Performing Folk Arts Event Marketing

Ovime se radom prikazuje važnost promocije i marketinga manifestacija u kulturi, odnosno važnost poticanja i razvoja folklornih manifestacija kao uporišta za neprekidno stvaranje konkurentskih prednosti kulturnoga turizma. Predmet marketinga nisu samo proizvodi, već i usluge, ideje i doživljaji koji se nude korisniku, tj. sve ono za što postoji ponuda i potražnja. Ansambl Lado, o kojemu je riječ u ovome radu, svojim nastupima izaziva poseban doživljaj kod gledatelja što ga, uz ostalo, čini brendom. Za onime što nudi na svojim nastupima javila se i potražnja, što mu je osiguralo dugotrajnu egzistenciju i status jedinstvenoga i neponovljivoga brenda na hrvatskomu kulturnomu tržištu. Doživljaju koji Lado stvara svojom izvedbenom djelatnošću, publika se uvijek vraća, a tomu u prilog govore pune dvorane i reakcije medija. O tomu govori i istraživanje provedeno na temu socio-demografkoga prikaza posjetitelja koncerata Ansambla Lado provedeno prije održavanja koncerta Ansambla Lado u Zagrebu 2017. godine. Istraživanje je pokazalo kako je više od polovine ispitanika koji su došli na koncert prvi put došlo na nastup Lada, što svjedoči o uspješnoj kampanji i o dugoročnim ciljevima privlačenja nove publike.This paper shows the importance of promoting and marketing of culture events, as well as the importance of encouraging and developing folklore events as the basis for the continuous creation of competitive advantages of cultural tourism. The subject of marketing is not only the products but also the services, ideas and experiences offered to the user, in other words all for which both supply and demand exist. The performances of the Ensemble Lado, which this paper analyses, create a special experience for the audience, which among other things makes Lado a brend long-term existence and the status of a unique and original brend on the Croatian cultural market. The audience always returns to the experience created at it performances and the full halls and the reaction of the media are a solid proof of that. This is also evident in the research on the socio-demographic display of visitors to Lado's concerts condusted prior to a concert in Zagreb in 2017. The research showed that more than half of the respondents who came to the concert came for the first time to their performance, testifying to a successful campaign and long-term goals of attracting a new audience