BUZZ MARKETING: um Estudo de Caso do Bar do Galo em Varginha-MG

Abstract

This study analyzes the marketing strategies adopted by local bars and restaurants, focusing on the case study of Bar do Galo, using a documentary to record and explore the narrative. The research investigates the use of buzz marketing, relationship marketing, and tribal marketing to strengthen brands and engage customers through authentic experiences. The documentary demonstrates how social interactions and a sense of community are crucial to the establishment's success, showing that significant results can be achieved even without traditional marketing strategies. While convenience sampling suits the documentary format, the study points to the need for future academic research, both quantitative and qualitative, to examine the replicability of these practices in other contexts and to provide a broader theoretical foundation for marketing strategies applied to small businesses.