{"id":3406,"date":"2018-02-06T16:57:16","date_gmt":"2018-02-06T16:57:16","guid":{"rendered":"https:\/\/www.cecubogroup.com\/?p=3406"},"modified":"2021-02-19T11:49:25","modified_gmt":"2021-02-19T11:49:25","slug":"las-4-claves-para-elegir-un-patrocinio-que-mejore-nuestra-reputacion","status":"publish","type":"post","link":"https:\/\/www.cecubogroup.com\/pt\/blog\/las-4-claves-para-elegir-un-patrocinio-que-mejore-nuestra-reputacion\/","title":{"rendered":"As 4 chaves para escolher um patroc\u00ednio que reforce a nossa reputa\u00e7\u00e3o"},"content":{"rendered":"<p>[et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px|||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"||||false|false\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|500||on|||||\" text_text_color=\"#1a2126\u2033 text_font_size=\"18px\" text_letter_spacing=\"4px\"]Blog[\/et_pb_text][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2020\/12\/line.svg\" title_text=\"line\" _builder_version=\"4.7.7\u2033 _module_preset=\"default\" custom_margin=\"-15px||||false|false\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_post_title author=\"off\" comments=\"off\" featured_image=\"off\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" title_font=\"Helvetica Neue-Bold||||||||\" title_text_color=\"#032F77\u2033 title_font_size=\"40px\" meta_font=\"Roboto|500|||||||\" meta_text_color=\"#93BB23\u2033 meta_font_size=\"16px\" custom_margin=\"||||false|false\" custom_padding=\"|200px|||false|false|false|false\" custom_padding_tablet=\"|0px||||false|false|false|false\" custom_padding_phone=\"|0px||false|false|false\" custom_padding_last_edited=\"on|tablet\"][\/et_pb_post_title][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|tablet\" custom_css_main_element=\"font-weight: normal;\"]<\/p>\n<p>A escolha de uma atividade de patroc\u00ednio n\u00e3o \u00e9 simples e est\u00e1 condenada ao fracasso se n\u00e3o responder a uma estrat\u00e9gia global. Qualquer passo neste dom\u00ednio deve ser planeado em pormenor e os seus resultados devem ser mensur\u00e1veis.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f7f7f7f7f7\u2033 custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\u00bbdefault\u00bb][et_pb_image src=\u00bbhttps:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/750\u00d7421-shutterstock_346452830-1525943773.jpg\u00bb title_text=\u00bb750\u00d7421-shutterstock_346452830-1525943773\u2033 align=\u00bbcenter\u00bb _builder_version=\u00bb4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|desktop\" hover_enabled=\"0\u2033 border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" sticky_enabled=\"0\u2033][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"|0px||0px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]<\/p>\n<p>Gastar ou investir? Durante muitos anos, esta foi a pergunta que as empresas se colocaram quando se tratava de atribuir uma percentagem do seu or\u00e7amento ao patroc\u00ednio, especialmente no \u00e2mbito desportivo e cultural. Um debate ultrapassado se esta a\u00e7\u00e3o resultar de um estudo pr\u00e9vio detalhado e de uma avalia\u00e7\u00e3o posterior correcta, medindo o retorno para a empresa.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#032F77\u2033 global_module=\"2076\u2033 saved_tabs=\"all\"][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_right\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px|||0px||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-right-side-bot-f.png\" title_text=\"right-side-effect-f\" align=\"right\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/right-side-effect-f.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"20%\" width_tablet=\"30%\" width_phone=\"50%\" width_last_edited=\"on|phone\" custom_margin=\"7px||||false|false\" custom_margin_tablet=\"125px||||false|false\" custom_margin_phone=\"60px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.2\u2033 _module_preset=\"default\" text_font=\"Roboto|700|||||||\" text_text_color=\"#FFFFFFFFFFFF\" text_font_size=\"40px\" text_line_height=\"1.1em\" text_orientation=\"center\" custom_margin=\"||||false|false\" custom_padding=\"||||false|false\" custom_padding_tablet=\"\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" text_font_size_tablet=\"\" text_font_size_phone=\"31px\" text_font_size_last_edited=\"on|phone\" custom_css_main_element_last_edited=\"on|desktop\"]Podemos ajud\u00e1-lo a comunicar melhor[\/et_pb_text][et_pb_button button_text=\"Ir para Audi\u00eancias Digitais\" button_alignment=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_button=\"on\" button_text_color=\"#032F77\u2033 button_bg_color=\"#FFFFFFFF\" button_border_width=\"0px\" button_border_radius=\"11px\" button_font=\"Roboto||||||||\" button_use_icon=\"off\" custom_margin=\"||||false|false\" custom_padding=\"|55px||55px|false|true\" custom_padding_tablet=\"\" custom_padding_phone=\"|35px||35px|false|true\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"text-align: center;||box-shadow: 0 3px 6px 0 rgba(0, 0, 0, 0, 0.16);\" box_shadow_style=\"preset2\u2033 box_shadow_horizontal=\"2px\" box_shadow_vertical=\"2px\" box_shadow_blur=\"10px\" box_shadow_color=\"#d3e1ac\" button_text_color__hover_enabled=\"on|hover\" button_text_color__hover=\"#ffffff\" button_bg_color__hover_enabled=\"on|hover\" button_bg_color__hover=\"#93bb23\u2033 button_bg_enable_color__hover=\"on\" custom_css_main_element_last_edited=\"on|phone\"][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_row][et_pb_row _builder_version=\"4.7.7\u2033 _module_preset=\"default\" positioning=\"absolute\" position_origin_a=\"center_left\" position_origin_f=\"center_right\" vertical_offset=\"0px\" horizontal_offset=\"0px\" custom_padding=\"0px||0px|||true|false\" custom_css_main_element=\"z-index: 1;\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.7.7\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/footer-left-side-bot.png\" title_text=\"we_specialize_left\" src_tablet=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_phone=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/01\/nos_especializamos_left.png\" src_last_edited=\"on|phone\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" width=\"35%\" width=\"35%\" width_tablet=\"30%\" width_phone=\"45%\" width_last_edited=\"on|desktop\" max_width=\"35%\" max_width_tablet=\"30%\" max_width_phone=\"45%\" max_width_last_edited=\"on|tablet\" custom_margin=\"45px||||false|false\" custom_margin_tablet=\"-53px||||false|false\" custom_margin_phone=\"30px||||false|false\" custom_margin_last_edited=\"on|phone\"][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"|||0px||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]<\/p>\n<p>O principal objetivo de um Dircom \u00e9 melhorar a reputa\u00e7\u00e3o corporativa da empresa para a qual trabalha, seguindo as etapas definidas no plano de comunica\u00e7\u00e3o estrat\u00e9gica acordado com a dire\u00e7\u00e3o da empresa. A escolha de uma a\u00e7\u00e3o de patroc\u00ednio deve servir para subir a escada nestes quatro par\u00e2metros:<\/p>\n<p>&nbsp;<\/p>\n<p>\u200b<input name=\"1\" type=\"button\" value=\"1\" \/>\u00a0Posicionamento<\/p>\n<p><input name=\"2\" type=\"button\" value=\"2\" \/>\u00a0Imagem<\/p>\n<p><input name=\"3\" type=\"button\" value=\"3\" \/>\u00a0Valores<\/p>\n<p><input name=\"4\" type=\"button\" value=\"4\" \/>\u00a0Prest\u00edgio<\/p>\n<p>&nbsp;<\/p>\n<p>Em marketing e comunica\u00e7\u00e3o, entendemos por posicionamento o lugar que uma determinada marca ocupa junto dos consumidores. Uma empresa deve planear as suas ac\u00e7\u00f5es de patroc\u00ednio de modo a que estas estejam de acordo com os seus objectivos comerciais. Este \u00e9 o caso da Rolex, uma marca de rel\u00f3gios que quer liderar o mercado de alta gama. Para o fazer, nada melhor do que entrar no\u00a0<a href=\"https:\/\/www.youtube.com\/watch?v=nP8HlQO8it4\">patroc\u00ednio desportivo de Roger Federer<\/a>.<\/p>\n<p>O\u00a0<strong>segundo<\/strong>\u00a0Um dos par\u00e2metros a ter em conta na decis\u00e3o de patroc\u00ednio \u00e9 a imagem. Um investimento nesta \u00e1rea deve servir para melhorar a nossa imagem de marca, algo que a companhia de seguros AXA conseguiu com a campanha\u00a0<a href=\"http:\/\/compromiso.atresmedia.com\/ponlefreno\/\">P\u00f4r o trav\u00e3o<\/a>. Organizam corridas de pe\u00f5es e de autom\u00f3veis em toda a Espanha com o objetivo de promover a seguran\u00e7a rodovi\u00e1ria e sensibilizar para os perigos na estrada. Qual era o objetivo final? Que, na altura de subscrever um seguro autom\u00f3vel, os consumidores escolham uma marca que se preocupe com a nossa seguran\u00e7a.<\/p>\n<p>Partilhar os mesmos valores<\/p>\n<p>Para melhorar a nossa reputa\u00e7\u00e3o enquanto empresa, devemos implementar pr\u00e1ticas empresariais que dignifiquem a nossa atividade. Para transmitir posteriormente os nossos c\u00f3digos de conduta \u00e0 sociedade, \u00e9 essencial escolher patroc\u00ednios que, de uma forma ou de outra, estejam de acordo com os nossos valores.<\/p>\n<p>Para\u00a0<strong>banc\u00e1rio<\/strong>Num sector que est\u00e1 no centro das aten\u00e7\u00f5es desde o in\u00edcio da crise, \u00e9 importante devolver \u00e0 sociedade em que se insere uma parte do que recebe. Por esta raz\u00e3o, geralmente atrav\u00e9s das suas funda\u00e7\u00f5es, s\u00e3o comuns os patroc\u00ednios ligados \u00e0 recupera\u00e7\u00e3o do patrim\u00f3nio hist\u00f3rico (o\u00a0<a href=\"http:\/\/www.fundacionbarrie.org\/programa_catedral\">Reabilita\u00e7\u00e3o do P\u00f3rtico da Gl\u00f3ria da Catedral de Santiago de Compostela pela Funda\u00e7\u00e3o Barri\u00e9<\/a>) ou que t\u00eam como objetivo colaborar com associa\u00e7\u00f5es que trabalham com pessoas com algum tipo de defici\u00eancia. La Caixa \u00e9 um exemplo de uma institui\u00e7\u00e3o que investe recursos neste dom\u00ednio.<\/p>\n<p>No fundo, o objetivo \u00e9 aumentar o prest\u00edgio de uma marca na sociedade e as ac\u00e7\u00f5es de patroc\u00ednio dependem da dimens\u00e3o da empresa e do seu alvo. O Banco de Santander est\u00e1 comprometido com a F\u00f3rmula 1 h\u00e1 dez anos e, segundo fontes da institui\u00e7\u00e3o financeira, o retorno foi de cinco euros por cada um investido.<\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_enable_color=\"off\" custom_padding=\"0px|||0px||||true|false\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_image src=\"https:\/\/www.cecubogroup.com\/wp-content\/uploads\/2021\/02\/4279_emilio-botin-viaja-hasta-bahrein.jpg\" title_text=\"GP BAHRAIN F1_2010\u2033 align=\"center\" _builder_version=\"4.8.2\u2033 _module_preset=\"default\" custom_padding=\"|200px||200px|false|true\" custom_padding_tablet=\"|0px||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" hover_enabled=\"0\u2033 border_radii=\"on|1vw|1vw|1vw|1vw|1vw|1vw\" border_radii_tablet=\"on|4vw|4vw|4vw|4vw|4vw|4vw\" border_radii_phone=\"on|5vw|5vw|5vw|5vw|5vw|5vw\" border_radii_last_edited=\"on|tablet\" sticky_enabled=\"0\u2033][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_padding=\"0px|||||\"][et_pb_row _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_column type=\"4_4\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto||||||||\" text_font_size=\"18px\" custom_padding=\"|200px||200px|200px|false|true\" custom_padding_tablet=\"|0px|||0px|false|true\" custom_padding_phone=\"\" custom_padding_last_edited=\"on|phone\" custom_css_main_element=\"font-weight: normal;\"]]<\/p>\n<p>No m\u00eas passado, anunciou uma mudan\u00e7a de dire\u00e7\u00e3o, mas sem abandonar o desporto: vai concentrar-se na Liga dos Campe\u00f5es. Com estas ac\u00e7\u00f5es de patroc\u00ednio \u00e9 imposs\u00edvel agradar a todos, algo que deve ser tido em conta em qualquer a\u00e7\u00e3o de marketing e comunica\u00e7\u00e3o, mas \u00e9 indiscut\u00edvel que aumenta o prest\u00edgio e o posicionamento do banco.<\/p>\n<p>Medir o retorno<\/p>\n<p>N\u00e3o \u00e9 poss\u00edvel obter um ROI mensur\u00e1vel se o patroc\u00ednio n\u00e3o for planeado em pormenor. Se fizer parte de uma estrat\u00e9gia acordada e estudada, a Dircom pode quantificar o seu impacto, n\u00e3o apenas atrav\u00e9s de apari\u00e7\u00f5es nos meios de comunica\u00e7\u00e3o social e nas redes sociais.<\/p>\n<p>Atualmente, o departamento de comunica\u00e7\u00e3o da empresa disp\u00f5e das ferramentas necess\u00e1rias para saber se a perce\u00e7\u00e3o de uma empresa junto dos seus skaters \u00e9 melhorada ou piorada por uma atividade de patroc\u00ednio.\u00a0<strong>Com o KPI certo, \u00e9 poss\u00edvel medir o resultado destas ac\u00e7\u00f5es, verificar se se enquadram no nosso plano estrat\u00e9gico e manter ou modificar os passos seguintes.<\/strong><\/p>\n<p>[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=\"1\u2033 specialty=\"on\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" background_color=\"#f6f6f6f6\u2033 global_module=\"1979\u2033 saved_tabs=\"all\"][et_pb_column type=\"1_2\u2033 _builder_version=\"3.25\u2033 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custom_margin=\"25px||||false|false\" custom_padding=\"||||false|false\" custom_css_main_element=\"font-weight: 400;\"]Obtenha melhores resultados[\/et_pb_text][et_pb_text _builder_version=\"4.8.1\u2033 _module_preset=\"default\" text_font=\"Roboto|700|||||||\" text_text_color=\"#032f77\u2033 text_font_size=\"40px\" text_line_height=\"1.1em\" custom_margin=\"-5px||||false|false\" custom_padding=\"||||false|false\" custom_css_main_element=\"||font-weight: 900;\"]Os nossos servi\u00e7os podem ajud\u00e1-lo?[\/et_pb_text][\/et_pb_column_inner][\/et_pb_row_inner][et_pb_row_inner column_structure=\"1_2,1_2\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\" custom_margin=\"-25px||||false|false\"][et_pb_column_inner type=\"1_2\u2033 saved_specialty_column_type=\"1_2\u2033 _builder_version=\"4.8.1\u2033 _module_preset=\"default\"][et_pb_button button_text=\"Ir para o Est\u00fadio Criativo\" button_alignment=\"left\" _builder_version=\"4.8.1\u2033 _module_preset=\"default\" 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