{"id":1908,"date":"2020-09-03T09:43:53","date_gmt":"2020-09-03T07:43:53","guid":{"rendered":"https:\/\/boomerang.agency\/?post_type=blog_article&p=1908"},"modified":"2023-03-13T17:08:35","modified_gmt":"2023-03-13T15:08:35","slug":"znacky-onemocnely-vsudybylstvim","status":"publish","type":"blog_article","link":"https:\/\/boomerang.agency\/en\/blog\/znacky-onemocnely-vsudybylstvim\/","title":{"rendered":"Zna\u010dky onemocn\u011bly v\u0161udybylstv\u00edm"},"content":{"rendered":"\r\n

Zna\u010dky cht\u011bj\u00ed b\u00fdt tam, kde jsou lid\u00e9, proto\u017ee tam m\u016f\u017eou zviditelnit a prodat svoje produkty nebo slu\u017eby. Aby \u201edostaly zna\u010dku k lidem\u201c, buduj\u00ed profily na soci\u00e1ln\u00edch s\u00edt\u00edch, spolupracuj\u00ed s\u00a0medi\u00e1ln\u00edmi domy, vyv\u00edjej\u00ed aktivity pro vyhled\u00e1va\u010de a\u00a0weby, vyu\u017e\u00edvaj\u00ed influencery, eventy, OOH reklamy a\u00a0b\u016fhv\u00edco je\u0161t\u011b. Soust\u0159ed\u00ed se tedy prim\u00e1rn\u011b na kan\u00e1ly, kter\u00e9 jim nepat\u0159\u00ed, nemaj\u00ed nad nimi plnou kontrolu a jen se na nich p\u0159i\u017eivuj\u00ed. Kdyby sv\u016fj c\u00edl p\u0159eformulovaly z \u201edostat zna\u010dku k lidem\u201c na \u201edostat lidi ke zna\u010dce\u201c, jejich marketingov\u00e9 aktivity by vypadaly jinak. P\u0159estaly by se p\u0159i\u017eivovat a staly by se t\u00edm, kdo krm\u00ed. Kdo krm\u00ed lidi, kte\u0159\u00ed krmit cht\u011bj\u00ed i\u00a0pot\u0159ebuj\u00ed.

<\/strong><\/p>\r\n\r\n\r\n\r\n

Pron\u00e1jem kan\u00e1l\u016f<\/h2>\r\n\r\n\r\n\r\n

Hypot\u00e9ka na 30 let je otravn\u00e1 a zd\u00e1 se, \u017ee nikdy neskon\u010d\u00ed. Z dlouhodob\u00e9ho hlediska je v\u0161ak efektivn\u011bj\u0161\u00ed ne\u017e 30\u00a0let \u017eivota v\u00a0podn\u00e1jmu. A a\u0165 si to chceme, nebo nechceme p\u0159iznat, komunikace p\u0159es ciz\u00ed kan\u00e1ly je paralela \u017eivota v podn\u00e1jmu. Jen\u017ee zat\u00edmco \u010dlov\u011bk v b\u011b\u017en\u00e9m \u017eivot\u011b pronajat\u00fd byt moc nezvelebuje, v marketingov\u00e9 praxi se zna\u010dky paradoxn\u011b za\u010daly chovat jinak. Tun\u00ed si pronajat\u00e9 kan\u00e1ly a tvo\u0159\u00ed strategie, kter\u00e9 jsou na nich pln\u011b z\u00e1visl\u00e9, i kdy\u017e nad nimi nemaj\u00ed plnou kontrolu. Co za to m\u016f\u017ee? Onemocn\u011bn\u00ed v\u0161udybylstv\u00edm.

<\/p>\r\n\r\n\r\n\r\n

Kan\u00e1lokalypsa<\/h2>\r\n\r\n\r\n\r\n

Soci\u00e1ln\u00ed s\u00edt\u011b a ostatn\u00ed \u201ehotov\u00e9\u201c kan\u00e1ly s vlastn\u00edm publikem a nab\u00eddkou prostoru pro marketingov\u00e9 aktivity nab\u00edzej\u00ed skv\u011bl\u00e9 p\u0159\u00edle\u017eitosti ke zviditeln\u011bn\u00ed se. Proto je zna\u010dky logicky cht\u011bj\u00ed vyu\u017e\u00edt. V\u017edy\u0165 je to jednoduch\u00e1 a \u010dasto\u00a0relativn\u011b levn\u00e1 mo\u017enost, jak dostat zna\u010dku k\u00a0lidem<\/strong>! A proto\u017ee je ka\u017ed\u00fd kan\u00e1l dobr\u00fd v n\u011b\u010dem jin\u00e9m, cht\u011bj\u00ed je vyu\u017e\u00edt ide\u00e1ln\u011b v\u0161echny \u2013 tak bude zna\u010dka \u00fapln\u011b v\u0161ude. A taky \u017ee je.<\/p>\r\n\r\n\r\n\r\n

V hypotetick\u00e9 rovin\u011b, kter\u00e1 v\u0161ak nen\u00ed daleko od praxe, zna\u010dka kv\u016fli vidin\u011b v\u0161udybylstv\u00ed sype obsah do pravideln\u00e9ho seri\u00e1lu v oborov\u00e9m magaz\u00ednu, tvo\u0159\u00ed jednu social media kreativu za druhou, je partnerem nad\u011bjn\u00e9 konference a\u00a0dlouhodob\u011b spolupracuje se t\u0159emi influencery. Co v\u0161echny tyto aktivity znamenaj\u00ed pro zna\u010dku? \u017de pln\u00ed sv\u016fj c\u00edl \u2013 je v\u0161ude tam, kde jsou jej\u00ed lid\u00e9. Jen\u017ee\u2026<\/p>\r\n\r\n\r\n\r\n

\u2026 zrovna p\u0159i\u0161el mail, \u017ee 3. ro\u010dn\u00edk konference se konat nebude, proto\u017ee je tu covid, o\u00a0dv\u011b minuty pozd\u011bji ciz\u00ed pan\u00ed v telefonu \u0159\u00edk\u00e1, \u017ee magaz\u00edn se kv\u016fli slu\u010dov\u00e1n\u00ed titul\u016f ru\u0161\u00ed, na Facebook zrovna pad\u00e1 st\u00edn kampan\u011b #StopHateForProfit, ke kter\u00e9 se zna\u010dka v\u010dera hrd\u011b p\u0159idala, dva influence\u0159i kv\u016fli skand\u00e1lu spojen\u00e9mu s kampan\u00ed jin\u00e9 zna\u010dky ztratili fanou\u0161ky i\u00a0d\u016fv\u011bru ve\u0159ejnosti, no a ten t\u0159et\u00ed se nechal p\u0159eplatit konkurenc\u00ed. Nula prodejn\u00e1.

<\/p>\r\n\r\n\r\n\r\n

Suma sum\u00e1rum:<\/strong> Zna\u010dka pr\u00e1v\u011b dostala vyhazov ze 3 pron\u00e1jm\u016f a v tom \u010dtvrt\u00e9m dala sama v\u00fdpov\u011b\u010f. Ka\u017ed\u00fd z nich byl jedn\u00edm pil\u00ed\u0159em komunikace. Zna\u010dce zbyl Instagram a LinkedIn, kter\u00e9 d\u011bl\u00e1 sp\u00ed\u0161 z\u00a0principu a kter\u00fdm ve fin\u00e1le ani moc nerozum\u00ed, p\u0159edp\u0159ipraven\u00e1 prezka pro konferenci a\u00a0web z\u00a0roku 2011, kter\u00fd UXkem i designem zav\u00e1n\u00ed sice zlat\u00fdmi, ale po\u0159\u00e1d devades\u00e1tkami.<\/p>\r\n\r\n\r\n\r\n

Kamar\u00e1dstv\u00ed s nev\u00fdhodami<\/h2>\r\n\r\n\r\n\r\n

Zvolen\u00fd smy\u0161len\u00fd p\u0159\u00edklad byl extr\u00e9mn\u00ed, nicm\u00e9n\u011b i ned\u00e1vn\u00e1 kampa\u0148 #StopHateForProfit potvrdila, \u017ee vztah zna\u010dky s\u00a0pronajat\u00fdm komunika\u010dn\u00edm kan\u00e1lem m\u016f\u017ee b\u00fdt zatracen\u011b k\u0159ehk\u00fd. Glob\u00e1ln\u00ed i\u00a0men\u0161\u00ed zna\u010dky b\u011bhem p\u00e1r dn\u00ed absolutn\u011b odst\u0159ihly komunikaci na Facebooku, do n\u00ed\u017e b\u011bhem let vrazily spoustu pen\u011bz a kter\u00e1 jim (snad) p\u0159in\u00e1\u0161ela v\u00fdsledky. A ze dne na den jsou bez n\u00ed. N\u011bkdo na m\u011bs\u00edc, n\u011bkdo na je\u0161t\u011b del\u0161\u00ed dobu. A to jsou velk\u00e9 r\u00e1ny do komunika\u010dn\u00edch strategi\u00ed, kter\u00e9 v tomto p\u0159\u00edpad\u011b padly na Facebook \u2013 jinak velmi v\u011brn\u00e9ho p\u0159\u00edtele marke\u0165\u00e1k\u016f a zna\u010dek obecn\u011b.<\/p>\r\n\r\n\r\n\r\n

Vedle komunika\u010dn\u00ed strategie to mohl kv\u016fli #SHFP odn\u00e9st i cel\u00fd brand, co\u017e potvrzuje i zn\u00e1m\u00fd p\u0159\u00edsp\u011bvek na facebookov\u00e9 str\u00e1nce jednoho z \u010desk\u00fdch dodavatel\u016f energi\u00ed, kter\u00fd se ke kampani p\u0159ipojil. \u201eZrovna p\u0159ech\u00e1z\u00edm ke konkurenci. Tohle mi potvrzuje, \u017ee to bylo dobr\u00e9 rozhodnut\u00ed,\u201c vyj\u00e1d\u0159il se jeden z\u00a0mnoha nam\u00edchnut\u00fdch z\u00e1kazn\u00edk\u016f\u2026 Ti dal\u0161\u00ed reagovali podobn\u011b.<\/p>\r\n\r\n\r\n\r\n

Nem\u00e1 smysl diskutovat nad t\u00edm, jestli byla kampa\u0148 ze strany zna\u010dek spr\u00e1vn\u00fd krok, ale m\u00e1 smysl zamyslet se nad t\u00edm, co se vlastn\u011b stalo a jestli se to v\u016fbec muselo st\u00e1t<\/strong>. Nemuselo. Po zahn\u00e1n\u00ed do kouta kontroverzn\u00ed etiky si mnoho zna\u010dek jedn\u00edm p\u0159\u00edsp\u011bvkem odst\u0159ihlo komunikaci se sv\u00fdmi sleduj\u00edc\u00edmi, p\u0159i\u0161lo o sympatie \u0159ady z\u00e1kazn\u00edk\u016f a pravd\u011bpodobn\u011b i o z\u00e1kazn\u00edky jako takov\u00e9. P\u0159itom cel\u00e1 v\u011bc v\u016fbec nemusela vzniknout, kdyby Facebook nem\u011bl dlouhodob\u00e9 probl\u00e9my. Kamar\u00e1dstv\u00ed s pronajat\u00fdm m\u00e9diem holt nem\u00e1 jenom v\u00fdhody.<\/p>\r\n\r\n\r\n\r\n

Vyl\u00e9\u010dit se a pry\u010d z podn\u00e1jmu<\/h2>\r\n\r\n\r\n\r\n

L\u00e9k na v\u0161udybylstv\u00ed tkv\u00ed v p\u0159ehozen\u00ed c\u00edle z \u201edostat zna\u010dku k lidem\u201c na \u201edostat lidi ke zna\u010dce\u201c<\/strong>. A\u00a0jak opustit podn\u00e1jem? Soust\u0159e\u010fte se na ty komunika\u010dn\u00ed kan\u00e1ly, nad kter\u00fdmi m\u00e1te plnou kontrolu. Budujte vlastn\u00ed siln\u00e9 m\u00e9dium, kter\u00e9 bude va\u0161e c\u00edlovka milovat a ze sam\u00e9ho p\u0159esycen\u00ed soci\u00e1ln\u00edmi s\u00edt\u011bmi a dal\u0161\u00edmi velik\u00e1ny na poli m\u00e9di\u00ed si k v\u00e1m p\u016fjde c\u00edlen\u011b odpo\u010dinout \u2013 tak se dost\u00e1vaj\u00ed lidi ke zna\u010dce.<\/p>\r\n\r\n\r\n\r\n

Vytvo\u0159te blog, ud\u011blejte z n\u011bj \u010dasem cel\u00fd magaz\u00edn nebo m\u00e9dium podobn\u00e9 televizi. Pus\u0165te se do v\u00fdvoje vlastn\u00ed mobiln\u00ed aplikace, kter\u00e1 bude u va\u0161\u00ed c\u00edlovky sm\u011ble konkurovat Instagramu a z jej\u00edho\u017e pou\u017e\u00edv\u00e1n\u00ed bude m\u00edt u\u017eivatel benefity. Zkuste ze sv\u00fdch marketingov\u00fdch aktivit ud\u011blat RedBull Media House p\u0159im\u011b\u0159en\u00fd velikosti va\u0161eho odv\u011btv\u00ed. S takov\u00fdmi m\u00e9dii se toti\u017e bude va\u0161e zna\u010dka (i vy) c\u00edtit v\u00fdrazn\u011b svobodn\u011bji, siln\u011bji a samostatn\u011bji. A hlavn\u011b\u2026 pro lidi bude zna\u010dka mnohem hodnotn\u011bj\u0161\u00ed a\u00a0sn\u00e1z si k n\u00ed najdou cestu. Z t\u011bch pronajat\u00fdch byte\u010dk\u016f v\u0161ak nemizte \u00fapln\u011b. Jen je prost\u011b vyu\u017eijte prim\u00e1rn\u011b k\u00a0tomu, abyste dostali lidi na ty va\u0161e, a dejte jim d\u016fvod, aby se k v\u00e1m vraceli.<\/p>\r\n\r\n\r\n\r\n

Fun Fact \u010dl\u00e1nku: Pr\u00e1v\u011b jste p\u0159e\u010detli 25\u00d7 slovo zna\u010dka. Te\u010f u\u017e 26\u00d7.<\/em><\/blockquote>","protected":false},"excerpt":{"rendered":"

Zna\u010dky cht\u011bj\u00ed b\u00fdt tam, kde jsou lid\u00e9, proto\u017ee tam m\u016f\u017eou zviditelnit a prodat svoje produkty nebo slu\u017eby. Aby \u201edostaly zna\u010dku k lidem\u201c, buduj\u00ed profily na soci\u00e1ln\u00edch s\u00edt\u00edch, spolupracuj\u00ed s\u00a0medi\u00e1ln\u00edmi domy, vyv\u00edjej\u00ed aktivity pro vyhled\u00e1va\u010de a\u00a0weby, vyu\u017e\u00edvaj\u00ed influencery, eventy, OOH reklamy a\u00a0b\u016fhv\u00edco je\u0161t\u011b. Soust\u0159ed\u00ed se tedy prim\u00e1rn\u011b na kan\u00e1ly, kter\u00e9 jim nepat\u0159\u00ed, nemaj\u00ed nad nimi plnou kontrolu a jen […]<\/p>\n","protected":false},"featured_media":1909,"menu_order":0,"template":"","serial":[],"class_list":["post-1908","blog_article","type-blog_article","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nZna\u010dky onemocn\u011bly v\u0161udybylstv\u00edm | BOOMERANG COMMUNICATION<\/title>\n<meta name=\"description\" content=\"Zna\u010dky cht\u011bj\u00ed b\u00fdt tam, kde jsou lid\u00e9, m\u016f\u017eou se tak zviditelnit. Kdyby sv\u016fj c\u00edl p\u0159eformulovaly na \u201edostat lidi ke zna\u010dce\u201c, jejich aktivity by vypadaly jinak.\" \/>\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\/znacky-onemocnely-vsudybylstvim\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Zna\u010dky onemocn\u011bly v\u0161udybylstv\u00edm | BOOMERANG COMMUNICATION\" \/>\n<meta property=\"og:description\" content=\"Zna\u010dky cht\u011bj\u00ed b\u00fdt tam, kde jsou lid\u00e9, m\u016f\u017eou se tak zviditelnit. 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