{"id":1617,"date":"2020-07-06T15:12:25","date_gmt":"2020-07-06T13:12:25","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&p=1617"},"modified":"2023-03-13T17:21:27","modified_gmt":"2023-03-13T15:21:27","slug":"marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/","title":{"rendered":"Marek Grabovsk\u00fd z Radegastu: \u201eJako \u010ce\u0161i jsme zareagovali skv\u011ble!\u201c"},"content":{"rendered":"\r\n

Pov\u00eddali jsme si s Markem Grabovsk\u00fdm, senior brand managerem zna\u010dky Radegast v r\u00e1mci Plze\u0148sk\u00e9ho Prazdroje. \u201eV krizi se uk\u00e1zala na\u0161e n\u00e1rodn\u00ed vlastnost dok\u00e1zat si poradit za ka\u017ed\u00e9 situace a tak\u00e9 schopnost si navz\u00e1jem pom\u00e1hat,\u201c \u0159\u00edk\u00e1.<\/strong><\/p>\r\n\r\n\r\n\r\n

Jak se krize podepsala na komunikaci zna\u010dky Radegast?<\/strong><\/p>\r\n\r\n\r\n\r\n

Krize n\u00e1s dostala do hodn\u011b prek\u00e9rn\u00ed situace. M\u011bli jsme nat\u00e1\u010det spot na n\u00e1\u0161 nov\u00fd produkt, p\u0159i\u010dem\u017e re\u017eis\u00e9r byl ze Slovenska, hlavn\u00ed hrdina z Brit\u00e1nie a velmi d\u016fle\u017eitou roli v tom spotu hr\u00e1la zv\u00ed\u0159ata, kter\u00e1 byla pro zm\u011bnu z Ma\u010farska. A do toho v\u00e1m zav\u0159ou hranice.<\/p>\r\n\r\n\r\n\r\n

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V ten moment byl \u017eivot opravdu ho\u0159k\u00fd. Najednou jsme nem\u011bli nic.<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

Jen\u017ee to asi ne\u0161lo jen tak nem\u00edt nic. H\u00e1d\u00e1m, \u017ee spot byl sou\u010d\u00e1st\u00ed launche produktu.\u00a0<\/strong><\/p>\r\n\r\n\r\n\r\n

P\u0159esn\u011b tak. Nav\u00edc jsme m\u011bli z\u00e1vazky v\u016f\u010di televiz\u00edm, \u017ee n\u011bjak\u00fd spot zkr\u00e1tka vys\u00edlat budeme. Prvn\u00ed my\u0161lenky samoz\u0159ejm\u011b vcelku logicky sm\u011b\u0159ovaly k opr\u00e1\u0161en\u00ed star\u0161\u00edch spot\u016f. Jen\u017ee to nen\u00ed \u0159e\u0161en\u00ed ve chv\u00edli, kdy m\u00e1te nov\u00fd produkt. Proto jsme museli vymyslet n\u011bco \u00fapln\u011b nov\u00e9ho, co se s touto novinkou bude spojovat. A zkuste si n\u011bco vymyslet, kdy\u017e se s kolegy m\u016f\u017eete bavit jen po telefonu nebo p\u0159es videokonferenci.<\/p>\r\n\r\n\r\n\r\n

Tady n\u00e1m hodn\u011b pomohla agentura Boomerang. Jenom d\u00edky nim se n\u00e1m poda\u0159ilo spot b\u011bhem t\u0159\u00ed t\u00fddn\u016f nejen vymyslet, ale dokonce i nato\u010dit a tak\u00e9 otestovat, co\u017e je standardn\u00ed postup v Plze\u0148sk\u00e9m Prazdroji. To v\u0161echno za t\u0159i t\u00fddny. Do te\u010f nech\u00e1pu, jak jsme to zvl\u00e1dli.<\/strong><\/p>\r\n\r\n\r\n\r\n

A tohle v\u0161echno prob\u011bhlo po telefonu, ani\u017e byste se potkali?<\/strong><\/p>\r\n\r\n\r\n\r\n

Na to nevzpom\u00edn\u00e1m zrovna r\u00e1d. Byl jsem na telefonu nebo videokonferenci prakticky po\u0159\u00e1d a ze sluch\u00e1tek m\u011b za\u010daly bolet u\u0161i. Jedin\u00e1 fyzick\u00e1 sch\u016fzka za ty t\u0159i t\u00fddny byla finalizace televizn\u00edho spotu p\u0159i nat\u00e1\u010den\u00ed posledn\u00edch sc\u00e9n.\u00a0<\/p>\r\n\r\n\r\n\r\n

Po\u0159\u00e1d mi nen\u00ed moc jasn\u00e9, jak jste vlastn\u011b vy\u0159e\u0161ili ten prim\u00e1rn\u00ed probl\u00e9m, tedy zv\u00ed\u0159ata z Ma\u010farska, herec z Brit\u00e1nie…<\/strong><\/p>\r\n\r\n\r\n\r\n

Na\u0161e p\u016fvodn\u00ed idea je hodn\u011b siln\u00e1 a v\u011b\u0159\u00edm, \u017ee se spot\u0159ebitel\u016fm bude l\u00edbit. Ale zat\u00edm si ji nech\u00e1v\u00e1me\u00a0 v \u0161upl\u00edku a chyst\u00e1me se ji nato\u010dit b\u011bhem l\u00e9ta. Spoty, kter\u00e9 vznikly v tomhle rekordn\u00edm \u010dase, jsou podle m\u00e9ho vrcholem um\u011bn\u00ed mo\u017en\u00e9ho. Klasick\u00e9 nat\u00e1\u010den\u00ed by v \u010dase karant\u00e9ny bylo nejen slo\u017eit\u00e9, ale i nebezpe\u010dn\u00e9 pro z\u00fa\u010dastn\u011bn\u00e9, tak\u017ee se daleko v\u00edc, ne\u017e je zvykem, pracovalo, s grafick\u00fdmi prvky a samoz\u0159ejm\u011b se symbolem sochy Radegasta. A mezi \u0159\u00e1dky je ve spotu zm\u00edn\u011bna i aktu\u00e1ln\u00ed krize spojen\u00e1 s virem.<\/p>\r\n\r\n\r\n\r\n

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Necht\u011bli jsme nic prvopl\u00e1nov\u00e9ho, proto\u017ee by to mohlo b\u00fdt vn\u00edm\u00e1no jako parazitov\u00e1n\u00ed na ne\u0161t\u011bst\u00ed, kter\u00e9 se aktu\u00e1ln\u011b d\u011bje.<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

Kdo je pozorn\u00fd, ten tam ur\u010dit\u00e9 odkazy najde, zejm\u00e9na v pou\u017eit\u00e9m jazyku.<\/strong> Tady bych je\u0161t\u011b jednou r\u00e1d pod\u011bkoval na\u0161\u00ed agentu\u0159e Boomerang, bez jejich rychlosti a kreativity by to fakt ne\u0161lo.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/figure>\r\n\r\n\r\n\r\n

Poj\u010fme k trochu jin\u00e9mu t\u00e9matu. Marketing slou\u017e\u00ed k podpo\u0159e prodeje. Zm\u011bnila krize n\u011bjak va\u0161i komunika\u010dn\u00ed strategii? P\u0159ece jen na klasick\u00fd prodej v hospod\u00e1ch a restaurac\u00edch jste na \u010das museli zapomenout a va\u0161e zisky plynuly z jin\u00fdch prodejn\u00edch kan\u00e1l\u016f.<\/strong><\/p>\r\n\r\n\r\n\r\n

M\u00e1te pravdu, kan\u00e1l on trade (pozn. red.: prodej v hospod\u00e1ch a restaurac\u00edch) byl zav\u0159en\u00fd. Tam se krom\u011b \u010depov\u00e1n\u00ed piva zastavila i marketingov\u00e1 komunikace. V oblasti off tradu (pozn. red.: prodej v obchodech) jsme jeli podle pl\u00e1nu. V tom se podle m\u00e9ho n\u00e1zoru Plze\u0148sk\u00fd Prazdroj zachoval skv\u011ble.<\/p>\r\n\r\n\r\n\r\n

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Zat\u00edmco na mnoha m\u00edstech se panika\u0159ilo a ru\u0161ily se kampan\u011b, my jsme se sna\u017eili prostor vyu\u017e\u00edt co mo\u017en\u00e1 nejlep\u0161\u00edm zp\u016fsobem bez \u0161krt\u016f a ru\u0161en\u00ed komunika\u010dn\u00edch aktivit.<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

Nav\u00edc n\u00e1m velmi \u010dasto vych\u00e1zely vst\u0159\u00edc medi\u00e1ln\u00ed domy a medi\u00e1ln\u00ed agentury, proto\u017ee jsme ob\u010das pot\u0159ebovali m\u00edrn\u011b upravit sch\u00e9ma komunikace, t\u0159eba u outdoorov\u00e9 reklamy. V jednom p\u0159\u00edpad\u011b jsme pot\u0159ebovali kampa\u0148 posunout o cel\u00fd m\u011bs\u00edc a vy\u0161li n\u00e1m vst\u0159\u00edc. Z toho jsem byl skute\u010dn\u011b nad\u0161en\u00fd<\/strong> \u2013 m\u00edsto aby n\u011bkdo zneu\u017e\u00edval situace, v\u0161ichni si pom\u00e1hali, jak se dalo.<\/p>\r\n\r\n\r\n\r\n

Jak\u00e9 byly va\u0161e aktivity sm\u011brem k odb\u011bratel\u016fm prost\u0159ednictv\u00edm va\u0161ich prodejc\u016f? Z pohledu komunikace jsou prodejci prakticky vzato jeden z komunika\u010dn\u00edch kan\u00e1l\u016f.<\/strong><\/p>\r\n\r\n\r\n\r\n

T\u011bch aktivit byla cel\u00e1 \u0159ada. Nap\u0159\u00edklad jsme vyu\u017eili na\u0161e kontakty a propojili hospodsk\u00e9 a chmela\u0159e. T\u011bm prvn\u00edm chyb\u011bla pr\u00e1ce a v\u00fdd\u011blky, t\u011bm druh\u00fdm pro zm\u011bnu sez\u00f3nn\u00ed brig\u00e1dn\u00edci na dr\u00e1tkov\u00e1n\u00ed a vyvazov\u00e1n\u00ed chmele. Tak\u017ee n\u011bkte\u0159\u00ed v\u00fd\u010depn\u00ed si d\u00edky n\u00e1m na\u0161li do\u010dasn\u011b n\u00e1hradn\u00ed pr\u00e1ci na chmelnici a mohli se pod\u00edvat, jak se p\u011bstuje surovina, kter\u00e1 je pro pivo kl\u00ed\u010dov\u00e1.<\/p>\r\n\r\n\r\n\r\n

D\u00e1le na\u0161i obchodn\u00ed z\u00e1stupci za\u010dali hned s n\u00e1stupem krize kontaktovat na\u0161e odb\u011bratele a radili jim, jak maj\u00ed postupovat. Hospodsk\u00fdm jsme d\u00e1vali rady, jak spr\u00e1vn\u011b m\u00fdt sklo, jak po dlouhodob\u011bj\u0161\u00ed odst\u00e1vce vy\u010distit trubky a jak\u00fdm zp\u016fsobem co nejefektivn\u011bji dezinfikovat u\u017eitn\u00e9 plochy. Prost\u011b aby m\u011bli n\u011bjak\u00fd ucelen\u00fd n\u00e1vod, jak spr\u00e1vn\u011b postupovat nejen s ohledem na pokyny st\u00e1tu<\/strong>, ale hlavn\u011b s ohledem na zdrav\u00ed sv\u00fdch z\u00e1kazn\u00edk\u016f. To v\u0161echno jsme nav\u00edc konzultovali s hygienou, abychom na\u0161im odb\u011bratel\u016fm radili spr\u00e1vn\u011b.<\/p>\r\n\r\n\r\n\r\n

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P\u0159\u00edstup hygieny byl podle m\u00e9ho na velmi dobr\u00e9 \u00farovni.<\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

Byla to jedna z v\u011bc\u00ed, kter\u00e1 formovala m\u016fj pohled na celou dobu karant\u00e9ny. Na jednu stranu to \u0159ad\u011b lid\u00ed p\u0159ineslo probl\u00e9my a spoust\u011b lid\u00ed restrikce v\u00fdrazn\u011b zkomplikovaly \u017eivot a podnik\u00e1n\u00ed. Ale na druhou stranu se kr\u00e1sn\u011b uk\u00e1zala na\u0161e n\u00e1rodn\u00ed vlastnost dok\u00e1zat si poradit za ka\u017ed\u00e9 situace a tak\u00e9 schopnost si navz\u00e1jem pom\u00e1hat.<\/p>\r\n\r\n\r\n\r\n

Na spolupr\u00e1ci n\u00e1s, st\u00e1tn\u00edho sektoru a na\u0161ich odb\u011bratel\u016f se to mysl\u00edm kr\u00e1sn\u011b uk\u00e1zalo. Vz\u00e1jemn\u011b jsme si pom\u00e1hali a povzbuzovali se a v\u00fdsledkem je \u0159ada opat\u0159en\u00ed, kter\u00e1 pom\u00e1haj\u00ed v\u0161em.<\/strong> Mo\u017en\u00e1 jsem a\u017e moc optimista, ale mysl\u00edm, \u017ee jako \u010ce\u0161i jsme zareagovali skv\u011ble.<\/p>\r\n","protected":false},"excerpt":{"rendered":"

Pov\u00eddali jsme si s Markem Grabovsk\u00fdm, senior brand managerem zna\u010dky Radegast v r\u00e1mci Plze\u0148sk\u00e9ho Prazdroje. \u201eV krizi se uk\u00e1zala na\u0161e n\u00e1rodn\u00ed vlastnost dok\u00e1zat si poradit za ka\u017ed\u00e9 situace a tak\u00e9 schopnost si navz\u00e1jem pom\u00e1hat,\u201c \u0159\u00edk\u00e1. Jak se krize podepsala na komunikaci zna\u010dky Radegast? Krize n\u00e1s dostala do hodn\u011b prek\u00e9rn\u00ed situace. M\u011bli jsme nat\u00e1\u010det spot na n\u00e1\u0161 nov\u00fd produkt, […]<\/p>\n","protected":false},"featured_media":1624,"menu_order":0,"template":"","serial":[],"class_list":["post-1617","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nGrabovsk\u00fd z Radegastu o pandemii | BOOMERANG COMMUNICATION<\/title>\n<meta name=\"description\" content=\"\u201eV krizi se uk\u00e1zala na\u0161e n\u00e1rodn\u00ed vlastnost dok\u00e1zat si poradit za ka\u017ed\u00e9 situace a tak\u00e9 schopnost si navz\u00e1jem pom\u00e1hat,\u201c \u0159\u00edk\u00e1 Marek Grabovsk\u00fd z Radegastu.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Grabovsk\u00fd z Radegastu o pandemii | BOOMERANG COMMUNICATION\" \/>\n<meta property=\"og:description\" content=\"\u201eV krizi se uk\u00e1zala na\u0161e n\u00e1rodn\u00ed vlastnost dok\u00e1zat si poradit za ka\u017ed\u00e9 situace a tak\u00e9 schopnost si navz\u00e1jem pom\u00e1hat,\u201c \u0159\u00edk\u00e1 Marek Grabovsk\u00fd z Radegastu.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/\" \/>\n<meta property=\"og:site_name\" content=\"Boomerang Communication\" \/>\n<meta property=\"article:modified_time\" content=\"2023-03-13T15:21:27+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/boomerang.agency\/wp-content\/uploads\/2020\/07\/rouska2.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"720\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/\",\"url\":\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/\",\"name\":\"Grabovsk\u00fd z Radegastu o pandemii | BOOMERANG COMMUNICATION\",\"isPartOf\":{\"@id\":\"https:\/\/boomerang.agency\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/boomerang.agency\/wp-content\/uploads\/2020\/07\/rouska2.jpg\",\"datePublished\":\"2020-07-06T13:12:25+00:00\",\"dateModified\":\"2023-03-13T15:21:27+00:00\",\"description\":\"\u201eV krizi se uk\u00e1zala na\u0161e n\u00e1rodn\u00ed vlastnost dok\u00e1zat si poradit za ka\u017ed\u00e9 situace a tak\u00e9 schopnost si navz\u00e1jem pom\u00e1hat,\u201c \u0159\u00edk\u00e1 Marek Grabovsk\u00fd z Radegastu.\",\"breadcrumb\":{\"@id\":\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/#primaryimage\",\"url\":\"https:\/\/boomerang.agency\/wp-content\/uploads\/2020\/07\/rouska2.jpg\",\"contentUrl\":\"https:\/\/boomerang.agency\/wp-content\/uploads\/2020\/07\/rouska2.jpg\",\"width\":1080,\"height\":720,\"caption\":\"Radegast rozhovor\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/boomerang.agency\/en\/blog\/marek-grabovsky-z-radegastu-jako-cesi-jsme-zareagovali-skvele\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Dom\u016f\",\"item\":\"https:\/\/boomerang.agency\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Blog\",\"item\":\"https:\/\/boomerang.agency\/en\/blog\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Marek Grabovsk\u00fd z Radegastu: \u201eJako \u010ce\u0161i jsme zareagovali skv\u011ble!\u201c\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/boomerang.agency\/en\/#website\",\"url\":\"https:\/\/boomerang.agency\/en\/\",\"name\":\"Boomerang Communication\",\"description\":\"Boomerang Communication - 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