Marketing exige mudanças

“Ligo no marketing para apresentar meu projeto cultural para a empresa e eles me pedem para ligar no financeiro. Entrei em contato com o financeiro e me dizem que devo falar no marketing. Nenhum deles me atende, como faço para apresentar o meu projeto para a empresa?”

Resolvi abrir o texto deste post com uma reclamação recorrente de produtores culturais que tentam entrar em contato com uma possível empresa patrocinadora. Geralmente, o setor de marketing é responsável por receber as propostas de patrocínio, mas, na verdade, ele tem sido um dos piores caminhos para isso.

Lembro de ter ouvido isso também em uma oficina de captação de patrocínio de projetos culturais que participei ano passado. Júlio Zucca, experiente produtor cultural com MBA em Marketing e Gestão de Serviços pela ESPM-RJ, forneceu a solução para o problema: procurar setores ligados à direção da empresa como a assessoria de comunicação.

De acordo com Zucca, os assessores de comunicação se interessam por conhecer os projetos e identificar se eles estão de acordo com os valores que a empresa quer transmitir para a sociedade. Entretanto, considero que isso também é um dos papéis do profissional de marketing. Segundo Philip Kotler e Kevin Keller (2007), o marketing é um processo social no qual as pessoas e grupos conseguem aquilo que necessitam e desejam com a criação, oferta e livre negociação de produtos e serviços que possuem um valor com outros.

Portanto, o marketing exige uma mudança de postura de seus profissionais. Ele não é só venda e comércio, mas também relacionamento. Poucas empresas investem em um departamento específico de marketing cultural. Dessa forma, o profissional deve saber identificar as oportunidades de patrocínio para sua empresa. Além de contribuir para o seu desenvolvimento profissional, estará fomentando a cultura e trazendo novas formas de construir uma boa imagem da empresa.

Referência:

KOTLER, Philip e KELLER, Kevin. Administração de Marketing. 12. ed. São Paulo: Prentice Hall, 2007.

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Default115%125%

n”;

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