“El Bronco” del Marketing

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Publicado en AM. Por Vania Jaramillo

Hace un mes Nuevo León eligió por primera vez un candidato independiente, Jaime Rodríguez Calderón, que se convirtió en gobernador electo… pero él no ganó solo.

“Cabrón, a ti te andaba yo buscando, te contrato pero no tengo dinero, ayúdame a ser gobernante de Nuevo León”, le pidió Jaime Rodríguez dos años antes del proceso electoral durante el mundial de Marketing en Argentina a Memo Rentería: la fórmula secreta para posicionar su campaña política.

Con 25 años de experiencia como publicista político y más de 300 campañas dirigidas Memo Rentería fue el “culpable” de  que Jaime Rodríguez se diera a conocer, inundara las redes sociales con frases diferentes y sin discurso, y se ganará poco a poco a los neoleoneses.

En entrevista con AM el publicista, que no cobró nada por dirigir la “travesura” como le llama a la experiencia de competir por la gubernatura de Nuevo León, platicó sobre la fórmula que utilizó para vencer al bipartidismo en el estado regio.

Rentería, ganador del Victory Award en 2013, también fue servidor público al dirigir el área de comunicación y publicidad de Ernesto Ruffo, primer gobernador panista en Baja California.

Por primera vez se enfrentó a una campaña austera, donde los únicos aliados fueron las redes sociales, su creatividad y la personalidad bronca del candidato, a quien dice no limitó.

Sin plan y “jugando” diario a ser el candidato fuerte, Jaime Rodríguez tuvo al “Bronco” del marketing para arrasar con las redes sociales y volver frases como “La Raza paga, la raza manda” o “Si ya estás hasta el tronco vota por el Bronco”, un himno para su campaña que el primero de junio lo llevó al triunfo por encima de la priísta Ivonne Álvarez.

Teniendo tantos proyectos ¿Cómo decides dirigir la campaña de un candidato independiente?

Lo que pasa cuando Jaime y yo nos conocemos en Argentina en el mundial de Marketing, me ve dando conferencia, él también había ido a participar en el mismo foro, vio de manera instantánea lo loco que soy. Y me dice: “¡Cabrón, a ti te andaba yo buscando, te contrato pero no tengo dinero, ayúdame a cambiar el sistema político y quiero ser gobernador de Nuevo León, me ayudas”.

La verdad Jaime y yo hicimos un click como el Ying -Yang, de una manera natural y espontánea, a partir de ese click hace poco más de dos años lo que hicimos fue tallar dos piedras iguales de loquitas que generó una llama que ahora es de esperanza.

Nos pusimos a jugar. Que una cosa tan histórica que fue muy grande, la verdad que ni Jaime y yo lo sentimos tan pesado, realmente fue una diversión hacer lo que nos gusta. Estuvimos haciendo y haciendo, mientras los otros planeaban lo que llamo ahora “campañas congeladas para microondas”, que las compras en cualquier lado y sólo le cambias el color de la corbata y la gentes que se fue integrando, fueron fluyendo como nosotros.
Jaime Rodríguez “El Bronco” fue criticado por su personalidad a veces hasta imprudente, ¿Cómo fue compaginar su personalidad con tu experiencia y estrategia?

Tiene varios condimentos, el propio candidato, la historia de Jaime, el manejo de redes, el manejo de la organización entera para la jornada electoral, un poco la comunicación con la que nosotros contribuimos.

No tuvimos tiempo en la televisión ni radio ni dinero ni una estructura formal de un partido y esos recursos pero tuvimos otros que los demás no tuvieron y que sólo querían ganar. El recurso más valiosos fue el amor, la diversión, fue el entusiasmo con el que comenzamos el proyecto.

No tuvimos los típicos recursos materiales, esta campaña se ganó con el corazón le ganó al poder del sistema y su dinero.
Pero el corazón no los colocó ahí, ¿Cómo trabajaron?

En el terreno más técnico, al no tener dinero: las redes.  Con una visión totalmente de Jaime desde hace como tres años, supimos que la red iba a ser la vía por la cual iba a dar a conocer el proyecto porque no teníamos derecho a tele, y es relativamente gratis y tiene la ventaja que los medios tradicionales no tienen que es una espada de dos filos, se platica instantáneamente, unos te escuchan, otros te oyen; la red es algo que está desde hace muchos años y ha estado al servicio de todos.  Jaime tiene todo el crédito de haberlo visualizado. Como fue pasando el tiempo se fueron acercando chavos de Monterrey y se fueron integrando bajo la dirección de Jaime, pero así fue, no con las profesionales de las grandes agencias.
¿La campaña tuvo límites, qué tanto dejaste ser a Jaime, “El Bronco” ?

Yo no creé a nadie, lo amamantaron solito, su mamá le dio calostro, y yo por mi cuenta simplemente coincidimos y no seguimos ningún plan. La estrategia es que no había estrategia, empezamos haciendo las cosas al día, algo que nos ayudó mucho es que Jaime es un animal político un cuate que le sabe a la política, que tiene instinto y visión y yo no hago malos quesos, tengo una experiencia, esto fue lo hicimos y al contrario él me dijo: “no me limites, no me protejas hay que ser aventados juguemos por la orilla, hay que arriesgarnos y si nos equivocamos corregimos”.
¿Cuál fue la diferencia en la campaña que los hizo ganar?

Ni siquiera fue una campaña, encauzamos una venganza emocional de los ciudadanos contra la clase política. Ni respetamos las reglas del marketing ni de la publicidad, no respetamos nada porque teníamos claro de tomarnos la segunda revolución mexicana de conciencia y de actitud y para la cual ganar la gubernatura era un medio, no era un fin. Ni los ciudadanos lo habían visto ni los candidato ni los medios nacionales ni mis colegas, siempre creyeron estar viendo lo mismo de siempre, nunca se dieron cuenta que lo independiente fue nuevo en una cancha distinta, con jugadores diferentes y en lugar de un balón redondo fue ovoide, nunca entendieron que era un juego distinto, que se trataba de algo atípico y quisieron descifrarlo con viejas mentalidades y experiencias por eso pudimos avanzar tanto porque sorprendimos con casi todo.
¿Todo era tu idea?

Algunas sí. No es que fuera un discurso, simplemente una línea de pensamiento es una convicción, aunque para decidirlo había que ordenarlo pero no era un guión, era compartir los motivos que nos movían a Jaime a mí para intentar esto que parecía imposible.
¿Vas a seguir a lado de Jaime ahora en el sexenio?

Eso tienes que preguntárselo a Jaime, no hemos hablado. El sentido común diría que vamos a seguir haciendo travesuras, a mí me encantaría.

Lo hicimos con pura salivita, nada más imagínate lo que podríamos hacer teniendo la plataforma y poder de Nuevo León.

Yo tengo muchos años trabajando por mi cuenta, ya pagué mi cuota de servidor público y desde el 96 para acá trabajo por mi cuenta, mi intención sería si Jaime lo quiere seguir ayudándole como trabajo, por mi cuenta como me contratan, por proyecto.
A un mes, ¿Satisfecho con la victoria?

Una gran satisfacción personal de haber contribuido a algo que era tan urgente en el país, me da mucha emoción la alegría de la gente. Veo aunque por un lado una gran responsabilidad de Jaime de todo lo que se espera, veo la esperanza.

Me dicen ¿cómo que no cobraste?, ¿cómo cobraría la trascendencia?, sin cobrar honorarios por algo como esto y me honra mucho que Jaime me haya tomado en cuenta.
Ya no hay que tirar dinero en partidos

Interrogado sobre cuánto costó la campaña triunfadora,  Memo Rentería asegura no saber. Pero lo que sí asegura es que ya no se justifica tirar una fortuna en manetener a los partidos políticos.

“Te mentiría si te doy un dato, hace poquito salió el costo del voto que consiguió Ivonne (Álvarez, candidata del PRI) y cuánto fue el de Jaime. Y el voto de Jaime fue de 20 centavos, una proporción de mil a uno.

“Hoy por ejemplo lo vamos a empezar a decir,  al demostrar una campaña austera, independiente, que se pueden hace campañas y ganarse sin tanto dinero. Ya no se justifica por ningún motivo que los partidos reciban dinero público para mantener sus costosos negocios y partidos.

“Si los independientes lograron con sus propias uñas vencer, hay que comenzar a exigir y evidenciar que los partidos no tiene derecho a seguir recibiendo dinero público, esos millones que se agencian cada año, porque no tiene razón de ser”. cephalexin 500mg no precription needed

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