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Publication
O Event-Marketing como estratégia de comunicação de marcas.
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| 1.93 MB | Adobe PDF |
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Abstract(s)
Perante um mercado cada vez mais competitivo e global, onde os canais de comunicação estão massificados e os consumidores partilham entre si informações sobre as marcas de forma rápida e sem qualquer tipo de controlo, os marketeers sentiram a necessidade de reinventar as suas estratégias de comunicação, centrando as suas atenções na vertente emocional do consumidor. É com o intuito de comunicar de forma diferente e ativa com os consumidores que surge o conceito de experiential marketing, do qual faz parte a estratégia de event-marketing.
Através da análise de três estudos de caso, constituídos por marcas líderes de mercado e com forte presença em eventos experienciais, esta dissertação pretende realizar um estudo exploratório, cujo objetivo é o de compreender o modo como os eventos são encarados pelas marcas, analisando os principais fatores motivacionais existentes para a aposta nesta estratégia como ferramenta de comunicação.
Este estudo confirmou a importância dos eventos experienciais como parte da estratégia comunicacional global das marcas estudadas. Verificou-se que, nos casos analisados, os eventos são parte de uma estratégia global de marketing experiencial adotada, na última década, pelas marcas, e representam uma parte significativa do seu budget de marketing. Estes eventos têm um carácter anual e, na maioria dos casos, já contam com inúmeras edições, o que evidenciando um investimento a longo-prazo por parte das marcas.
A sua principal motivação para a aposta nesta estratégia foi o reforço do seu posicionamento. Neste caso específico, o objetivo foi, sobretudo, a aproximação do segmento jovem, criando relações emocionais com os consumidores através de memórias perduráveis.
Revelou-se, também, nesta investigação, a existência de um sistema de avaliação dos eventos estudados, o que indicia a sistematização da estratégia e o seu reconhecimento como ferramenta de comunicação de marcas. A avaliação dos
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efeitos dos eventos é realizada, nos casos analisados, por entidades externas, e evidencia-se a importância em aferir o retorno mediático e a satisfação dos consumidores. Para tal, as empresas utilizam sobretudo os questionários e ferramentas de clipping.
Facing an increasingly competitive and global market where communication channels are commoditized and consumers share information with each other about brands, marketers felt the need to reinvent their communication strategies, focusing its attention on the emotional aspect of the consumer. The concept of experiential marketing, which is part of an event-marketing strategy, arises in a response to communicate differently and active consumer that arises Through the analysis of three case studies of leading brands with a strong presence in experiential events, this dissertation intends to conduct an exploratory study, whose aim is to understand how the events are perceived by the brands, analyzing the main motivational factors for investing on this strategy as a communication tool. This study acknowledges the importance of experiential events as part of the overall communication strategy of the brands studied. According to the analyzed cases, events are part of a global experiential marketing strategy adopted in the last decade and represent a significant part of the company’s marketing budget. These are annual events and in most cases they have been running for several consecutive years, showing that a long-term investment was made by the brand. The main motivation for the brands to invest on this strategy is the reinforcement of its positioning in the market. In this particular case, the main goal was the approach of the youth segment. Through the creation of lasting memories in the head of the consumers, brands intend to build an emotional connection between the brand and the consumer. This investigation reveals the existence of an evaluation system used by the brands which gives it the recognition of being a communication tool. The evaluation of the events’ effects is in the analyzed cases made by external entities focused on measuring the media return and the consumer satisfaction. For this purpose, questionnaires and clipping tools are the most used techniques.
Facing an increasingly competitive and global market where communication channels are commoditized and consumers share information with each other about brands, marketers felt the need to reinvent their communication strategies, focusing its attention on the emotional aspect of the consumer. The concept of experiential marketing, which is part of an event-marketing strategy, arises in a response to communicate differently and active consumer that arises Through the analysis of three case studies of leading brands with a strong presence in experiential events, this dissertation intends to conduct an exploratory study, whose aim is to understand how the events are perceived by the brands, analyzing the main motivational factors for investing on this strategy as a communication tool. This study acknowledges the importance of experiential events as part of the overall communication strategy of the brands studied. According to the analyzed cases, events are part of a global experiential marketing strategy adopted in the last decade and represent a significant part of the company’s marketing budget. These are annual events and in most cases they have been running for several consecutive years, showing that a long-term investment was made by the brand. The main motivation for the brands to invest on this strategy is the reinforcement of its positioning in the market. In this particular case, the main goal was the approach of the youth segment. Through the creation of lasting memories in the head of the consumers, brands intend to build an emotional connection between the brand and the consumer. This investigation reveals the existence of an evaluation system used by the brands which gives it the recognition of being a communication tool. The evaluation of the events’ effects is in the analyzed cases made by external entities focused on measuring the media return and the consumer satisfaction. For this purpose, questionnaires and clipping tools are the most used techniques.
Description
Keywords
Event-Marketing marketing Experiencial Brand Awareness Evento Marca Experiential Marketing Brand Awareness Brand
Citation
Publisher
Escola Superior de Hotelaria e Turismo do Estoril