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Publication
Os eventos como estratégica de comunicação: da produção ao patrocínio
| Name: | Description: | Size: | Format: | |
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| 2.17 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Perante um mercado cada vez mais competitivo e global, onde os canais de comunicação estão massificados e onde a partilha de informação entre consumidores ocorre de uma forma tão rápida e descontrolada, as marcas têm a necessidade de reinventar as suas estratégias de comunicação, tendo como foco a vertente emocional do consumidor. É neste contexto que surge o experiencial marketing como estratégia competitiva para responder às necessidades dos consumidores do marketing 4.0.
Numa comunicação integrada de marketing, os eventos surgem como uma ferramenta estratégica, auxiliando no processo de comunicação eficaz das marcas, de modo a alcançarem os objetivos previamente estabelecidos. A experiência é a variável que está intrínseca aos eventos, que é extremamente valorizada pelos consumidores. As marcas que procuram oferecer experiências e momentos aos seus consumidores através dos eventos, têm uma maior facilidade em se relacionarem com os mesmos.
Foi elaborada uma pesquisa, tendo em consideração três estudos de casos: a Red Bull Portugal, visando avaliar diferenças do ponto de vista estratégico, de modelos de ação e resultados, entre a produção e organização de eventos próprios e a associação aos eventos através de patrocínios, a Vodafone Portugal e a NOS Comunicações como patrocinadores de eventos visando averiguar a razão pela qual não investem na produção de eventos próprios, e só em patrocínios, quais os riscos e vantagens inerentes a este técnica, averiguando também as diferenças a nível estratégico, modelos de ação e resultados.
Deste estudo pode-se concluir que, do ponto de vista estratégico entre as duas técnicas de relacionamento com os eventos, existe uma diferença pouco acentuada, uma vez que as marcas visam proporcionar experiências aos consumidores. Contudo através dos modelos de ação verifica-se que a produção de eventos, apesar da gestão logística e operacional que exige, permite às marcas um total controlo nos mesmos. No caso da associação da Red Bull através do patrocínio conclui-se que o risco é mais elevado, estando a marca a ser representada por outra entidade ou pessoa. O mesmo se verifica para a Vodafone e para a NOS, o risco é elevado, contudo a longo prazo torna-se favorável, na medida em que permite uma menor utilização de recursos financeiros e humanos.
É possível afirmar que tanto a produção como a patrocínio de eventos são duas formas eficientes de comunicar a marca e, fazendo parte do mix da comunicação das mesmas, desempenham um papel bastante relevante no processo de comunicação eficaz das empresas, juntamente com outros elementos e ferramentas.
Towards a market more and more competitive and global, where there is a huge quantity of communication channels and where consumers share information with each other in a fast and uncontrolled way, brands need to reinvent their communication strategies, focusing on the emotional side of the consumer. That is why experiential marketing emerges as a competitive strategy to answer the needs of marketing 4.0 consumers. In an integrated marketing communication, events appear as a strategic tool, supporting the effective communication process of the brands to reach the previously established objectives. Experience is the variant that is intrinsic to events, which is highly valued by consumers. Brands that seek to offer experiences and moments to their consumers through events relate to them better. A research was made, taking into account three case studies: Red Bull Portugal, aiming to evaluate differences from a strategic point of view, of action and results models, between the production and organization of specific events and the association to events through sponsorship, Vodafone Portugal and NOS Comunicações as event sponsors in order to find out why they do not invest in the production of their own events, and only in sponsorships, what are the risks and advantages inherent to this technique, and also ascertaining the differences in a strategic level, action and results models. From this study we can conclude, from the strategic point of view between the two techniques of relationship with the events, that there is a little difference, since the brands aim to provide experiences to the consumers. However, through the action models it is verified that events production, despite the logistic and operational management that it requires, allows the brands to totally control it. In Red Bull's association case, through sponsorship, we can conclude that the risk is higher, with the mark being represented by another entity or person. The same happen with Vodafone and NOS, the risk is high, but in the long term it is favorable, as it allows less use of financial and human resources. It is possible to claim that both production and sponsorship of events are two efficient ways of communicating the brand and, as part of the communication mix, they play a very important role in the effective communication process of the companies, along with other elements and tools.
Towards a market more and more competitive and global, where there is a huge quantity of communication channels and where consumers share information with each other in a fast and uncontrolled way, brands need to reinvent their communication strategies, focusing on the emotional side of the consumer. That is why experiential marketing emerges as a competitive strategy to answer the needs of marketing 4.0 consumers. In an integrated marketing communication, events appear as a strategic tool, supporting the effective communication process of the brands to reach the previously established objectives. Experience is the variant that is intrinsic to events, which is highly valued by consumers. Brands that seek to offer experiences and moments to their consumers through events relate to them better. A research was made, taking into account three case studies: Red Bull Portugal, aiming to evaluate differences from a strategic point of view, of action and results models, between the production and organization of specific events and the association to events through sponsorship, Vodafone Portugal and NOS Comunicações as event sponsors in order to find out why they do not invest in the production of their own events, and only in sponsorships, what are the risks and advantages inherent to this technique, and also ascertaining the differences in a strategic level, action and results models. From this study we can conclude, from the strategic point of view between the two techniques of relationship with the events, that there is a little difference, since the brands aim to provide experiences to the consumers. However, through the action models it is verified that events production, despite the logistic and operational management that it requires, allows the brands to totally control it. In Red Bull's association case, through sponsorship, we can conclude that the risk is higher, with the mark being represented by another entity or person. The same happen with Vodafone and NOS, the risk is high, but in the long term it is favorable, as it allows less use of financial and human resources. It is possible to claim that both production and sponsorship of events are two efficient ways of communicating the brand and, as part of the communication mix, they play a very important role in the effective communication process of the companies, along with other elements and tools.
Description
Keywords
Eventos Comunicação Patrocínio Produção Experiência Events Communication Sponsorship Production Experience