{"id":297996,"date":"2025-07-17T18:34:37","date_gmt":"2025-07-17T16:34:37","guid":{"rendered":"https:\/\/rtrsports.com\/marketingova-teorie-jump-start-ve-sportovnim-marketingu\/"},"modified":"2025-07-17T18:38:08","modified_gmt":"2025-07-17T16:38:08","slug":"marketingova-teorie-jump-start-ve-sportovnim-marketingu","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/cs\/blog\/jump-start-sport-marketing\/","title":{"rendered":"Marketingov\u00e1 teorie Jump Start ve sportovn\u00edm marketingu"},"content":{"rendered":"

Jm\u00e9no Jona Spoelstry<\/strong>, jist\u011b jednoho z nejzn\u00e1m\u011bj\u0161\u00edch inov\u00e1tor\u016f a interpret\u016f sportovn\u00edho marketingu za posledn\u00edch 30 let, nebude pro odborn\u00edky na sportovn\u00ed marketing \u017e\u00e1dnou novinkou. Spolu s Veeckem, Hagstromem, Levinem<\/strong> a dal\u0161\u00edmi slavn\u00fdmi market\u00e9ry hlavn\u00edch americk\u00fdch profesion\u00e1ln\u00edch lig na p\u0159elomu 80. a 90. let minul\u00e9ho stolet\u00ed vytvo\u0159il Spoelstra<\/strong> jedny z nejpam\u00e1tn\u011bj\u0161\u00edch sportovn\u00edch komunika\u010dn\u00edch kampan\u00ed<\/strong> v\u016fbec, a to jak pro jejich delirickou kreativitu, tak pro jejich akrobatickou schopnost pohybovat se v\u017edy na hranici dobr\u00e9ho a \u0161patn\u00e9ho vkusu. Jednou z nich byl pravd\u011bpodobn\u011b den,<\/strong> kter\u00e9mu se pozd\u011bji za\u010dalo \u0159\u00edkat „den gumov\u00fdch ku\u0159at“<\/strong>, kdy Spoelstra rozeslal kur\u00fdrem tis\u00edce gumov\u00fdch ku\u0159at na adresy fanou\u0161k\u016f Sacramento Kings<\/strong>, kte\u0159\u00ed si je\u0161t\u011b neprodlou\u017eili permanentky, s n\u00e1pisem „Don<\/strong> ‚t Fowl Out<\/strong> „.<\/p>\n

Co je to Jump Start Marketing <\/strong><\/h2>\n

Kdy\u017e pomineme jednotliv\u00e9 epizody (a je jich mnoho), jedn\u00edm z nejd\u016fle\u017eit\u011bj\u0161\u00edch Spoelstrov\u00fdch<\/strong> p\u0159\u00edsp\u011bvk\u016f k oboru sportovn\u00edho marketingu je teorie „Jump Start Marketing“.<\/strong><\/p>\n

Na za\u010d\u00e1tek je t\u0159eba up\u0159esnit, \u017ee teorie Jump-Start<\/strong>, kter\u00e1 v ital\u0161tin\u011b odpov\u00edd\u00e1 akci nastartov\u00e1n\u00ed automobilu pomoc\u00ed elektrick\u00fdch kabel\u016f, kdy\u017e je baterie zcela vybit\u00e1, by se m\u011bla pou\u017e\u00edvat pouze v p\u0159\u00edpad\u011b ji\u017e existuj\u00edc\u00edch sportovn\u00edch v\u00fdrobk\u016f,<\/strong> kter\u00e9 nelze upravovat a kter\u00e9 se net\u011b\u0161\u00ed \u00fasp\u011bchu<\/strong>. To je nap\u0159\u00edklad p\u0159\u00edpad sportovn\u00edho t\u00fdmu, kter\u00fd se na za\u010d\u00e1tku mistrovstv\u00ed ocitne v situaci, kdy je na h\u0159i\u0161ti nekonkurenceschopn\u00fd a pro fanou\u0161ky neatraktivn\u00ed, co\u017e m\u00e1 za n\u00e1sledek okam\u017eitou ekonomickou ztr\u00e1tu v podob\u011b u\u0161l\u00fdch p\u0159\u00edjm\u016f z pokladen, merchandisingu atd.<\/p>\n

„Pokud lid\u00e9 nekupuj\u00ed v\u00e1\u0161 produkt,“ tvrd\u00ed Spoelstra, „m\u00e1 to sv\u016fj d\u016fvod. V\u011bci se ned\u011bj\u00ed n\u00e1hodou. Jump-start marketing nen\u00ed o tom, \u017ee vezmete produkt, kter\u00fd nikdo nechce, a nacpete ho spot\u0159ebitel\u016fm do ch\u0159t\u00e1nu. Sp\u00ed\u0161e jde o to, vz\u00edt produkt, kter\u00fd nikdo nechce, a zm\u011bnit jeho pozici a zm\u011bnit ho tak, aby se stal n\u011b\u010d\u00edm, bez \u010deho se u\u017e neobejdete.<\/em><\/p>\n

 <\/p>\n

19 pravidel sportovn\u00edho marketingu Jona Spoelstry<\/strong><\/h2>\n

19 jsou pravidla<\/strong> nebo osv\u011bd\u010den\u00e9 postupy kampan\u011b Jump-Start<\/strong> ve sportovn\u00edm marketingu. Tato pravidla byla natolik kodifikov\u00e1na, \u017ee v dob\u011b sv\u00e9ho p\u016fsoben\u00ed v t\u00fdmu NBA<\/strong> New Jersey Nets<\/strong> dal Spoelstra<\/strong> v\u0161em zam\u011bstnanc\u016fm marketingov\u00e9ho odd\u011blen\u00ed malou p\u0159\u00edru\u010dku se v\u0161emi 19 body, aby se ujistil, \u017ee jsou sv\u011bdomit\u011b dodr\u017eov\u00e1na. Zde jsou.<\/p>\n

    \n
  1. Pokud chcete dos\u00e1hnout v\u00fdsledk\u016f, mus\u00edte b\u00fdt vy i cel\u00fd t\u00fdm vysoce motivov\u00e1ni<\/strong> zkou\u0161et nov\u00e9 p\u0159\u00edstupy a netradi\u010dn\u00ed modely, abyste produkt rychle znovu um\u00edstili na trhu.<\/li>\n
  2. Nikdy nev\u011b\u0159te, \u017ee jste n\u011bco jin\u00e9ho ne\u017e to, co jste<\/strong>. P\u0159ijm\u011bte re\u00e1ln\u00e1 omezen\u00ed produktu, kter\u00fd m\u00e1te v rukou, a vych\u00e1zejte z nich.<\/li>\n
  3. Zvy\u0161te frekvenci n\u00e1kup\u016f sv\u00fdch z\u00e1kazn\u00edk\u016f<\/strong>. Bez ohledu na to, jak \u0161patn\u00fd je v\u00e1\u0161 v\u00fdrobek nebo slu\u017eba, mus\u00edte se v prvn\u00ed \u0159ad\u011b postarat o to, abyste m\u011bli z\u00e1kazn\u00edky. Ze strategick\u00e9ho hlediska je z\u00e1sadn\u00ed zv\u00fd\u0161it objem prodeje t\u011bmto z\u00e1kazn\u00edk\u016fm a zm\u011bnit pozici va\u0161eho produktu v o\u010d\u00edch t\u011bchto z\u00e1kazn\u00edk\u016f jako prvn\u00ed.<\/li>\n
  4. V\u017edy najd\u011bte zp\u016fsob, jak z\u00edskat jm\u00e9no, p\u0159\u00edjmen\u00ed, adresu a telefonn\u00ed \u010d\u00edslo sv\u00fdch z\u00e1kazn\u00edk\u016f nebo odb\u011bratel\u016f<\/strong>. Pokud prod\u00e1v\u00e1te prost\u0159ednictv\u00edm distributora, o tuto mo\u017enost p\u0159ijdete. Pokud v\u0161ak tyto informace m\u00e1te, m\u016f\u017eete jim prod\u00e1vat nav\u017edy.<\/li>\n
  5. Nen\u00ed to ukl\u00edze\u010d, kdo se postar\u00e1 o n\u00e1lo\u017e. Nej\u00fa\u010dinn\u011bj\u0161\u00ed impuls v\u017edy vych\u00e1z\u00ed shora<\/strong>.<\/li>\n
  6. Uvoln\u011bte velk\u00e9 zm\u011bny prost\u0159ednictv\u00edm mal\u00fdch experiment\u016f<\/strong>. Pou\u017e\u00edvejte mal\u00e9, ale st\u00e1l\u00e9 n\u00e1pady, prov\u00e1d\u011bjte mal\u00e9 zm\u011bny, kter\u00e9 nestoj\u00ed mnoho \u010dasu ani pen\u011bz, ale mohou p\u0159in\u00e9st velk\u00e9 v\u00fdsledky, ani\u017e byste se zam\u011b\u0159ovali na gigantick\u00e9, pachatelsk\u00e9 kampan\u011b. Proto Spoelstra v r\u00e1mci t\u00fdm\u016f, pro kter\u00e9 pracoval, v\u017edy prosazoval vytvo\u0159en\u00ed„marketingov\u00e9 teroristick\u00e9 skupiny pro inovace<\/strong>„, jak\u00e9hosi mal\u00e9ho guerillov\u00e9ho marketingov\u00e9ho t\u00fdmu, kter\u00fd m\u011bl na starosti vym\u00fd\u0161len\u00ed p\u0159evratn\u00fdch marketingov\u00fdch akc\u00ed.<\/li>\n
  7. Ne\u010dekejte, a\u017e se dostanete do krize, abyste vyzkou\u0161eli nov\u00e9 p\u0159\u00edstupy<\/strong>. Neust\u00e1le inovujte.<\/li>\n
  8. Pro ka\u017edou marketingovou akci, kterou pl\u00e1nujete, si v\u017edy najd\u011bte dobr\u00fd zp\u016fsob, jak ji nechat schv\u00e1lit sv\u00fdmi \u0161\u00e9fy<\/strong>. Obhajobu sv\u00e9ho n\u00e1padu p\u0159ipravujte se stejnou pe\u010dlivost\u00ed a zaujet\u00edm jako pr\u00e1vn\u00edk, kter\u00fd m\u00e1 p\u0159edstoupit p\u0159ed Nejvy\u0161\u0161\u00ed soud.<\/li>\n
  9. Prod\u00e1vejte pouze produkty a slu\u017eby, kter\u00e9 z\u00e1kazn\u00edci cht\u011bj\u00ed kupovat<\/strong> (viz bod XV).<\/li>\n
  10. Sportovn\u00ed marketing se ned\u011bl\u00e1 za stolem a za telefonem<\/strong>. D\u011bl\u00e1 se mezi lidmi, v hledi\u0161ti, na \u010d\u00e1r\u00e1ch h\u0159i\u0161t\u011b. Kdy\u017e se hraje z\u00e1pas nebo kon\u00e1 ud\u00e1lost, mus\u00ed b\u00fdt management prvn\u00ed u toho a posledn\u00ed u toho.<\/li>\n
  11. Nesna\u017ete se, aby se ka\u017ed\u00fd stal va\u0161\u00edm z\u00e1kazn\u00edkem. Rad\u011bji si pe\u010dliv\u011b vyberte c\u00edlovou skupinu<\/strong> a v\u011bnujte \u010das a prost\u0159edky pouze j\u00ed. Proto o nich mus\u00edte m\u00edt v\u0161echny mo\u017en\u00e9 \u00fadaje a informace.<\/li>\n
  12. Nev\u011b\u0159\u00edte v\u00fdzkumu, kter\u00fd provedl<\/strong> n\u011bkdo jin\u00fd, dat\u016fm, kter\u00e1 jste si od n\u011bkoho koupili, a informac\u00edm, kter\u00e9 v\u00e1m n\u011bkdo jin\u00fd p\u0159inesl. Pokud chcete o sv\u00fdch z\u00e1kazn\u00edc\u00edch n\u011bco v\u011bd\u011bt, promluvte si s nimi. T\u00e9m\u011b\u0159 v\u0161echny marketingov\u00e9 probl\u00e9my lze efektivn\u011bji vy\u0159e\u0161it deseti minutami u k\u00e1vy s jedn\u00edm z va\u0161ich odb\u011bratel\u016f ne\u017e v\u00fdzkumem za 100 000 dolar\u016f.<\/li>\n
  13. Ud\u011blejte ze sv\u00fdch z\u00e1kazn\u00edk\u016f hrdiny<\/strong>, v\u017edy jim poskytn\u011bte v\u00fdsledky jejich n\u00e1kup\u016f a jejich dobr\u00e9 d\u016fvody. Zejm\u00e9na pro firemn\u00ed z\u00e1kazn\u00edky vytv\u00e1\u0159ejte u\u017eite\u010dn\u00e9 zpr\u00e1vy a dokumentaci, abyste jejich nad\u0159\u00edzen\u00fdm uk\u00e1zali, \u017ee ka\u017ed\u00fd dolar utracen\u00fd s va\u0161\u00edm t\u00fdmem jsou dob\u0159e vynalo\u017een\u00e9 pen\u00edze.<\/li>\n
  14. Vytvo\u0159en\u00ed pob\u00eddek pro kreativitu<\/strong>, v\u00e1\u0161e\u0148 a inovace<\/li>\n
  15. Ud\u011blejte ka\u017edou nab\u00eddku tak v\u00fdhodnou, abyste ji mohli odm\u00edtnout<\/strong>. Vytv\u00e1\u0159ejte bal\u00ed\u010dky, produkty, bal\u00ed\u010dky a akce tak atraktivn\u00ed, \u017ee je nelze ignorovat, i kdybyste se kv\u016fli tomu m\u011bli vzd\u00e1lit od hlavn\u00ed \u010dinnosti va\u0161eho produktu. Spoelstra toto krit\u00e9rium pou\u017eil, kdy\u017e v z\u00e1jmu zv\u00fd\u0161en\u00ed prodeje vstupenek na z\u00e1pas vytvo\u0159il „rodinn\u00fd“ bal\u00ed\u010dek, kter\u00fd zahrnoval \u010dty\u0159i vstupenky na z\u00e1pas, ve\u010de\u0159i na stadionu pro v\u0161echny \u010dleny a n\u00e1poje zdarma po celou dobu akce, a to v\u0161e za stejnou cenu jako tradi\u010dn\u00ed vstupenka. Je z\u0159ejm\u00e9, \u017ee na takov\u00e9m bal\u00ed\u010dku vyd\u011blal t\u00fdm na ka\u017ed\u00e9 vstupence jen velmi m\u00e1lo, ale akce byla vyprodan\u00e1, co\u017e se projevilo i ve zbytku sezony.<\/li>\n
  16. Zapojte a vyu\u017eijte ostatn\u00ed odd\u011blen\u00ed organizace<\/strong>. Marketing nem\u016f\u017ee b\u00fdt omezen a uzav\u0159en pouze v jedn\u00e9 kancel\u00e1\u0159i, ale mus\u00ed b\u00fdt sd\u00edlen s odbytem, administrativou, veden\u00edm a v\u0161emi oblastmi t\u00fdmu nebo ud\u00e1lost\u00ed.<\/li>\n
  17. Rozli\u0161ujte mezi mal\u00fdmi a velk\u00fdmi z\u00e1kazn\u00edky<\/strong>. Pro Spoelstru nejsou v\u0161ichni z\u00e1kazn\u00edci stejn\u00ed. Podle Paretova principu je 20 % va\u0161ich z\u00e1kazn\u00edk\u016f zodpov\u011bdn\u00fdch za 80 % va\u0161ich p\u0159\u00edjm\u016f. K tomuto nejsiln\u011bj\u0161\u00edmu a nejd\u016fle\u017eit\u011bj\u0161\u00edmu j\u00e1dru je t\u0159eba sm\u011b\u0159ovat nejv\u011bt\u0161\u00ed \u00fasil\u00ed a pozornost.<\/li>\n
  18. V t\u011b\u017ek\u00fdch dob\u00e1ch pro ekonomiku organizace nam\u00edsto propou\u0161t\u011bn\u00ed zam\u011bstnanc\u016f najm\u011bte v\u00edce lid\u00ed ochotn\u00fdch pracovat na zak\u00e1zku<\/strong> a vyd\u011bl\u00e1vat pouze na z\u00e1klad\u011b v\u00fdsledk\u016f, kter\u00e9 p\u0159inesou.<\/li>\n
  19. Stanovte si ambici\u00f3zn\u00ed c\u00edle<\/strong> a najd\u011bte co nejp\u0159\u00edjemn\u011bj\u0161\u00ed zp\u016fsob, jak jich dos\u00e1hnout.<\/li>\n<\/ol>\n

     <\/p>\n

    „Led pro Eskym\u00e1ky<\/h2>\n

    Jak lze snadno pochopit, Spoelstrovy principy Jump Start Marketingu, a\u010dkoli jsou samoz\u0159ejm\u011b vytvo\u0159eny pro pot\u0159eby sportovn\u00edho marketingu, lze pou\u017e\u00edt i mimo oblast sportovn\u00edho marketingu, a to v\u00edcem\u00e9n\u011b v jak\u00e9mkoli odv\u011btv\u00ed nebo organizaci.<\/p>\n

    Nen\u00ed n\u00e1hodou, \u017ee kniha, v n\u00ed\u017e Spoelstra popisuje sv\u00e9 teorie, se jmenuje „Led Eskym\u00e1k\u016fm“, co\u017e je na\u0161e verze knihy „Prodej nanuk\u016f na p\u00f3lu“…<\/p>\n

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

    Jm\u00e9no Jona Spoelstry, jist\u011b jednoho z nejzn\u00e1m\u011bj\u0161\u00edch inov\u00e1tor\u016f a interpret\u016f sportovn\u00edho marketingu za posledn\u00edch 30 let, nebude pro odborn\u00edky na sportovn\u00ed marketing \u017e\u00e1dnou novinkou. Spolu s Veeckem, Hagstromem, Levinem a dal\u0161\u00edmi slavn\u00fdmi market\u00e9ry hlavn\u00edch americk\u00fdch profesion\u00e1ln\u00edch lig na p\u0159elomu 80. a 90. let minul\u00e9ho stolet\u00ed vytvo\u0159il Spoelstra jedny z nejpam\u00e1tn\u011bj\u0161\u00edch sportovn\u00edch komunika\u010dn\u00edch kampan\u00ed v\u016fbec, a […]<\/p>\n","protected":false},"author":2,"featured_media":177465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20238],"tags":[],"class_list":["post-297996","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sportovni-marketing-cs"],"acf":[],"contentshake_article_id":"","yoast_head":"\nMarketingov\u00e1 teorie Jump Start ve sportovn\u00edm marketingu<\/title>\n<meta name=\"description\" content=\"19 jsou pravidla kampan\u011b Jump-Start ve sportovn\u00edm marketingu, kter\u00e1 Spoelstra popsal v knize "Ice to the Eskimos". 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