Kreativita v marketingu - vystrčte hlavu z krabice

30. 5. 2013

Příloha č. 15/2013

Autorka přílohy: Pavlína Božková

Liveblogging najdete jako obvykle v Blogu z Bloku.

Prezentace z přednášky je dostupná na Slidshare KISKu. 

 

Roman Hřebecký studoval na Masarykově univerzitě a již několik let se věnuje public relations, copywritingu a sociálním sítím. Zajímá se o dnes aktuální content marketing. Především pak mu jde o image značky a tvoření marketingově využitelných příběhů. Řadí se tedy mezi obsahové stratégy. Pracuje například na kampani Jeleního loje, na komunitních akcích Cowo Brno a také se účastní her pro dospělé s Court of Moravia. Dále spravuje web Lesnické a dřevařské fakulty Mendelovy univerzity a spolupracuje i s agenturou Tequila Praha a igloonetem. Má zajímavý blog o marketingovém pábení.

Roman Hřebecký - Kreativita v marketingu - vystrčte hlavu z krabice from KISK on Vimeo.

 

Vytvořte příběh

Roman nás uvádí do této problematiky svými zábavnými příběhy.

Vypráví, jak si jednou vzal na sebe růžovou košili do školy a ihned tím zaujal své okolí. A že když jde do hospody, tak bohužel, či bohudík pak občas prožívá alkoholem podmíněnou kleptomanii, díky čemuž se ráno probouzí s dopravní značkou, s macarátem jeskynním namočeném v lihu, nebo s dopravním kuželem. A i když se třeba ocitne před policisty, neváhá a snadno je obalamutí historkou o derniéře alternativního divadla.

Naráží tak na fakt, že příběhy mají svou sílu, zkouší si je na vlastní kůži a prožívá je i v marketingu.

Když totiž máte dobrý příběh, který cílovkou zaujme, tak toho dokážete docela hodně prodat.

 

Budujte komunitu

Co dělá Čecha Čechem? Takové to kamarádství, hravost, vyčůranost, kutilství. Všichni jsme občas Pat i Mat, ale máme i zlaté ručičky a tak vzniká například pečem pecen. Důležitý je totiž nápad.

Marketing je tu od toho, aby to, co si vy myslíte o značce, kterou propagujete, si mysleli i ti, kteří vás poslouchají. A zároveň marketing předvídá, že to co si myslím já, si ten co mne poslouchá nemyslí. A s tím je právě třeba pracovat. Uvádí zde například jak zaujala jednoduchost u Applu, a také třeba i myšlenka u Cowo brno a její spolupráce s naučmese.cz. Potřebujeme tedy, aby značka byla vidět, aby se zalíbila a byla žádaná.

Následně je třeba si také uvědomit vliv událostí a různých akcí nejen na facebooku. Vytvoříme událost, pozveme přátele, a ti zas pozvou ty své... Poprosíme o sdílení a jednoduše a hlavně zdarma získáme spousty lidí. Vrcholem sociální pyramidy je totiž to, že lidé u toho jednoduše chtějí být. A tak je na místě pracovat s tímto pocitem komunitnosti a správně ho využít. Roman třeba rád hraje Larpy, ve kterých dospělí tvoří a hrají různé příběhy. A udělali například akci Sněžit brno...

Vytvoříme tedy příběh, a využijeme možnosti jeho sdílení nejen s přáteli. Jde o velmi aktraktivní formu marketingu po všech stránkách.

 

Zapojte více kanálů

Online + Offline = Velká Světová Láska.

Roman upozorňuje na zajímavou stránku, která ukazuje až fascinující obrázky z elektronových mikroskopů FEI. Ovšem snaha fascinovat často ani není třeba, ale zapotřebí je kreativita.

Stejně tak i jistá morální flexibilita. Totiž faktem je, že maretingoví specialisté říkají hlavně tu pravdu líbivou, což zajímavě ilustruje například film Děkujeme, že kouříte. A také zpočátku by se mohlo zdát, že Jelení lůj už nemá moc co říct, a není se tedy čeho chytit. Stačí se však inspirovat třeba takovým Forestem Gumpem a hned tvoříte povídky, ve kterých se Vladimír Remek maže tou pravou pomádou... Jelení lůj pak prožívá všelijaké zajímavé příběhy. A najednou se zapojí i to sdílení, když samotní fanoušci posílájí fotky, na kterých jejich pejsek, nebo dítko používá tento pravý lahodný produkt. Jakékoli sdělení je třeba udělat jedinečným a zajímavým, dodat mu nový rozměr. Tak jako se například zdá být obyčejná postava bílého králíka, stejně ho následuje nejen Alenka. Dalším takovým lákadlem je třeba i krácení času, jak se o tom již zmiňuje Malý princ[1], lidé neustále hledají produkty, které jim ušetří čas.

Příběhy jsou jakýmsi emočním lepidlem, usnadňují vstřebání informací a působí tu oblíbená možnost jejich sdílení. Roman se zmiňuje o události Život Žabovřesek aneb Kvákání o architetuře realitní agentury Remax, která interaktivně získala fanoušky a dozvěděla se dokonce i jejich přání.

Máme tedy příběh, který sdílíme s komunitou a myslíme při tom na to, jakými kanály jej můžeme protáhnout.

 

Poučte se

Na závěr přiznává i pracovní nezdary. Někdy sice šlápl vedle, ale jistě to bylo dobrým ponaučením. Ovšem negativní reklama je přeci jen stále reklamou. Za zajímavé knihy, vztahující se k této oblasti, považuje tituly Jak drahé je zdarma od Dana Arielyho, Jak sbalit ženu 2.0autora Tomáše Baránka, Hra Neila Strausse a dílo Martyho Neumeiera The Brand Gap.

 

 


 

[1]  "Dobrý den," pozdravil malý princ.

"Dobrý den," řekl obchodník.

Byl to obchodník s patentními pilulkami utišujícími žízeň. Když člověk polkne jednu týdně, nemusí už pít.

"Proč to prodáváš?" zeptal se malý princ.

"Je to velká úspora času," odpověděl obchodník. "Znalci to vypočítali. Ušetří se padesát tři minuty za týden."

"A co se dělá s těmi padesáti třemi minutami?"

"Co kdo chce..."

Kdybych já měl padesát tři minuty nazbyt, řekl si malý princ, šel bych docela pomaloučku ke studánce...

 

Zdroj titulního obrázku: https://plus.google.com/111263365342627576568/posts.   

 

 

 

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Dobrý den, dovolila jsem si sdílet odkaz na našich stránkách facebooku. Děkuji za článek!

Mgr. Helena Valtrová, Krajská knihovna Vysočiny

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11. 12. 2019

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