{"id":950,"date":"2013-04-19T09:45:00","date_gmt":"2013-04-19T09:45:00","guid":{"rendered":"http:\/\/hamilton.global\/index.php\/2013\/04\/19\/do-what-you-love-and-do-it-often\/"},"modified":"2023-06-27T11:35:55","modified_gmt":"2023-06-27T11:35:55","slug":"do-what-you-love-and-do-it-often","status":"publish","type":"post","link":"https:\/\/hamilton.global\/ca\/do-what-you-love-and-do-it-often\/","title":{"rendered":"Do what you love and do it often"},"content":{"rendered":"
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Al final traurem alguna cosa bona de tanta crisi, tanta atur i tant pessimisme. Molta gent a l'atur, o si estar a l'atur, aprofiten el seu temps lliure per fer activitats que els omplen. Activitats que, en moments de vaques grasses, no tenien temps de fer. Cuinar, cosir, llegir, col\u00b7leccionar, practicar esport s\u00f3n aficions que, com a m\u00ednim, fa que ens oblidem, per un moment, de la realitat. Estem parlant de hobbies, de passions.<\/span><\/div>\n

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La passi\u00f3 \u00e9s una cosa que per a la qual sempre tenim temps, gaudim amb ella i ens sentim realitzats en complir objectius. Fins i tot en alguns casos ens desafiem per complir metes (c\u00f3rrer cert nombre de quil\u00f2metres, cuinar plats cada vegada m\u00e9s laboriosos, arribar a un cert nombre de visites al nostre blog etc). Algunes passions s\u00f3n heretades dels nostres familiars, poden aflorar de manera natural o simplement s\u00f3n fruit de modes que ens creen inquietud.<\/span><\/div>\n

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Aquesta passi\u00f3 normalment apareix com a hobby, un passatemps que ens fa sentir b\u00e9, evoluciona cap a passi\u00f3 en el moment en qu\u00e8 dediquem la major part del temps lliure practicant-la fins que es converteix en un estil de vida donant ra\u00f3 de ser a la famosa frase \u201cDo what you love and do it often\u201d. Aquest moment en qu\u00e8 hem aconseguit alguna fita fa que ens sentim realitzats i orgullosos de nosaltres mateixos fa que valgui la pena un esfor\u00e7 (per exemple arribar tocar aquesta can\u00e7\u00f3 amb la guitarra). El s\u00fammum de la passi\u00f3, al qual ens agradaria arribar, \u00e9s dedicar-nos-hi professionalment, guanyar-hi diners i gaudir treballant (vull ser futbolista, pilot de F1, cantautor\u2026). <\/span><\/div>\n

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Per a lempresa, una variable important a tenir en compte \u00e9s la passi\u00f3 dels seus clients. Un cop identificades les passions del nostre target hem d'entendre les seves necessitats i inquietuds sobre el tema. Segons un estudi de Hamilton amb col\u00b7laboraci\u00f3 amb Esade Cre\u00e1polis, un 76% de la poblaci\u00f3 es declara fan d'alguna activitat. L'estudi comptava amb una llista de 64 activitats de les quals es van identificar 22 segments en funci\u00f3 dels seus hobbies i les dades extretes van ser molt interessants.<\/span><\/div>\n

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Les marques tenen l'oportunitat de formar part d'aquestes passions per generar empatia amb el consumidor i com a conseq\u00fc\u00e8ncia generar imatge de marca. Alguns exemples que ens trobem f\u00e0cilment: begudes energ\u00e8tiques que s\u00f3n presents en qualsevol activitat relacionada amb esports de risc, marques de cervesa que acompanyen targets joves a concerts i festivals de m\u00fasica, marques de productes beautycare per a home amb un canal a youtube oferint el resum de la jornada de la lliga de futbol i perqu\u00e8 no esmentar que la lliga espanyola de futbol est\u00e0 patrocinada per una entitat banc\u00e0ria.  <\/span><\/div>\n

\n<\/span><\/div>\n
La marca va formant part d'all\u00f2 m\u00e9s interior del consumidor, com s\u00f3n les passions, les metes i fins i tot l'ambici\u00f3 professional, que dif\u00edcilment defraudessin el client. Si la marca \u00e9s capa\u00e7 d'acompanyar el consumidor durant la seva traject\u00f2ria a la passi\u00f3 haurem creat un vincle emocional molt fort.<\/span><\/div>\n

\n<\/span><\/div>\n
El debat est\u00e0 en quines activitats s\u00f3n rendibles per a la marca ja que el ROI possiblement no sigui l'esperat, per\u00f2 de manera indirecta, aquesta inversi\u00f3 ser\u00e0 retornada a la marca en imatge, en valors que transmet i aquestes accions possiblement no siguin percebudes com a m\u00e0rqueting per al consumidor.<\/span><\/div>\n
<\/div>\n

\n<\/span><\/o:p><\/div>\n

\n<\/span><\/o:p><\/div>\n
Alfons Rotger<\/span><\/o:p><\/div>\n<\/span>","protected":false},"excerpt":{"rendered":"

Al final traurem alguna cosa bona de tanta crisi, tanta atur i tant pessimisme. Molta gent a l'atur, o si estar a l'atur, aprofiten el seu temps lliure per fer activitats que els omplen. Activitats que, en moments de vaques grasses, no tenien temps de fer. Cuinar, cosir, llegir, col\u00b7leccionar, practicar esport s\u00f3n aficions que, com a m\u00ednim, [\u2026]<\/p>","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":""},"categories":[1],"tags":[],"yoast_head":"\nDo what you love and do it often -<\/title>\n<meta name=\"robots\" content=\"noindex, follow\" \/>\n<meta property=\"og:locale\" content=\"ca_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Do what you love and do it often -\" \/>\n<meta property=\"og:description\" content=\"Al final sacaremos algo bueno de tanta crisis, tanto paro y tanto pesimismo. Mucha gente en paro, o si estar en paro, aprovechan su tiempo libre para realizar actividades que les llenan. Actividades que, en momentos de vacas gordas, no ten\u00edan tiempo  de practicar. 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