{"id":5701,"date":"2021-11-14T23:27:39","date_gmt":"2021-11-14T22:27:39","guid":{"rendered":"https:\/\/www.cms-cma.cz\/?p=5701"},"modified":"2021-11-26T12:39:19","modified_gmt":"2021-11-26T11:39:19","slug":"co-se-tvorilo-v-petrinskem-atelieru","status":"publish","type":"post","link":"https:\/\/www.cms-cma.cz\/co-se-tvorilo-v-petrinskem-atelieru\/","title":{"rendered":"CO SE TVO\u0158ILO V PET\u0158\u00cdNSK\u00c9M ATELI\u00c9RU?"},"content":{"rendered":"\t\t
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ATELI\u00c9R<\/strong> \u2013 z francouz\u0161tiny \u2013 um\u011bleck\u00e1 d\u00edlna. Budeme-li ch\u00e1pat sou\u010dasnou marketingovou komunikaci jako pr\u016fse\u010d\u00edk v\u011bdy a um\u011bn\u00ed, pak byli market\u00e9\u0159i v \u00fater\u00fd 9. listopadu<\/strong> bezesporu na spr\u00e1vn\u00e9m m\u00edst\u011b. V Ateli\u00e9ru<\/strong> \u2013 modern\u00ed restauraci na Pet\u0159\u00edn\u011b<\/strong>, p\u0159\u00edmo u paty Pet\u0159\u00ednsk\u00e9 rozhledny (58,70 m), kter\u00e1 byla postavena v r\u00e1mci pra\u017esk\u00e9 Jubilejn\u00ed v\u00fdstavy r. 1891 jako voln\u00e1 kopie pa\u0159\u00ed\u017esk\u00e9 Eiffelovy v\u011b\u017ee v pom\u011bru 1:5, se konal ka\u017edoro\u010dn\u00ed odborn\u00fd semin\u00e1\u0159, kter\u00fd po\u0159\u00e1dala \u010cesk\u00e1 marketingov\u00e1 spole\u010dnost<\/strong> spolu s Active Radio<\/strong> s podporou Klubu u\u010ditel\u016f marketingu<\/strong>.<\/p>\n\n

Leto\u0161n\u00ed ro\u010dn\u00edk se nesl v duchu spole\u010dn\u00e9ho hled\u00e1n\u00ed odpov\u011bd\u00ed p\u0159edn\u00e1\u0161ej\u00edc\u00edch i poslucha\u010d\u016f na jednu z\u00e1kladn\u00ed ot\u00e1zku: P\u0158ICH\u00c1Z\u00cd NOV\u00dd MARKETING?<\/strong> Celkem 9 p\u0159edn\u00e1\u0161ej\u00edc\u00edch<\/strong> – mnoz\u00ed byli nositeli n\u011bkter\u00e9ho marketingov\u00e9ho ocen\u011bn\u00ed<\/strong> \u010cMS z rodu Delf\u00edn\u016f \u2013 z r\u016fzn\u00fdch pohled\u016f p\u0159ibli\u017eovalo nejen nov\u00e9 formy a prost\u0159edky soudob\u00e9 marketingov\u00e9 komunikace, ale tak\u00e9 dokumentovalo jejich zapojen\u00ed do komunika\u010dn\u00edch strategi\u00ed, kter\u00e9 mnohdy kombinovaly klasick\u00e9 komunika\u010dn\u00ed marketingov\u00e9 n\u00e1stroje s nejnov\u011bj\u0161\u00edmi elektronick\u00fdmi zdroji.<\/p>\n\n

Vstupn\u00ed slovo bylo v\u011bnov\u00e1no vyhl\u00e1\u0161en\u00ed ji\u017e 17. ro\u010dn\u00edku n\u00e1rodn\u00ed sout\u011b\u017ee MARKET\u00c9R ROKU 2021<\/strong>.<\/p>\n

\"\"<\/p>\n

Vz\u00e1p\u011bt\u00ed se rozvinul 5hodinov\u00fd blok jednotliv\u00fdch odborn\u00fdch vystoupen\u00ed dopl\u0148ovan\u00fd ot\u00e1zkami z poslucha\u010dsk\u00e9ho pl\u00e9na.<\/em><\/p>\n\n

Ing. Hana Huntov\u00e1,<\/strong> v\u00fdkonn\u00e1 \u0159editelka SIMAR<\/strong> zd\u016fraznila ve sv\u00e9m vystoupen\u00ed Doba datov\u00e1, \u017eijeme v dob\u011b zlomu? \u017ee \u010dlensk\u00e9 agentury SIMAR maj\u00ed individu\u00e1ln\u00ed, nebo firemn\u00ed \u010dlenstv\u00ed v mezin\u00e1rodn\u00ed profesn\u00ed organizaci ESOMAR. Pr\u00e1v\u011b to jim umo\u017e\u0148uje b\u00fdt u jinak jen t\u011b\u017eko dostupn\u00fdch informa\u010dn\u00edch zdroj\u016f, kter\u00e9 dovoluj\u00ed na n\u00e1rodn\u00ed v\u00fdzkumn\u00e1 data pohl\u00ed\u017eet z hlediska \u0161ir\u0161\u00edch evropsk\u00fdch \u010di sv\u011btov\u00fdch souvislost\u00ed, v\u00fdvojov\u00fdch trend\u016f, tendenc\u00ed. Jednou ze z\u00e1sadn\u00edch zm\u011bn ve v\u00fdzkumn\u00e9m sv\u011bt\u011b je \u2013 i d\u00edky covidu \u2013 postupn\u00e1 absence osobn\u00edho dotazov\u00e1n\u00ed a jeho n\u00e1hrada pomoc\u00ed elektronick\u00e9 komunikace. Zd\u016fraznila \u0161iroce se rozv\u00edjej\u00edc\u00ed hlub\u0161\u00ed anal\u00fdzy dat, propojov\u00e1n\u00ed v\u00fdsledk\u016f jak ve v\u00fdzkumu trhu, tak i v\u00fdzkumu ve\u0159ejn\u00e9ho m\u00edn\u011bn\u00ed. Zab\u00fdvala se testov\u00e1n\u00edm koncept\u016f komunika\u010dn\u00edch strategi\u00ed, jejich dostupnost\u00ed a rychlost\u00ed, ot\u00e1zkami etiky profese a n\u00e1stupu AI \u2013 Artficial intelligence p\u0159i hled\u00e1n\u00ed souvislost\u00ed a p\u0159\u00ed\u010din spole\u010densk\u00fdch jev\u016f.<\/p>\n\n

Lubor Zoufal, MBA<\/strong> \u2013 pracovn\u00edk Active Radio<\/strong> \u2013 p\u0159ibl\u00ed\u017eil tematiku programatick\u00e9ho pl\u00e1nov\u00e1n\u00ed audio kampan\u00ed. Potrhl rostouc\u00ed roli digit\u00e1ln\u00edch technologi\u00ed v rozhlasov\u00e9m vys\u00edl\u00e1n\u00ed prost\u0159ednictv\u00edm podcast\u016f, jako formy neline\u00e1rn\u00ed komunikace, kter\u00e1 dovoluje c\u00edlen\u00e9 reklamn\u00ed osloven\u00ed, jasnou segmentaci c\u00edlov\u00fdch poslucha\u010d\u016f. Zm\u00ednil automatick\u00e9 vyhodnocov\u00e1n\u00ed efektivnosti po\u0159ad\u016f, velkou kreativn\u00ed volnost tv\u016frc\u016f.<\/p>\n\n

Doc. PhDr. Lucie Sp\u00e1lov\u00e1, PhD.<\/strong> z Filosofick\u00e9 fakulty Univerzity KF v Nit\u0159e<\/strong> (spoluautorka prof. Mgr. Katarina Fichnov\u00e1, Ph.D.<\/strong>) prezentovala zaj\u00edmavou formu zapojov\u00e1n\u00ed participant\u016f do tvorby marketingov\u00e9ho obsahu kulturn\u00ed instituce. Na p\u0159\u00edkladu kampan\u011b Rijksmuseum v Amsterodamu p\u0159ibl\u00ed\u017eila komunika\u010dn\u00ed strategii muzea v dob\u011b covidov\u00e9 krize, kter\u00e1 v\u00fdrazn\u011b p\u0159isp\u011bla k prezentaci zna\u010dky na jedn\u00e9 stran\u011b, k propagaci sb\u00edrkov\u00fdch um\u011bleck\u00fdch d\u011bl na stran\u011b druh\u00e9 t\u00edm, \u017ee ve\u0159ejnost m\u011bla mo\u017enost vytvo\u0159it soudob\u00e9 obrazy z p\u0159edm\u011bt\u016f b\u011b\u017en\u00e9 hmotn\u00e9 kultury a \u017eivotn\u00edch situac\u00ed na motivy klasik\u016f. Poda\u0159ilo se z\u00edskat 308 realizac\u00ed \u201enov\u00fdch um\u011bleck\u00fdch d\u011bl\u201c a 1,3 mili\u00f3nu sleduj\u00edc\u00edch celou kampa\u0148.<\/p>\n\n

Tom\u00e1\u0161 Vican<\/strong>, majitel rodinn\u00e9ho vina\u0159stv\u00ed VICAN MIKULOV<\/strong>, inspir\u00e1tor n\u011bkter\u00fdch film\u016f s vina\u0159skou tematikou \u2013 nap\u0159. trilogie Bobule, Vina\u0159i, se p\u0159edev\u0161\u00edm zam\u011b\u0159il na dv\u011b nosn\u00e9 linie sv\u00e9 marketingov\u00e9 strategie. Tedy synergii propojen\u00ed vina\u0159sk\u00e9 t\u00e9matiky s filmov\u00fdm d\u00edlem a v\u00fdraznou akcentaci emoc\u00ed ve spojen\u00ed s produktem. Takov\u00e9 bylo tak\u00e9 jeho vystoupen\u00ed \u2013 emotivn\u00ed, strhuj\u00edc\u00ed. Spolu s nab\u00edzen\u00fdm skv\u011bl\u00fdm such\u00fdm R\u00fdnsk\u00fdm ryzlinkem ro\u010dn\u00edk 2020 p\u0159esv\u011bd\u010dil poslucha\u010de, \u017ee toto spojen\u00ed funguje: Kinematograf brat\u0159\u00ed \u010cad\u00edk\u016f tyto filmy v roce 2020 prom\u00edtal ve 152 m\u011bstech \u010cR. T. Vican sezn\u00e1mil tak\u00e9 s merchandisingem zna\u010dky a propojen\u00edm vina\u0159sk\u00e9 tematiky s turistikou.<\/p>\n\n

DATART<\/strong> je na \u010desk\u00e9m trhu ji\u017e zaveden\u00e1 zna\u010dka, a proto bylo zaj\u00edmav\u00e9 poslechnout si p\u0159\u00edsp\u011bvek Lenky Maste\u0161ov\u00e9<\/strong> \u2013 z propagace spole\u010dnosti HP Tronic<\/strong>, kter\u00fd se v\u011bnoval Podpo\u0159e vn\u00edm\u00e1n\u00ed zna\u010dky prost\u0159ednictv\u00edm kreativn\u00edho konceptu. Stejn\u011b jako H. Huntov\u00e1, zd\u016fraznila zcela z\u00e1sadn\u00ed znalost v\u00fdchoz\u00edch dat o trhu a spot\u0159ebitel\u00edch, pro tvorbu jak\u00e9koliv komunika\u010dn\u00ed strategie. Spole\u010dnost svou koncepci stav\u00ed na jednozna\u010dn\u00e9 identifikaci zna\u010dky ve spojen\u00ed s v\u00fdraznou emoc\u00ed typickou pro zna\u010dku DATART, kter\u00e1 se vztahuje k zobrazovan\u00e9mu d\u011bji zejm\u00e9na v TV reklam\u011b. Z v\u00fdzkumu vyplynulo, \u017ee ve\u0159ejnost oce\u0148uje p\u0159edev\u0161\u00edm sortiment, odbornost prodejn\u00edho person\u00e1lu (elektrospecialista) a prodejn\u00ed servis. Systematick\u00e1 zna\u010dkov\u00e1 a produktov\u00e1 komunikace vedla k tomu, \u017ee v roce 2021 byla znalost zna\u010dky o 16 % vy\u0161\u0161\u00ed ne\u017e v roce p\u0159edchoz\u00edm.<\/p>\n\n

Zaj\u00edmav\u00fd pohled na segment B2B s p\u0159esahem do B2C<\/strong> prezentoval Jan Kodada<\/strong> ze spedi\u010dn\u00ed spole\u010dnosti Gebr\u00fcder Weiss<\/strong>: Pos\u00edlen\u00ed pov\u011bdom\u00ed o zna\u010dce Gebr\u00fcder Weiss. Dolo\u017eil \u00fasp\u011b\u0161nost c\u00edlev\u011bdom\u00e9 komunika\u010dn\u00ed strategie, kter\u00e1 zna\u010dku ve srovn\u00e1n\u00ed z hlediska medializace v roce 2019 na 5. m\u00edst\u011b, posunula v roce 2020 na m\u00edsto 2. Jist\u011b k tomu p\u0159isp\u011blo 35 tiskov\u00fdch zpr\u00e1v, intenz\u00edvn\u00ed a systematick\u00e1 pr\u00e1ce na soci\u00e1ln\u00edch s\u00edt\u00edch. Spole\u010dnost tak\u00e9 vyvinula velk\u00e9 \u00fasil\u00ed ve vytv\u00e1\u0159en\u00ed vazby zna\u010dky na tematiku soci\u00e1ln\u00ed odpov\u011bdnosti \u2013 nap\u0159. s nadac\u00ed T. Maxov\u00e9 TERIBEAR. Systematicky medializovali aktivity firmy v doprav\u011b rou\u0161ek, v distribuci notebook\u016f do soci\u00e1ln\u011b slab\u00fdch rodin pro Nadaci K. Jane\u010dka, atd.<\/p>\n\n

BOHEMATIC<\/strong>-nov\u00e1 zna\u010dka na \u010desk\u00e9m hodin\u00e1\u0159sk\u00e9m trhu se specificky designov\u011b profiluje a jak uvedli oba \u0159e\u010dn\u00edci Michal Fron\u011bk a Renata Eichlerov\u00e1<\/strong>, navazuj\u00ed na odkaz velik\u00e1na \u010desk\u00e9ho designu i teoretika a praktika reklamy Ladislava Sutnara. Prezentovali cesty, jimi\u017e se zna\u010dka BOHEMATIC postupn\u011b dost\u00e1v\u00e1 do pov\u011bdom\u00ed \u010desk\u00e9 ve\u0159ejnosti, vizu\u00e1ln\u011b zaj\u00edmav\u011b dolo\u017eili z\u00e1kladn\u00ed firemn\u00ed strategick\u00e9 hodnoty a jejich prezentaci: jednoduchost, individualizaci produktu, tradici a z\u00e1rove\u0148 modernost. Uk\u00e1zali, jak se d\u00e1 organicky skloubit p\u00fdcha meziv\u00e1le\u010dn\u00e9 automobilov\u00e9 v\u00fdroby \u2013 zna\u010dky TATRA a MINOR, s designem hodinek a jak na tomto p\u016fdorysu vystav\u011bt komunika\u010dn\u00ed p\u0159\u00edb\u011bh.<\/p>\n\n

Tvorba nov\u00e9ho design manu\u00e1lu, jeho\u017e v\u00fdrazem je zm\u011bna stylu, je n\u00e1ro\u010dn\u00e1 a slo\u017eit\u00e1 pr\u00e1ce. Hana Kl\u00edmov\u00e1<\/strong> se ve sv\u00e9m vystoupen\u00ed v\u011bnovala pr\u00e1v\u011b nov\u00e9mu vizu\u00e1ln\u00edmu konceptu komunikace spole\u010dnosti \u010cEPS<\/strong>. P\u0159esv\u011bd\u010dila poslucha\u010de, \u017ee i pom\u011brn\u011b nez\u00e1\u017eivn\u00e9 t\u00e9ma \u010desk\u00e9 p\u0159enosov\u00e9 soustavy elektrick\u00e9 energie, jde p\u0159i jasn\u00e9m marketingov\u00e9m v\u00fdzkumu, stanoven\u00ed c\u00edle a kvalitn\u00ed grafick\u00e9 pr\u00e1ci pojednat vizu\u00e1ln\u011b i obsahov\u011b nejen zaj\u00edmav\u011b, ale i s vysokou v\u00fdpov\u011bdn\u00ed hodnotou a jasnou identifikac\u00ed zna\u010dky. Akcent na st\u0159\u00eddmost ve vizualizaci a spolehlivost a bezpe\u010dnost poskytovan\u00e9 slu\u017eby jsou v\u016fd\u010d\u00edmi motivy a vedou v d\u016fsledku ke vzniku nov\u00e9ho a kvalitn\u00edho z\u00e1kladu firemn\u00ed komunikace.<\/p>\n\n

T\u011b\u017ekou ot\u00e1zku si polo\u017eil Jan \u010capek<\/strong>: Jak tvo\u0159it reklamu, kterou maj\u00ed lid\u00e9 r\u00e1di? Na v\u00fdsledc\u00edch pr\u00e1ce Seznam Brand Studio<\/strong> ale dok\u00e1zal, \u017ee je mo\u017en\u00e9 takovou reklamu p\u0159ipravit. P\u0159ibl\u00ed\u017eil charakter reklamn\u00edch aktivit spole\u010dnosti Seznam.cz. jako celku a speci\u00e1ln\u011b se v\u011bnoval propojen\u00ed zna\u010dky Hyundai s \u010deskou fotbalovou reprezentac\u00ed a jej\u00ed rol\u00ed ofici\u00e1ln\u00edho partnera. Uvedl, \u017ee 10 propaga\u010dn\u00edch vide\u00ed zna\u010dky v pr\u016fb\u011bhu \u0161ampion\u00e1tu EURO z\u00edskalo 886 tis\u00edc shl\u00e9dnut\u00ed a z\u00edskalo 16,98 milionu impres\u00ed.<\/p>\n\n

Zaj\u00edmav\u00fd program, nov\u00e9 poznatky, kulo\u00e1rn\u00ed setk\u00e1v\u00e1n\u00ed, p\u0159\u00edjemn\u00e9 prost\u0159ed\u00ed restaurace Ateli\u00e9r, kr\u00e1sn\u00fd v\u00fdhled z Pet\u0159\u00edna na Pra\u017esk\u00fd hrad a Prahu zalitou podzimn\u00edm sluncem \u2013 k tomu v\u00fdte\u010dn\u00fd catering. \u0158e\u010deno stru\u010dn\u011b \u2013 odborn\u00fd semin\u00e1\u0159 \u010cMS a Active Radio se skute\u010dn\u011b vyda\u0159il.<\/p>\n\n

Leto\u0161n\u00edho semin\u00e1\u0159e se z\u00fa\u010dastnilo celkem 73 \u00fa\u010dastn\u00edk\u016f, z\u00a0toho bylo cca 15 student\u016f odborn\u00fdch vysok\u00fdch \u0161kol (nap\u0159. Vysok\u00e1 \u0161kola ekonomick\u00e1 v\u00a0Praze, Vysok\u00e1 \u0161kola kreativn\u00ed komunikace a dal\u0161\u00ed<\/strong><\/em>).<\/p>\n\n

– pav \u2013<\/p>\n

\"\"\u00a0 \"\"\u00a0\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\" \"\"\u00a0 \"\"\u00a0 \"\"\u00a0 \"\"\u00a0<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

ATELI\u00c9R \u2013 z francouz\u0161tiny \u2013 um\u011bleck\u00e1 d\u00edlna. Budeme-li ch\u00e1pat sou\u010dasnou marketingovou komunikaci jako pr\u016fse\u010d\u00edk v\u011bdy a um\u011bn\u00ed, pak byli market\u00e9\u0159i v \u00fater\u00fd 9. listopadu bezesporu na spr\u00e1vn\u00e9m m\u00edst\u011b. V Ateli\u00e9ru \u2013 modern\u00ed restauraci na Pet\u0159\u00edn\u011b, p\u0159\u00edmo u paty Pet\u0159\u00ednsk\u00e9 rozhledny (58,70 m), kter\u00e1 byla postavena v r\u00e1mci pra\u017esk\u00e9 Jubilejn\u00ed v\u00fdstavy r. 1891 jako voln\u00e1 kopie … \u010c\u00edst d\u00e1l<\/a><\/p>\n","protected":false},"author":3,"featured_media":5710,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[],"_links":{"self":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/5701"}],"collection":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/comments?post=5701"}],"version-history":[{"count":21,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/5701\/revisions"}],"predecessor-version":[{"id":5812,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/posts\/5701\/revisions\/5812"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media\/5710"}],"wp:attachment":[{"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/media?parent=5701"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/categories?post=5701"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.cms-cma.cz\/wp-json\/wp\/v2\/tags?post=5701"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}