{"id":240302,"date":"2023-05-31T15:46:49","date_gmt":"2023-05-31T13:46:49","guid":{"rendered":"https:\/\/rtrsports.com\/jump-start-marketing-desportivo\/"},"modified":"2025-07-17T18:38:55","modified_gmt":"2025-07-17T16:38:55","slug":"jump-start-marketing-desportivo","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blogue\/jump-start-sports-marketing\/","title":{"rendered":"A teoria do marketing de arranque no marketing desportivo"},"content":{"rendered":"

O nome de Jon Spoelstra<\/strong>, certamente um dos mais c\u00e9lebres inovadores e int\u00e9rpretes do marketing desportivo dos \u00faltimos 30 anos, n\u00e3o ser\u00e1 novo para os profissionais do marketing desportivo. Juntamente com Veeck, Hagstrom, Levine<\/strong> e outros marketeers famosos das principais ligas profissionais americanas na viragem dos anos 80 e 90, Spoelstra<\/strong> criou algumas das campanhas de comunica\u00e7\u00e3o<\/strong> desportiva mais memor\u00e1veis de sempre, tanto pela sua criatividade delirante como pela sua capacidade acrob\u00e1tica de estar sempre na fronteira entre o bom e o mau gosto. Uma delas, provavelmente, foi o que mais tarde foi apelidado de “rubber chicken day” (dia da galinha de borracha),<\/strong> quando Spoelstra enviou milhares de galinhas de borracha por correio para as moradas dos adeptos dos Sacramento Kings<\/strong> que ainda n\u00e3o tinham renovado os seus bilhetes de \u00e9poca, acompanhadas das palavras “Don’t Fowl Out” (n\u00e3o te v\u00e1s embora)<\/strong>.<\/p>\n

Jump Start Marketing o que \u00e9 <\/strong><\/h2>\n

Epis\u00f3dios isolados \u00e0 parte (e h\u00e1 muitos), uma das contribui\u00e7\u00f5es certamente mais importantes de Spoelstra<\/strong> para a disciplina do marketing desportivo \u00e9 a teoria do “Jump Start Marketing”<\/strong>.<\/p>\n

Para come\u00e7ar, \u00e9 necess\u00e1rio especificar que a teoria do Jump-Start<\/strong>, que corresponde em italiano \u00e0 ac\u00e7\u00e3o de arrancar o carro com os cabos el\u00e9ctricos quando a bateria est\u00e1 completamente descarregada, s\u00f3 deve ser aplicada no caso de produtos desportivos<\/strong> existentes, n\u00e3o modific\u00e1veis e sem sucesso<\/strong>. \u00c9 o caso, por exemplo, de uma equipa desportiva que, no in\u00edcio do campeonato, se encontra na situa\u00e7\u00e3o de n\u00e3o ser competitiva em campo e de n\u00e3o ser atractiva para os adeptos, com o resultado imediato de uma perda econ\u00f3mica em termos de perda de receitas de bilheteira, merchandising, etc.<\/p>\n

Se as pessoas n\u00e3o compram o seu produto”, argumenta Spoelstra, “h\u00e1 uma raz\u00e3o para isso. As coisas n\u00e3o acontecem por acaso. O marketing de arranque n\u00e3o consiste em pegar num produto que ningu\u00e9m quer e enfi\u00e1-lo pela goela abaixo dos consumidores. Pelo contr\u00e1rio, significa pegar num produto que ningu\u00e9m quer e reposicion\u00e1-lo e reform\u00e1-lo at\u00e9 que se torne algo de que j\u00e1 n\u00e3o se pode prescindir”.<\/em><\/p>\n

 <\/p>\n

As 19 regras do marketing desportivo de Jon Spoelstra<\/strong><\/h2>\n

19 s\u00e3o as regras,<\/strong> ou melhores pr\u00e1ticas, de uma campanha Jump-Start<\/strong> no marketing desportivo. Estas regras foram de tal forma codificadas que, na altura em que estava nos New Jersey Nets<\/strong> da NBA, Spoelstra<\/strong> deu a todos os empregados do departamento de marketing um pequeno manual com os 19 pontos, para garantir que eram escrupulosamente seguidos. Aqui est\u00e3o eles.<\/p>\n

    \n
  1. Se quiser obter resultados, voc\u00ea e toda a equipa devem estar altamente motivados<\/strong> para experimentar novas abordagens e modelos n\u00e3o convencionais para reposicionar o produto rapidamente.<\/li>\n
  2. Nunca acredites que \u00e9s outra coisa que n\u00e3o aquilo que \u00e9s<\/strong>. Aceite as limita\u00e7\u00f5es realistas do produto em causa e parta da\u00ed.<\/li>\n
  3. Aumentar a frequ\u00eancia de compra dos seus clientes<\/strong>. Por muito mau que seja o seu produto ou servi\u00e7o, a primeira coisa que tem de fazer \u00e9 garantir que tem clientes. Estrategicamente, \u00e9 crucial aumentar o volume de vendas a estes clientes e reposicionar o produto em primeiro lugar aos olhos destes clientes.<\/li>\n
  4. Encontre sempre uma forma de obter o nome pr\u00f3prio, o apelido, a morada e o n\u00famero de telefone dos seus clientes ou assinantes<\/strong>. Se vender atrav\u00e9s de um distribuidor, perder\u00e1 esta oportunidade. Mas se tiver esta informa\u00e7\u00e3o, pode vender-lhes para sempre.<\/li>\n
  5. N\u00e3o \u00e9 o homem da limpeza que vai dar o sinal de partida. O impulso mais eficaz parte sempre de cima<\/strong>.<\/li>\n
  6. Realizar grandes mudan\u00e7as atrav\u00e9s de pequenas experi\u00eancias<\/strong>. Utilizar ideias pequenas mas constantes, fazer pequenas mudan\u00e7as que n\u00e3o custem muito tempo ou dinheiro mas que possam trazer grandes resultados, sem se concentrar em campanhas gigantescas e paquid\u00e9rmicas. \u00c9 por isso que Spoelstra sempre promoveu, nas equipas em que trabalhou, a cria\u00e7\u00e3o de um“grupo terrorista de marketing para a inova\u00e7\u00e3o<\/strong>“, uma esp\u00e9cie de pequena equipa de marketing de guerrilha encarregada de conceber ac\u00e7\u00f5es de marketing disruptivas.<\/li>\n
  7. N\u00e3o espere at\u00e9 estar em crise para experimentar novas abordagens<\/strong>. Continuar a inovar em todas as circunst\u00e2ncias.<\/li>\n
  8. Para cada ac\u00e7\u00e3o de marketing que planear, certifique-se sempre de que encontra uma boa forma de a fazer aprovar pelos seus chefes<\/strong>. Prepare a defesa da sua ideia com o mesmo cuidado e paix\u00e3o de um advogado perante o Supremo Tribunal.<\/li>\n
  9. Vender apenas produtos e servi\u00e7os que os clientes queiram comprar<\/strong> (ver ponto XV)<\/li>\n
  10. O marketing desportivo n\u00e3o se faz numa secret\u00e1ria e atr\u00e1s de um telefone<\/strong>. \u00c9 feito entre as pessoas, no p\u00fablico, nas linhas do campo. Quando h\u00e1 um jogo ou um evento, a direc\u00e7\u00e3o deve ser a primeira a entrar e a \u00faltima a sair<\/li>\n
  11. N\u00e3o tente fazer de toda a gente seu cliente. Em vez disso, seleccione cuidadosamente o seu p\u00fablico-alvo<\/strong> e gaste tempo e recursos apenas com ele. \u00c9 por isso que deve dispor de todos os dados e informa\u00e7\u00f5es poss\u00edveis sobre eles.<\/li>\n
  12. N\u00e3o se confia na investiga\u00e7\u00e3o feita por<\/strong> outra pessoa, nos dados que se compram a outra pessoa e nas informa\u00e7\u00f5es que outra pessoa nos fornece. Se quer saber algo sobre os seus clientes, fale com eles. Quase todos os problemas de marketing podem ser resolvidos de forma mais eficaz com 10 minutos de caf\u00e9 com um dos seus subscritores do que com 100.000 d\u00f3lares de investiga\u00e7\u00e3o.<\/li>\n
  13. Fa\u00e7a dos seus clientes her\u00f3is<\/strong>, apresente-lhes sempre os resultados das suas compras e as boas raz\u00f5es para as efectuarem. Especialmente para clientes empresariais, produza relat\u00f3rios e documenta\u00e7\u00e3o \u00fateis para provar aos seus superiores que cada d\u00f3lar gasto com a sua equipa \u00e9 dinheiro bem gasto.<\/li>\n
  14. Cria incentivos \u00e0 criatividade, \u00e0<\/strong> paix\u00e3o e \u00e0<\/strong> inova\u00e7\u00e3o<\/li>\n
  15. Tornar cada neg\u00f3cio demasiado bom para recusar<\/strong>. Crie pacotes, produtos, conjuntos e eventos t\u00e3o atractivos que n\u00e3o possam ser ignorados, mesmo que para isso tenha de se afastar da sua actividade principal. Spoelstra utilizou este crit\u00e9rio quando, para aumentar as vendas de bilhetes para o jogo, criou um pacote “familiar” que inclu\u00eda quatro bilhetes para o jogo, um jantar no est\u00e1dio para todos os membros e bebidas gratuitas durante todo o evento, tudo pelo mesmo pre\u00e7o de um bilhete tradicional. Obviamente, com um pacote deste tipo, a equipa ganhou muito pouco por cada bilhete, mas o evento teve lota\u00e7\u00e3o esgotada, com repercuss\u00f5es no resto da \u00e9poca.<\/li>\n
  16. Envolver e utilizar outros departamentos da organiza\u00e7\u00e3o<\/strong>. O marketing n\u00e3o pode estar apenas confinado e fechado num escrit\u00f3rio, mas deve ser partilhado com as vendas, a administra\u00e7\u00e3o, a gest\u00e3o e todas as \u00e1reas da equipa ou do evento.<\/li>\n
  17. Distinguir entre pequenos e grandes clientes<\/strong>. Para Spoelstra, os clientes n\u00e3o s\u00e3o todos iguais. De acordo com o princ\u00edpio de Pareto, 20% dos seus clientes s\u00e3o respons\u00e1veis por 80% das suas receitas. \u00c9 para este n\u00facleo mais forte e mais importante que devem ser dirigidos os maiores esfor\u00e7os e aten\u00e7\u00f5es.<\/li>\n
  18. Em tempos dif\u00edceis para as economias da organiza\u00e7\u00e3o, em vez de despedir pessoal, contrate mais pessoas dispostas a trabalhar \u00e0 comiss\u00e3o<\/strong>, ganhando apenas com os resultados que obt\u00eam.<\/li>\n
  19. Estabele\u00e7a objectivos ambiciosos<\/strong> e encontre a forma mais agrad\u00e1vel de os atingir.<\/li>\n<\/ol>\n

     <\/p>\n

    Gelo para os esquim\u00f3s<\/h2>\n

    Como \u00e9 f\u00e1cil de compreender, os princ\u00edpios do Jump Start Marketing de Spoelstra, embora obviamente constru\u00eddos para responder \u00e0s necessidades do marketing desportivo, tamb\u00e9m podem ser utilizados fora da \u00e1rea do marketing desportivo em mais ou menos qualquer ind\u00fastria ou organiza\u00e7\u00e3o.<\/p>\n

    N\u00e3o \u00e9 por acaso que o livro em que Spoelstra exp\u00f5e as suas teorias se chama “Ice to the Eskimos”, a nossa vers\u00e3o de “Selling Popsicles at the Pole”…<\/p>\n

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

    O nome de Jon Spoelstra, certamente um dos mais c\u00e9lebres inovadores e int\u00e9rpretes do marketing desportivo dos \u00faltimos 30 anos, n\u00e3o ser\u00e1 novo para os profissionais do marketing desportivo. Juntamente com Veeck, Hagstrom, Levine e outros marketeers famosos das principais ligas profissionais americanas na viragem dos anos 80 e 90, Spoelstra criou algumas das campanhas […]<\/p>\n","protected":false},"author":2,"featured_media":177472,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20152],"tags":[],"class_list":["post-240302","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo-pt-pt"],"acf":[],"contentshake_article_id":"","yoast_head":"\nA teoria do marketing de arranque no marketing desportivo<\/title>\n<meta name=\"description\" content=\"As 19 s\u00e3o as regras de uma campanha Jump-Start em marketing desportivo e marketing desportivo descritas por Spoelstra em "Ice to the Eskimos". 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