{"id":4013,"date":"2021-10-12T13:13:57","date_gmt":"2021-10-12T13:13:57","guid":{"rendered":"https:\/\/www.bloom-consulting.com\/journal\/?p=4013"},"modified":"2021-10-14T10:38:59","modified_gmt":"2021-10-14T10:38:59","slug":"passo_3_defina_os_seus_mercados-alvo","status":"publish","type":"post","link":"https:\/\/www.bloom-consulting.com\/journal\/pt-pt\/passo_3_defina_os_seus_mercados-alvo\/","title":{"rendered":"Passo 3. Defina os seus mercados-alvo"},"content":{"rendered":"\n

Identifique os mercados-alvo estrat\u00e9gicos, tradicionais e novos, que ser\u00e3o mais recetivos e eficientes no desenvolvimento da sua Marca Territorial.<\/strong><\/h3>\n\n\n\n
\"\"
Malcolm Allan, presidente da Bloom Consulting, num workshop de Place Branding para definir mercados-alvo.<\/figcaption><\/figure>\n\n\n\n

Um dos erros mais comuns nas marcas territoriais \u00e9 o fato de tentarem atrair uma audi\u00eancia demasiado ampla. Em vez disso, sugerimos um leque mais restrito.<\/strong><\/p>\n\n\n\n

Ao longo dos passos anteriores, enquanto trabalh\u00e1mos para compreender as perce\u00e7\u00f5es internas e externas, por meio de pesquisas qualitativas e quantitativas, os mercados-alvo dever\u00e3o ter surgido. Os participantes nas pesquisas revelar\u00e3o quem tem mais probabilidade de receber e reagir positivamente \u00e0 sua Marca emergente. Os mercados priorit\u00e1rios ficar\u00e3o mais claros com opini\u00f5es dos atores locais e das pesquisas efetuadas.<\/p>\n\n\n\n

Podemos falar sobre dois tipos diferentes de mercados-alvo: os tradicionais e os novos. Os primeiros s\u00e3o o padr\u00e3o, s\u00e3o os mercados com os quais opera atualmente e dos quais n\u00e3o pode ser separado. Os novos mercados, por outro lado, s\u00e3o aqueles com os quais gostaria de trabalhar e que exigir\u00e3o algum esfor\u00e7o adicional.

O conhecimento dos mercados, os seus interesses e necessidades poder\u00e3o ser aprofundados atrav\u00e9s de estudos como Digital Demand \u2013 D2\u00a9 e de dados espec\u00edficos.

Ao explorar os dois segmentos acima (tradicional e novo), mantenha as seguintes quest\u00f5es em mente: quem s\u00e3o os meus mercados atuais e o que lhes oferecemos? Para quem poder\u00edamos tamb\u00e9m ser atrativos e o que temos para lhes oferecer? Com recursos limitados, como \u00e9 a realidade da maioria dos territ\u00f3rios, seria sensato identificar claramente quais os mercados-alvo a investir estrategicamente o seu tempo e dinheiro.<\/p>\n\n\n\n

A reter:<\/span><\/strong>
\u2013 Reduza seu leque de mercados-alvo.
\u2013 Determine os mercados-alvo com a ajuda de entrevistas com stakeholders.
\u2013 Aborde mercados-alvo tradicionais e novos.<\/p>\n\n\n\n

\n
< Passo 2<\/a><\/div>\n\n\n\n
> Passo 4<\/a><\/div>\n<\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Identifique os mercados-alvo estrat\u00e9gicos, tradicionais e novos, que ser\u00e3o mais recetivos e eficientes no desenvolvimento da sua Marca Territorial. Um dos erros mais comuns nas marcas territoriais \u00e9 o fato de tentarem atrair uma audi\u00eancia demasiado ampla. Em vez disso, sugerimos um leque mais restrito. Ao longo dos passos anteriores, enquanto trabalh\u00e1mos para compreender as […]<\/p>\n","protected":false},"author":3,"featured_media":4223,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[51],"tags":[172,171,346,153,349,154,170,350,351],"class_list":{"0":"post-4013","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-sem-categoria","8":"tag-bloom-consulting","9":"tag-cidades","10":"tag-cities-pt-pt-2","11":"tag-marca-territorial","12":"tag-place-brand-strategy-pt-pt","13":"tag-place-branding","14":"tag-regioes","15":"tag-regions-pt-pt-2","16":"tag-strategy-pt-pt"},"yoast_head":"\nPasso 3. 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