{"id":5775,"date":"2022-09-25T15:29:49","date_gmt":"2022-09-25T13:29:49","guid":{"rendered":"https:\/\/orangeacademy.cz\/clanky\/?p=5775"},"modified":"2022-11-06T00:25:45","modified_gmt":"2022-11-05T23:25:45","slug":"event-marketing-zazitek-ktery-prodava","status":"publish","type":"post","link":"https:\/\/orangeacademy.cz\/clanky\/event-marketing-zazitek-ktery-prodava\/","title":{"rendered":"Event marketing \u2013 z\u00e1\u017eitek, kter\u00fd prod\u00e1v\u00e1"},"content":{"rendered":"<p dir=\"ltr\"><strong><span class=\"ContentPasted0\">Event marketing \u2013 jeden z nej\u00fa\u010dinn\u011bj\u0161\u00edch druh\u016f marketingu. Chcete-li sv\u00fdm potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm poskytnout opravdov\u00fd z\u00e1\u017eitek se sv\u00fdm brandem nebo nov\u00fdm produktem, p\u0159ipravte jim setk\u00e1n\u00ed, kde maj\u00ed mo\u017enost vid\u011bt produkt na vlastn\u00ed o\u010di a vyzkou\u0161et si jeho funk\u010dnost. Je obecn\u011b zn\u00e1mo, \u017ee \u010dlov\u011bk si nejl\u00e9pe a na nejdel\u0161\u00ed dobu zapamatujete to, co opravdu pro\u017eil. Odm\u011bnou v\u00e1m bude intenzivn\u011bj\u0161\u00ed vztah z\u00e1kazn\u00edka k va\u0161emu produktu.<\/span><\/strong><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Obsah<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69e4df606a05a\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #666666;color:#666666\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #666666;color:#666666\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69e4df606a05a\"  aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/orangeacademy.cz\/clanky\/event-marketing-zazitek-ktery-prodava\/#Jak_funguje_event_marketing_v_praxi\" >Jak funguje event marketing v praxi?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/orangeacademy.cz\/clanky\/event-marketing-zazitek-ktery-prodava\/#Nejcastejsi_aktivity_event_marketingu\" >Nej\u010dast\u011bj\u0161\u00ed aktivity event marketingu<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/orangeacademy.cz\/clanky\/event-marketing-zazitek-ktery-prodava\/#Rozdeleni_event_marketingu\" >Rozd\u011blen\u00ed event marketingu<\/a><\/li><\/ul><\/nav><\/div>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"Jak_funguje_event_marketing_v_praxi\"><\/span><span class=\"ContentPasted0\">Jak funguje event marketing v praxi?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span class=\"ContentPasted0\">Slovo <strong>event<\/strong> znamen\u00e1 v p\u0159ekladu <strong>ud\u00e1lost<\/strong> \u010di <strong>p\u0159edstaven\u00ed<\/strong>. V marketingov\u00e9m pojet\u00ed se jedn\u00e1 o to, \u017ee firma po\u0159\u00e1d\u00e1 akci na ve\u0159ejnosti. C\u00edlem je jednodu\u0161e zaujmout <strong>nov\u00fdm produktem nov\u00e9, ale i st\u00e1vaj\u00edc\u00ed z\u00e1kazn\u00edky<\/strong>, kte\u0159\u00ed si jej n\u00e1sledn\u011b zakoup\u00ed. V neposledn\u00ed \u0159ad\u011b si lze pomoc\u00ed event marketingu nav\u00e1zat dobr\u00e9 vztahy s obchodn\u00edmi partnery a novin\u00e1\u0159i.<\/span><\/p>\n<p dir=\"ltr\"><span class=\"ContentPasted0\">Event marketing <strong>m\u00e1 oproti jin\u00fdm marketingov\u00fdm n\u00e1stroj\u016fm v\u00fdhodu<\/strong> v tom, \u017ee dok\u00e1\u017ee zapojit v\u0161ech p\u011bt smysl\u016f potenci\u00e1ln\u00edch z\u00e1kazn\u00edk\u016f najednou. Na z\u00e1kazn\u00edka m\u016f\u017ee poveden\u00fd event zap\u016fsobit jako jedine\u010dn\u00fd z\u00e1\u017eitek o kter\u00fd se r\u00e1d pod\u011bl\u00ed a bude si ho dlouho pamatovat. Takov\u00fdm zp\u016fsobem lze z\u00edskat i dal\u0161\u00ed lidi, kte\u0159\u00ed si<a href=\"https:\/\/orangeacademy.cz\/clanky\/vypocet-marze-a-stanoveni-ceny-zbozi\/\" target=\"_blank\" rel=\"noopener\"> produkt nebo slu\u017ebu na doporu\u010den\u00ed tak\u00e9 zakoup\u00ed.<\/a><\/span><\/p>\n<p dir=\"ltr\"><span class=\"ContentPasted0\">Event marketing lze jednodu\u0161e vn\u00edmat jako:<\/span><\/p>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\">jakoukoliv akci, kter\u00e1 je prov\u00e1d\u011bn\u00e1 na ve\u0159ejnosti,<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\">propojen\u00ed marketingov\u00e9ho c\u00edle a ud\u00e1losti;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\">ide\u00e1ln\u00ed zp\u016fsob propojen\u00ed zna\u010dky a ud\u00e1losti;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\">organizovan\u00ed akce, kter\u00e1 pos\u00edl\u00ed vztah mezi z\u00e1kazn\u00edkem a produktem, zna\u010dkou, <a href=\"https:\/\/orangeacademy.cz\/clanky\/budovani-znacky\/\" target=\"_blank\" rel=\"noopener\">brandem<\/a>;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\">p\u0159ibl\u00ed\u017een\u00ed produktu nebo slu\u017eby z\u00e1kazn\u00edkovi;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\">p\u016fsoben\u00ed na c\u00edlovou skupinu lid\u00ed.<\/span><\/p>\n<\/li>\n<\/ul>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"Nejcastejsi_aktivity_event_marketingu\"><\/span><span class=\"ContentPasted0\">Nej\u010dast\u011bj\u0161\u00ed aktivity event marketingu<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span class=\"ContentPasted0\">Mezi nej\u010dast\u011bj\u0161\u00ed aktivity event marketingu <strong>pat\u0159\u00ed r\u016fzn\u00e9 semin\u00e1\u0159e, konference, firemn\u00ed prezentace, firemn\u00ed ve\u010d\u00edrky a spole\u010densk\u00e9 akce.<\/strong> Lze ho v\u0161ak pojmout i jako slavnostn\u00ed raut, v\u00e1no\u010dn\u00ed ve\u010d\u00edrek, slavnostn\u00ed ob\u011bd, ve\u010de\u0159e. Do event\u016f pat\u0159\u00ed tak\u00e9 m\u00f3dn\u00ed p\u0159ehl\u00eddky, slavnostn\u00ed premi\u00e9ry v kin\u011b a v divadle a slavnostn\u00ed otev\u0159en\u00ed pobo\u010dek.<\/span><\/p>\n<div id=\"attachment_5778\" style=\"width: 940px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-5778\" class=\"wp-image-5778 size-large\" src=\"https:\/\/orangeacademy.cz\/clanky\/wp-content\/uploads\/2022\/09\/AdobeStock_415568210-930x490.jpeg\" alt=\"Event marketing\" width=\"930\" height=\"490\" \/><p id=\"caption-attachment-5778\" class=\"wp-caption-text\">Produktov\u00fd event marketing p\u0159edstavuje konkr\u00e9tn\u00ed zna\u010dku nebo produkt<\/p><\/div>\n<h2 dir=\"ltr\"><span class=\"ez-toc-section\" id=\"Rozdeleni_event_marketingu\"><\/span><span class=\"ContentPasted0\">Rozd\u011blen\u00ed event marketingu<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p dir=\"ltr\"><span class=\"ContentPasted0\">Ka\u017ed\u00fd event je jin\u00fd \u2013 obsahem, c\u00edlovou skupinou, konceptem i m\u00edstem kon\u00e1n\u00ed.\u00a0<\/span><\/p>\n<h3 dir=\"ltr\"><span class=\"ContentPasted0\">Mezi nej\u010dast\u011bj\u0161\u00ed eventy podle obsahu pat\u0159\u00ed:<\/span><\/h3>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Pracovn\u011b orientovan\u00e9 eventy<\/strong> \u2013 jedn\u00e1 se o akci pro intern\u00ed c\u00edlov\u00e9 skupiny firmy a obchodn\u00ed partnery \u2013 produktov\u00e9 \u0161kolen\u00ed o nov\u00e9m produktu nebo slu\u017eby;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Informativn\u00ed eventy<\/strong> \u2013 c\u00edlem informativn\u00edho evenetu je p\u0159edat informace, kter\u00e9 jsou v\u0161ak poskytnuty formou z\u00e1bavn\u00e9ho programu;\u00a0<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Z\u00e1bavn\u011b orientovan\u00e9 eventy<\/strong> \u2013 pro dlouhodob\u00e9 budov\u00e1n\u00ed vztahu se z\u00e1kazn\u00edkem je pot\u0159eba zapojit kladn\u00e9 emoce a t\u00edm lze doc\u00edlit z\u00e1bavou;<\/span><\/p>\n<\/li>\n<\/ul>\n<h3 dir=\"ltr\"><span class=\"ContentPasted0\">Rozd\u011blen\u00ed event\u016f pomoc\u00ed c\u00edlov\u00fdch skupin:<\/span><\/h3>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Ve\u0159ejn\u00e9 eventy<\/strong> \u2013 jsou ur\u010deny pro st\u00e1vaj\u00edc\u00ed nebo potenci\u00e1ln\u00ed z\u00e1kazn\u00edky, novin\u00e1\u0159e, n\u00e1zorov\u00e9 v\u016fdce a \u0161irokou ve\u0159ejnost.<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Firemn\u00ed eventy<\/strong> \u2013 jsou ur\u010deny pro intern\u00ed skupiny firmy \u2013 zam\u011bstnance, dodavatele, akcion\u00e1\u0159e. Pat\u0159\u00ed sem nej\u010dast\u011bji firemn\u00ed ve\u010d\u00edrky, valn\u00e1 hromada a intern\u00ed \u0161kolen\u00ed.<\/span><\/p>\n<\/li>\n<\/ul>\n<h3 dir=\"ltr\"><span class=\"ContentPasted0\">Podle konceptu rozd\u011blujeme event marketing do p\u011bti z\u00e1kladn\u00edch kategori\u00ed:<\/span><\/h3>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Event marketing vyu\u017e\u00edvaj\u00edc\u00ed p\u0159\u00edle\u017eitosti<\/strong> \u2013 jedn\u00e1 se o event, kter\u00fd je spojen\u00fd s oslavami, v\u00fdro\u010d\u00edm i dnem otev\u0159en\u00fdch dve\u0159\u00ed;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Produktov\u00fd event marketing<\/strong> \u2013 jedn\u00e1 se o aktivity, kter\u00e9 sm\u011b\u0159uj\u00ed k p\u0159edstaven\u00ed konkr\u00e9tn\u00ed zna\u010dky nebo produktu. Buduje se zde emocion\u00e1ln\u00ed vztah k zna\u010dce;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Image event marketing<\/strong> \u2013 pro tento event je d\u016fle\u017eit\u00e9 spojen\u00ed image m\u00edsta, kde se kon\u00e1 event a jeho hlavn\u00ed n\u00e1pln\u011b. Jde o propojen\u00ed hodnot spojovan\u00fdmi se zna\u010dkou;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Event marketing vzta\u017een\u00fd k know-how<\/strong> \u2013 jedn\u00e1 se o jedine\u010dn\u00e9 know-how, kter\u00e9 firma vlastn\u00ed \u2013 p\u0159evratn\u00e1 technologie, nebo konkr\u00e9tn\u00ed v\u00fdrobek na trhu, kter\u00fd zat\u00edm \u017e\u00e1dn\u00fd jin\u00fd v\u00fdrobce nenab\u00edz\u00ed;<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Kombinovan\u00fd event marketing<\/strong> \u2013 propojen\u00ed dvou koncept\u016f dohromady. P\u0159\u00edkladem m\u016f\u017ee b\u00fdt propojen\u00ed produktov\u00e9ho event marketingu a eventu vyu\u017e\u00edvaj\u00edc\u00ed p\u0159\u00edle\u017eitosti. P\u0159\u00edkladem kombinovan\u00e9ho eventu marketingu je firma Coca-Cola, kter\u00e1 vyr\u00e1\u017e\u00ed b\u011bhem v\u00e1no\u010dn\u00edch sv\u00e1tk\u016f se sv\u00fdm kamionem do ulic.<\/span><\/p>\n<\/li>\n<\/ul>\n<h3 dir=\"ltr\"><span class=\"ContentPasted0\">Event marketing lze rozd\u011blit i podle m\u00edsta na:<\/span><\/h3>\n<ul>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Venkovn\u00ed akce a open-air<\/strong> \u2013 jedn\u00e1 se p\u0159edev\u0161\u00edm o akce pro velk\u00e9 mno\u017estv\u00ed lid\u00ed a pro \u0161irokou c\u00edlovou skupinu, kter\u00e9 se konaj\u00ed na otev\u0159en\u00e9m prostranstv\u00ed. Nej\u010dast\u011bji se jedn\u00e1 o eventy spojen\u00e9 s koncertem a sportovn\u00ed ud\u00e1lost\u00ed.<\/span><\/p>\n<\/li>\n<li dir=\"ltr\">\n<p dir=\"ltr\"><span class=\"ContentPasted0\"><strong>Eventy pod st\u0159echou<\/strong> \u2013 eventy se po\u0159\u00e1daj\u00ed v budov\u00e1ch a zast\u0159e\u0161en\u00fdch are\u00e1lech. Pro tyto \u00fa\u010dely lze vyu\u017e\u00edt hotelov\u00e9 prostory, divadla, koncertn\u00ed s\u00e1ly, ledov\u00e9 plochy apod.\u00a0<\/span><\/p>\n<\/li>\n<\/ul>\n<p dir=\"ltr\"><span class=\"ContentPasted0\">Event marketing <strong>vyu\u017e\u00edv\u00e1 ve sv\u00e9 marketingov\u00e9 strategii 70 % velk\u00fdch firem.<\/strong> Jeliko\u017e v\u011b\u0159\u00ed, \u017ee se jedn\u00e1 o nej\u00fa\u010dinn\u011bj\u0161\u00ed formu marketingu, p\u0159id\u011bluj\u00ed na po\u0159\u00e1d\u00e1n\u00ed event\u016f 20 a\u017e 50 % rozpo\u010dtu na <a href=\"https:\/\/orangeacademy.cz\/clanky\/go-to-market-strategie\/\" target=\"_blank\" rel=\"noopener\">po\u0159\u00e1d\u00e1n\u00ed marketingov\u00fdch aktivit.<\/a> Z akc\u00ed po\u0159\u00e1dan\u00fdch v r\u00e1mci event marketingu vedou z\u00e1\u017eitkov\u00e9 akce pro \u0161irokou ve\u0159ejnost jako jsou kulturn\u00ed nebo sportovn\u00ed akce. Event marketing je vhodn\u00fdm n\u00e1strojem propagace pro jakoukoliv oblast a firmu.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Event marketing \u2013 jeden z nej\u00fa\u010dinn\u011bj\u0161\u00edch druh\u016f marketingu. Chcete-li sv\u00fdm potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm poskytnout opravdov\u00fd z\u00e1\u017eitek se sv\u00fdm brandem nebo nov\u00fdm produktem, p\u0159ipravte jim setk\u00e1n\u00ed, kde maj\u00ed mo\u017enost vid\u011bt produkt na vlastn\u00ed o\u010di a vyzkou\u0161et si jeho funk\u010dnost. Je obecn\u011b zn\u00e1mo, \u017ee \u010dlov\u011bk si nejl\u00e9pe a na nejdel\u0161\u00ed dobu zapamatujete to, co opravdu pro\u017eil. Odm\u011bnou v\u00e1m [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":5777,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[65,54,328],"class_list":["post-5775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-marketing","tag-podnikani","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Event marketing \u2013 z\u00e1\u017eitek, kter\u00fd prod\u00e1v\u00e1<\/title>\n<meta name=\"description\" content=\"Event marketing \u2013 jeden z nej\u00fa\u010dinn\u011bj\u0161\u00edch druh\u016f marketingu. \u010clov\u011bk si nejl\u00e9pe a na nejdel\u0161\u00ed dobu zapamatujete to, co opravdu pro\u017eil.\" \/>\n<meta name=\"robots\" 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