Marketing de experiência em eventos: uma perspectiva da ação dos profissionais de relações públicas atuantes no Mercado.

Abstract

This research addresses the perception of Public Relations professionals regarding the theme of Marketing Experiences in Events. For its development, a qualitative approach by exploratory study was proposed. It is relevant to analyze the perspective of the professionals working in this exploratory research, since it makes it possible to better understand the current perception of the market in the face of new trends and adaptations of possible practices. Understanding the views and opinions of professionals in relation to the use of Experience Marketing in Events can contribute to the dissemination of new instruments related to the field of Public Relations. Furthermore, from this perspective, further reflections on the use of experience as a strategic instrument and its transformative role are promoted. It was understood that, within the scenario of Public Relations activities, the planning of the experience can be beneficial for the relationships between publics and organizations. In this way, the guiding principle of the work has as its basic scope, to verify the perception of Public Relations professionals about the influence of the use of Experience Marketing in Events. For its development to occur, the specific objectives are listed by: a) Understanding the emergence of Experience Marketing and how its practice is linked to the area of events; b) Identify the strategic aspects of Experience Marketing in Events for the Public Relations activity; c) Carry out an analysis of what are the perceptions of Public Relations professionals regarding the Marketing of Experiences in Events through selected instruments, which are a questionnaire and structured interviews. To conceive the understanding of Marketing Experiences in Events by the working professionals, three different actions were carried out for the methodological course. The first moment of the work consists of the bibliographic research and the understanding of the use of experience and Experiential Marketing (SCHMITT, 2001), in the second moment, the application of a questionnaire headed to different professionals and finally, the third action was to capture of structured interviews with public relations who work in the events market. It was concluded that the theme is still recent and presents a new promising perspective for the area of events. Therefore, the Marketing of Experiences in Events is shown to be a subject that is still little discussed and that can be of great importance for the area. In addition, it was stipulated how the construction of new materials, courses and optional disciplines that address the importance of experience and its planning in events may be necessary.