{"id":1503,"date":"2010-08-02T14:05:33","date_gmt":"2010-08-02T13:05:33","guid":{"rendered":"http:\/\/www.caths.cz\/wordpress\/?p=1503"},"modified":"2010-08-02T14:05:33","modified_gmt":"2010-08-02T13:05:33","slug":"treninkova-poradna-otazka-24-medializace-marketing-finance-ve-sportu-cast-2","status":"publish","type":"post","link":"https:\/\/www.caths.cz\/wordpress\/treninkova-poradna-otazka-24-medializace-marketing-finance-ve-sportu-cast-2\/","title":{"rendered":"Tr\u00e9ninkov\u00e1 poradna, ot\u00e1zka 24. &#8211; Medializace \u2013 marketing \u2013 finance ve sportu, \u010d\u00e1st 2."},"content":{"rendered":"<p>\u010c\u00e1st 2. &#8211; Marketing <\/p>\n<p align=\"justify\"> Marketing \u2013 princip u\u017eit\u00ed marketingu ve sportu je z\u0159ejm\u00fd, \u00fasp\u011b\u0161n\u00fd sportovec (klub \u010di sportovn\u00ed podnik) slou\u017e\u00ed jako nositel reklamy n\u011bjak\u00e9 spole\u010dnosti \u010di firmy. <br \/> Praxe je takov\u00e1, \u017ee popt\u00e1vka sportovc\u016f \u010di klub\u016f vysoce p\u0159evy\u0161uje nab\u00eddku firem na marketingovou spolupr\u00e1ci, tak\u017ee \u0161anci na \u00fasp\u011bch m\u00e1 p\u0159edev\u0161\u00edm velmi kvalitn\u00ed sportovec, atraktivn\u00ed a \u00fasp\u011b\u0161n\u00fd klub, \u010di mimo\u0159\u00e1dn\u011b zaj\u00edmav\u00fd sportovn\u00ed z\u00e1m\u011br.<\/p>\n<p> V marketingu, podobn\u011b jako v medializaci plat\u00ed, \u017ee co si neza\u0159\u00edd\u00edte, pravd\u011bpodobn\u011b m\u00edt nebudete. Zapome\u0148te na p\u0159edstavu, \u017ee s kvalitn\u00edm sportovn\u00edm v\u00fdkonem \u010di projektem se automaticky pohrnou marketingov\u00e9 nab\u00eddky firem. Pokud budete \u010dekat, a\u017e se objev\u00ed ve dve\u0159\u00edch \u0159editel nadn\u00e1rodn\u00ed spole\u010dnosti s lukrativn\u00ed smlouvou, patrn\u011b se do\u010dk\u00e1te sp\u00ed\u0161e konce sv\u00e9 sportovn\u00ed kari\u00e9ry, ne\u017e t\u00e9to n\u00e1v\u0161t\u011bvy. Aktivn\u00ed budete muset b\u00fdt p\u0159edev\u0161\u00edm vy sami, p\u0159\u00edpadn\u011b lid\u00e9, kte\u0159\u00ed v\u00e1s zastupuj\u00ed a bude velmi z\u00e1le\u017eet na va\u0161\u00ed \u0161ikovnosti a d\u016fv\u011bryhodnosti, abyste byli \u00fasp\u011b\u0161n\u00ed.<\/p>\n<p> V dne\u0161n\u00ed dob\u011b ji\u017e nen\u00ed rozd\u00edl, jestli jste sportovec bez handicapu, nebo s n\u00edm. Firma \u010di spole\u010dnost, kter\u00e1 s v\u00e1mi uzav\u0159e marketingovou smlouvu, bude po\u017eadovat za sv\u00e9 finance odpov\u00eddaj\u00edc\u00ed marketingov\u00e9 pln\u011bn\u00ed. <br \/> Byl jsem v posledn\u00ed dob\u011b sv\u011bdkem hned n\u011bkolika p\u0159\u00edpad\u016f, kdy sportovci \u010di kluby pova\u017eovali velmi lukrativn\u00ed marketingovou smlouvu za samoz\u0159ejmost, po cel\u00fd rok nebyli s firmami prakticky v \u017e\u00e1dn\u00e9m kontaktu, bylo jim zat\u011b\u017eko i poslat fotku s kr\u00e1tkou zpr\u00e1vou ze z\u00e1vod\u016f a pak byli velmi p\u0159ekvapeni, kdy\u017e firmy koncem roku vypov\u011bd\u011bly smlouvy, kter\u00e9 vyhodnotily jako nezaj\u00edmav\u00e9, bez pat\u0159i\u010dn\u00e9 spolupr\u00e1ce.<\/p>\n<p> Znovu tedy opakuji, \u017ee mus\u00edte b\u00fdt aktivn\u00ed a to nejenom p\u0159i z\u00edsk\u00e1v\u00e1n\u00ed marketingov\u00fdch partner\u016f, ale i n\u00e1sledn\u011b. Pokud firmy va\u0161i aktivitu uvid\u00ed, bude jim z\u0159ejm\u00e1 va\u0161e marketingov\u00e1 hodnota a m\u016f\u017eete se dopracovat k dlouhodob\u00e9 spolupr\u00e1ci, kter\u00e1 je oboustrann\u011b v\u00fdhodn\u00e1. To bylo mnohokr\u00e1t spo\u010d\u00edt\u00e1no a prok\u00e1z\u00e1no v nejr\u016fzn\u011bj\u0161\u00edch studi\u00edch a v\u00fdzkumech.<\/p>\n<p> Tedy konkr\u00e9tn\u011b, jak se pokusit nav\u00e1zat marketingovou spolupr\u00e1ci? <\/p>\n<ul style=\"line-height:140%\">\n<li>Vytvo\u0159te si velmi stru\u010dn\u00fd osobn\u00ed profil, kde uvedete v\u0161e podstatn\u00e9 o sv\u00e9 osob\u011b, kter\u00fd dopln\u00edte 2 a\u017e 3 \u201eak\u010dn\u00edmi\u201c fotografiemi, p\u0159\u00edpadn\u011b zaj\u00edmav\u00fdm novinov\u00fdm \u010dl\u00e1nkem. Znovu zd\u016fraz\u0148uji: stru\u010dnost! 50str\u00e1nkov\u00fd profil ve vazb\u011b s mno\u017estv\u00edm fotografi\u00ed je mo\u017en\u00e1 kr\u00e1sn\u00e9 d\u00edlo, kter\u00e9 jist\u011b n\u00e1le\u017eit\u011b ocen\u00ed va\u0161e babi\u010dka, nicm\u00e9n\u011b m\u00e1lokdo z odd\u011blen\u00ed marketingu se dostane d\u00e1l, ne\u017e na druhou str\u00e1nku.<\/li>\n<li>T\u00edmto profilem obe\u0161lete v\u0161echny spole\u010dnosti, o kter\u00fdch se domn\u00edv\u00e1te, \u017ee by s v\u00e1mi mohly, z jak\u00e9hokoliv d\u016fvodu, n\u011bjak spolupracovat.<\/li>\n<li>Dob\u0159e si rozmyslete, jakou formu spolupr\u00e1ce spole\u010dnosti navrhnete<\/li>\n<li>Pamatujte, \u017ee po\u017eadovat m\u00e9n\u011b je v kone\u010dn\u00e9m v\u00fdsledku mnohdy v\u00edce<\/li>\n<li>M\u00e1lokdo v\u00e1m d\u00e1 &#8222;hotov\u00e9 pen\u00edze&#8220; na va\u0161i \u010dinnost. Sp\u00ed\u0161e z\u00edsk\u00e1te produktov\u00e9 slevy, \u010di v\u00fdrobky zdarma. Nepohrdejte touto formou spolupr\u00e1ce. V sou\u010dtu toti\u017e pr\u00e1v\u011b tyto slevy vytvo\u0159\u00ed \u010d\u00e1stku, kter\u00e1 m\u016f\u017ee b\u00fdt \u00factyhodn\u00e1.<\/li>\n<li>Spolupr\u00e1ci s marketingov\u00fdmi firmami mus\u00edte v\u011bnovat p\u0159ibli\u017en\u011b tolik \u010dasu denn\u011b, co tr\u00e9ninku.<\/li>\n<li>M\u016f\u017eete se pokusit nav\u00e1zat spolupr\u00e1ci s marketingovou agenturou, kter\u00e1 by v\u00e1s zastupovala ve v\u0161ech jedn\u00e1n\u00edch. Dob\u0159e v\u0161ak zva\u017ete pro a proti, ne\u017e se k t\u00e9to form\u011b spolupr\u00e1ce up\u00ed\u0161ete. Marketingov\u00e1 spole\u010dnost v\u00e1m d\u00e1 pouze ur\u010dit\u00fd pod\u00edl z financ\u00ed, kter\u00e9 na v\u00e1s z\u00edsk\u00e1. Naopak v\u00fdhodn\u00e9 je, \u017ee se o nic nemus\u00edte starat, pouze budete plnit marketingov\u00e9 povinnosti plynouc\u00ed ze smlouvy. M\u00e1 to tak cel\u00e1 \u0159ada sportovc\u016f, ov\u0161em je pot\u0159eba si uv\u011bdomit, \u017ee jsou to p\u0159edev\u0161\u00edm ti, jejich\u017e p\u0159\u00edjmy jsou velmi vysok\u00e9. Za \u0159adu sportovc\u016f pln\u00ed roli marketingov\u00e9ho mana\u017eera jejich &#8222;mate\u0159sk\u00fd&#8220; klub. Ani to nen\u00ed \u0161patn\u00e1 varianta a je na v\u00e1s, abyste se stali \u010dlenem takov\u00e9ho klubu, kter\u00fd se o v\u00e1s postar\u00e1 a zajist\u00ed v\u00fdhodn\u00e9 podm\u00ednky pro va\u0161i sportovn\u00ed p\u0159\u00edpravu.<\/li>\n<li>Marketingovou spolupr\u00e1ci m\u016f\u017ee z\u00edskat nap\u0159\u00edklad i sportovn\u00ed podnik \u010di seri\u00e1l z\u00e1vod\u016f. V dne\u0161n\u00ed dob\u011b je tato forma spolupr\u00e1ce mnohem v\u00edce uplat\u0148ov\u00e1na. \u0158ada klub\u016f je tedy po\u0159adateli v\u00fdznamn\u00fdch sportovn\u00edch akc\u00ed, d\u00edky tomu z\u00edsk\u00e1vaj\u00ed finan\u010dn\u00ed prost\u0159edky, kter\u00e9 \u010d\u00e1ste\u010dn\u011b pou\u017eij\u00ed na realizaci akce a zbytek pak ve prosp\u011bch sv\u00fdch sv\u011b\u0159enc\u016f.<\/li>\n<li>A pozor, nemyslete si, \u017ee pouze vrcholov\u00fd sportovec m\u00e1 \u0161anci na z\u00edsk\u00e1n\u00ed marketingov\u00e9 smlouvy. Jak jsem ji\u017e zm\u00ednil, d\u016fle\u017eit\u00fd je i z\u00e1m\u011br, smysluplnost a racionalita projektu. Pokud se tedy nap\u0159\u00edklad rozhodnete vytvo\u0159it &#8222;Atlas turistick\u00fdch Handbike trat\u00ed v \u010cR&#8220;, m\u016f\u017eete na tento projekt z\u00edskat mnohem v\u00edce prost\u0159edk\u016f, ne\u017e na medailistu mistrovstv\u00ed sv\u011bta.<\/li>\n<\/ul>\n<p> Z\u00e1le\u017e\u00ed tedy jen a jen na v\u00e1s, sportovn\u00ed marketing je sv\u00fdm zp\u016fsobem hra, ka\u017edop\u00e1dn\u011b dr\u017e\u00edm palce.<\/p>\n<p> Ve t\u0159et\u00ed, z\u00e1v\u011bre\u010dn\u00e9 \u010d\u00e1sti t\u00e9to sportovn\u011b ekonomick\u00e9 trilogie si popov\u00edd\u00e1me o kone\u010dn\u00e9m produktu medializace a marketingu \u2013 financ\u00edch. <\/p>\n<p> \/Viktor Zapletal\/ <\/p>\n<p> <img decoding=\"async\" src=\"\/wordpress\/image\/k_clankum\/jezek_tiskovka.jpg\"><\/p>\n","protected":false},"excerpt":{"rendered":"<a href=\"https:\/\/www.caths.cz\/wordpress\/treninkova-poradna-otazka-24-medializace-marketing-finance-ve-sportu-cast-2\/\"><img loading=\"lazy\" decoding=\"async\" width=\"100\" height=\"100\" src=\"https:\/\/www.caths.cz\/wordpress\/wp-content\/plugins\/thumbnail-for-excerpts\/tfe_no_thumb.png\" class=\"alignleft wp-post-image tfe\" alt=\"\" title=\"\" \/><\/a><p>\u010c\u00e1st 2. &#8211; Marketing Marketing \u2013 princip u\u017eit\u00ed marketingu ve sportu je z\u0159ejm\u00fd, \u00fasp\u011b\u0161n\u00fd sportovec (klub \u010di sportovn\u00ed podnik) slou\u017e\u00ed jako nositel reklamy n\u011bjak\u00e9 spole\u010dnosti \u010di firmy. Praxe je takov\u00e1, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[26],"tags":[],"class_list":["post-1503","post","type-post","status-publish","format-standard","hentry","category-treninkova-poradna"],"_links":{"self":[{"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/posts\/1503","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/comments?post=1503"}],"version-history":[{"count":0,"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/posts\/1503\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/media?parent=1503"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/categories?post=1503"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.caths.cz\/wordpress\/wp-json\/wp\/v2\/tags?post=1503"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}