{"id":1214,"date":"2016-01-22T20:30:43","date_gmt":"2016-01-22T19:30:43","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=1214"},"modified":"2016-02-02T16:59:16","modified_gmt":"2016-02-02T15:59:16","slug":"marketing-cultural-e-xestion-de-publicos-con-beatriz-fontan","status":"publish","type":"post","link":"https:\/\/edu.xestioncultural.com\/es\/2016\/01\/marketing-cultural-e-xestion-de-publicos-con-beatriz-fontan\/","title":{"rendered":"Marketing Cultural e Xesti\u00f3n de P\u00fablicos con Beatriz Font\u00e1n"},"content":{"rendered":"

Por Beatriz Mosquera <\/span><\/strong><\/p>\n

Na aula do pasado venres contamos con Beatriz Font\u00e1n para afondar no Marketing Cultural e como xestionar os p\u00fablicos.<\/span><\/p>\n

Que \u00e9 Marketing para v\u00f3s nunha palabra? Esa foi a nosa primeira tarefa: venta, mercado, publicidade, comunicar, arquitectura, ilusi\u00f3n, proceso, confianza\u2026<\/span><\/p>\n

Pero para Beatriz a definici\u00f3n que m\u00e1is se achega o \u201cbo marketing\u201d \u00e9 <\/span>\u201cquen llo d\u00e1 a quen llo entende, non llo d\u00e1, que llo vende<\/strong>\u201d,<\/i> da s\u00faa avoa Soledad.<\/i><\/span> Unha raz\u00f3n moi axeitada de dicir que para vender, de forma econ\u00f3mica e sostible \u00e9 necesario saber o que precisa a xente. E as\u00ed utilizar os catro pilares fundamentais do marketing: a rendibilidade, a definici\u00f3n do mercado, a orientaci\u00f3n ao consumidor e a coherencia<\/strong>, como unha ferramenta ao servizo da xesti\u00f3n, da an\u00e1lise e da comunicaci\u00f3n.<\/span><\/p>\n

Para meternos de cheo no dese\u00f1o da nosa estratexia utilizaremos o marketing mix ou 4P: prezo, produto, punto de venta (distribuci\u00f3n)\u00a0e promoci\u00f3n, engadindo unha 5\u00aaP, as Persoas esenciais para o traballo en Cultura co \u201cmarketing relacional<\/strong>\u201d.<\/span><\/p>\n

\"Esquema<\/a><\/p>\n

Neste momento da an\u00e1lise do proxecto buscaremos a trav\u00e9s do DAFO cruzado<\/strong>, como reorientar as nosas ameazas e debilidades po\u00f1endo en marcha as estratexias defensivas, de supervivencia, ofensivas ou de reorientaci\u00f3n. Para pasar a determinar cal \u00e9 a f\u00f3rmula de valor do noso proxecto:<\/span><\/p>\n

Na actualidade a variable das \u201cemoci\u00f3ns\u201d \u00e9 a que est\u00e1 a cambiar o paradigma dos traballos de marketing.<\/span><\/strong><\/p>\n

\"F\u00f3rmula<\/a><\/p>\n

Na segunda parte da tarde afondamos en \u201cComo se xestionan os p\u00fablicos?\u201d, para ver paso a paso como xestionar un plan de p\u00fablicos, e como po\u00f1er en pr\u00e1ctica a informaci\u00f3n recollida na pasada sesi\u00f3n da man de Jaume Colomer. <\/strong><\/span><\/p>\n

Para co\u00f1ecer o noso p\u00fablico ter\u00edamos que trazar un plan transversal, constitu\u00edndo unha equipa de traballo contando con todos e todas os que estamos en contacto co p\u00fablico. Non ten sentido que esta equipa de traballo quede relegada ao persoal que formamos parte da administraci\u00f3n sen\u00f3n que temos que ir m\u00e1is al\u00f3, ao persoal de billeteiras, de sala, de conserxer\u00eda, limpeza\u2026 Na diagnose da situaci\u00f3n actual, afondamos nos perf\u00eds dos p\u00fablicos actuais<\/strong>, nos produtos de oferta, de demanda, nas prioridades, estratexias, nos sistemas de prezos, e na comunicaci\u00f3n<\/strong> (entrevistas ou enquisas) para chegar \u00e1 formulaci\u00f3n de variables coas que contamos.<\/span><\/p>\n

A continuaci\u00f3n realizar\u00edamos a segmentaci\u00f3n dos grupos<\/strong>, creando a base de datos dos nosos espectadores con toda a informaci\u00f3n recadaba e diferenciando entre p\u00fablicos en formaci\u00f3n e p\u00fablicos adultos. Pasando as\u00ed \u00e1 definici\u00f3n dos obxectivos espec\u00edficos para cada un dos segmentos e ao dese\u00f1o das estratexias de fidelizaci\u00f3n<\/strong>, activaci\u00f3n e captaci\u00f3n<\/strong> para a definici\u00f3n das acci\u00f3ns espec\u00edficas de cada\u00a0estratexia.<\/span><\/p>\n

Para definir os obxectivos sempre teremos claro o p\u00fablico ao que nos diriximos, como puidemos ver nos exemplos de Beatriz: dos p\u00fablicos activos, para diversificar e incrementar as pr\u00e1cticas, ata os p\u00fablicos con demanda inexistente, buscando crear interes polas pr\u00e1cticas culturais.<\/span><\/p>\n

Rematamos con estas recomendaci\u00f3ns: <\/span>El libro rojo de la publicidad<\/em>, de Luis Bassat, Manual Producci\u00f3n, gesti\u00f3n y distribuci\u00f3n del teatro<\/em>, de Jes\u00fas Cimarro, El marketing de las\u00a0<\/em><\/span>artes esc\u00e9nicas<\/em>, de Joanne Scheff e Philip Koltler, \u2026 <\/span><\/p>\n

Moitas grazas Beatriz por introducirnos no mundo do marketing sen que nos sa\u00edsen \u201csarpullidos\u201d – <\/span>Encheremolo, pero con xeito<\/em> -.<\/span><\/p>\n

 <\/p>\n

 <\/p>\n

 <\/p>","protected":false},"excerpt":{"rendered":"

Por Beatriz Mosquera Na aula do pasado venres contamos con Beatriz Font\u00e1n para afondar no Marketing Cultural e como xestionar os p\u00fablicos. Que \u00e9 Marketing para v\u00f3s nunha palabra? Esa foi a nosa primeira tarefa: venta, mercado, publicidade, comunicar, arquitectura, ilusi\u00f3n, proceso, confianza\u2026 Pero para Beatriz a definici\u00f3n que m\u00e1is se achega o \u201cbo marketing\u201d […]<\/p>\n","protected":false},"author":5,"featured_media":1221,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_bbp_topic_count":0,"_bbp_reply_count":0,"_bbp_total_topic_count":0,"_bbp_total_reply_count":0,"_bbp_voice_count":0,"_bbp_anonymous_reply_count":0,"_bbp_topic_count_hidden":0,"_bbp_reply_count_hidden":0,"_bbp_forum_subforum_count":0,"footnotes":""},"categories":[8],"tags":[],"class_list":["post-1214","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2015-16"],"yoast_head":"\nMarketing Cultural e Xesti\u00f3n de P\u00fablicos con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/edu.xestioncultural.com\/es\/2016\/01\/marketing-cultural-e-xestion-de-publicos-con-beatriz-fontan\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Cultural e Xesti\u00f3n de P\u00fablicos con Beatriz Font\u00e1n - USC Xesti\u00f3n Cultural\" \/>\n<meta property=\"og:description\" content=\"Por Beatriz Mosquera Na aula do pasado venres contamos con Beatriz Font\u00e1n para afondar no Marketing Cultural e como xestionar os p\u00fablicos. 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