O IMPACTO DOS CINCO SENTIDOS PARA O BRANDING DE ORGANIZAÇÕES DO MERCADO DA CULTURA: Agência Sensor
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Data
2021-12-14
Tipo de documento
Artigo Científico
Título da Revista
ISSN da Revista
Título de Volume
Área do conhecimento
Ciências Sociais Aplicadas
Modalidade de acesso
Acesso aberto
Editora
Autores
Pereira, Clara Marri
dos Santos, Lorrane Solano
de Oliveira, Lucas Telles
Silva, Natasha Galafassi
Nascimento Correa, Roney Laurent
de Senna e Souza, Victória Moura
Orientador
Lopes, Juliana
Coorientador
Osório, Fernando
Resumo
Com o objetivo de estudar em maior profundidade a relação entre marcas do
mercado de cultura, a neurociência da comunicação e seu impacto no campo
neurológico dos consumidores, o Marketing e o Branding Sensorial aparecem
interligados quando o assunto é justificar como as marcas podem se beneficiar de
estudos e pesquisas da neurociência. É importante compreender o que o público
está buscando para além do produto e como as marcas poderão adequar suas
experiências de maneira mais assertiva. O Marketing de Experiência, termo
popularizado e descrito por Schmitt em 1999, é uma vertente advinda do
Neuromarketing – estudo que utiliza tecnologias do campo da neurociência
aplicadas ao marketing –, que ressignifica a forma como a comunicação é
estruturada e contextualizada na jornada do consumidor. As organizações culturais
não são pensadas para serem ambientes comerciais, no entanto, este estudo
aponta os benefícios de estimular os cinco sentidos humanos na experiência
mercadológica das pessoas perante o turismo cultural, e assim incentivar a
revisitação e o word-of-mouth, ou “boca a boca”, da marca. O objetivo central do
trabalho esteve atrelado também à criação de uma agência experimental, cujo
cliente foi a Secretaria de Cultura e Turismo de Minas Gerais (Secult), em especial o
Circuito Liberdade, bem como a formulação de campanha criativa para maior
reconhecimento e aumento da frequência de visitação nos ambientes culturais.
Como guia para as nossas ações, realizamos uma pesquisa utilizando o Google
Forms, com a obtenção de 168 respostas sobre as experiências em museus, de
modo a conhecer mais a fundo as opiniões daqueles que frequentam os espaços do
Circuito Liberdade. Buscamos relacionar as motivações do público às peças criadas
para a campanha, são elas: campanhas para a rede social Instagram, com peças
que acentuam a identidade visual do Circuito Liberdade, adicionamos também
impressos com curiosidades exclusivas sobre Belo Horizonte. Para além das peças
estáticas, foi desenvolvido uma campanha audiovisual para incentivar as pessoas a
terem uma experiência vívida com o Circuito Liberdade, sendo o carro chefe da
campanha e descrito ao longo do documento.
In order to study more deeply the relation between brands from the cultural market, communication’s neuroscience and its impact on the neurological field of consumers, Marketing and Sensory Branding come up intertwined when talking about justifying why brands can benefit from studies and researches neuroscience. It’s important to understand what the public is searching for other than the product and how brands can adapt their experiences into a more assertive way. The term experience marketing, made popular and described by Schmitt in 1999, is a facet derived from neuromarketing – a study that uses resources from the neuroscience field applied to marketing –, the theme rethinks the way communication is structured and contextualized in the consumer’s journey. Cultural organizations are not naturally thought out to be commercial environments, however this study points out the benefits of stimulating the five human senses in people’s marketing experience towards cultural tourism, thus encouraging revisitation and word-of-mouth of the brand. The main objective of this study is also the creation of an experimental agency which the first client was the secretariat of culture of Belo Horizonte, specially the Liberdade circuit, as well as the formulation of a creative campaign for bigger recognition and higher frequency rates. As a guide to our actions, we made a research using Google Forms with the attainment of 166 answers about museum experiences and also to acknowledge people’s opinions about museums that they’ve been to in a deeper sense. Under this optic, it is interesting to correlate the public’s motivations for going to museums and how the experiences are advantaged when talking about making a brand or moment memorable.
In order to study more deeply the relation between brands from the cultural market, communication’s neuroscience and its impact on the neurological field of consumers, Marketing and Sensory Branding come up intertwined when talking about justifying why brands can benefit from studies and researches neuroscience. It’s important to understand what the public is searching for other than the product and how brands can adapt their experiences into a more assertive way. The term experience marketing, made popular and described by Schmitt in 1999, is a facet derived from neuromarketing – a study that uses resources from the neuroscience field applied to marketing –, the theme rethinks the way communication is structured and contextualized in the consumer’s journey. Cultural organizations are not naturally thought out to be commercial environments, however this study points out the benefits of stimulating the five human senses in people’s marketing experience towards cultural tourism, thus encouraging revisitation and word-of-mouth of the brand. The main objective of this study is also the creation of an experimental agency which the first client was the secretariat of culture of Belo Horizonte, specially the Liberdade circuit, as well as the formulation of a creative campaign for bigger recognition and higher frequency rates. As a guide to our actions, we made a research using Google Forms with the attainment of 166 answers about museum experiences and also to acknowledge people’s opinions about museums that they’ve been to in a deeper sense. Under this optic, it is interesting to correlate the public’s motivations for going to museums and how the experiences are advantaged when talking about making a brand or moment memorable.
Palavras-chave
Mercado Cultural, Branding sensorial, Experiências multissensoriais, Neuromarketing