{"id":295374,"date":"2025-07-07T16:13:38","date_gmt":"2025-07-07T14:13:38","guid":{"rendered":"https:\/\/rtrsports.com\/co-je-to-spolecnost-zabyvajici-se-event-marketingem-co-dela-a-jake-sluzby-nabizi\/"},"modified":"2025-07-07T16:13:38","modified_gmt":"2025-07-07T14:13:38","slug":"co-je-to-spolecnost-zabyvajici-se-event-marketingem-co-dela-a-jake-sluzby-nabizi","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/what-a-corporation-is-event-marketing-what-a-corporation-does-and-what-services-it-offers\/","title":{"rendered":"Co je to spole\u010dnost zab\u00fdvaj\u00edc\u00ed se event marketingem, co d\u011bl\u00e1 a jak\u00e9 slu\u017eby nab\u00edz\u00ed?"},"content":{"rendered":"

Sv\u011bt event\u016f je rozs\u00e1hl\u00fd a pln\u00fd nab\u00eddek a p\u0159\u00edle\u017eitost\u00ed a stejn\u011b tak \u0161irok\u00fd a rozmanit\u00fd je i trh agentur pro event marketing<\/strong>. Ud\u011blejme v\u0161ak mal\u00fd krok zp\u011bt a pochopme, jak p\u0159esn\u011b eventy zapadaj\u00ed do marketingov\u00fdch strategi\u00ed a pro\u010d. <\/p>\n

M\u016f\u017ee to zn\u00edt divn\u011b a t\u00e9m\u011b\u0159 nemo\u017en\u011b, ale i dnes, p\u0159i v\u0161em tom mno\u017estv\u00ed informac\u00ed dostupn\u00fdch na internetu, je v marketingu, reklam\u011b a ud\u00e1lostech spousta nejasnost\u00ed, nato\u017e ve sportovn\u00edm marketingu.<\/strong><\/p>\n

Ud\u011blejme v\u0161ak jeden krok za druh\u00fdm.<\/p>\n

Marketing se m\u011bn\u00ed a p\u0159izp\u016fsobuje dob\u011b, ale pokud jde o marketingov\u011b orientovan\u00e9 spole\u010dnosti, vych\u00e1z\u00edme v\u017edy ze stejn\u00fdch z\u00e1sad.<\/h3>\n

Obvykle, kdy\u017e se m\u011b n\u011bkdo zept\u00e1, co p\u0159esn\u011b je event marketing a sportovn\u00ed marketing a co je to marketingov\u011b orientovan\u00e1 firma, odpov\u00edd\u00e1m klasick\u00fdmi definicemi historick\u00fdch marketingov\u00fdch guru, jako je Philip Kotler nebo Seth Godin, ale dnes bych r\u00e1d za\u010dal jednodu\u0161\u0161\u00ed a prakti\u010dt\u011bj\u0161\u00ed definic\u00ed, kter\u00e1 v\u00edce odpov\u00edd\u00e1 modern\u00ed dob\u011b. \u010casto chod\u00edm do knihkupectv\u00ed a listuji knihami o marketingu a komunikaci, r\u00e1d se d\u00edv\u00e1m, jak je toto t\u00e9ma v pr\u016fb\u011bhu let zpracov\u00e1no a t\u00edm i nab\u00eddnuto \u0161irok\u00e9 ve\u0159ejnosti, nejen odborn\u00edk\u016fm v oboru. <\/p>\n

Tuto definici, mo\u017en\u00e1 sp\u00ed\u0161e vysv\u011btlen\u00ed, jsem na\u0161el v jedn\u00e9 velmi vtipn\u00e9, jednoduch\u00e9 marketingov\u00e9 knize, kter\u00e1 obsahuje mnoho zaj\u00edmav\u00fdch post\u0159eh\u016f a \u0159\u00edk\u00e1:<\/p>\n

„Marketing je to nejd\u016fle\u017eit\u011bj\u0161\u00ed, co dnes m\u016f\u017eete v podnik\u00e1n\u00ed d\u011blat, i kdy\u017e va\u0161e pracovn\u00ed n\u00e1pl\u0148 neobsahuje slovo marketing. <\/em>Marketing se ve v\u0161ech sv\u00fdch r\u016fzn\u00fdch podob\u00e1ch zam\u011b\u0159uje na to, abyste p\u0159il\u00e1kali z\u00e1kazn\u00edky, p\u0159im\u011bli je ke koupi va\u0161eho v\u00fdrobku\/slu\u017eby a ujistili se, \u017ee jsou se sv\u00fdm n\u00e1kupem natolik spokojeni, \u017ee se vr\u00e1t\u00ed pro dal\u0161\u00ed<\/em>„*.<\/p>\n

Mo\u017en\u00e1 si \u0159eknete, \u017ee je to p\u0159\u00edli\u0161 jednoduch\u00e9, ale ve skute\u010dnosti je to p\u0159esn\u011b tak a plat\u00ed to pro v\u0161echny. Ve skute\u010dnosti je z\u00e1kladn\u00edm c\u00edlem v\u0161ech spole\u010dnost\u00ed p\u0159il\u00e1kat z\u00e1kazn\u00edky\/spot\u0159ebitele a p\u0159im\u011bt je, aby se vraceli a kupovali to, co jim nab\u00edz\u00ed. A\u0165 u\u017e prod\u00e1v\u00e1me tren\u00e9ry nebo finan\u010dn\u00ed slu\u017eby, po\u010d\u00edta\u010de nebo kr\u00e9my proti vr\u00e1sk\u00e1m, multivitam\u00edny nebo auta, ka\u017ed\u00e1 spole\u010dnost m\u00e1 v\u017edy jeden c\u00edl: p\u0159il\u00e1kat z\u00e1kazn\u00edky a udr\u017eet si je co nejd\u00e9le. Jakou strategii k tomu pou\u017eije a jak\u00e9 n\u00e1stroje k tomu zvol\u00ed, se li\u0161\u00ed spole\u010dnost od spole\u010dnosti a zna\u010dka od zna\u010dky. <\/p>\n

A pr\u00e1v\u011b zde se hod\u00ed v\u0161echny n\u00e1stroje, kter\u00e9 marketing nab\u00edz\u00ed k propagaci produktu nebo k vypr\u00e1v\u011bn\u00ed o n\u011bm, aby ho c\u00edlov\u00e1 skupina znala, koupila a p\u0159\u00edpadn\u011b si ho \u010dasem co nej\u010dast\u011bji koupila znovu.<\/p>\n

Pro\u010d se obr\u00e1tit na agenturu pro<\/strong> event marketing? Nesta\u010d\u00ed reklamn\u00ed agentura? <\/h3>\n

Pokud jde o propagaci zna\u010dky, v\u00fdrobku nebo slu\u017eby, maj\u00ed spole\u010dnosti k dispozici r\u016fzn\u00e9 n\u00e1stroje, kter\u00e9 spadaj\u00ed pod zn\u00e1m\u00fd pojem Propagace jako sou\u010d\u00e1st marketingov\u00e9ho mixu.<\/p>\n

Vezmeme-li definici Philipa Kotlera, „propagace zahrnuje v\u0161echny \u010dinnosti, kter\u00e9 spole\u010dnost podnik\u00e1, aby komunikovala a propagovala sv\u00e9 produkty na c\u00edlov\u00e9m trhu<\/em>„.<\/p>\n

Propagace tedy p\u0159edstavuje celou \u0159adu aktivit, kter\u00e9 umo\u017e\u0148uj\u00ed firm\u011b\/zna\u010dce nav\u00e1zat kontakt se spot\u0159ebitelem a sd\u011blit mu n\u011bco o na\u0161em produktu, co ho podn\u00edt\u00ed k tomu, aby si jej vybral m\u00edsto jin\u00e9ho.<\/p>\n

A pr\u00e1v\u011b zde p\u0159ich\u00e1z\u00ed na \u0159adu reklama, propagace, PR (public relations), v\u010detn\u011b vytv\u00e1\u0159en\u00ed akc\u00ed, a sponzoring.<\/p>\n

Ud\u00e1losti nab\u00fdvaj\u00ed na v\u00fdznamu, proto\u017ee pro vytvo\u0159en\u00ed trval\u00e9ho vzpom\u00ednkov\u00e9ho z\u00e1\u017eitku je nezbytn\u00e9 nav\u00e1zat hlubok\u00fd kontakt se spot\u0159ebitelem.<\/p>\n

Spot\u0159ebitel\u00e9, kte\u0159\u00ed denn\u011b dost\u00e1vaj\u00ed tis\u00edce zpr\u00e1v, se sna\u017e\u00ed zapamatovat si zna\u010dky, s nimi\u017e jsou tyto zpr\u00e1vy spojeny.<\/p>\n

Obvykle si pamatujeme n\u011bco, co n\u00e1s zaujalo nebo co na n\u00e1s ud\u011blalo ur\u010dit\u00fd dojem.<\/p>\n

Klasick\u00e1 reklama (nap\u0159. reklama v televizi, rozhlase, na internetu, v dopravn\u00edch prost\u0159edc\u00edch atd.) ji\u017e sama o sob\u011b nesta\u010d\u00ed k tomu, aby upoutala pozornost spot\u0159ebitele. \u010casto mus\u00ed b\u00fdt doprov\u00e1zena pl\u00e1nem, kter\u00fd zahrnuje tak\u00e9 akce, aby se spot\u0159ebitel dostal k v\u00fdrobku bezprost\u0159edn\u011bji a hloub\u011bji. <\/p>\n

St\u00e1le sly\u0161\u00edme o anga\u017eovanosti<\/strong>, a to je pr\u00e1v\u011b to, \u017ee vytv\u00e1\u0159\u00edme okam\u017eiky, a\u0165 u\u017e skute\u010dn\u00e9 nebo virtu\u00e1ln\u00ed, ve kter\u00fdch zna\u010dka a c\u00edlov\u00e9 publikum aktivn\u011b komunikuj\u00ed.<\/p>\n

Zde p\u0159ich\u00e1z\u00ed na \u0159adu event marketing<\/strong> a eventov\u00e9 spole\u010dnosti: jejich \u00fakolem je pom\u00e1hat spole\u010dnostem vytv\u00e1\u0159et momenty, ve kter\u00fdch efektivn\u011b a zapamatovateln\u011b zapoj\u00ed c\u00edlov\u00e9 publikum. Tyto momenty, ud\u00e1losti nebo p\u0159\u00edle\u017eitosti zaji\u0161\u0165uj\u00ed, \u017ee vzpom\u00ednka na zna\u010dku p\u0159etrv\u00e1, a tak si ji z\u00e1kazn\u00edk zapamatuje nebo up\u0159ednostn\u00ed p\u0159i n\u00e1kupu. <\/p>\n

Specializace existuje tak\u00e9 v oblasti event marketingu.<\/h3>\n

Sv\u011bt event\u016f je tak \u0161irok\u00fd, \u017ee se agentury postupem \u010dasu specializovaly na nab\u00eddku specifick\u00fdch slu\u017eeb pro firmy.<\/p>\n

Podle toho, co zna\u010dka nebo produkt pot\u0159ebuje, je oslovena a vybr\u00e1na konkr\u00e9tn\u00ed firma zab\u00fdvaj\u00edc\u00ed se event<\/strong> marketingem, kter\u00e1 nab\u00eddne projekt \u0161it\u00fd na m\u00edru konkr\u00e9tn\u00edmu klientovi.<\/p>\n

Dovolte mi uv\u00e9st n\u011bkolik p\u0159\u00edklad\u016f:<\/p>\n

Existuj\u00ed spole\u010dnosti, kter\u00e9 se specializuj\u00ed na velk\u00e9 akce, veletrhy, firemn\u00ed kongresy, a v r\u00e1mci tohoto segmentu existuj\u00ed agentury, kter\u00e9 se specializuj\u00ed sp\u00ed\u0161e na l\u00e9ka\u0159sk\u00e9 kongresy ne\u017e na politick\u00e9 kongresy nebo akce; spole\u010dnosti, kter\u00e9 se specializuj\u00ed na uv\u00e1d\u011bn\u00ed v\u00fdrobk\u016f na trh, spole\u010dnosti, kter\u00e9 d\u011blaj\u00ed samplingov\u00e9 aktivity, spole\u010dnosti, kter\u00e9 organizuj\u00ed cestovatelsk\u00e9 propaga\u010dn\u00ed z\u00e1jezdy, guerilla marketing, spole\u010dnosti po\u0159\u00e1daj\u00edc\u00ed kulturn\u00ed akce nebo hudebn\u00ed akce nebo spole\u010dnosti po\u0159\u00e1daj\u00edc\u00ed akce spojen\u00e9 s cestov\u00e1n\u00edm, a pak agentury po\u0159\u00e1daj\u00edc\u00ed z\u00e1\u017eitkov\u00e9 akce. Pak tak\u00e9 v\u0161em t\u011bm digit\u00e1ln\u00edm eventov\u00fdm spole\u010dnostem, influencer\u016fm, ambasador\u016fm zna\u010dky, celebrit\u00e1m. <\/p>\n

Seznam je opravdu dlouh\u00fd.<\/p>\n

Vzpome\u0148te si nap\u0159\u00edklad na v\u0161echny aktivity, kter\u00e9 se po\u0159\u00e1daj\u00ed v n\u00e1kupn\u00edch centrech nebo ve velk\u00fdch supermarketech; existuj\u00ed spole\u010dnosti, kter\u00e9 maj\u00ed specifick\u00e9 zku\u0161enosti pr\u00e1v\u011b v tomto odv\u011btv\u00ed.<\/p>\n

A jak se sportovn\u00ed ud\u00e1losti um\u00eds\u0165uj\u00ed?<\/h3>\n

Sportovn\u00ed ud\u00e1losti a sportovn\u00ed marketing<\/strong> se v\u017edy nach\u00e1zej\u00ed tak trochu uprost\u0159ed mezi ud\u00e1lostmi, propagac\u00ed a reklamou.<\/p>\n

Sportovn\u00ed marketingov\u00e9 a sponzorsk\u00e9<\/strong> agentury nejsou agentury pro po\u0159\u00e1d\u00e1n\u00ed akc\u00ed, ale poradensk\u00e9 spole\u010dnosti, kter\u00e9 podporuj\u00ed spole\u010dnosti\/zna\u010dky, kter\u00e9 cht\u011bj\u00ed vyu\u017e\u00edvat sport jako marketingov\u00fd a komunika\u010dn\u00ed n\u00e1stroj.<\/p>\n

Nezab\u00fdvaj\u00ed se tedy koncepc\u00ed a vytvo\u0159en\u00edm sportovn\u00ed ud\u00e1losti, jak se \u010dasto soud\u00ed, ale definuj\u00ed mktg strategii, kter\u00e1 pova\u017euje sport a sponzoring za z\u00e1kladn\u00ed k\u00e1men, na n\u011bm\u017e se pak vytv\u00e1\u0159ej\u00ed v\u0161echny komunika\u010dn\u00ed a propaga\u010dn\u00ed aktivity, v\u010detn\u011b zn\u00e1m\u00fdch aktivac\u00ed.<\/p>\n

P\u0159\u00edklad pro lep\u0161\u00ed pochopen\u00ed: po\u010d\u00edta\u010dov\u00e1 zna\u010dka se rozhodne investovat do sportovn\u00edho sponzoringu. Agentura mu jako konzultant pom\u016f\u017ee pochopit, do kter\u00e9 oblasti je nejlep\u0161\u00ed investovat podle c\u00edl\u016f, hodnot, c\u00edlov\u00e9 skupiny, rozpo\u010dtu atd. <\/p>\n

Pot\u00e9 se vyhodnot\u00ed r\u016fzn\u00e9 p\u0159\u00edle\u017eitosti a vybere se nemovitost, kter\u00e1 nejv\u00edce odpov\u00edd\u00e1 pot\u0159eb\u00e1m spole\u010dnosti\/zna\u010dky.<\/p>\n

Pokud nap\u0159\u00edklad padne rozhodnut\u00ed o sponzorov\u00e1n\u00ed t\u00fdmu Formule 1, marketingov\u00e1 agentura pom\u00e1h\u00e1 klientovi p\u0159i definov\u00e1n\u00ed partnera, podporuje ho p\u0159i hodnocen\u00ed nab\u00edzen\u00fdch nab\u00eddek, podporuje ho ve smluvn\u00ed \u010d\u00e1sti a navrhuje r\u016fzn\u00e9 marketingov\u00e9 aktivity, kter\u00e9 lze na sponzorstv\u00ed postavit.<\/p>\n

Od komunikace samotn\u00e9ho sponzorstv\u00ed a hodnot, na nich\u017e je partnerstv\u00ed zalo\u017eeno (technologie, inovace, konkurenceschopnost, t\u00fdmov\u00fd duch atd.), prost\u0159ednictv\u00edm kan\u00e1l\u016f, kter\u00e9 spole\u010dnost definuje, p\u0159es definici strategie soci\u00e1ln\u00edch m\u00e9di\u00ed pro vytv\u00e1\u0159en\u00ed a komunikaci obsahu partnerstv\u00ed a t\u00edm i interakci s c\u00edlovou skupinou, a\u017e po celou \u010d\u00e1st aktivac\u00ed,<\/strong> tj. v\u0161ech t\u011bch virtu\u00e1ln\u00edch nebo re\u00e1ln\u00fdch aktivit, kter\u00e9 umo\u017e\u0148uj\u00ed spole\u010dnosti nebo zna\u010dce zapojit c\u00edlovou skupinu p\u0159\u00edm\u011bj\u0161\u00edm zp\u016fsobem s vyu\u017eit\u00edm spole\u010dn\u00e9 v\u00e1\u0161n\u011b, kter\u00e1 je d\u00edky sponzorstv\u00ed spojuje.<\/p>\n

Vzpome\u0148te si na v\u0161echny propaga\u010dn\u00ed aktivity, akce, sout\u011b\u017ee, motiva\u010dn\u00ed programy, poho\u0161t\u011bn\u00ed, uveden\u00ed v\u00fdrobk\u016f na trh, kter\u00e9 m\u016f\u017ee spole\u010dnost uspo\u0159\u00e1dat pomoc\u00ed sponzoringu.<\/p>\n

V\u0161echny tyto aktivity slou\u017e\u00ed k nav\u00e1z\u00e1n\u00ed kontaktu s c\u00edlovou skupinou prost\u0159ednictv\u00edm vyu\u017eit\u00ed spole\u010dn\u00e9 v\u00e1\u0161n\u011b, kter\u00e1 spojuje zna\u010dku a spot\u0159ebitele: sportu.<\/p>\n

Sportovn\u00ed marketingov\u00e1 agentura<\/strong> se tak\u00e9 m\u016f\u017ee postarat o organizaci sponzorsk\u00e9 akce, do kter\u00e9 spole\u010dnost investuje.<\/p>\n

Pokud se nap\u0159\u00edklad v ur\u010dit\u00e9m m\u011bst\u011b nebo na ur\u010dit\u00e9m m\u00edst\u011b kon\u00e1 v\u00fdznamn\u00e1 v\u00fdro\u010dn\u00ed konference nebo uveden\u00ed produktu na trh, m\u016f\u017ee agentura spole\u010dnosti poradit, aby uspo\u0159\u00e1dala speci\u00e1ln\u00ed akci, kter\u00e9 se z\u00fa\u010dastn\u00ed sponzorovan\u00fd t\u00fdm, \u0159idi\u010d, mana\u017eer t\u00fdmu nebo p\u0159edv\u00e1d\u011bc\u00ed v\u016fz \/ p\u0159edv\u00e1d\u011bc\u00ed motorka, aby byla akce jedine\u010dn\u00e1. Spot\u0159ebitele nebo z\u00e1kazn\u00edka jist\u011b v\u00edce p\u0159itahuje a l\u00e1k\u00e1 \u00fa\u010dast na akc\u00edch, kde je mo\u017enost vyfotografovat si v\u016fz F1<\/a> nebo MotoGP<\/a> nebo z\u00edskat autogram jezdce \u010di gadget souvisej\u00edc\u00ed s t\u00fdmem. <\/p>\n

Sportovn\u00ed marketingov\u00e1 agentura<\/a> m\u00e1 zku\u0161enosti a znalosti o tomto odv\u011btv\u00ed a mo\u017enostech, kter\u00e9 nab\u00edz\u00ed, co\u017e obecn\u00e1 marketingov\u00e1 firma zam\u011b\u0159en\u00e1 na ud\u00e1losti \u010dasto nem\u00e1.<\/p>\n

Proto je i v p\u0159\u00edpad\u011b event marketingu v\u017edy nejlep\u0161\u00ed pochopit, jak\u00fd druh slu\u017eeb firma hled\u00e1, aby bylo mo\u017en\u00e9 vybrat spr\u00e1vnou agenturu.<\/p>\n

Pokud v\u00e1s zaj\u00edm\u00e1 sportovn\u00ed sponzoring, nev\u00e1hejte se na n\u00e1s obr\u00e1tit.<\/p>\n

 <\/p>\n

 <\/p>\n

* „Marketing pro hlup\u00e1ky“ – https:\/\/www.wob.com\/en-gb\/books\/author\/alexander-hiam<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Sv\u011bt event\u016f je rozs\u00e1hl\u00fd a pln\u00fd nab\u00eddek a p\u0159\u00edle\u017eitost\u00ed a stejn\u011b tak \u0161irok\u00fd a rozmanit\u00fd je i trh agentur pro event marketing. Ud\u011blejme v\u0161ak mal\u00fd krok zp\u011bt a pochopme, jak p\u0159esn\u011b eventy zapadaj\u00ed do marketingov\u00fdch strategi\u00ed a pro\u010d. M\u016f\u017ee to zn\u00edt divn\u011b a t\u00e9m\u011b\u0159 nemo\u017en\u011b, ale i dnes, p\u0159i v\u0161em tom mno\u017estv\u00ed informac\u00ed dostupn\u00fdch na […]<\/p>\n","protected":false},"author":17,"featured_media":192742,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238],"tags":[],"class_list":["post-295374","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nCo je to spole\u010dnost zab\u00fdvaj\u00edc\u00ed se event marketingem?<\/title>\n<meta name=\"description\" content=\"Co je to event marketingov\u00e1 spole\u010dnost, \u010d\u00edm se zab\u00fdv\u00e1 a jak\u00e9 slu\u017eby nab\u00edz\u00ed? 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