Uma empresa que investe em Marketing Relacionado à Causa (MRC) se beneficia de inúmeras maneiras entre elas, aumento do senso de pertencimento dos colaboradores, maior engajamento dos consumidores e conquista de reconhecimento e admiração da comunidade, com ganhos para sua imagem e, consequentemente, para construção de uma reputação positiva.
No artigo de hoje vamos descobrir alguns importantes indicadores que apontam para o MRC como uma estratégia relevante para ser considerada no mix de investimentos em comunicação e marketing das empresas.
Reputação e MRC
Primeiramente, vamos refletir brevemente sobre reputação. O termo “reputação” é comumente definido como a fama adquirida a partir da forma como algo ou alguém é percebido. Aplicada ao mundo corporativo, a reputação de uma empresa parte da avaliação feita pelos seus grupos de relacionamento, também conhecidos como stakeholders, em termos de afeição, estima e reconhecimento.
Mas afinal de contas, o que os stakeholders levam em consideração nessa avaliação? De acordo com diversas metodologias, a reputação de uma organização deve ser mensurada a partir de múltiplas dimensões como inovação, cultura organizacional, governança, liderança, desempenho financeiro e responsabilidade social. Desse modo, empresas que se preocupam em desenvolver a comunidade do entorno, promovem a diversidade e cuidam do meio ambiente fortalecem suas reputações perante os stakeholders.
Agora, vamos refletir sobre a definição de marketing relacionado à causa? Eu costumo defini-lo como uma estratégia de formulação e implementação de atividades de marketing feita para contribuir com uma causa, caracterizada pela parceria comercial entre empresas e organizações sociais e pela relação direta entre a venda de um produto ou outra ação do consumidor e uma doação, trazendo benefícios para os negócios, para as causas e para os consumidores. É, portanto, uma iniciativa que alinha as estratégias de marketing com as necessidades da sociedade, ajudando a melhorar o conhecimento e a percepção dos stakeholders sobre a responsabilidade social da empresa e, consequentemente, contribuindo para o fortalecimento de sua reputação.
MRC Estratégico e MRC Tático
Dizem que se leva anos para construir uma boa reputação e apenas alguns minutos para perdê-la. De fato, quando se trata de gestão da reputação, sabemos que é preciso considerar uma série de estratégias de curto, médio e longo prazo para assegurar o alinhamento de discurso e prática com regularidade e consistência.
Quando pensamos na contribuição do MRC na construção de uma reputação positiva para marcas e empresas é de fundamental importância compreender a diferença entre o MRC Estratégico e o MRC Tático para que você faça a melhor escolha dentro do seu planejamento estratégico.
– MRC Estratégico: tem como característica a sustentação de ações e parcerias de longo prazo. Neste caso, a causa passa a ser parte da marca ou do posicionamento da empresa. Exemplos: Hering, que há anos abraçou a campanha de diagnóstico precoce do câncer de mama e a Reserva, que recebeu o selo sistema B por uma série de ações contínuas dentre elas, a doação de 5 pratos de comida a cada peça vendida.
– MRC Tático: estratégia caracterizada pelo desenvolvimento de ações com prazo determinado. Exemplo: uma campanha no Natal em que o lucro obtido com as vendas de um determinado produto é destinado a uma ONG que apoia a causa das crianças com deficiência. Neste caso, vale ressaltar que não basta fazer uma campanha pontual e nunca mais falar sobre o tema, pois os resultados são limitados e a empresa corre o risco de ser percebida com desconfiança e como oportunista.
Portanto, tanto no MRC Estratégico como no MRC Tático a causa deve permear as políticas e práticas da companhia. Ambos devem estar alinhados à política de responsabilidade social da empresa, ao programa de investimento social e à estratégia de negócio.
Benefícios do MRC para reputação das empresas
Segundo um estudo realizado pela Ipsos, as pessoas desejam que as empresas liderem as transformações sociais do país, pois tendem a confiar mais na indústria que nos governos. Entre os entrevistados, 78% esperam que as corporações invistam muito mais em causas hoje do que investiam no passado.
De fato, os hábitos de consumo e a forma como as pessoas se relacionam com as marcas vem mudando radicalmente, principalmente entre os representantes da geração Z. Esse grupo é reconhecido pelo engajamento com marcas que comunicam apoio a causas como os direitos da população LGBTQIA+ ou a preservação do meio ambiente. Com mais acesso à informação, esse grupo altamente crítico leva seus ideais em consideração na hora de escolher produtos e serviços.
Mas será que o marketing de causa é bem percebido pelos consumidores? Um estudo do Instituto Ayrton Senna aponta que sim. Nele, 77% dos entrevistados se declaram totalmente favoráveis a ações de marketing de causa, um importante indicador de sucesso.
Quando baseado em uma estratégia consistente, especialmente a que considera a manutenção de ações em longo prazo, o Marketing Relacionado à Causa pode gerar muito valor para a imagem e reputação das empresas. Com a força das redes sociais, por exemplo, é comum observarmos consumidores relatarem suas experiências de maneira espontânea, simplesmente porque enxergaram valor em uma ação de marca cuja causa faça sentido para eles. E aqui vale uma ressalva: o contrário também é verdadeiro, portanto, para não errar, busque a ajuda de um especialista, sobretudo para te conectar ao parceiro certo.
Espero que este conteúdo o tenha ajudado a aumentar sua percepção de valor sobre o marketing de causa e como essa ferramenta pode ser altamente eficaz para alavancar a reputação de sua organização.
É importante ressaltar que antes de adotar o marketing de causa é preciso identificar uma forte conexão entre a atividade fim da empresa, seus princípios e valores e a causa que se deseja apoiar. Coerência, consistência e transparência são as palavras de ordem em uma sociedade que cobra por integridade e transparência das instituições que, por sua vez, estão cada vez mais vulneráveis e expostas à crítica dos consumidores.
Quer saber mais como o marketing de causa pode se encaixar na estratégia de investimentos da sua empresa? Entre em contato conosco e te ajudamos a começar.
Um abraço e até próxima!
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