{"id":278310,"date":"2025-03-19T16:21:36","date_gmt":"2025-03-19T15:21:36","guid":{"rendered":"https:\/\/rtrsports.com\/jak-funguje-sponzoring\/"},"modified":"2025-07-10T15:40:50","modified_gmt":"2025-07-10T13:40:50","slug":"jak-funguje-sponzoring","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/jak-funguje-sponzorstvi\/","title":{"rendered":"Jak funguje sponzoring?"},"content":{"rendered":"

\"jak<\/strong><\/h2>\n

Pro\u010d se dopro\u0161ovat o pozornost, kdy\u017e v\u00e1s z\u00e1kazn\u00edk m\u016f\u017ee uct\u00edvat?<\/h2>\n

Nem\u00e1 smysl n\u011bkoho p\u0159eru\u0161ovat a prosit o pozornost, kdy\u017e m\u016f\u017ee b\u00fdt va\u0161e zna\u010dka zakotvena v n\u011b\u010dem, co va\u0161i z\u00e1kazn\u00edci opravdu cht\u011bj\u00ed sledovat a co se jim l\u00edb\u00ed. P\u0159esn\u011b tak funguje sponzoring; je to \u00fa\u010dinn\u00e1 marketingov\u00e1 strategie, kterou<\/strong> vyu\u017e\u00edv\u00e1 mnoho firem, od mal\u00fdch za\u010d\u00ednaj\u00edc\u00edch podnik\u016f a\u017e po glob\u00e1ln\u00ed podniky. A\u0165 u\u017e se jedn\u00e1 o v\u011bcn\u00fd sponzoring<\/strong> nebo finan\u010dn\u00ed podporu, sponzorstv\u00ed sportovn\u00edho t\u00fdmu<\/strong> nebo spolupr\u00e1ci s medi\u00e1ln\u00edmi sponzory<\/strong>, tyto mo\u017enosti sponzoringu<\/strong> poskytuj\u00ed v\u00fdjime\u010dn\u00fd dosah a dopad<\/p>\n

Nav\u00edc reklama pot\u00e9, co br\u00e1n\u00ed div\u00e1k\u016fm v tom, co se rozhodli d\u011blat (nap\u0159. sledovat film), jim ukazuje produkty a slu\u017eby, kter\u00e9 v\u011bt\u0161inou nepot\u0159ebuj\u00ed a nehledaj\u00ed.<\/p>\n

Reklama a pov\u011bdom\u00ed o zna\u010dce<\/strong><\/h2>\n

\u0158ekli byste, \u017ee je to dobr\u00e9 pro zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce… ale jste si jisti, \u017ee tato neust\u00e1l\u00e1 p\u0159eru\u0161en\u00ed nevyvolaj\u00ed odpor u lid\u00ed, kter\u00fdm inzerenti donekone\u010dna vnucuj\u00ed pojistky, su\u0161enky, auta, dovolenkov\u00e9 bal\u00ed\u010dky a poh\u0159ebn\u00ed slu\u017eby? (pokud mi nev\u011b\u0159\u00edte, pod\u00edvejte se na tuto reklamu) www.youtube.com\/watch?v=XxDD_qvFqvM<\/a> <\/strong> kter\u00e9 si v danou chv\u00edli o\u010dividn\u011b necht\u011bj\u00ed koupit?
\nP\u0159i sponzoringu <\/strong>p\u016fsob\u00ed spojen\u00ed zna\u010dky s publikem autenti\u010dt\u011bji a m\u00e9n\u011b nucen\u011b ne\u017e p\u0159i tradi\u010dn\u00ed reklam\u011b. A kl\u00ed\u010dem k \u00fasp\u011bchu je zde nalezen\u00ed spr\u00e1vn\u00e9ho sponzorsk\u00e9ho partnera,<\/strong> a\u0165 u\u017e se jedn\u00e1 o finan\u010dn\u00edho sponzora, ofici\u00e1ln\u00edho sponzora<\/strong>, nebo dokonce pen\u011b\u017en\u00edho sponzora<\/strong>.<\/p>\n

Pravidlo 3 %<\/strong><\/h2>\n

Toto pravidlo \u0159\u00edk\u00e1, \u017ee jen 3 % div\u00e1k\u016f jsou p\u0159ipravena koupit https:\/\/stickybranding.com\/3-rule-engage-customers-before-they-need-your-services\/<\/strong>.<\/p>\n

Pokud tedy pouze 3 % lid\u00ed, kte\u0159\u00ed sleduj\u00ed na\u0161i reklamu, hledaj\u00ed n\u00e1\u0161 produkt, 97 % lid\u00ed nepova\u017euje reklamu za relevantn\u00ed, nezaj\u00edm\u00e1 je a mo\u017en\u00e1 se zvednou a p\u016fjdou se nap\u00edt vody, zatelefonovat nebo se pod\u00edvat na sv\u00e9 soci\u00e1ln\u00ed s\u00edt\u011b. Proto je d\u016fle\u017eit\u00e9 vytvo\u0159it sponzorskou smlouvu, kter\u00e1 udr\u017e\u00ed va\u0161i zna\u010dku v pov\u011bdom\u00ed zb\u00fdvaj\u00edc\u00edch 97 % lid\u00ed. A\u0165 u\u017e je to v r\u00e1mci m\u00edstn\u00ed komunity<\/strong>, prost\u0159ednictv\u00edm medi\u00e1ln\u00edho pokryt\u00ed<\/strong> nebo v d\u016fsledku sportovn\u00edho sponzoringu<\/strong>, va\u0161e zna\u010dka z toho bude t\u011b\u017eit.<\/p>\n

Mohu?<\/strong><\/h2>\n

Uva\u017eovali jste n\u011bkdy o tom, \u017ee kdy\u017e vstupujete do ciz\u00edho bytu, je slu\u0161nost\u00ed zaklepat na dve\u0159e a po\u017e\u00e1dat o svolen\u00ed? A \u017ee \u010d\u00edm m\u00e9n\u011b invazivn\u00ed jste, t\u00edm l\u00e9pe<\/a>?<\/p>\n

Je z\u0159ejm\u00e9, \u017ee takto reklama<\/strong> nefunguje, a proto dlouh\u00fd p\u0159\u00edb\u011bh l\u00e1sky mezi ve\u0159ejnost\u00ed a reklamou skon\u010dil. I relativn\u011b mlad\u00e9 odv\u011btv\u00ed digit\u00e1ln\u00ed reklamy<\/strong> m\u00e1 probl\u00e9my,<\/strong> a proto se nejbyst\u0159ej\u0161\u00ed spole\u010dnosti velmi sna\u017e\u00ed o v\u011bt\u0161\u00ed efektivitu i na t\u00e9to stran\u011b. www.thedrum.com\/news\/2018\/03\/06\/marc-pritchard-says-pg-will-soon-have-slashed-wasted-digital-media-spend-50
\n<\/strong>Zde p\u0159ich\u00e1z\u00ed na \u0159adu n\u00e1vrh strategick\u00e9ho sponzoringu. A\u0165 u\u017e se jedn\u00e1 o sponzoring sportu nebo spojen\u00fd s hudbou a um\u011bn\u00edm, p\u0159\u00ednosy sponzoringu by m\u011bly b\u00fdt v souladu s marketingov\u00fdm pl\u00e1nem a m\u011bly by v\u00e9st k v\u011bt\u0161\u00edmu zviditeln\u011bn\u00ed a uzn\u00e1n\u00ed zna\u010dky a odklonit se od v\u00fdhradn\u00edho zam\u011b\u0159en\u00ed reklamy na prodej. C\u00edlem nen\u00ed jen zv\u00fd\u0161en\u00ed pov\u011bdom\u00ed o zna\u010dce <\/strong>, ale vytvo\u0159en\u00ed pozitivn\u00edch asociac\u00ed s va\u0161\u00ed zna\u010dkou, kter\u00e9 p\u0159etrvaj\u00ed.
\n<\/strong><\/p>\n

Jak m\u016f\u017eeme tuto situaci \u0159e\u0161it?<\/strong><\/h2>\n

Jak m\u016f\u017eeme komunikovat efektiv<\/strong> n\u011b a \u00fa\u010dinn\u011b, ani\u017e bychom pl\u00fdtvali \u010dasem, pen\u011bzi a \u00fasil\u00edm?<\/p>\n

Um\u00edst\u011bme na\u0161e logo tam, kam se soust\u0159ed\u00ed 100 % pozornosti spot\u0159ebitel\u016f<\/strong>! Je to jednoduch\u00fd a srozumiteln\u00fd postup: um\u00edst\u00edme na\u0161i zna\u010dku do po\u0159adu, kter\u00fd r\u00e1di sleduj\u00ed. To m\u016f\u017ee znamenat sportovn\u00ed t\u00fdmy<\/strong>, spolupr\u00e1ci s reklamn\u00edmi partnery<\/strong> nebo dokonce digit\u00e1ln\u00ed prostor, kde hraj\u00ed v\u00fdznamnou roli digit\u00e1ln\u00ed sponzo\u0159i<\/strong>.<\/p>\n

Pokud to ud\u011bl\u00e1me, div\u00e1ci si spoj\u00ed zm\u00edn\u011bnou zna\u010dku s n\u011b\u010d\u00edm, co maj\u00ed r\u00e1di, a to, \u017ee je spojena<\/strong> s po\u0159adem, kter\u00fd je pro n\u011b relevantn\u00ed, budou vn\u00edmat pozitivn\u011b.<\/p>\n

Budeme ukazovat pouze zna\u010dku a nebudeme se sna\u017eit nic prod\u00e1vat (tak\u00e9 v\u00edme, \u017ee pouze 3 ze 100 lid\u00ed jsou p\u0159ipraveni na n\u00e1kup).
\nT\u00edmto zp\u016fsobem si vybudujeme vztah s na\u0161\u00ed c\u00edlovou skupinou a ta se n\u00e1m \u010dasem odm\u011bn\u00ed t\u00edm, \u017ee bude d\u00e1vat p\u0159ednost na\u0161\u00ed zna\u010dce.
\nC\u00edlem je udr\u017eet na\u0161i zna\u010dku v pov\u011bdom\u00ed a ocen\u011bn\u00ed a\u017e do doby, kdy ji budou pot\u0159ebovat.<\/p>\n

Ve skute\u010dnosti se budeme v\u011bnovat na\u0161emu c\u00edli, ani\u017e bychom ho vyru\u0161ili d\u0159\u00edve, ne\u017e<\/strong> n\u00e1s bude pot\u0159ebovat; d\u00e1me o sob\u011b v\u011bd\u011bt, ani\u017e bychom byli dot\u011brn\u00ed. Potenci\u00e1ln\u00ed z\u00e1kazn\u00edci n\u00e1s budou postupem \u010dasu vn\u00edmat v p\u0159\u00edjemn\u00fdch chv\u00edl\u00edch a staneme se nejprve \u010dleny rodiny a pak obl\u00edben\u00fdmi, dokud se na\u0161e zna\u010dka nestane jejich volbou, kdy\u017e budou m\u00edt pot\u0159ebu, kterou cht\u011bj\u00ed uspokojit. A tuto pot\u0159ebu uspokoj\u00ed t\u00edm, \u017ee si vyberou na\u0161e v\u00fdrobky nam\u00edsto konkuren\u010dn\u00edch.<\/p>\n

\u0158ekn\u011bme, \u017ee m\u00e1te p\u0159\u00edtele, kter\u00fd prod\u00e1v\u00e1 oble\u010den\u00ed, a dnes pot\u0159ebujete tri\u010dko. Jsem si jist\u00fd, \u017ee je velmi pravd\u011bpodobn\u00e9, \u017ee p\u016fjdete do obchodu sv\u00e9ho p\u0159\u00edtele, ne\u017e abyste zva\u017eovali alternativy.<\/p>\n

Abychom to shrnuli<\/strong><\/h2>\n

Sponzorov\u00e1n\u00edm z\u00edsk\u00e1te uzn\u00e1n\u00ed a budete spojeni s n\u011b\u010d\u00edm, co va\u0161e c\u00edlov\u00e1 skupina ocen\u00ed. C\u00edlov\u00e1 skupina si na va\u0161i zna\u010dku vzpomene, a\u017e si bude pot\u0159ebovat koupit zbo\u017e\u00ed nebo slu\u017ebu, kterou va\u0161e spole\u010dnost vyr\u00e1b\u00ed nebo dod\u00e1v\u00e1.
\nPr\u00e1v\u011b zde funguje sponzoring, kter\u00fd vytv\u00e1\u0159\u00ed obchodn\u00ed v\u00fdhodu a pozitivn\u00ed p\u0159\u00ednos pro zna\u010dky. Nemluv\u011b o pozitivn\u00ed asociaci, kter\u00e1 vznik\u00e1 v mysl\u00edch spot\u0159ebitel\u016f a \u00fa\u010dinn\u011b sni\u017euje obrann\u00e9 mechanismy spot\u0159ebitel\u016f.
\nT\u00edmto zp\u016fsobem oslov\u00edte nejen 3 % lid\u00ed, kte\u0159\u00ed v\u00e1s nal\u00e9hav\u011b pot\u0159ebuj\u00ed, ale oslov\u00edte tak\u00e9 v\u0161echny lidi, kte\u0159\u00ed v\u00e1s budou potenci\u00e1ln\u011b pot\u0159ebovat v budoucnu.<\/p>\n

D\u00edky sponzoringu si vybudujete vztah<\/strong> zalo\u017een\u00fd na sd\u00edlen\u00e9 v\u00e1\u0161ni, kter\u00fd vede k d\u016fv\u011b\u0159e ve zna\u010dky a produkty, co\u017e v kone\u010dn\u00e9m d\u016fsledku povede ke zv\u00fd\u0161en\u00ed prodeje: tak funguje sponzoring.<\/p>\n

Kliknut\u00edm na tento odkaz si m\u016f\u017eete prohl\u00e9dnout zaj\u00edmav\u00fd v\u00fdzkum, kter\u00fd prohlubuje souvislost mezi sponzoringem a n\u00e1kupn\u00edm chov\u00e1n\u00edm<\/a><\/strong>.<\/p>\n

Uvnit\u0159 \u010dl\u00e1nku najdete tak\u00e9 odkaz ke sta\u017een\u00ed abstraktu v\u00fdzkumu.<\/p>\n

Odborn\u00edk na sponzoring m\u016f\u017ee pomoci usnadnit toto emocion\u00e1ln\u00ed spojen\u00ed a utv\u00e1\u0159et vn\u00edm\u00e1n\u00ed va\u0161\u00ed zna\u010dky ve\u0159ejnost\u00ed prost\u0159ednictv\u00edm jednotliv\u00fdch akc\u00ed i \u0161ir\u0161\u00edch sponzorsk\u00fdch program\u016f. Sponzoring tak pom\u00e1h\u00e1 p\u0159eklenout propast mezi zna\u010dkou a jej\u00ed c\u00edlovou skupinou a nab\u00edz\u00ed osobn\u011bj\u0161\u00ed spojen\u00ed ne\u017e tradi\u010dn\u00ed reklama a jin\u00e9 formy marketingu.<\/p>\n

V\u00fdb\u011br spr\u00e1vn\u00e9ho sponzorstv\u00ed, kter\u00e9 je v souladu s p\u0159edchoz\u00edmi \u00fasp\u011b\u0161n\u00fdmi ud\u00e1lostmi a identitou zna\u010dky, m\u016f\u017ee vytvo\u0159it exponenci\u00e1ln\u00ed zv\u00fd\u0161en\u00ed hodnoty zna\u010dky. A\u0165 u\u017e se jedn\u00e1 o veletrh, m\u00edstn\u00ed hudebn\u00ed festival nebo sportovn\u00ed ud\u00e1lost, v\u0161echny tyto akce jsou skv\u011blou p\u0159\u00edle\u017eitost\u00ed pro zviditeln\u011bn\u00ed zna\u010dky. D\u016fle\u017eitou roli p\u0159i zvy\u0161ov\u00e1n\u00ed dosahu va\u0161\u00ed zna\u010dky hraj\u00ed tak\u00e9 m\u00e9dia, influence\u0159i na soci\u00e1ln\u00edch s\u00edt\u00edch a propaga\u010dn\u00ed partne\u0159i.<\/p>\n

Jak jsme ji\u017e uvedli, \u0159ekn\u011bme, \u017ee m\u00e1te p\u0159\u00edtele, kter\u00fd prod\u00e1v\u00e1 oble\u010den\u00ed, a dnes pot\u0159ebujete tri\u010dko. Jsem si jist\u00fd, \u017ee je velmi pravd\u011bpodobn\u00e9, \u017ee p\u016fjdete do obchodu sv\u00e9ho p\u0159\u00edtele d\u0159\u00edve, ne\u017e budete zva\u017eovat alternativy. Je to podobn\u00e9, jako kdy\u017e se va\u0161emu publiku jev\u00ed sponzoring. Je to roz\u0161\u00ed\u0159en\u00e9 roz\u0161\u00ed\u0159en\u00ed zna\u010dky, obchodn\u00ed vztah, kter\u00fd p\u011bstuje d\u016fv\u011bru a loajalitu na va\u0161em c\u00edlov\u00e9m trhu.
\nPokud chcete m\u00edt v\u00edce informac\u00ed o sponzoringu, p\u0159e\u010dt\u011bte si \u010dl\u00e1nek Aktivace sponzoringu, <\/a><\/strong>a kontaktujte n\u00e1s na na\u0161\u00ed e-mailov\u00e9 adrese: info@rtrsports.com.<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Pro\u010d se dopro\u0161ovat o pozornost, kdy\u017e v\u00e1s z\u00e1kazn\u00edk m\u016f\u017ee uct\u00edvat? Nem\u00e1 smysl n\u011bkoho p\u0159eru\u0161ovat a prosit o pozornost, kdy\u017e m\u016f\u017ee b\u00fdt va\u0161e zna\u010dka zakotvena v n\u011b\u010dem, co va\u0161i z\u00e1kazn\u00edci opravdu cht\u011bj\u00ed sledovat a co se jim l\u00edb\u00ed. P\u0159esn\u011b tak funguje sponzoring; je to \u00fa\u010dinn\u00e1 marketingov\u00e1 strategie, kterou vyu\u017e\u00edv\u00e1 mnoho firem, od mal\u00fdch za\u010d\u00ednaj\u00edc\u00edch podnik\u016f a\u017e […]<\/p>\n","protected":false},"author":14,"featured_media":177261,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20229],"tags":[],"class_list":["post-278310","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-sponzoring"],"acf":[],"contentshake_article_id":"","yoast_head":"\nJak funguje sponzoring ve sportu?<\/title>\n<meta name=\"description\" content=\"Zaj\u00edm\u00e1 v\u00e1s, jak funguje sponzoring ve sportu? 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