de marketing, procurando-se definir o conceito de experiência e abordar a estratégia e objectivos do marketing dos sentidos, sendo para tal necessário definir o perfil do público-alvo, quais as suas expectativas, assim como, analisar igualmente à semelhança do ponto anterior mas num contexto mais específico, a gestão da experiência do cliente (CEM).
Dada a importância que o tema do evento estudo de caso apresenta, será pertinente no ponto 3 do Capítulo I, analisar a comunicação em eventos, na medida em que se pretende averiguar qual o posicionamento e mensagem que determinado evento pretende transmitir; quais os meios, canais e plataformas de comunicação utilizados, bem como, analisar a crescente importância da comunicação em eventos, através das relações estabelecidas com os media e com os respectivos patrocinadores.
O Capítulo II fornece uma descrição da metodologia de investigação aplicada ao estudo empírico com o fim de examinar a revisão bibliográfica efectuada. Neste capítulo, primeiramente é efectuada a contextualização do estudo de caso a analisar, para devida integração do tema em análise. Posteriormente à apresentação e delimitação do tema, assim como, à construção da problemática é colocada a primeira pergunta de partida que dá origem à análise do estudo de caso apresentado, no entanto, é através das hipóteses de investigação que serão colocadas subsequentes questões que irão complementar a mesma, procurando-se efectuar através destas, a respectiva correspondência com os três pontos abordados no Capítulo I.
Ainda neste capítulo se descreve a metodologia aplicada nesta dissertação, contemplando a explicação do trabalho de campo desenvolvido, nomeadamente a observação participante de um evento em particular o “Peixe em Lisboa 2011” e a realização de entrevistas a diversos intervenientes do mesmo, designadamente membros da organização, parceiros e participantes, para que através destas e da sua respectiva análise de contéudo se possa extrair a informação que corresponda ao objecto de estudo – Marketing Experiencial em Eventos.
O Capítulo III fornece uma análise detalhada sobre a conclusão da pesquisa relacionada com o
tema em estudo e respectiva análise de estudo de caso, bem como, é estabelecida a relação da
mesma com a revisão bibliográfica apresentada.
Após designação do objecto de estudo, da metodologia adoptada e quais as ferramentas de
investigação utilizadas, neste capítulo é apresentada no ponto 1, a análise do estudo de caso,
através da descrição da observação participante do mesmo, sendo que no ponto 2, através da
análise de contéudo efectuada das entrevistas realizadas, são apresentados os resultados do
estudo.
Ainda neste capítulo são apresentadas as implicações dos resultados da investigação no marketing
experiencial e evento em análise, respectivas considerações finais, quais as limitações da pesquisa
efectuada, bem como, recomendações e reflexões para futuras investigações.
Marketing has focused its attention on experiences that give added value to those who live them. This focus has led to the increase of research on the production and consumption of experiences. The purpose of this dissertation will be to clarify and elucidate this discipline that has emerged in order to better understand this distinct and important aspect of marketing - the experiential and its integration in the area of events. Presently, there are still some gaps with regard to their understanding and knowledge and it will be through the exposition of this discipline that will ascertain the extent to which experiential marketing can be an integral part of market events and what is its added value. In order to fill these gaps and broaden the knowledge of this branch of marketing, this dissertation aims to study this matter and analyze its influence and impact on events that are governed by it, examine the adequacy and effectiveness of communication used and investigate the impact that such events have on the public it is intended; identify which new media channels and communications platforms are used by experiential marketing in the implementation and promotion of events and thus determine whether through experiential marketing are attract, retain and recapture the participants of an event and if this generates interest and involvement in the participates of it. In order to achieve these objectives, the dissertation is organized as follows: Chapter I provides a review of relevant literature, to outline all the factors that are necessary for the proper framework and clarification on the issue at hand. In the first point of this chapter, is initially carried out the analysis of the context surrounding the intended study, to after of being defined the main subjects under study - marketing and events – be able to make the framework of the case study to be undertaken and analyzing the steps of creating an event, achieving success, the evaluation of it and the management assessment of customer satisfaction through proper technique (CRM). In the second point of this chapter, we intend to go from the general to the particular of the theme of this dissertation, analyzing the experiential aspect of marketing in events. In this sense, context is made of this area of marketing, seeking to define the concept of experience and approach the strategy and objectives of senses marketing and therefore it is necessary to define the profile of the target audience, which are their expectations, as well as, similar to the previous point, but in a way more specific, analyze the customer experience management (CEM). Given the importance that the theme of the case study event presents will be relevant to in third point of Chapter I, analyze the communication in events, seeking to determine which positioning and message certain event wants to convey; which means, communication channels and platforms is used, as well as, to analyze the growing importance of communication in events, through established relationships with the media and sponsors. Chapter II provides a description of the research methodology applied to the empirical study to examine the literature review carried out. In this chapter primarily is presented the context and explanation of the case study for proper integration of the subject matter. After the presentation and delimitation of the subject, as well as, the construction of the problem, the first question is posed that gives rise to the analysis of the case study, however, is through the research hypotheses that will be placed subsequent questions that will complement the study, trying to make through these, their correspondence with the points discussed in Chapter I. Although this chapter describes the methodology used in this dissertation, considering the explanation of the field work developed, including direct observation of a particular event “Lisbon Fish and Flavours 2011” and conducting interviews to several actors, including members of the organization, partners and participants, so that through them and their respective content analysis, can be extracted information that corresponds to the object of study - Experiential Marketing in Events. Chapter III provides a detailed analysis on the conclusion of the research related to the topic under study and its analysis of case study, as well as the relationship is established with the same literature review presented. After designation of the object of study, methodology adopted and which are the research tools used, in this chapter is presented in first point the analysis of the case study by describing the participant observation of it and in the second point through the content analysis of the conducted interviews are presented the results of the study. This chapter also presents the implications of research results in experiential marketing of the analysed event and remarks, which are the limitations of the research carried out, as well as, recommendations and reflexions for future investigations.
Marketing has focused its attention on experiences that give added value to those who live them. This focus has led to the increase of research on the production and consumption of experiences. The purpose of this dissertation will be to clarify and elucidate this discipline that has emerged in order to better understand this distinct and important aspect of marketing - the experiential and its integration in the area of events. Presently, there are still some gaps with regard to their understanding and knowledge and it will be through the exposition of this discipline that will ascertain the extent to which experiential marketing can be an integral part of market events and what is its added value. In order to fill these gaps and broaden the knowledge of this branch of marketing, this dissertation aims to study this matter and analyze its influence and impact on events that are governed by it, examine the adequacy and effectiveness of communication used and investigate the impact that such events have on the public it is intended; identify which new media channels and communications platforms are used by experiential marketing in the implementation and promotion of events and thus determine whether through experiential marketing are attract, retain and recapture the participants of an event and if this generates interest and involvement in the participates of it. In order to achieve these objectives, the dissertation is organized as follows: Chapter I provides a review of relevant literature, to outline all the factors that are necessary for the proper framework and clarification on the issue at hand. In the first point of this chapter, is initially carried out the analysis of the context surrounding the intended study, to after of being defined the main subjects under study - marketing and events – be able to make the framework of the case study to be undertaken and analyzing the steps of creating an event, achieving success, the evaluation of it and the management assessment of customer satisfaction through proper technique (CRM). In the second point of this chapter, we intend to go from the general to the particular of the theme of this dissertation, analyzing the experiential aspect of marketing in events. In this sense, context is made of this area of marketing, seeking to define the concept of experience and approach the strategy and objectives of senses marketing and therefore it is necessary to define the profile of the target audience, which are their expectations, as well as, similar to the previous point, but in a way more specific, analyze the customer experience management (CEM). Given the importance that the theme of the case study event presents will be relevant to in third point of Chapter I, analyze the communication in events, seeking to determine which positioning and message certain event wants to convey; which means, communication channels and platforms is used, as well as, to analyze the growing importance of communication in events, through established relationships with the media and sponsors. Chapter II provides a description of the research methodology applied to the empirical study to examine the literature review carried out. In this chapter primarily is presented the context and explanation of the case study for proper integration of the subject matter. After the presentation and delimitation of the subject, as well as, the construction of the problem, the first question is posed that gives rise to the analysis of the case study, however, is through the research hypotheses that will be placed subsequent questions that will complement the study, trying to make through these, their correspondence with the points discussed in Chapter I. Although this chapter describes the methodology used in this dissertation, considering the explanation of the field work developed, including direct observation of a particular event “Lisbon Fish and Flavours 2011” and conducting interviews to several actors, including members of the organization, partners and participants, so that through them and their respective content analysis, can be extracted information that corresponds to the object of study - Experiential Marketing in Events. Chapter III provides a detailed analysis on the conclusion of the research related to the topic under study and its analysis of case study, as well as the relationship is established with the same literature review presented. After designation of the object of study, methodology adopted and which are the research tools used, in this chapter is presented in first point the analysis of the case study by describing the participant observation of it and in the second point through the content analysis of the conducted interviews are presented the results of the study. This chapter also presents the implications of research results in experiential marketing of the analysed event and remarks, which are the limitations of the research carried out, as well as, recommendations and reflexions for future investigations.
Description
Keywords
Marketing Eventos Events Peixe em Lisboa Marketing Experiencial Experiencial Marketing