Cultural Marketing.
Marketing culture is the set of actions of marketing that uses the culture to design and / or fix the image, name or product of an organization .
Qualifier is a tool used by the communications business, to be associated with artistic and cultural expressions. Become viable cultural projects there makes an exchange interests between society and the institution.
The company earns in culture and industry recognition. This work has been widely used by large companies, which besides having a financial return supported the tax incentive laws, investment in fixed cultural event in the brand image as a company attentive to the interests of the community.
To make marketing cultural no closed form, as there are variables that, as combined, can result in a great action marketing. What is creativity orders to reach the target audience of how to meet the goals of communication of the company with the resources available.
How do cultural marketing
From the moment that a company undertakes a marketing tool using as culture, she is doing cultural marketing. Not always the sponsorship comes in the form of cash - can be an exchange areas for tickets, accommodation, meals.
Important is that the marketing activity should perfectly fit the profile of the company, the target audience and your goal. No equalize these three items (target audience, identity, goals) is difficult to ensure effective action.
What are the benefits drawn from the cultural marketing
Initially companies began to invest in cultural marketing because, due to incentive laws, financially it was a good deal . Then they realized that these marketing actions solidified the company's corporate image and giving visibility to the brand.
Thus, investment in culture can be seen as an opportunity for companies participating in the process of increasing and maintaining the values of society and culture, especially the possibility of building a strong image and well positioned for the consumer, ensuring the short, medium and long-term perpetuation.
The incentive laws serve that through tax breaks, both individuals and legal entities, with or nonprofit or public entities of indirect administration, as local authorities, foundations and institutes, since cultural, might benefit their cultural projects, established within the segments that the law provides.
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