{"id":549,"date":"2014-11-28T21:15:50","date_gmt":"2014-11-28T20:15:50","guid":{"rendered":"http:\/\/edu.xestioncultural.com\/?p=549"},"modified":"2015-04-12T16:54:55","modified_gmt":"2015-04-12T14:54:55","slug":"introducion-ao-marketing-cultural-e-tecnicas-de-comunicacion-eficaz","status":"publish","type":"post","link":"https:\/\/edu.xestioncultural.com\/es\/2014\/11\/introducion-ao-marketing-cultural-e-tecnicas-de-comunicacion-eficaz\/","title":{"rendered":"Introduci\u00f3n ao marketing cultural e t\u00e9cnicas de comunicaci\u00f3n eficaz. Beatriz Font\u00e1n e Isabel Neira"},"content":{"rendered":"

O pasado 28 de novembro tivemos de novo sesi\u00f3n dobre. Por unha parte contamos con Beatriz Font\u00e1n<\/strong>, experta en marketing cultural e que nos axudou a traballar sobre as propostas de valor dos proxectos que est\u00e1n a desenvolver os equipos na aula. A continuaci\u00f3n, Isabel Neira<\/strong> falounos das “claves para unha comunicaci\u00f3n eficaz”, coa mirada posta xa na \u00faltima sesi\u00f3n do trimestre, onde os grupos deber\u00e1n presentar en p\u00fablico as s\u00faas propostas.<\/p>\n

 <\/p>\n

\"2014<\/a>Tendo en conta que adicaremos todo o terceiro trimestre aos aspectos espec\u00edficos do “marketing cultural e da xesti\u00f3n de p\u00fablicos<\/a>“, Beatriz Font\u00e1n comezou a s\u00faa intervenci\u00f3n realizando unha introduci\u00f3n xeral \u00e1 terminolox\u00eda e aspectos esenciais da mercadotecnia xeral.<\/p>\n

Comentou que a pesar das connotaci\u00f3ns negativas que arrastra o termo “marketing”, en realidade estamos a falar de estratexias para permitir un intercambio de bens, servizos ou co\u00f1ecemento<\/strong>, polo que non necesariamente temos que pensar sempre en termos de vendas. Incluso nese caso, a venda dun produto ou servizo cultural pode ser un simple medio para acadar metas superiores: art\u00edsticas, educativas ou sociais. Polo tanto, a mercadotecnia non \u00e9 boa nin mala en si mesma, xa que non deixa de ser unha ferramenta estrat\u00e9xica para lograr os fins que nos propo\u00f1amos<\/strong>.<\/p>\n

Nesta mesma li\u00f1a citou a definici\u00f3n de Philip Kotler<\/strong>, o pai do marketing moderno: \u201cProceso social e de xestio\u0301n a trave\u0301s do cal os distintos grupos e individuos obten\u0303en o que precisan ou desexan, creando, ofrecendo e intercambiando produtos con valor para outros<\/em>\u201d. Esta referencia enlaza coa necesidade de que no dese\u00f1o da nosa estratexia engadamos \u00e1s cl\u00e1sicas 4P’s (Prezo, produto, distribuci\u00f3n (placement) e promoci\u00f3n) unha 5\u00aa: as Persoas, esencial no noso sector. Partir\u00edamos as\u00ed para traballar en Cultura do “marketing relacional”.<\/p>\n

O exemplo do Cirque du Soleil levounos a falar das estratexias do “Oc\u00e9ano Azul”<\/strong>, das que nacen propostas que non te\u00f1en competencia, porque crean un territorio novo: “Se tes o mesmo punto de vista que todo o mundo, nunca creara\u0301s algo diferente”. Seguindo o f\u00edo, co\u00f1ecemos o “Pensamento Lateral<\/strong>“, outra perspectiva que se basea en rachar coa li\u00f1a dunha lo\u0301xica normal (unidireccional).<\/p>\n

Antes de pasar \u00e1 din\u00e1mica de traballo cos equipos de alumn*s, onde se definiron as propostas de valor dos seus proxectos<\/strong>, Beatriz reflexionou sobre a necesidade de que a estratexia de marketing saia de departamentos pechados e sexa transversal nas empresas e instituci\u00f3ns. Este pensamento \u00e9 moi similar ao que Juan Freire compartiu nunha anterior sesi\u00f3n, falando nese caso sobre a innovaci\u00f3n e a necesidade de que tod*s academos unha formaci\u00f3n b\u00e1sica nestas materias.<\/p>\n

 <\/p>\n

\"2014<\/a>Pola s\u00faa parte, Isabel Neira achegouse \u00e1s te\u0301cnicas de presentacio\u0301n e venda de proxectos, resaltando que a\u00ednda que o m\u00e1is importante \u00e9 a idea, o noso traballo como bos oradores pasa por identificar os obxectivos do que queremos transmitir e adaptalo ao<\/strong> p\u00fablico obxectivo<\/strong> ao que nos estamos a dirixir.<\/p>\n

El medio<\/strong> a trav\u00e9s do que realizamos a nosa presentaci\u00f3n, os condicionantes do espazo<\/strong>, a posici\u00f3n que adoptamos con respecto ao auditorio, a comunicaci\u00f3n non verbal<\/strong> y la conexi\u00f3n co p\u00fablico<\/strong> foron alg\u00fans dos moitos aspectos nos que profundizou antes de presentar algunha das caracter\u00edsticas b\u00e1sicas do formato Pechakucha<\/a>, no cal o alumnado presentar\u00e1 os seus proxectos o vindeiro 20 de decembro.<\/p>\n

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Falounos tam\u00e9n de po\u00f1er o foco en sentir e crer firmemente no que estamos a contar<\/strong>, buscando tam\u00e9n o estilo de presentacio\u0301n m\u00e1is adaptado ao noso estilo comunicativo.<\/p>\n

Outro aspecto a traballar \u00e9 a empati\u0301a<\/strong> ou intelixencia interpersoal, esa capacidade de po\u00f1erse no lugar do outro e saber adaptar a nosa linguaxe e comunicaci\u00f3n non verbal segundo o p\u00fablico obxectivo. Aqu\u00ed entrar\u00edan aspectos como o entusiasmo, saber captar a atencio\u0301n, crear interese e ante todo, lanzar mensaxes claras, coherentes e cribles. En definitiva, temos que saber capturar a resposta da audiencia e reinventarse polo cami\u00f1o<\/strong>, tendo sempre clara a mensaxe que queremos transmitir (IDEA) e trasladala repetidamente.<\/p>\n

No \u00faltimo tramo mostrou exemplos de presentaci\u00f3ns e resaltou que na valoraci\u00f3n de proxectos, un aspecto de gran importancia para analizar a s\u00faa viabilidade \u00e9 a solidez e complementariedade do propio equipo de traballo que defende a idea<\/strong>, incluso a veces m\u00e1is que aspectos econ\u00f3micos ou do estado de madurez da proposta.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>","protected":false},"excerpt":{"rendered":"

O pasado 28 de novembro tivemos de novo sesi\u00f3n dobre. Por unha parte contamos con Beatriz Font\u00e1n, experta en marketing cultural e que nos axudou a traballar sobre as propostas de valor dos proxectos que est\u00e1n a desenvolver os equipos na aula. A continuaci\u00f3n, Isabel Neira falounos das “claves para unha comunicaci\u00f3n eficaz”, coa mirada […]<\/p>\n","protected":false},"author":3,"featured_media":552,"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_forum_subforum_count":0,"footnotes":""},"categories":[6],"tags":[],"class_list":["post-549","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-curso-experto-universitario-xestion-cultural-usc-2014-15"],"yoast_head":"\nIntroduci\u00f3n ao marketing cultural e t\u00e9cnicas de comunicaci\u00f3n eficaz. 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