Propuesta de un modelo de comunicación para la realización de una acción de Street Marketing-Street Art

Creación de un modelo de comunicación que fusione los mejores atributos del Street Marketing y el Street Art. Previamente, se habrán estudiado los conceptos procedentes y se habrá realizado un análisis de acciones específicas así como entrevistas a creativos del sector. Posteriormente se utilizará este modelo para crear, definir y proponer una de acción de comunicación que será promovida por una institución cultural.

Guerrilla research tactics: alternative research methods

This case-study explores alternative and experimental methods of research data acquisition, through an emerging research methodology, ‘Guerrilla Research Tactics’ [GRT]. The premise is that the researcher develops covert tactics for attracting and engaging with research participants. These methods range between simple analogue interventions to physical bespoke artefacts which contain an embedded digital link to a live, interactive data collecting resource, such as an online poll, survey or similar. These artefacts are purposefully placed in environments where the researcher anticipates an encounter and response from the potential research participant. The choice of design and placement of artefacts is specific and intentional. DESCRIPTION: Additional information may include: the outcomes; key factors or principles that contribute to its effectiveness; anticipated impact/evidence of impact. This case-study assesses the application of ‘Guerrilla Research Tactics’ [GRT] Methodology as an alternative, engaging and interactive method of data acquisition for higher degree research. Extending Gauntlett’s definition of ‘new creative methods… an alternative to language driven qualitative research methods' (2007), this case-study contributes to the existing body of literature addressing creative and interactive approaches to HDR data collection. The case-study was undertaken with Masters of Architecture and Urban Design research students at QUT, in 2012. Typically students within these creative disciplines view research as a taxing and boring process, distracting them from their studio design focus. An obstacle that many students face, is acquiring data from their intended participant groups. In response to these challenges the authors worked with students to develop creative, fun, and engaging research methods for both the students and their research participants. GRT are influenced by and developed from a combination of participatory action research (Kindon, 2008) and unobtrusive research methods (Kellehear, 1993), to enhance social research. GRT takes un-obtrusive research in a new direction, beyond the typical social research methods. The Masters research students developed alternative methods for acquiring data, which relied on a combination of analogue design interventions and online platforms commonly distributed through social networks. They identified critical issues that required action by the community, and the processes they developed focused on engaging with communities, to propose solutions. Key characteristics shared between both GRT and Guerrilla Activism, are notions of political issues, the unexpected, the unconventional, and being interactive, unique and thought provoking. The trend of Guerrilla Activism has been adapted to: marketing, communication, gardening, craftivism, theatre, poetry, and art. Focusing on the action element and examining elements of current trends within Guerrilla marketing, we believe that GRT can be applied to a range of research areas within various academic disciplines.

Desmistificando o marketing de guerrilha no terceiro setor: o papel do relações públicas

This work points out innovative alternatives for increasing the visibility of nonprofits using the creative profile of the public relations professional through guerrilla marketing. By means of methodological literature and document the suggested proposal is that the public relations through a Strategic Planning, articulate actions of guerrilla marketing on behalf of third sector concerns increasing its visibility to the state's eyes, the private sector and company making the fundraising and the visibility of these entities increase with low cost, creativity and technique. How guerrilla marketing can encourage smaller competitor it is evident to face their opponents with great creative weapons, innovative and cost effective, providing improvement in the area of activity and easier to raise funds; especially in the third sector entities, which is moved without any profit, only for individual or collective will to solve social issues

Publicidad de Guerrilla: Estudio de la campaña Coronita Save the Beach

En el presente artículo se realiza una reflexión sobre la relación existente entre las nuevas formas publicitarias de Guerrilla y el arte conceptual de los años setenta; en concreto refiriéndose a una campaña como es Coronita Save the Beach de la compañía mexicana de cervezas Coronita. Estas formas publicitarias de guerrilla han surgido como solución a la crisis de los formatos tradicionales de los medios de comunicación y a la saturación publicitaria. Son, a su vez, formatos novedosos en el ámbito publicitario, pero se ejecutan en base a esquemas artísticos del siglo XX surgidos a raíz de la crisis del objeto artístico de los años setenta. Esta crisis supuso el origen del arte conceptual, movimiento artístico que buscaba la supremacía de la idea frente al objeto artístico en sí. El arte siempre ha sido vanguardia cultural y social. Desde este punto de vista, se ha analizado esta campaña que se vale de estas vías alternativas de comunicación, estableciendo una relación entre arte y publicidad.

Fatores que influenciam o uso do marketing de guerrilha nas empresas em Portugal

Atualmente vivemos numa era em que a publicidade nos rodeia através de várias formas e onde as empresas esforçam-se cada vez mais para tornar eficaz a mensagem que pretendem passar. O uso de métodos convencionais, como a televisão, rádio, ou até outdoors, está a tornar-se pouco eficaz. Em muito pouco tempo, nos últimos vinte anos, a Internet mudou a nossa forma de viver, sendo até comparado ao Renascimento e à Revolução Industrial. As gerações mais recentes nasceram rodeadas deste “boom” publicitário, o que as tornou imunes. De forma a contornar este problema, surge Levinson em 1989 onde apresenta uma forma de minimizar este efeito e ao mesmo tempo proporcionar a que pequenas empresas tenham capacidade de competir com as maiores (Levinson, 2007). Assim, o marketing de guerrilha caracteriza-se por estar normalmente associado a implementações de baixo custo, que por vezes são irrepetíveis, pois conseguem alcançar um impacto “wow” significativo junto do grande público (Oliveira & Ferreira, 2013). O presente estudo contribui para a literatura do marketing de guerrilha existente, realizando assim uma compilação acerca do desenvolvimento desta temática até aos dias de hoje. De forma a perceber quais são os fatores que influenciam o uso do marketing de guerrilha pelas empresas portuguesas, foram inquiridas 140 empresas de todo o país, através de um questionário com base no estudo desenvolvido por Overbeek (2012). Através desta investigação exploratória, numa área ainda pouco explorada em Portugal, até à data, em especial a nível académico, “verificou-se que existe uma grande procura por este tipo de ferramentas não convencionais, tanto que, verificou-se que 86,4% da amostra já presenciou uma ação de guerrilha, no entanto apenas 36,4% admite já ter implementado na sua empresa, o que levanta a questão do porquê de uma taxa tão reduzida de utilização deste tipo de abordagem não convencional (Almeida & Au-Yong-Oliveira, 2015, p.1). A explicação poderá estar ligada à grande aversão à incerteza que existe em Portugal (Hofstede, 2001), e ao receio da mudança e da experimentação de novos produtos em Portugal (Steenkamp et al., 1999). Fatores que não irão mudar durante décadas, dado o tempo que demora a mudar culturas nacionais (Hofstede, 2001). Verifica-se também que na amostra das 140 empresas se destacam pessoas formadas (ao grau de licenciatura e mestrado) em Marketing (18,7% da amostra), Design (15,7%), Gestão (10,4%) e Tecnologias da Informação e Comunicação (7,9%). Pode-se concluir que são as quatro áreas fundamentais, ou pelo menos a necessidade existe em ter conhecimento nestas quatro áreas atualmente. Devido à [pequena] dimensão das empresas, um colaborador que tenha estas quatro competências tem uma vantagem competitiva face aos restantes, no que toca a hard skills.

Visitor Relationship Management (VRM) - Repeat Visitation Opportunities for Destination Marketing Organisations

In competitive tourism markets the consumer-traveller is spoilt by choice of available destinations. Successfully differentiating a destination and getting noticed at decision time is arguably the focus of activities by destination marketing organisations (DMOs). In pursuit of differentiation, three emergent themes in the marketing literature during the past decade have been branding, integrated marketing communications (IMC), and customer relationship management (CRM) a fundamental goal of each being stimulating customer loyalty. However there has been little attention given to destination loyalty in the tourism literature. The purpose of this paper is to report an exploratory investigation of visitor relationship management (VRM) by DMOs. Based on interviews with the management of 11 regional tourism organisations (RTO) in Queensland, Australia, the opportunities for, and immediate challenges of, VRM are discussed. While each RTO recognised the potential for VRM, none had yet been able to develop a formal approach to engage in meaningful dialogue with previous visitors from their largest market.

Consumer appraisals of mobile marketing communications

This paper reports on a study that investigates the emotions elicited from appraising SMS-based mobile marketing (m-marketing) communications under three marketing conditions: product consistency, incentives and permission giving. Results from the experimental design show that appraising m-marketing communications elicits both single emotions and mixed emotions; that is, a mixture of positive and negative emotions in the same response. Additionally, the results show that the influence of specific marketing conditions may increase or reduce the intensity of the emotions elicited. This study contributes to marketing practice by examining consumer appraisals of m-marketing communications under different combinations of marketing conditions. The results provide insights into which emotions are likely to be elicited as a result, and how a specific marketing condition might influence their levels of intensity. The study contributes to marketing theory also through combining appraisal theory with Richins (1997) consumption emotion set.

Mobile phone consumption and implications for SMS marketing

This paper reports on a Q-methodology study on the consumption of mobile phones and opinions on SMS-marketing, extracted from interpretive interviews and focus groups. The Metaphors Q-sort, developed within a framework of Holt's (1995) four metaphors of consumption, identifies three experiential value clusters in the consumption of mobile phones: the Mobile Pragmatists, the Mobile Connectors and the Mobile Revelers. The SMS-marketing Q-sort identifies two key clusters of subjective opinions on various aspects of SMS-based mobile-marketing. By integrating the findings from these two Q-sorts, we demonstrate that while all three value clusters express positive opinions towards ‘location specific’ and ‘customer initiated contact’ SMS-marketing, there are noticeable differences in how marketers should develop their strategies to maximize the consumers’ perceived experiential value derived from the consumption of their mobile phones. Keywords: mobile phones; experiential consumption: SMS-marketing; Q-methodology