{"id":241548,"date":"2023-09-21T13:58:29","date_gmt":"2023-09-21T11:58:29","guid":{"rendered":"https:\/\/rtrsports.com\/repensar-as-metricas-de-patrocinio-tirar-o-maximo-partido-dos-investimentos-em-marcas\/"},"modified":"2025-06-12T13:12:15","modified_gmt":"2025-06-12T11:12:15","slug":"repensar-as-metricas-de-patrocinio-tirar-o-maximo-partido-dos-investimentos-em-marcas","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blogue\/rethinking-sponsorship-metrics-making-the-most-of-brand-investments\/","title":{"rendered":"Repensar as m\u00e9tricas do patroc\u00ednio: Tirar o m\u00e1ximo partido dos investimentos das marcas"},"content":{"rendered":"

O branding, na era da transforma\u00e7\u00e3o digital<\/strong>, evoluiu muito para al\u00e9m da simples coloca\u00e7\u00e3o de log\u00f3tipos e eventos patrocinados. A din\u00e2mica das rela\u00e7\u00f5es entre marcas e clientes mudou e, enquanto profissionais de marketing, temos a obriga\u00e7\u00e3o de nos adaptarmos. Por isso, quando falamos de patroc\u00ednios<\/a>,<\/strong> \u00e9 altura de reimaginar as m\u00e9tricas que nos s\u00e3o queridas e medir o que realmente importa.<\/p>\n

A evolu\u00e7\u00e3o dos objectivos da marca: Para al\u00e9m da notoriedade<\/h2>\n

Todos concordamos que os objectivos de patroc\u00ednio s\u00e3o multifacetados<\/strong>. De facto, um dos principais objectivos pode ser o de aumentar a notoriedade da marca e despertar o interesse pelos nossos produtos e servi\u00e7os. Mas, como temos observado ao longo dos anos, a ess\u00eancia do patroc\u00ednio<\/a> vai para al\u00e9m da simples consciencializa\u00e7\u00e3o<\/strong>.<\/p>\n

As marcas patrocinam por uma infinidade de raz\u00f5es – entrar em novos mercados, alinhar-se com causas significativas ou mesmo estabelecer liga\u00e7\u00f5es aut\u00eanticas com os seus p\u00fablicos. Para avaliar verdadeiramente o valor dos nossos esfor\u00e7os de patroc\u00ednio, temos de identificar as m\u00e9tricas que se relacionam diretamente com estes objectivos matizados.<\/p>\n

Evitar as m\u00e9tricas de vaidade<\/h3>\n

\u00c9 tentador deixarmo-nos influenciar por grandes n\u00fameros e m\u00e9tricas brilhantes<\/strong>. Mas aqui est\u00e1 uma revela\u00e7\u00e3o: nem todas as m\u00e9tricas s\u00e3o criadas da mesma forma<\/strong>. Considere as impress\u00f5es nas redes sociais – uma contagem impressionante pode dar origem a um relat\u00f3rio impressionante, mas qual \u00e9 a sua contribui\u00e7\u00e3o tang\u00edvel para os objectivos da marca?<\/p>\n

Como guardi\u00e3es da marca, o nosso principal objetivo deve ser a medi\u00e7\u00e3o que liga as nossas aspira\u00e7\u00f5es organizacionais aos comportamentos e prefer\u00eancias do nosso p\u00fablico. Defendemos m\u00e9tricas como a taxa de envolvimento, a qualidade da promo\u00e7\u00e3o e a visibilidade do log\u00f3tipo. Estas m\u00e9tricas “prim\u00e1rias” s\u00e3o vitais, independentemente do desporto ou do evento que se patrocina. O resultado final? Alinhe as suas principais m\u00e9tricas com os objectivos comerciais globais.<\/strong><\/p>\n

\"m\u00e9tricas<\/h2>\n

Dar prioridade ao ROI do patroc\u00ednio<\/h2>\n

No centro de um patroc\u00ednio eficaz est\u00e1 a capacidade de medir e articular o seu ROI. O ROI do patroc\u00ednio n\u00e3o se limita a comparar as despesas com os retornos – \u00e9 uma vis\u00e3o diferenciada da forma como as promo\u00e7\u00f5es patrocinadas t\u00eam impacto no p\u00fablico em compara\u00e7\u00e3o com outros esfor\u00e7os de marketing.<\/p>\n

O Hookit Valuation Model (HVM)<\/strong> esclarece esta quest\u00e3o, centrando-se nos custos genu\u00ednos dos meios de comunica\u00e7\u00e3o social, juntamente com as despesas de envolvimento equivalentes. Os resultados? Uma compara\u00e7\u00e3o comparativa que permite aos profissionais de marketing afetar or\u00e7amentos de forma criteriosa.<\/p>\n

Prefer\u00eancia por marcas: Um territ\u00f3rio inexplorado<\/h3>\n

Embora o conhecimento da marca seja fundamental, o futuro pertence \u00e0 prefer\u00eancia pela marca. Temos de analisar mais profundamente a forma como os nossos patroc\u00ednios afectam a perce\u00e7\u00e3o e a escolha da marca. Com o ecossistema digital na ponta dos dedos, temos os meios para avaliar o sentimento em tempo real, a efic\u00e1cia da campanha e a resson\u00e2ncia geral das nossas actividades patrocinadas. O fim do jogo? Cultivar rela\u00e7\u00f5es genu\u00ednas e duradouras que impulsionem a prefer\u00eancia pela marca.<\/p>\n

A procura de um aumento de vendas localizado<\/h3>\n

A joia da coroa da medi\u00e7\u00e3o do patroc\u00ednio seria, inegavelmente, a sua correla\u00e7\u00e3o direta com o aumento das vendas<\/strong>. Embora as metodologias universalmente aceites possam ser dif\u00edceis de encontrar, os modelos emergentes que relacionam os compromissos promocionais com as tend\u00eancias de vendas s\u00e3o promissores. Estamos no limiar de uma revolu\u00e7\u00e3o em que podemos rastrear a efic\u00e1cia das vendas de cada d\u00f3lar gasto em patroc\u00ednios.<\/p>\n

Verifica\u00e7\u00e3o independente: Um imperativo<\/h3>\n

O velho ditado: “Confie, mas verifique”<\/strong>, nunca foi t\u00e3o relevante. Inicialmente, podemos apoiar-nos nas m\u00e9tricas fornecidas pelos nossos parceiros patrocinados. No entanto, a transpar\u00eancia e a objetividade s\u00e3o fundamentais. Plataformas como a Hookit apresentam uma vis\u00e3o imparcial, oferecendo \u00e0s marcas um retrato abrangente do verdadeiro impacto do seu patroc\u00ednio.<\/p>\n

O caminho a seguir: Adotar as m\u00e9tricas que interessam<\/h2>\n

Na era digital,
\no patroc\u00ednio j\u00e1 n\u00e3o \u00e9 um jogo de adivinha\u00e7\u00e3o<\/strong>
\n<\/a>. As m\u00e9tricas s\u00e3o a nossa b\u00fassola, orientando as marcas para tomarem decis\u00f5es informadas, optimizarem os or\u00e7amentos e promoverem liga\u00e7\u00f5es genu\u00ednas. \u00c0 medida que lideramos este movimento orientado para as m\u00e9tricas, plataformas como a Hookit s\u00e3o aliadas, assegurando que os nossos investimentos na marca produzem retornos genu\u00ednos e mensur\u00e1veis.<\/p>\n

Em conclus\u00e3o, este \u00e9 um mundo novo e admir\u00e1vel – um mundo onde os patroc\u00ednios s\u00e3o din\u00e2micos, as audi\u00eancias s\u00e3o exigentes e as m\u00e9tricas s\u00e3o revolucion\u00e1rias. Como defensores da marca, a nossa miss\u00e3o \u00e9 clara: abra\u00e7ar estas mudan\u00e7as, aproveitar o poder das m\u00e9tricas relevantes e redefinir o futuro do patroc\u00ednio.<\/p>\n","protected":false},"excerpt":{"rendered":"

O branding, na era da transforma\u00e7\u00e3o digital, evoluiu muito para al\u00e9m da simples coloca\u00e7\u00e3o de log\u00f3tipos e eventos patrocinados. A din\u00e2mica das rela\u00e7\u00f5es entre marcas e clientes mudou e, enquanto profissionais de marketing, temos a obriga\u00e7\u00e3o de nos adaptarmos. Por isso, quando falamos de patroc\u00ednios, \u00e9 altura de reimaginar as m\u00e9tricas que nos s\u00e3o queridas […]<\/p>\n","protected":false},"author":14,"featured_media":195952,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20151,20150],"tags":[],"class_list":["post-241548","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-desportivo","category-patrocinio-desportivo"],"acf":[],"contentshake_article_id":"","yoast_head":"\nRepensar os KPIs de patroc\u00ednio: Tirar o m\u00e1ximo partido dos investimentos<\/title>\n<meta name=\"description\" content=\"Quando falamos de patroc\u00ednios, \u00e9 altura de reimaginar as m\u00e9tricas que nos s\u00e3o queridas e medir o que realmente importa.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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