The Promotion of Craft Business Events in Pernambuco
an analysis of the (in)congruences between buyer persona and digital marketing strategies adopted by FENEARTE
DOI:
https://doi.org/10.29149/mtr.v9i1.8176Keywords:
Events, Handicraft, Buyer persona, Digital marketing, FENEARTEAbstract
This study aims to evaluate the congruences and incongruences between the buyer persona profile and the digital marketing strategies adopted by the National Crafts Business Fair of Pernambuco (FENEARTE). This is exploratory-descriptive research, with mixed approach (quali-quantitative), applying the single case study method. To define the profile of the buyer persona of the event, data were collected from 63 participants of the 22nd edition of FENEARTE, through a questionnaire created in Google Forms. To observe the digital marketing strategies adopted to promote the event, documentary research was conducted on Instagram of the fair, obtaining 77 publications relating to the investigated edition. The data obtained from the questionnaire were analyzed with the help of basic descriptive analysis, while in the documentary data the categorical content analysis was applied. The results showed that, in some points, there is congruence, as in the promotion of products and in the effective use of social networks for knowledge of the event and interaction with participants. On the other hand, aspects such as the promotion of artists, cultural presentations, and product costs present inconsistencies. From the theoretical point of view, the research shows how the investigated theme manifests itself in the tourism context, specifically in a handcraft event. In managerial terms, the study offers subsidies for a more assertive alignment of promotional marketing strategies in the virtual environment. The present work was carried out with the support of the National Council for Scientific and Technological Development (CNPq), having been awarded a scholarship from the Institutional Program for Scientific Initiation Scholarships (PIBIC).
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