{"id":5732,"date":"2014-08-26T15:31:59","date_gmt":"2014-08-26T15:31:59","guid":{"rendered":"https:\/\/inveske.co.uk\/manual-simplificado-do-patrocinio-esportivo\/"},"modified":"2014-08-26T15:31:59","modified_gmt":"2014-08-26T15:31:59","slug":"manual-simplificado-do-patrocinio-esportivo","status":"publish","type":"post","link":"https:\/\/www.mariliacoutinho.com\/pt-br\/manual-simplificado-do-patrocinio-esportivo\/","title":{"rendered":"Manual simplificado do patroc\u00ednio esportivo"},"content":{"rendered":"<p>(os links aparecer\u00e3o \u00e0 medida que o material for sendo escrito \u2013 deixe sua d\u00favida ou sugest\u00e3o nos coment\u00e1rios)<\/p>\n<p><a href=\"http:\/\/www.mariliacoutinho.com\/manual-simplificado-patrocinio-esportivo-introducao\/\">Introdu\u00e7\u00e3o <\/a>(por que escrever esse manual)<\/p>\n<ol>\n<li>O que \u00e9 patroc\u00ednio<\/li>\n<li><a href=\"http:\/\/www.mariliacoutinho.com\/e-marketing-entendendo-marketing-esportivo\/\">O que \u00e9 marketing<\/a><\/li>\n<li>O que \u00e9 publicidade<\/li>\n<li>O que \u00e9 propriedade intang\u00edvel<\/li>\n<li>Os elementos da rela\u00e7\u00e3o de patroc\u00ednio:\n<ol>\n<li>Shareholder<\/li>\n<li>Propriedade<\/li>\n<li>Rightsholder<\/li>\n<li>Sponsorship agent<\/li>\n<\/ol>\n<\/li>\n<li>Tipos de patroc\u00ednio esportivo\n<ol>\n<li>Filantr\u00f3pico X apenas corporativo e suas gradua\u00e7\u00f5es<\/li>\n<li>Evento, time, indiv\u00edduo<\/li>\n<\/ol>\n<\/li>\n<li>Ativa\u00e7\u00e3o: o que \u00e9 e por que \u00e9 o que realmente importa\n<ol>\n<li>A\u00e7\u00f5es de ativa\u00e7\u00e3o<\/li>\n<li>Custo de ativa\u00e7\u00e3o<\/li>\n<\/ol>\n<\/li>\n<li>Como avaliar o retorno do patroc\u00ednio\n<ol>\n<li>ROI e seus cr\u00edticos<\/li>\n<li>Recall<\/li>\n<li>ades\u00e3o<\/li>\n<\/ol>\n<\/li>\n<li>Marca, nicho, imagem e congru\u00eancia: quem combina com quem\n<ol>\n<li>O que \u00e9 marca<\/li>\n<li>O que \u00e9 nicho econ\u00f4mico<\/li>\n<li>O que \u00e9 imagem<\/li>\n<li>O que \u00e9 congru\u00eancia<\/li>\n<\/ol>\n<\/li>\n<li>Para a \u201cpropriedade\u201d (atleta, time, evento, artista, etc): como se apresentar\n<ol>\n<li>Teoricamente<\/li>\n<li>Na pr\u00e1tica<\/li>\n<\/ol>\n<\/li>\n<li>Para a empresa: como melhor escolher sua propriedade\n<ol>\n<li>Teoricamente<\/li>\n<li>Na pr\u00e1tica<\/li>\n<\/ol>\n<\/li>\n<li>Porque no Brasil a discrep\u00e2ncia \u00e9 t\u00e3o grande entre o que deveria ser e o que \u00e9\n<ol>\n<li>O marketing esportivo no Brasil, ou sua inexist\u00eancia<\/li>\n<li>Aus\u00eancia do campo profissional e seus resultados<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>i.\u00a0\u00a0\u00a0\u00a0\u00a0 Pressupostos equivocados: \u201cd\u00e1 mais likes ou seguidores, ent\u00e3o \u00e9 melhor\u201d; \u201cenche de gente no stand\u201d<\/p>\n<p>ii.\u00a0\u00a0\u00a0\u00a0\u00a0 Falta de dom\u00ednio sobre conceitos b\u00e1sicos<\/p>\n<p>iii.\u00a0\u00a0\u00a0\u00a0\u00a0 Falta de \u00e9tica de ambas as partes<\/p>\n<p>iv.\u00a0\u00a0\u00a0\u00a0\u00a0 Falta de experi\u00eancia de ambas as partes<\/p>\n<ol start=\"9\">\n<li>Como mudar melhorar a situa\u00e7\u00e3o para boas empresas, bons atletas, artistas, times e eventos<\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"<p>(os links aparecer\u00e3o \u00e0 medida que o material for sendo escrito \u2013 deixe sua d\u00favida ou sugest\u00e3o nos coment\u00e1rios) Introdu\u00e7\u00e3o (por que escrever esse manual) O que \u00e9 patroc\u00ednio O que \u00e9 marketing O que \u00e9 publicidade O que \u00e9 propriedade intang\u00edvel Os elementos da rela\u00e7\u00e3o de patroc\u00ednio: Shareholder Propriedade Rightsholder Sponsorship agent Tipos de [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":5733,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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