{"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":"2026-09-08T14:57:15","modified_gmt":"2026-09-08T12:57:15","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 Jump Start Marketing no Marketing Desportivo"},"content":{"rendered":"

Os profissionais do marketing desportivo conhecem bem o nome de Jon Spoelstra<\/strong>, um dos mais c\u00e9lebres inovadores e praticantes do sports marketing dos \u00faltimos trinta anos. Juntamente com Veeck, Hagstrom, Levine<\/strong> e outros especialistas das principais ligas profissionais americanas entre os anos 80 e 90, Spoelstra<\/strong> criou algumas das campanhas de comunica\u00e7\u00e3o desportiva mais memor\u00e1veis de sempre. A mais ic\u00f3nica foi o chamado “rubber chicken day”<\/strong>: em 1994, como diretor de marketing dos New Jersey Nets<\/strong>, Spoelstra enviou milhares de frangos de borracha a todos os subscritores que ainda n\u00e3o tinham renovado o seu lugar, acompanhados da mensagem “Don’t Fowl Out”<\/strong> \u2014 um jogo de palavras entre “n\u00e3o te ponham fora” (foul-out) e a palavra inglesa fowl, ou seja, galinha.<\/p>\n\n

O que torna este epis\u00f3dio algo mais do que uma simples anedota de marketing: os Nets eram ent\u00e3o uma das franquias menos competitivas da NBA. Spoelstra n\u00e3o tinha um produto melhor para vender. Tinha o mesmo produto \u2014 e tinha de encontrar uma forma de o tornar desej\u00e1vel. \u00c9 desta tens\u00e3o, entre um produto imut\u00e1vel e um p\u00fablico que n\u00e3o o quer, que nasce a teoria do Jump-Start Marketing.<\/p>\n\n

Jump Start Marketing: o que \u00e9 e de onde vem<\/h2>\n\n

A met\u00e1fora escolhida por Spoelstra n\u00e3o \u00e9 acidental. O Jump-Start<\/strong> \u2014 arrancar um carro com cabos quando a bateria est\u00e1 completamente descarregada \u2014 descreve exatamente a situa\u00e7\u00e3o de partida: um produto que n\u00e3o avan\u00e7a, um p\u00fablico que n\u00e3o compra, e a necessidade de encontrar energia externa para voltar a colocar o sistema em funcionamento. O objetivo final, no entanto, n\u00e3o \u00e9 um produto diferente: \u00e9 o mesmo produto, visto de forma diferente.<\/p>\n\n

A condi\u00e7\u00e3o de aplicabilidade \u00e9 precisa: a teoria do Jump-Start aplica-se unicamente a produtos desportivos j\u00e1 existentes, n\u00e3o modific\u00e1veis na sua natureza, que n\u00e3o est\u00e3o a obter o sucesso esperado<\/strong>. N\u00e3o \u00e9 uma teoria de desenvolvimento de produto: \u00e9 uma teoria de reposicionamento.<\/p>\n\n

“Se as pessoas n\u00e3o compram o seu produto \u2014 argumenta Spoelstra \u2014 h\u00e1 uma raz\u00e3o. As coisas n\u00e3o acontecem por acaso. O Jump-Start Marketing n\u00e3o significa pegar num produto que ningu\u00e9m quer e for\u00e7\u00e1-lo aos consumidores. Significa pegar num produto que ningu\u00e9m quer e reposicion\u00e1-lo e reform\u00e1-lo at\u00e9 se tornar algo de que n\u00e3o podem prescindir.”<\/em><\/p>\n\n

As 19 regras do Jump Start Marketing<\/h2>\n\n

19 s\u00e3o as regras<\/strong> de uma campanha de Jump-Start no marketing desportivo. Estas regras eram t\u00e3o codificadas que Spoelstra entregou a todos os seus colaboradores um pequeno manual com os 19 pontos, para garantir que eram seguidos escrupulosamente.<\/p>\n\n

    \n
  1. Se querem resultados, voc\u00eas e toda a equipa devem estar altamente motivados<\/strong> para tentar novas abordagens e modelos n\u00e3o convencionais.<\/li>\n
  2. Nunca acreditem ser algo diferente do que s\u00e3o<\/strong>. Aceitem as limita\u00e7\u00f5es realistas do produto que t\u00eam.<\/li>\n
  3. Aumentem a frequ\u00eancia de compra dos vossos clientes<\/strong>. O primeiro objetivo \u00e9 ter clientes e aumentar o volume de vendas para eles.<\/li>\n
  4. Encontrem sempre uma forma de obter o nome, apelido, morada e telefone dos vossos clientes<\/strong>.<\/li>\n
  5. N\u00e3o ser\u00e1 o porteiro a dar o sinal. O impulso mais eficaz vem sempre do topo<\/strong>.<\/li>\n
  6. Desencadeiem grandes mudan\u00e7as atrav\u00e9s de pequenas experi\u00eancias<\/strong>. Spoelstra promovia a cria\u00e7\u00e3o de um “marketing terrorist group for innovation”<\/strong> dentro das equipas com que trabalhava.<\/li>\n
  7. N\u00e3o esperem estar em crise para tentar novas abordagens<\/strong>. Continuem a inovar a todo o momento.<\/li>\n
  8. Para cada a\u00e7\u00e3o de marketing, garantam que encontram uma boa forma de a fazer aprovar pelos vossos superiores<\/strong>.<\/li>\n
  9. Vendam apenas produtos e servi\u00e7os que os clientes querem comprar<\/strong>.<\/li>\n
  10. O marketing desportivo n\u00e3o se faz numa secret\u00e1ria<\/strong>. Faz-se entre as pessoas, no meio do p\u00fablico.<\/li>\n
  11. N\u00e3o tentem fazer de todos os clientes seus clientes. Selecionem cuidadosamente o vosso target<\/strong>.<\/li>\n
  12. N\u00e3o confiem em pesquisas feitas por outros<\/strong>. Se querem saber algo dos vossos clientes, falem com eles diretamente.<\/li>\n
  13. Tornem os vossos clientes em her\u00f3is<\/strong>. Produzam relat\u00f3rios que demonstrem que cada euro gasto convosco \u00e9 dinheiro bem investido.<\/li>\n
  14. Criem incentivos para a criatividade<\/strong>, a paix\u00e3o, a inova\u00e7\u00e3o.<\/li>\n
  15. Tornem cada acordo demasiado bom para ser recusado<\/strong>. Spoelstra criou um pacote fam\u00edlia com 4 bilhetes, jantar e bebidas ao pre\u00e7o de um bilhete normal \u2014 sold-out, com efeito de arrastamento em toda a temporada.<\/li>\n
  16. Envolvam tamb\u00e9m os outros departamentos da organiza\u00e7\u00e3o<\/strong>. O marketing n\u00e3o pode estar confinado a um \u00fanico escrit\u00f3rio.<\/li>\n
  17. Diferenciem entre clientes pequenos e grandes<\/strong>. O princ\u00edpio de Pareto diz que 20% dos clientes geram 80% das receitas.<\/li>\n
  18. Em momentos dif\u00edceis, em vez de despedir pessoal, contratem mais pessoas dispostas a trabalhar \u00e0 comiss\u00e3o<\/strong>.<\/li>\n
  19. Fixem objetivos ambiciosos<\/strong> e encontrem a forma mais divertida de os alcan\u00e7ar.<\/li>\n<\/ol>\n\n

    Jump Start Marketing e patroc\u00ednios desportivos: aplica\u00e7\u00f5es em 2024<\/h2>\n\n

    O que surpreende, ao reler estas 19 regras quase trinta anos depois, \u00e9 o quanto pouco envelheceram. Falam de ouvir o cliente em vez de depender de pesquisas de mercado abstratas. Quem avalia os patroc\u00ednios no motorsport<\/a> \u2014 F\u00f3rmula 1, MotoGP, WEC \u2014 encontra nestes princ\u00edpios um guia direto para construir pacotes de patroc\u00ednio imposs\u00edveis de recusar.<\/p>\n\n

    Ice to the Eskimos<\/h2>\n\n

    O livro em que Spoelstra exp\u00f5e as suas teorias chama-se “Ice to the Eskimos”<\/em> \u2014 a nossa vers\u00e3o de “vender gelo no polo”. O t\u00edtulo n\u00e3o \u00e9 uma piada: \u00e9 uma declara\u00e7\u00e3o de m\u00e9todo. Todo o produto, mesmo o aparentemente imposs\u00edvel de vender, tem um p\u00fablico \u2014 desde que se encontre o enquadramento certo para o apresentar.<\/p>\n\n

    Isto \u00e9 algo que patrocinadores, ag\u00eancias e propriedades desportivas no motorsport n\u00e3o podem continuar a ignorar.<\/p>\n\n

    Perguntas frequentes sobre o Jump Start Marketing<\/h2>\n\n
    O que \u00e9 o Jump Start Marketing?<\/strong>

    \u00c9 a teoria de marketing desportivo desenvolvida por Jon Spoelstra para relan\u00e7ar um produto desportivo existente que n\u00e3o est\u00e1 a obter sucesso.<\/p><\/div>

    Quem \u00e9 Jon Spoelstra?<\/strong>

    \u00c9 um dos especialistas em marketing desportivo mais influentes dos EUA. Teorizou o Jump Start Marketing no livro “Ice to the Eskimos” (1997).<\/p><\/div>

    Quando se aplica o Jump Start Marketing?<\/strong>

    Apenas a produtos desportivos existentes que n\u00e3o est\u00e3o a funcionar no mercado.<\/p><\/div>

    Como se aplica o Jump Start Marketing aos patroc\u00ednios desportivos?<\/strong>

    Os princ\u00edpios de Spoelstra guiam a constru\u00e7\u00e3o de pacotes de patroc\u00ednio imposs\u00edveis de recusar.<\/p><\/div>

    Qual \u00e9 a diferen\u00e7a entre Jump Start Marketing e marketing desportivo convencional?<\/strong>

    O Jump Start Marketing parte do princ\u00edpio de que o produto tem limita\u00e7\u00f5es imut\u00e1veis e que o marketer deve encontrar uma forma de o fazer funcionar atrav\u00e9s da criatividade e do packaging.<\/p><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

    Os profissionais do marketing desportivo conhecem bem o nome de Jon Spoelstra, um dos mais c\u00e9lebres inovadores e praticantes do sports marketing dos \u00faltimos trinta anos. Juntamente com Veeck, Hagstrom, Levine e outros especialistas das principais ligas profissionais americanas entre os anos 80 e 90, Spoelstra criou algumas das campanhas de comunica\u00e7\u00e3o desportiva mais memor\u00e1veis […]<\/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":"\nJump Start Marketing Desportivo: As 19 Regras de Spoelstra | RTR Sports<\/title>\n<meta name=\"description\" content=\"Descubra a teoria do Jump Start Marketing de Jon Spoelstra: 19 regras para reposicionar produtos desportivos. 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