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Authors
Advisor(s)
Abstract(s)
O presente relatório de estágio é um claro exemplo de transição do marketing tradicional para o marketing de experiências.Embora a aposta na experiência e interação com os clientes por parte das marcas venha a crescer há ainda muitas marcas que investem exclusivamente em marketing tradicional. Tal acontece porque, nos dias de hoje, o marketing experiencial ainda não é suficientemente valorizado. Não obstante, trata-se de uma maneira simples, eficaz e rentável de chegar aos jovens, um target que cada vez mais se distancia dos canais tradicionais. Por esta razão, entre outras, o número de inscrições nos cursos do Instituto Espanhol vinha a cair desde há anos, atingindo um mínimo no ano letivo de 2014-2015.
Ao longo da sua presença no Instituto Espanhol, recorrendo ao método de investigação-ação, o estagiário levou a cabo um rigoroso diagnóstico da situação que lhe permitiu não só perceber que parte da comunicação se tinha tornado obsoleta, que parte merecia ser melhorada e o que devia ser acrescentado, a fim de suster o declínio.
Com este relatório de estágio é possível perceber como através da suspensão de algumas atividades, melhoria de outras e introdução de um conjunto de ações típicas do marketing experiencial – ativações de marca, offline e online, sustentadas em conteúdos de entretenimento e utilidade – foi possível não só reverter a situação como reforçar a ligação emocional entre o público e a marca.
ABSTRACT: This internship report shows a clear example of the process of transition from traditional marketing to experiential marketing. Although there has been an increase in investment on the experience and client interaction business by brands, there are still many that invest exclusively in traditional marketing. That is the case because nowadays the worth of experiential marketing is not still given enough credit. However, it consists in a simple, profitable and effective way of reaching to young clients, a target that is moving away from traditional channels. Due to this factor, in addition to others, the number of enrollments in the Instituto Espanhol de Línguas had been decreasing over time, reaching a record low in 2014-2015. During their presence in the Instituto Espanhol de Línguas, the intern, using a method of research-action, has thoroughly diagnosed this situation which allowed them not only to understand that part of the communication had become obsolete but also what should be improved and added regarding this matter. With this internship report, it is possible to understand how, by means of suppressing some activities, improving others and the introduction of a set of typical experiential marketing strategies - such as offline and online brand activation, based in useful and entertaining contente - it was possible not only to revert the situational trend but also to strengthen the link between the brand and the audience.
ABSTRACT: This internship report shows a clear example of the process of transition from traditional marketing to experiential marketing. Although there has been an increase in investment on the experience and client interaction business by brands, there are still many that invest exclusively in traditional marketing. That is the case because nowadays the worth of experiential marketing is not still given enough credit. However, it consists in a simple, profitable and effective way of reaching to young clients, a target that is moving away from traditional channels. Due to this factor, in addition to others, the number of enrollments in the Instituto Espanhol de Línguas had been decreasing over time, reaching a record low in 2014-2015. During their presence in the Instituto Espanhol de Línguas, the intern, using a method of research-action, has thoroughly diagnosed this situation which allowed them not only to understand that part of the communication had become obsolete but also what should be improved and added regarding this matter. With this internship report, it is possible to understand how, by means of suppressing some activities, improving others and the introduction of a set of typical experiential marketing strategies - such as offline and online brand activation, based in useful and entertaining contente - it was possible not only to revert the situational trend but also to strengthen the link between the brand and the audience.
Description
Relatório de estágio apresentado à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Marketing experiencial Redes sociais Ativação de marcas WOM marketing - (word of mouth) Instituto Espanhol de Línguas Experiential marketing Social media Brands activation Content marketing Brands utility Brands entertainment
Citation
MARCOS, Marcos Freijo - Do marketing tradicional ao marketing experiencial: o caso do Instituto Espanhol de Línguas. Lisboa: Escola Superior de Comunicação Social, 2016. Relatório de estágio.
Publisher
Escola Superior de Comunicação Social