Marketing político: o que você precisa saber para trabalhar em campanhas eleitorais

Marcelo Vitorino - Comunicação e Marketing Político

8 Jul 202214:36

Summary

TLDRThe speaker reflects on their journey in political marketing, emphasizing the importance of passion and adaptability. They highlight the evolution from a grassroots level to a strategic role, akin to moving from a pawn to a chess master. The speaker underscores the complexity of selling ideas versus tangible products and the need to connect emotionally with the electorate. They invite others to explore this dynamic field, noting the vast opportunities for those who understand politics, technology, and communication.

Takeaways

🤔 The importance of self-reflection and continuous questioning about one's career path and achievements.
🌟 The speaker's initial lack of interest in political marketing and the evolution of their career aspirations.
🚀 The transformative journey from childhood dreams to unexpected professional paths.
💡 The value of experience and learning from diverse roles within the political marketing field.
🎯 The strategic nature of political marketing, likened to a game of chess, where each role contributes to the larger strategy.
📈 The technical complexity of selling intangible concepts like political candidacies, as opposed to tangible products.
🌐 The vast opportunities in political communication, with numerous elected positions and organizational roles.
🔄 The dynamic process of professional growth, starting from基层 roles to becoming a strategic player in the political landscape.
🌟 The significance of understanding and connecting with different cultures and ideologies in every place of work.
🏆 The unique value of personal experience and the differentiation it brings to one's professional offerings.
🎭 The role of political marketing in creating emotional connections and engaging narratives for the electorate.

Q & A

What does the speaker initially reflect on when asked about reaching a certain place in life?
-The speaker initially reflects on the notion that someone believes they have reached a certain place in life, which they consider a significant advancement. However, they personally don't feel like they've reached any destination, as they are still on a journey of growth and self-discovery.
What were the speaker's childhood aspirations?
-As a child, the speaker did not want to work in political marketing. They aspired to be a scientist, a Formula 1 pilot, or something else outside of the field of political strategy and communication.
What does the speaker suggest all professionals should ask themselves?
-The speaker suggests that all professionals should ask themselves if they have reached the place they wanted to or where they would like to go. This self-reflection can help guide their career path and personal growth.
How does the speaker define 'political animal'?
-The speaker defines 'political animal' as someone who nurtures a desire to change society, to be part of the process of making things happen, whether it's for construction, alteration, or destruction. It's about having a sense of dissatisfaction that drives change.
What are the differences between political and corporate marketing according to the speaker?
-Political marketing deals with relationships between politicians and citizens, candidates and voters, and is more complex as it involves selling intangible ideas and candidates. Corporate marketing, on the other hand, is about tangible products and is considered easier because it's simpler to understand and communicate the benefits.
How does the speaker describe the progression in political marketing?
-The speaker describes the progression in political marketing as starting as a pawn in a chess game, moving up to become a player who has a broader view of the board, strategizing from start to finish, and anticipating opponents' moves.
What advice does the speaker give about enjoying the journey in political marketing?
-The speaker advises to savor the journey, learn from the people you meet, understand their ideologies, and immerse yourself in the culture of each place you work. This enriches your experience and provides a unique perspective that can set you apart.
What opportunities does the speaker highlight for professionals in the field of political communication?
-The speaker highlights the vast opportunities in political communication, including positions within elected offices, judiciary, executive, and legislative branches, as well as party instances. The number of opportunities multiplies during election years, making it a promising field for those who understand politics, technology, and communication.
How does the speaker emphasize the importance of differentiation in political marketing?
-The speaker emphasizes that differentiation is key to standing out and securing better opportunities. By accumulating experiences and offering something unique, one can gain a distinctive position in the field.
What are the key elements the speaker mentions for successful political campaigns?
-Successful political campaigns, according to the speaker, should engage the passions of the electorate, create emotional connections, and stimulate conversation. They should also be entertaining and provide a spectacle that captures the audience's attention.
How does the speaker describe the role of marketing in politics?
-The speaker describes the role of marketing in politics as creating conditions for people to observe different viewpoints and form judgments of value. It's not about creating scenarios but facilitating a space for people to make informed decisions.

Outlines

00:00

🤔 Reflecting on Personal Achievements and Professional Aspirations

The speaker begins by contemplating a question about whether they have reached the place they wanted to be in their career. They emphasize that they still feel they haven't arrived and suggest that this reflective mindset is essential for all professionals. The speaker reminisces about their childhood aspirations, which were not initially focused on marketing or politics, highlighting the unpredictability of career paths. They stress the importance of finding one's true passion and contribution, as well as the need for adequate remuneration. The conversation aims to assist in this self-discovery process, drawing on Aristotle's notion of humans as political animals, interpreted here as those driven to make societal changes.

05:00

📈 The Evolution of a Political Marketer: From Pawn to Player

The speaker narrates their journey from being a grassroots activist to becoming a seasoned political marketer. They compare the progression in political marketing to playing chess, where one starts as a pawn and can eventually become a master strategist. The speaker discusses the technical aspects of political marketing, emphasizing its complexity over corporate marketing. They share their experiences from various campaigns and positions, illustrating the growth and learning opportunities in the field. The speaker encourages savoring the journey, understanding local cultures, and making connections, as these experiences build a unique professional profile and offer a competitive edge.

10:02

🚀 Navigating the Expansive Landscape of Political Communication

In the final paragraph, the speaker explores the vast opportunities in political communication, especially during election years, and encourages the audience to seize these chances. They highlight the need to create emotional connections in political campaigns and to resonate with the electorate's passions rather than just presenting rational elements. The speaker describes the best campaigns as those that engage the public in conversations and debates, treating the process as a spectacle with elements of drama, humor, and timing. They conclude by inviting the audience to embrace the dynamic, non-routine nature of political marketing and to transform their careers by delving deeply into the field.

Mindmap

Keywords

💡Imagination

In the context of the video, imagination refers to the ability to envision oneself in different situations or at various stages of life. It is a mental faculty that allows individuals to picture scenarios and outcomes that may or may not align with their current reality. The speaker reflects on whether they imagined themselves in their current position, highlighting the importance of self-reflection and personal growth. An example from the script is when the speaker mentions not having imagined working in marketing or politics as a child, yet they found themselves in this field, showcasing the role of imagination in career paths and life choices.

💡Professionalism

Professionalism in the video refers to the skill set, conduct, and dedication required in one's chosen field, particularly in the context of political marketing. It encompasses the continuous learning, adaptation, and mastery of one's craft, as well as the ethical and responsible conduct in professional settings. The speaker emphasizes the importance of professionalism in achieving success and making a meaningful contribution to society. The video illustrates this through the speaker's journey from a young individual with different aspirations to becoming a successful professional in political marketing.

💡Change

Change, as discussed in the video, represents the transformation and evolution of ideas, policies, and societal norms. It is a driving force in the political marketing field, where professionals aim to influence public opinion and policy-making. The speaker views themselves as an agent of change, someone who actively participates in societal shifts and challenges the status quo. The concept of change is central to the video's message, as it encourages individuals to embrace their potential to shape the world around them.

💡Communication

Communication is a fundamental aspect of political marketing, as it is the bridge between governments and citizens, candidates and voters. It involves the art of effectively conveying messages and ideas to persuade, inform, and mobilize people. The speaker emphasizes the complexity of political communication, comparing it to a game of chess where each move must be strategically planned. Effective communication in this context is not just about delivering a message but also about building emotional connections and eliciting passion among the electorate.

💡Marketing

Marketing in the video is contrasted between corporate and political contexts. While corporate marketing deals with tangible products like chocolates and bicycles, political marketing is about selling intangible concepts such as a political candidacy or government ideas. It requires a deeper understanding of the electorate's needs and desires, and the ability to convey the value of these intangibles. The speaker highlights the technical complexity and strategic nature of political marketing, which is more challenging than its corporate counterpart.

💡Strategy

Strategy in the context of the video pertains to the planned and calculated approach taken by political marketers to achieve specific goals. It involves understanding the larger picture, anticipating opponents' moves, and making informed decisions to guide the campaign from start to finish. The speaker's transition from being a 'pawn' to a 'player' in the game of political marketing signifies their growth in strategic thinking and leadership.

💡Journey

The journey represents the personal and professional path one takes in their career. In the video, the speaker reflects on their own journey, starting from the bottom and working their way up through various roles and experiences. This concept emphasizes the importance of enjoying the process, learning from every step, and growing both personally and professionally. The speaker encourages viewers to appreciate their unique journey and the diverse experiences it brings.

💡Differential

Differential refers to the unique qualities or features that set an individual apart from others in their field. In the context of the video, the speaker emphasizes the importance of having a differential to stand out and access better opportunities. By accumulating experiences and honing one's craft, a professional can offer something distinct that others cannot, thus securing a position of prominence.

💡Opportunity

Opportunity in the video signifies the potential for professional growth and success within the field of political marketing. The speaker outlines the vast number of elected positions, judicial and legislative roles, and party instances that require communication professionals. This abundance of roles and the dynamic nature of political communication present an ocean of possibilities for those who understand politics, technology, and communication. The concept of opportunity is central to the video's message, encouraging viewers to seize the moment and establish a career in this evolving field.

💡Passion

Passion in the video is depicted as the driving force behind successful political campaigns and the key to winning the hearts and minds of the electorate. It is the emotional connection and enthusiasm that campaigns must ignite in voters to be effective. The speaker argues that campaigns should tap into the electorate's passions rather than focusing solely on rational elements. This concept is crucial as it highlights the human aspect of political marketing and the need to resonate with people's values and desires.

Highlights

The speaker reflects on the perception of their own success and the importance of self-evaluation.

The speaker shares their childhood aspirations which were different from their current profession in political marketing.

The speaker emphasizes the importance of asking oneself about their career goals and aspirations.

Aristotle's quote about humans being political animals is discussed in the context of societal contribution and change.

The speaker defines 'political animal' as someone with a desire to make a societal impact.

The role of political marketing is explained as a bridge between governments and citizens.

The difference between political and corporate marketing is compared to the games of chess and checkers.

The speaker's personal journey from being a party activist to a political marketing professional is detailed.

The importance of enjoying the journey and learning from every experience in one's career is highlighted.

The speaker advises on the value of building a unique professional reputation through accumulated experiences.

The potential and opportunities in the field of political communication are explored, emphasizing the vast possibilities.

The speaker discusses the transformation of political communication over time and the emerging market size.

The unique challenges and rewards of working in political marketing are outlined, including dealing with the unpredictability of politics.

The speaker invites others to explore the profession, emphasizing the transformative potential of the field.

The concept of creating emotional connections in political campaigns is discussed, stressing the importance of resonating with voters' passions.

The speaker compares political campaigns to a spectacle, detailing the elements that make them effective and engaging.

The need for political marketing to facilitate judgment of value and observation of viewpoints is highlighted.

The speaker shares their enthusiasm for the dynamic and non-routine nature of political marketing.