A Promoção de Eventos como Estratégia de Marketing: o caso da Academia de Tênis NTC / Event Promotion Campaign as a Marketing Strategy: a case study in NTC Tennis Academy

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

This study has been carried out in NTC (Núcleo de Tênis City Barra) which is a Tennis Academy whose aim is to provide classes and tennis court rental. It is an organization which consists of an internal staff and one outsourced, working in three shifts. It is situated in Recreio dos Bandeirantes, inside the Novo Rio Country Clube premises. The aim of this research was to show that event promotion in this Academy was the best sport marketing strategy in NTC. This represented one of the most effective means of accumulation of resources as well as a way of establishing the relationship with its target group for this kind of sport business. It was necessary to set up a partnership with an outsourced staff which organizes annual tennis events which are called Circuito de Tênis NTC. It consists of three annual phases and one master at the end of the year. Quantitative as well as qualitative methods were used, based on questionnaire including closed questions, open questions with strong points and actions to be enhanced which enabled a better assessment concerning the NTC performance. Additionally, the following items were analyzed: NTC marketing project, advertisement panel, settlement of account, photo portfolio and flights of the categories of the 1st Tennis Circuit NTC 2005. The answers to the questions in the questionnaire showed that the efficiency and effectiveness of the event management process as the best strategy for the institutional development and business sustainability resulted from the memberss and non-memberss high participation index. Concerning the organization of the events, the high satisfaction index shown by the members confirms that the events are well organized, which denotes that the management of the event organization is another strong point of the advertising process carried out in the Academy. Regarding the means of releasing information used in the promotion and advertising of the events, the ones which represented the best effectiveness were the posters. Other means of publicizing such as internal periodicals, site of the club and mailing list could have been better used and, consequently, increase the efficency and effectiveness of the actions taken to promote the events. One of the main reasons for the success of the events was the award. The strategy used in the promotion of the events by the Academy has shown an efficient marketing tool and, above all in the institutional field. The promotion of events has been successfully used as a sales strategy, new client acquisition, relationship retention and creation of an existing captive customer base. Thus, the case studied The Tennis Adademy NTC presented in this work, enabled the identification of the practice of event promotion as an efficient marketing strategy which provided NTC with support for the publicity of its brand name, financial and economic leverage effect and relationship reinforcement for its variety of clients. So, there is evidence of the main hypothesis of this dissertation, focused by means of its specific secondary objectives.

ASSUNTO(S)

administracao divulgação tournament marketing de relacionamento publicity relationship marketing torneio

ACESSO AO ARTIGO

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