Marketing survey as an event production tool

a mapping of the international concert market in Belo Horizonte.

Abstract

The international concert market has shown great growth in Brazil, and Belo Horizonte has begun to be part of the route of these events, which has been realized in other cities outside the Rio-São Paulo axis. In this context, the present work aims to study and understand the market of international concerts in Belo Horizonte, aiming to contribute to the development and strengthening of this market niche in the city and to assist in the planning and production processes of the concerts. The methodological instrument adopted was marketing survey, which included in-depth interviews with producers of international concerts in the city and quantitative survey applied to the public. Based on the results obtained, it was possible to infer that, at present, the international concert market in Belo Horizonte presents little growth margin, due to factors that involve the government, the lack of sponsorships and a series of conditioners that interferes in the audience’s presence at the concerts. However, the establishment of strategies to form a public, partnerships between producers and public authorities, and investment and innovation in communication and marketing actions better targeted to the audience could be the first steps to change the current reality. Finally, the importance of the market survey as a valuable tool for event planning is highlighted, since it enables to learn about the habits, preferences and purchasing power of the public, which can help in the event production process and in the growth and development of the local market.