Política | A mí no me engañas, o sí

EL USO RESPONSABLE Y PROFESIONAL DEL MARKETING POLÍTICO

Ahora que tanto se habla en los medios de comunicación, incluso a pie de calle, de la irrupción en la sociedad del marketing político, debemos saber que no es nada nuevo ni mucho menos diabólico. Ocurre que ahora está de moda, unido a que los colectivos políticos saben que tienen que evolucionar, tienen que vender política.

Este conjunto de herramientas lo que ha hecho es aunar en un mismo espacio especialidades como la psicología política, la estadística, la ciencia, el estudio de los hábitos humanos, la investigación de mercados, la comunicación política, y las personas para conseguir que un candidato o partido sea más eficaz y más eficiente llevando su producto político al votante apropiado, siendo este quien tiene la última palabra a la hora de «comprar» y pagar con su confianza en las urnas.

Hasta los últimos años, las técnicas de marketing estaban asociadas casi de manera unilateral al mundo empresarial y comercial; en cierta forma, la mayor necesidad de vender de las empresas y de estar más cerca del consumidor hacía imprescindible conocer mejor a su target de cliente y a los competidores; obligaban a ser creativos y diferentes.

EL DERECHO A MEJORAR

La consultoría política y las personas dedicadas a la política también tienen derecho, más bien la obligación, de gestionar mejor sus recursos, conocer mejor a sus votantes, ofrecer y dirigir mejor su programa electoral y ser más rentables en cuanto a la venta de su gestión y gobernabilidad de una ciudad; en realidad, es un acto de responsabilidad con la ciudadanía y con su partido político.

También hay que tener en cuenta que históricamente el mercado electoral ha estado ocupado por muy pocas marcas, por lo tanto, discursos planos, debates televisivos aburridos, poca competencia y una escasa asimilación de la necesidad de innovar y de tener estrategias políticas para sorprender y emocionar al elector.

Es una cuestión de ordenar las ideas, saber cómo ganar elecciones municipales utilizando técnicas de venta y de comunicación novedosas, una necesidad cada vez más acuciante de conseguir votos a costa de quitárselos a los adversarios.

Se solicitan y se llevan a cabo con frecuencia investigaciones de mercado electoral para conseguir identificar ciudadanos que puedan dar su confianza en las próximas elecciones, estudios perfectamente lícitos y necesarios en el diseño de campañas electorales con probabilidad de éxito.

También la psicología política hace acto de presencia a partir de mitad del siglo pasado, aportando desde entonces materiales y estudios importantísimos para que los partidos políticos entiendan mejor las formas de actuar del electorado, el razonamiento frente a situaciones complejas de un mundo tan globalizado.

El elector llora, tiene rabia, siente y padece, hace desplantes, aplaude y también sonríe. Sabiendo por qué reaccionan de esta manera sabremos cómo prevenir los resultados de nuestros actos como políticos de ciudad. Es el momento de aclarar que eso a lo que llamamos marketing es algo que venimos haciendo todos en nuestro entorno, en nuestra casa y desde siempre. ¿Quién no ha persuadido a un hijo, nieto, vecino para conseguir algo a cambio? ¿Cómo se ha actuado y basándose en qué conocimientos del momento, de los gustos, de las preferencias de un pariente o amigo para conseguir el objetivo en lo más cotidiano de cualquier hogar?

Cuántas y cuántas veces no habrás oído que la Iglesia es la empresa que mejor marketing ha hecho en la historia de la humanidad.

Seamos justos y respetuosos entonces a la hora de valorar el concepto de marketing político; otra cosa es el uso, su aplicación y con qué intención en una campaña política. Venimos de épocas de mostrador, momentos de despachar política y ahora más que nunca toca vender, no queda otra.

Se tiende equivocadamente a simplificar y equiparar el mundo del marketing electoral con la venta engañosa de argumentos o productos políticos, nada más lejos de la realidad.

Intentar engañar es una cuestión de intención humana y para nada va asociado a la herramienta o el camino que se lleva para llegar al razonamiento del cliente, en este caso, de un pueblo cada vez más informado y mucho más inteligente de lo que muchos piensan o creen. Una pequeña reflexión: no todos valemos para hacer marketing, no todos valemos para dirigir una orquesta sinfónica, no todos valemos para construir un mueble o para cuidar una flor.

El marketing como caja de herramientas comprende demasiados apartados y factores decisivos como para tomarlos a la ligera, que, usados desde el desconocimiento o por personas inapropiadas, sí que pueden convertirlo en un arma demasiado peligrosa.

Isaac M. Hernández Álvarez
Consultor Político
www.isaachernandez.es

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