Vendo candidato político ¿me lo compras?


En política tenemos un producto llamado candidato político, el cual se tiene que ofrecer por los diferentes canales de distribución y comunicación de marca a una clientela, llamados electores, y en un tiempo determinado.

Parece la venta de un producto comercial —en cierta forma es prácticamente lo mismo—, con la peculiaridad de que en el mundo político se quiere «vender» gestión, imagen y todo lo relacionado con ella. Cuando un producto sale al mercado, se va desarrollando, madurando e implantando; en política, también.

Hace años que las marcas comerciales se dieron cuenta de que, a la hora de hacer publicidad y promoción de sus productos, lo más importante no eran las bondades o cualidades de estos, llegaron a la conclusión de que lo más importante era destacar la sensación que su portafolio de productos causaba en sus clientes.

Coca-Cola lleva más de treinta años publicitando su producto dirigiendo siempre un mensaje claro: Coca-Cola te hace feliz. No usa argumentos del azucarado ni del envase, su branding se centra en vender sensaciones.

Por otro lado, ejemplos como BMW hace tiempo que fueron vanguardistas a la hora de promocionar sus diferentes productos; no hablan de potencias, motores o garantías, hablan de lo bueno que es conducir esa marca, lo joven que puedes llegar a sentirte dentro de uno de sus automóviles. Así podríamos encontrar miles de ejemplos del mercado comercial. ¿Y en política? ¿Ocurre lo mismo? No.


«No me digas lo bien que lo haces; dime lo bueno que me hace cuando lo utilizo». (Leo Burnett)

La promoción y propuesta de marca de los partidos políticos sigue anclada en el uso de publicidad y propaganda obsoleta, en lo que hace o se dice en la tribuna de un senado, en mostrar sus virtudes como partido y los defectos intentan disimularlos. Se han visto algunos detalles en campañas políticas de televisión a las puertas de elecciones, pero de manera muy sutil; el resto de legislatura, si te he visto no me acuerdo.

Si hiciéramos uso del análisis dafo (Debilidades, Amenazas, Fortalezas y Oportunidades) de nuestra candidatura o equipo político en referencia a nuestra forma de vender nuestro producto, siempre y cuando seamos objetivos y autocríticos, nos daríamos cuenta de todo el camino que nos queda para conseguir la confianza del ciudadano y para diferenciarnos mucho más del resto de competidores en política.

El cambio político pasa por aceptar estas nuevas reglas del juego donde el marketing social y el marketing mix hacen de punto de encuentro entre el candidato político y el electorado, además, como ser un buen político también es sinónimo de ser muy partícipe de los nuevos escenarios y contextos de participación ciudadana, internet, en ser capaces de entretener con contenidos realmente interesantes en las redes sociales políticas, foros de encuentro, etc.

El gabinete de comunicación política de cualquier partido u organización, la asesoría política que trabaje en conjunto con un candidato a próximas elecciones, el consultor político profesional y el líder político tienen que pensar en modo producto. Un producto político que necesita ser ofrecido una y otra vez de manera constante, creciendo siempre que se pueda, en el número de ventas (votos).

La estrategia electoral municipal pasa por asumir que un producto político es lo que la gente recibe a cambio de dar un sí o un no en las urnas y en la mesa electoral de cualquier ciudad; por eso es tan importante «vender» un candidato no solo dos meses antes de las elecciones municipales.

Isaac M. Hernández Álvarez
Asesor Político


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