jueves, 28 de abril de 2011

Dame publicidad

La gente de mi generación, casi todos los nacidos en la segunda mitad del siglo XX, hemos sentido que la publicidad es algo forma parte de nuestra vida, pero que también que interrumpe nuestros ratos de ocio, nos agobia con mensajes que no deseamos y nos pide sin parar que hagamos cosas, que compremos o que miremos algo. Yo llevo más de 25 años trabajando en publicidad y también tengo esa sensación personal.

Es hora de reconocerlo, los publicitarios y las marcas hemos abusado mucho presionando a la sociedad con mensajes de todo tipo, somos unos plomos, al menos lo hemos sido. Fíjense hasta que punto hemos llegado con nuestra presión al ciudadano, al que nosotros llamamos consumidor, que hablamos entre nosotros de hacer campañas 360 grados, campañas que alcanzan al intrépido ser humano vaya donde vaya, no hay descanso, no hay piedad. Las unidades de medida de nuestro éxito eran la cobertura, la frecuencia, el impacto, la saturación. La búsqueda de acceso a las personas nos ha llevado a degradar ese acceso.

Seamos realistas, esto ya no funciona, o al menos funciona algo pero, el consumidor moderno sale a la calle o se sienta en su sillón bien protegido de nuestros ataques, desconecta mentalmente del río de anuncios de la tele aunque estén a más volumen, aunque griten más. Llevamos décadas pidiendo a la gente que haga cosas, ha llegado el final de la era de la imposición, las herramientas que hemos usado para construir marcas deben cambiar, ya no vamos a cambiar los hábitos del ciudadano si él no quiere, porque el ciudadano-consumidor ha aprendido a defenderse y además la tecnología le ayuda a hacerlo. Hemos vivido una etapa donde el poder de las marcas era ilimitado, pero hoy estamos entrando en la era del consumidor. Él va a decidir a partir de ahora qué compra y a quién, no va a ser suficiente con la “Proposición Única de Venta” que predicaba Roser Reeves en la vieja agencia de publicidad Ted Bates donde trabajé en los primeros años 80, insistir ya no es suficiente, es necesario persuadir y vincular.

¿Hemos matado a la gallina de los huevos de oro de la publicidad?, ¿el ciudadano nos ha dado la espalda? No, no es así, vamos a seguir peleando por hacer más deseables las marcas para las que trabajamos, pero lo vamos a hacer de otra manera, menos coercitiva, mucho más vinculadora y además con la complicidad del ciudadano. No conseguiremos nada si nuestro consumidor no quiere, los mensajes publicitarios van a ser cada vez más empáticos y menos impositivos.

La evolución de los medios de comunicación tiene una aceleración exponencial. En los 50 años que yo he vivido ha cambiado más que en los dos anteriores milenios, pero, sorprendentemente, en los últimos diez años se ha ido acelerando el cambio hasta poder afirmar que hoy ese cambio en la evolución de los medios es permanente.

La tecnología ha cambiado la forma de comunicarnos de forma tan importante que para los que trabajamos en la comunicación lo aprendido en nuestros comienzos nos sirve de bien poco, que el medio con más audiencia del país sea Facebook y la TV más vista a diario sea You Tube, que en mi movil tenga más de 10 formas distintas de mandar un mensaje y que la inmediatez haya acercado nuestras vidas a la ubiquidad; son cosas con las que vivimos casi sin percatarnos, pero las vivimos intensamente. Si en esta bacanal de comunicación en la que estamos inmersos alguien piensa que los dóciles españolitos se van a sentar relajados frente al televisor a escuchar nuestros mensajes sin distraerse, es que no conoce cómo se comporta la gente; la gente ahora hace más cosas, porque puede y porque quiere.

Al ser humano le encanta comunicarse, la historia del progreso es la historia de la comunicación; al principio solo podíamos hacerlo uno con otro; más tarde la imprenta ayudó a comunicarse desde uno a muchos, luego al emisión de señales de radio y televisión permitieron la comunicación de masas, desde un emisor a todos o casi todos. La llegada de Internet supuso la democratización de la información, Google nos regaló las respuestas pero solo era el preludio de algo mucho más grande, la llegada de las llamadas redes sociales, la intercomunicación de todos con todos, instantáneamente y con mil posibles opciones. Si la gente puede estar en contacto permanente entre ellos, compartiendo, ¿por qué va a escuchar nuestros mensajes?, sólo por un motivo, porque quiera y lo desee, nadie se lo va a imponer, nunca más.

Bienvenidos a la era de la publicidad deseada, de la que la gente disfruta, de la que la gente busca, comparte, juega con ella. ¿Es esto posible? Lo es; déjenme llamarla Publicidad Social, no porque su objetivo sea el bien común, sino porque es la gente la que será nuestro cómplice en su difusión.

Quizás ustedes conocen la teoría de los seis grados de Kevin Bacon. Ese actor secundario de Hollywood nunca hizo un papel estelar, pero alcanzó muchísima fama por la teoría enunciada por varios estudiantes de la Universidad de Virginia en Estados Unidos que afirmaba que Bacon tenía un hasta un máximo de seis grados de relación con cualquier otro actor del mundo. Así era, de hecho existe una página muy curiosa en Internet www.oracleofbacon.org que lo demuestra.

De esta teoría, que era un puro divertimento, se construyó una verdadera teoría de redes humanas, llegándose a la conclusión que entre dos humanos cualquiera, un pastor en Siberia y un industrial australiano, solo habrá, como máximo, seis grados de separación en sus relaciones. Llevar esta teoría la realidad nos puede permitir utilizar esta red humana a los que estamos interesados en difundir un mensaje y hacerlo con un menor coste y una mayor credibilidad.

Cualquier investigación sobre las instituciones con la credibilidad y confianza que generan, nos indica el declive de la mayoría de ellas; desde la Iglesia, los políticos, hasta los medios y también la publicidad, generan una confianza decreciente en los ciudadanos, sin embargo la confianza aumenta en las personas del círculo cercano, o no tan cercano. Hoy confiamos más en un comentario en Internet sobre un restaurante que en el anuncio del propio restaurante, la gente se fía más de su familia, de la recomendación de amigos o de sus “amigos” de Facebook. Aquí está el gran reto de la publicidad de esta segunda década del siglo XXI, pongamos a la gente de nuestro lado, vinculémosla con nuestro mensaje y consigamos que lo difunda. El ciudadano no será ya el final de nuestra comunicación, será el principio.

En 2009 la agencia que dirijo consiguió que la promoción del turismo de las Islas Canarias tuviera como cómplice principal al los propios ciudadanos canarios, creándose un vínculo emocional entre la primera industria de las Islas y un gran grupo de voluntarios que desinteresadamente habló de su tierra y sus bondades en Internet, se comunicó con los europeos y consiguió movilizarse para ayudar a las Islas en unos momentos de aguda crisis económica. Estábamos haciendo historia, y hoy los voluntarios canarios han recibido el reconocimiento del mundo del turismo y de la publicidad, con premios en tres continentes y con un éxito aún mayor: romper la tendencia decreciente del turismo en las Islas y hacerlas un destino más atractivo para los europeos. Esto es creatividad social, hecha para la gente y apoyándose en su complicidad.

La comunicación publicitaria se encuentra ante el mayor reto de sus historia desde el invento de la televisión, no ha sido Internet, ni la invención del móvil, son las redes sociales las que realmente nos han cambiado el paradigma. La gente se comunica más que nunca y nosotros hemos de aprovechar esa oportunidad, con la complicidad de los ciudadanos y también de los medios tradicionales que ahora tendrán una función fundamental en arrancar el interés del consumidor. En comenzar el movimiento.

El otro gran reto de la publicidad en esta era de la hipercomunicación es aquel que siempre hemos tenido, ganar el interés y la preferencia del consumidor; pero ahora se produce en un entorno en el que el desarrollo de las marcas blancas, los efectos del racionalismo implantado por Mercadona y otros en el mercado ponen en serias dificultades a las marcas que dependen del supermercado para su comercialización. ¿Imaginan un mercado en el que su principal cliente es al mismo tiempo su principal competidor? Añadan a esto que cualquier innovación que usted haga en su producto será imitada por su cliente/competidor en meses y que además conocerá con precisión sus planes de marketing, sus estrategias de precio y decidirá además la ubicación de sus productos en un supermercado que le pertenece. No, no es una pesadilla, es el modelo de distribución que Mercadona ha implantado; en cualquier otro mercado esta práctica sería prohibida por el regulador de la competencia, pero en este caso, las cadenas de supermercados se han erigido en los supuestos aliados del Gobierno en el control de la inflación, eso permite estas prácticas dominantes que no benefician al conjunto aunque pueda parecerlo.

Ante estos hechos, ¿Qué pueden hacer las marcas? Solo dos cosas, claudicar y dejar de ser marcas para convertirse en productos, en productos Hacendado; o trabajar en el único territorio que les diferenciará de la marca de la distribución, trabajar en la emoción, en los sentimientos de que su producto sea para el que lo consume un simple refresco o un yogurt, sino un estilo de vida, con un significado adicional. La emoción es lo que diferencia los productos y los convierte en marcas, el único camino para que los fabricantes españoles, de alimentación, bebidas, detergentes o cosméticos puedan competir. Pocos sustituyen su Coca Cola por la Cola Hacendado por un motivo de precio o por una preferencia natural, existen productos que transcienden a su contenido y son mucho más para el consumidor: Nescafe, Cola Cao, Danone, Coca Cola o Gallina Blanca no pueden faltar en un lineal, estos y otros productos y marcas nos alejan de esa sensación de estar viviendo en el Moscú de 1980, de la mono-marca Hacendado, y nos recuerdan que la libertad de elegir es uno de los privilegios de la sociedad moderna, pidamos que nos lo permitan.

Complicidad, emocionalidad y creatividad social son los nuevos caminos que los publicitarios tenemos para aproximarnos un consumidor cada vez más experto y conocedor de los productos pero también cada vez más apasionado por las marcas. Visiten, si no lo creen, uno de los muchos Outlets de marcas de lujo a precios económicos que proliferan en los alrededores de las grandes ciudades españolas, miles de personas se esfuerzan por encontrar esa marca que les diferencia, les hace más felices y les aporta mucho más que el tejido o la piel con la que los fabricaron. Si la búsqueda de la felicidad es el fin último de los ciudadanos de países como el nuestro, las marcas tienen su aportación, no tan modesta, a esa felicidad. Disfrútenla.

Ángel Riesgo

Un extracto de este post fue publicado por la revista TIEMPO, el 8 de abril de 2011

60 comentarios:

Lorenzo Bennassar dijo...

Querido Angel,
como entre divertido, interesante o tonteria no está la opcion "muy interesante", aprovecho esta ventana para crearla.
Solo hay una cosa en la que no estoy de acuerdo: "...para los que trabajamos en la comunicación lo aprendido en nuestros comienzos nos sirve de bien poco..."
Creo que hay muchas cosas que siguen siendo válidas porque como bien dices los seres humanos siguen queriendo ser felices y la presentacion de la felicidad es algo de lo que sabemos mucho los publicistas.
La diferencia es que antes podias comprar la audiencia y ahora hay que ganarsela.
Al fin y al cabo, en la famosa frase de vuestra Elisabeth Ross, "Consumers are the new media, and they know it", yo siempre interprete que el "new" hacia referencia a un medio que no era consciente de serlo y el cambio ams grande me parecía el "and they know it".
Como decimos muchos usuarios de Apple, si nos dieran un € por cada mac que hemos vendido tendriamos unos ahorrillos, y estoy hablando de de hace 20 años, antes de que la red fuera lo que es hoy.
Pero bueno, era un detalle ;-)
Enhorabuena por el post.
Un abrazo,
Lorenzo

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