{"id":5628,"date":"2015-01-16T11:01:03","date_gmt":"2015-01-16T10:01:03","guid":{"rendered":"http:\/\/blog.websupport.sk\/?p=5628"},"modified":"2025-03-11T21:06:27","modified_gmt":"2025-03-11T20:06:27","slug":"uprimny-marketing-je-najviac","status":"publish","type":"post","link":"https:\/\/www.websupport.sk\/blog\/2015\/01\/uprimny-marketing-je-najviac\/","title":{"rendered":"Ako sa d\u00e1 vytvori\u0165 \u00faprimn\u00e1 online kampa\u0148"},"content":{"rendered":"Doba \u010d\u00edtania:<\/b><\/span> 6<\/span> min.<\/span><\/span>

Marketingov\u00e1 kampa\u0148 sa d\u00e1 zrealizova\u0165 r\u00f4znymi sp\u00f4sobmi. Napr\u00edklad heroick\u00fdm v\u00fdkrikom na soci\u00e1lnych sie\u0165ach, \u010fakovn\u00fdm newsletterom, z\u013eavami s ba\u0165ovsk\u00fdmi cenami, alebo suchou spr\u00e1vou v m\u00e9diach. Rovnako si v\u0161ak m\u00f4\u017eete objedna\u0165 aj superkreat\u00edvnu kampa\u0148 na k\u013e\u00fa\u010d od reklamky, iba\u017ee \u010dastokr\u00e1t to nemus\u00ed by\u0165 \u00faprimn\u00e9 a od srdca. <\/p>\n

N\u00e1ro\u010dnos\u0165 z\u00e1kazn\u00edkov neust\u00e1le narast\u00e1 a je nesmierne d\u00f4le\u017eit\u00e9 udr\u017ea\u0165 si ich pozornos\u0165 aj v \u010dase, ke\u010f od nich pr\u00e1ve nechcete splati\u0165 posledn\u00fa neuhraden\u00fa fakt\u00faru, ale pr\u00e1ve naopak, ke\u010f im chcete po\u010fakova\u0165 za predo\u0161l\u00fdch X zaplaten\u00fdch.<\/p>\n

Teraz v\u0161ak k veci. Koncom minul\u00e9ho roka sme dosiahli \u00fa\u017easn\u00fa m\u00e9tu 100 000 akt\u00edvnych dom\u00e9n. Z poh\u013eadu hist\u00f3rie n\u00e1rastu dom\u00e9n i\u0161lo o celkom zauj\u00edmav\u00fd fakt, \u017ee prekonanie prv\u00fdch 5000 n\u00e1m trvalo 6 rokov, no za \u010fal\u0161\u00edch 6 rokov sme pokorili zvy\u0161n\u00fdch 95 000. Prin\u00fatilo n\u00e1s to zamyslie\u0165 sa, \u010di si tak\u00fdto m\u00ed\u013enik nezasl\u00fa\u017ei poriadnu oslavu.<\/p>\n

100 000 na krku<\/h3>\n

\"100<\/a>
\nKe\u010f si na webke<\/a> niekto z n\u00e1s v\u0161imol, \u017ee na \u00favodej str\u00e1nke svieti 98 000 registrovan\u00fdch dom\u00e9n, tro\u0161ka sa n\u00e1m roztriasli kolen\u00e1. Vtedaj\u0161ou r\u00fdchlos\u0165ou n\u00e1rastu dom\u00e9n to toti\u017e vyzeralo tak, \u017ee magick\u00fdch 100 000 dosiahneme u\u017e o p\u00e1r t\u00fd\u017ed\u0148ov.<\/p>\n

Zavl\u00e1dla trochu depka a dokonca padali aj tak\u00e9 hl\u00e1\u0161ka, \u017ee \u201cfejkneme\u201d datab\u00e1zu a p\u00e1r dn\u00ed umelo spomal\u00edme po\u010d\u00edtadlo na webke. To v\u0161ak nie je n\u00e1\u0161 \u0161t\u00fdl. Koniec koncov, nad podobn\u00fdmi vecami sa nebolo v\u00f4bec treba zam\u00fd\u0161\u013ea\u0165. Zmilovali sa nad nami toti\u017e v\u0161etky „hostingov\u00e9 bo\u017estv\u00e1“. Ale o tom a\u017e ni\u017e\u0161ie.<\/p>\n

L\u00e1mali sme si teda hlavy aj na\u010falej. Soptili sme, hladkali si eg\u00e1 a dokazovali si, kto z n\u00e1s je majstrom sveta v marketingu, psychol\u00f3gii, soci\u00e1lnych ved\u00e1ch a kto m\u00e1 recept na naj\u00faspe\u0161nej\u0161iu marketingov\u00fa kampa\u0148.<\/p>\n

Topiaci sa slamky chyt\u00e1<\/h3>\n

Ke\u010f u\u017e toho bolo na n\u00e1s prive\u013ea, rozhodli sme oslovi\u0165 3 reklamn\u00e9 agent\u00fary. Poslali sme im brief a zd\u00f4raznili najd\u00f4le\u017eitej\u0161iu \u201cmesid\u017e\u201d, ktor\u00fa sme chceli kampa\u0148ou komunikova\u0165 na\u0161im z\u00e1kazn\u00edkom. Chceli sme im \u00daPRIMNE PO\u010eAKOVA\u0164<\/strong> za spolupr\u00e1cu a dok\u00e1za\u0165, \u017ee ka\u017ed\u00fd z nich m\u00e1 svoje miesto v hist\u00f3rii firmy a \u017ee ka\u017ed\u00fd sa nejak\u00fdm sp\u00f4sobom podielal na jej raste. Na fin\u00e1lne n\u00e1vrhy sme \u010dakali nieko\u013eko t\u00fd\u017ed\u0148ov. Boli sme zvedav\u00ed. Ke\u010f u\u017e kone\u010dne dorazili, po ich pre\u010d\u00edtan\u00ed sme si u\u017e veru neboli tak ist\u00ed, \u010di je to \u201cto prav\u00e9 orechov\u00e9\u201d.<\/p>\n

\u0164a\u017eko poveda\u0165, \u010di by sme oh\u00farili napr\u00edklad streamovan\u00edm videa z p\u00e1lenia 100 litrov websupportovice, offline mapou v\u0161etk\u00fdch webov hostovan\u00fdch u n\u00e1s, \u010di p\u00edsan\u00edm odkazov dronmi na na\u0161u budovu. V ka\u017edom pr\u00edpade, ani jeden z 9tich n\u00e1vrhov n\u00e1s nepresved\u010dil.<\/p>\n

Pr\u00edle\u017eitos\u0165 na hackathone<\/h3>\n

\"Wireframe<\/a><\/p>\n

Padlo n\u00e1m vhod, \u017ee sa v tom \u010dase uskuto\u010dnil firemn\u00fd hackathon<\/a>. Pr\u00e1ve tam sme sa rozhodli, \u017ee vytvor\u00edme nie\u010do vizu\u00e1lne pekn\u00e9, vo vlastnej r\u00e9\u017eii a bude to naozaj \u00faprimn\u00e9. N\u00e1\u0161 4 \u010dlenn\u00fd t\u00edm doplnil Mi\u0161o Truban<\/a>, ktor\u00fd n\u00e1s neust\u00e1le pos\u00faval vpred podpichovan\u00edm a mudrova\u010dkami. Samozrejme, ako inak, udr\u017eoval tak mor\u00e1lku mu\u017estva \ud83d\ude42<\/p>\n

Po kr\u00e1tkom brainstormingu bolo v\u0161etko jasn\u00e9. Ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi zobraz\u00edme spolo\u010dn\u00fa hist\u00f3riu v peknej infografike s najd\u00f4le\u017etej\u0161\u00edmi faktami. Obdr\u017eia unik\u00e1tnu URL a po kliknut\u00ed sa im zobraz\u00ed preh\u013ead d\u00e1t. Nastrelili sme si prv\u00e9 wireframe, rozdelili \u00falohy a za\u010dali \u0165uka\u0165 do kl\u00e1vesn\u00edc.<\/p>\n

V tom momente n\u00e1s to tot\u00e1lne pohltilo. Chceli sme sprostredkova\u0165 ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi pocit istej spolun\u00e1le\u017eitosti a spolupatri\u010dnosti s WebSupportom. Chceli sme, aby sa radi pochv\u00e1lili svojim zn\u00e1mym v e-mailoch a na soci\u00e1lnych sie\u0165ach, \u017ee pr\u00e1ve oni sa podie\u013eali ve\u013ekou mierou na raste firmy.<\/p>\n

\"100<\/a><\/p>\n

Z\u00e1kazn\u00edkov sme rozdelili do 5 skup\u00edn, pod\u013ea toho, v akom obdob\u00ed si objednali svoju prv\u00fa dom\u00e9nu a v z\u00e1vislosti od toho, v akom obdob\u00ed sa WebSupport pr\u00e1ve nach\u00e1dzal. Chceli sme sa po\u010fakova\u0165 t\u00fdm, ktor\u00ed st\u00e1li pri n\u00e1s od \u00fapln\u00e9ho za\u010diatku, ale aj t\u00fdm, ktor\u00ed boli s nami v naj\u0165a\u017e\u0161\u00edch chv\u00ed\u013each.<\/p>\n

Vytvorili sme si mno\u017einy z\u00e1kazn\u00edkov<\/h3>\n

1. Historicky prv\u00ed z\u00e1kazn\u00edci<\/strong>, ktor\u00ed st\u00e1li pri n\u00e1s od \u00fapln\u00e9ho za\u010diatku<\/em>
\n 2. Z\u00e1kazn\u00edci, v\u010faka ktor\u00fdm sme na\u0161liapli k prvenstvu na trhu<\/em>
\n 3. V\u00ed\u0165azn\u00ed z\u00e1kazn\u00edci<\/strong>, ktor\u00ed rozhodli o tom, \u017ee sme se stali 1 na trhu<\/em>
\n 4. K\u013e\u00fa\u010dov\u00ed z\u00e1kazn\u00edci<\/strong>, ktor\u00ed na\u0161tartovali r\u00fdchly rast firmy<\/em>
\n 5. Hviezdni z\u00e1kazn\u00edci<\/strong>, v\u010faka ktor\u00fdm sme dosiahli magick\u00fdch 100 000 dom\u00e9n<\/em><\/p>\n

Infografiku<\/a> sme samozrejme vytvorili plne responz\u00edvnu, aby sme pote\u0161ili aj o\u010dk\u00e1 mobiln\u00fdch pou\u017e\u00edvate\u013eov. V preh\u013eade sa nach\u00e1dzali d\u00e1ta o prvej registrovanej dom\u00e9ne, o po\u010dte vlastnen\u00fdch dom\u00e9n, a o tom, v akom obdob\u00ed si konkr\u00e9tny z\u00e1kazn\u00edk svoju prv\u00fa dom\u00e9nu k\u00fapil.<\/p>\n

\u201cFail\u201d, alebo intern\u00e9 faux pas<\/h3>\n

\u010co v\u0161ak \u010dert, alebo sk\u00f4r cel\u00fd devel a marketing nechcel, udialo sa n\u00e1m tak\u00e9 mal\u00e9, intern\u00e9 \u201cfaux pas\u201d. Z vtedaj\u0161\u00edch 99 678 akt\u00edvnych dom\u00e9n sa zrazu stalo len 89 678.\u00a0Zistilo sa toti\u017e, \u017ee 10 000 dom\u00e9n, ktor\u00e9 boli viazan\u00e9 k multihostingom, s\u00fa zadan\u00e9 v datab\u00e1ze duplicitne. …chv\u00ed\u013eka trapn\u00e9ho ticha. Spustenie kampane sa teda odlo\u017eilo na neur\u010dito. Zavl\u00e1dla op\u00e4\u0165 skepsa a sklamanie. Rad\u0161ej v\u0161ak hotov\u00e1 kampa\u0148 v \u0161ufl\u00edku, ako nestihnut\u00fd deadline, \u017ee ano?!<\/p>\n

M\u00e1me 100\u00a0litrov<\/h3>\n

\"100<\/a><\/p>\n

Spustenie kampane sme teda zrealizovali a\u017e na druh\u00fd pokus. Po polroku sa n\u00e1m vr\u00e1tilo dokonca aj p\u00f4vodn\u00e9 nad\u0161enie. Fin\u00e1lna pr\u00edprava, dotiahnutie detailov a spustenie n\u00e1m zabrali necel\u00fd t\u00fd\u017ede\u0148 a 2. decembra sme s hrdos\u0165ou sp\u00fa\u0161\u0165ali kampa\u0148 „100 000 dom\u00e9n“.<\/p>\n

\"100<\/a><\/p>\n

Infografika sa okam\u017eite za\u010dala \u0161\u00edri\u0165 soci\u00e1lnymi sie\u0165ami a \u013eudia ju hrdo zdielali. Mali sme z toho naozaj skvel\u00fd pocit. Napriek tomu, \u017ee sme kampa\u0148 prebudili k \u017eivotu po polro\u010dnej k\u00f3me a cel\u00e1 pr\u00edprava bola ve\u013emi rozpa\u010dit\u00e1, do ve\u013ekej miery splnila na\u0161e o\u010d\u00e1kavania.<\/p>\n

Ka\u017ed\u00e9mu z\u00e1kazn\u00edkovi sme zobrazili, ko\u013ek\u00e1 v porad\u00ed bola jeho prv\u00e1 zaregistrovan\u00e1 dom\u00e9na<\/a>, prij\u00edmali sme nasp\u00e4\u0165\u00a0gratul\u00e1cie<\/a>, niektor\u00ed sa vedeli \u201cotitulova\u0165<\/a>\u201d sami a vyvolali sme tie\u017e nad\u0161en\u00fa spolupatri\u010dnos\u0165<\/a>. Mali sme \u00faprimn\u00fa rados\u0165, \u017ee sme si kampa\u0148ou z\u00edskali nov\u00fdch fan\u00fa\u0161ikov<\/a>, ale aj t\u00fdch dlhodobej\u0161\u00edch<\/a>. Te\u0161ilo n\u00e1s, \u017ee n\u00e1s chv\u00e1lia kapacity v obore<\/a>, p\u00edsali o n\u00e1s\u00a0blogy a m\u00e9di\u00e1<\/a>, a v\u00f4bec, slovo kvalita<\/a> bolo sklo\u0148ovan\u00e9 viac kr\u00e1t. \u010co viac si \u017eela\u0165?<\/p>\n

\u00daprimn\u00fa kampa\u0148 va\u0161i z\u00e1kazn\u00edci ocenia<\/h3>\n

Ako sme u\u017e na za\u010diatku spom\u00ednali, z poh\u013eadu hist\u00f3rie i\u0161lo naozaj o d\u00f4le\u017eit\u00fd m\u00ed\u013enik, ktor\u00fd si zasl\u00fa\u017eil oslavu v spolo\u010dnosti na\u0161ich z\u00e1kazn\u00edkov. Op\u00e4\u0165 n\u00e1s to presved\u010dilo o tom, \u017ee robi\u0165 \u00faprimn\u00fd marketing je \u010dastokr\u00e1t viac, ako tvorba n\u00e1kladnej reklamnej kampane.<\/p>\n","protected":false},"excerpt":{"rendered":"

Marketingov\u00e1 kampa\u0148 sa d\u00e1 zrealizova\u0165 r\u00f4znymi sp\u00f4sobmi. Napr\u00edklad heroick\u00fdm v\u00fdkrikom na soci\u00e1lnych sie\u0165ach, \u010fakovn\u00fdm newsletterom, z\u013eavami s ba\u0165ovsk\u00fdmi cenami, alebo suchou spr\u00e1vou v m\u00e9diach. Rovnako si v\u0161ak m\u00f4\u017eete objedna\u0165 aj superkreat\u00edvnu kampa\u0148 na k\u013e\u00fa\u010d od reklamky, iba\u017ee \u010dastokr\u00e1t to nemus\u00ed by\u0165 \u00faprimn\u00e9 a od srdca. N\u00e1ro\u010dnos\u0165 z\u00e1kazn\u00edkov neust\u00e1le narast\u00e1 a je nesmierne d\u00f4le\u017eit\u00e9 udr\u017ea\u0165 si […]<\/p>\n","protected":false},"author":85,"featured_media":5682,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,10,11],"tags":[],"class_list":["post-5628","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tipy-a-triky","category-vzdelavanie-2","category-zakulisie"],"yoast_head":"\nAko sa d\u00e1 vytvori\u0165 \u00faprimn\u00e1 online kampa\u0148 - Websupport blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.websupport.sk\/blog\/2015\/01\/uprimny-marketing-je-najviac\/\" \/>\n<meta property=\"og:locale\" content=\"sk_SK\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ako sa d\u00e1 vytvori\u0165 \u00faprimn\u00e1 online kampa\u0148 - Websupport blog\" \/>\n<meta property=\"og:description\" content=\"Marketingov\u00e1 kampa\u0148 sa d\u00e1 zrealizova\u0165 r\u00f4znymi sp\u00f4sobmi. Napr\u00edklad heroick\u00fdm v\u00fdkrikom na soci\u00e1lnych sie\u0165ach, \u010fakovn\u00fdm newsletterom, z\u013eavami s ba\u0165ovsk\u00fdmi cenami, alebo suchou spr\u00e1vou v m\u00e9diach. Rovnako si v\u0161ak m\u00f4\u017eete objedna\u0165 aj superkreat\u00edvnu kampa\u0148 na k\u013e\u00fa\u010d od reklamky, iba\u017ee \u010dastokr\u00e1t to nemus\u00ed by\u0165 \u00faprimn\u00e9 a od srdca. 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