Ya no se despacha política

Siempre en campaña

Normalmente hoy en día tenemos la idea de que las campañas políticas empiezan unas semanas antes de la fecha de elecciones, pero los medios de comunicación, internet y las nuevas tecnologías han hecho que para nada sea así. Estamos en campaña permanente, lo piensan los políticos y aquellas personas y organizaciones que forman parte de la vida pública, pero y nosotros ¿estamos constantemente en modo campaña electoral? La respuesta es si.

También es cierto que no en todos los lugares se actúa de la misma forma, pero digamos que en gran parte de los pueblos o municipios es de esta manera. Una marca política, en los tiempos actuales, no debe de centrar toda su actividad de promoción del candidato político o del partido a pocas semanas antes de las elecciones, siendo este uno de los ejemplos más frecuentes que, junto a no segmentar el público objetivo al que dirigir el mensaje, encontramos en el mundo de la comunicación política.

Es por lo que la campaña tiene que planificarse durante toda una legislatura, saber que decir cuándo, cómo, a quién y dónde. Además, tiene que ser constante, con mayor o menor intensidad, pero siempre activa, lo más cerca posible del ciudadano.

Marcando los tiempos

Muchos estudios u opiniones indican que una campaña electoral puede dividirse en cuatro grandes momentos o fases: Los primeros 100 días de llegar al poder, el periodo de tres años aproximadamente que comprende la finalización de los primeros 100 días hasta la precampaña, los 6 u 8 meses de precampaña y finalmente, los 15 días de campaña electoral oficial. Luego aparecen momentos o elementos como las mociones de censura, las dimisiones u otros factores que no se han tenido en cuenta en las estrategias de partido y cambia todo, también es cierto.

No son tiempos exactos ni mucho menos, de hecho, encontrarás muchas formas de fragmentar estas etapas, pero sí que todos los autores y profesionales del marketing político coinciden en que no se puede ceñir la campaña a tan solo unas semanas antes de la cita electoral. Aquellos partidos que no entiendan lo importante de ir poco a poco acercando su mensaje al ciudadano perderán oportunidades ante las urnas.

Los “productos políticos”, al igual que cualquier otro producto a comercializar, debe de ir captando cuota de mercado, mantenerla y quitársela a sus competidores, pero eso no se hacer faltando quince días para la hora de la verdad.

No todo es publicidad política

En cualquiera de los diferentes momentos la marca política debe de ser capaz transmitir un mensaje adaptado a cada elector y definir una temática y un argumento político lo más personalizado posible. Los votantes actuales tienen muchísima información que recogen no solo de los medios de comunicación tradicionales, sino de los nuevos canales online donde cada vez más son consumidores, por lo tanto, hay que ser mucho más eficientes a la hora de utilizar los tiempos de campaña en combinación con lo que queramos transmitir, el nombre de los partidos políticos ya no es tan relevante, eres lo que comunicas.

Hay que ser muy insistentes a la hora de marcar los diferentes momentos, que vamos a promocionar o que buscar en cada uno de ellos, cuando introducir o cuando relanzar un mensaje que nos interese a una determinada audiencia, todo esto se hace indispensable en la política de hoy. La consultoría política trabaja desde una perspectiva de planificación, contando con muchos factores y apartados a tener en cuenta, uno de los más importantes es el factor tiempo, tiempo de fidelizar, de captar y atraer nuevos votantes, pero sobretodo, de saber en que momento de la campaña estamos.

Por último, en la sociedad actual también se juega en un contexto de emociones y necesidades y, cuando estas no existen ante nuestra marca, crearlas. Ya no se despacha política, se vende gestión, se vende imagen, se venden emociones, de esto va la cosa…

Isaac M. Hernández Álvarez

Consultor de Marketing Político y Comunicación



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