{"id":1371,"date":"2019-10-01T12:34:51","date_gmt":"2019-10-01T10:34:51","guid":{"rendered":"https:\/\/justprint.cz\/blog\/?p=1371"},"modified":"2019-10-17T13:57:40","modified_gmt":"2019-10-17T11:57:40","slug":"proc-katalogy-nevyhynuly-jako-mamuti","status":"publish","type":"post","link":"https:\/\/justprint.cz\/blog\/proc-katalogy-nevyhynuly-jako-mamuti\/","title":{"rendered":"Pro\u010d katalogy nevyhynuly jako mamuti?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">90. l\u00e9ta jsou zp\u011bt a <strong>katalogy<\/strong> mohou znovu dob\u00fdt pohovky va\u0161ich z\u00e1kazn\u00edk\u016f. Co je t\u0159eba ud\u011blat, aby k tomu do\u0161lo? <\/p>\n\n\n\n<!--more-->\n\n\n\n<p class=\"wp-block-paragraph\">Mysl\u00edm, \u017ee si neuv\u011bdomujete, kdy vznikl prvn\u00ed katalog produkt\u016f. I m\u011b samotnou p\u0159ekvapilo, jak je to d\u00e1vno. T\u0159eba\u017ee si pamatujete nejstar\u0161\u00edho \u010dlena va\u0161\u00ed rodiny, kter\u00e9ho zn\u00e1te, jedna v\u011bc je jist\u00e1 \u2013 \u017eil v dob\u011b, kdy katalogy u\u017e ve sv\u011bt\u011b zcela zdom\u00e1cn\u011bly. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Za\u010d\u00e1tky katalog\u016f<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Prvn\u00ed <strong>katalog produkt\u016f<\/strong> vznikl v Ben\u00e1tk\u00e1ch v roce 1498 \u2013 bylo to je\u0161t\u011b v dob\u011b p\u0159ed vyd\u00e1n\u00edm gregori\u00e1nsk\u00e9ho kalend\u00e1\u0159e. Jednalo se o ru\u010dn\u011b psanou bro\u017euru se seznamem knih dostupn\u00fdch v prodeji.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bro\u017eury byly rozd\u00e1v\u00e1ny potenci\u00e1ln\u00edm z\u00e1kazn\u00edk\u016fm na m\u011bstsk\u00fdch tr\u017ei\u0161t\u00edch. Jako formu propagace je vyu\u017e\u00edvali hlavn\u011b prodejci semen, sazenic rostlin a hrstka vydavatel\u016f knih. P\u0159\u00ed\u0161t\u00ed t\u0159i stolet\u00ed nebyly p\u0159\u00edli\u0161 obl\u00edben\u00e9, proto\u017ee byly drah\u00e9 a m\u00e1lo \u00fa\u010dinn\u00e9.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">V\u00fdvoj v 17. stolet\u00ed<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bylo to obdob\u00ed rychl\u00e9ho r\u016fstu<strong> popularity z\u00e1silkov\u00fdch katalog\u016f v cel\u00e9 Evrop\u011b<\/strong>. Dnes, v dob\u011b pln\u00e9 dostupnosti v\u0161eho, n\u00e1s produkty a informace o nich zaplavuj\u00ed ze v\u0161ech stran. Je n\u011bkdy t\u011b\u017ek\u00e9 si p\u0159edstavit, \u017ee ne\u017e technologie a internet zp\u016fsobily p\u0159evratn\u00e9 zm\u011bny v obchodu, v\u011bt\u0161ina z\u00e1padn\u00edho sv\u011bta se pokou\u0161ela pou\u017e\u00edt jinou maloobchodn\u00ed metodu: <strong>z\u00e1silkov\u00fd katalog<\/strong>. A co je nejd\u016fle\u017eit\u011bj\u0161\u00ed, ono to zafungovalo a \u00fa\u010dinnost byla p\u0159ekvapuj\u00edc\u00ed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Z\u00e1kazn\u00edci p\u0159ed pod\u00e1n\u00edm tradi\u010dn\u00ed po\u0161tovn\u00ed objedn\u00e1vky si nejprve prohl\u00ed\u017een\u00edm a v\u00fdb\u011brem produkt\u016f um\u00edst\u011bn\u00fdch v ti\u0161t\u011bn\u00e9m katalogu vybrali zbo\u017e\u00ed a pot\u00e9 odeslali objedn\u00e1vku firm\u011b spolu s hotovost\u00ed. Dal\u0161\u00edm krokem bylo po\u010dkat na z\u00e1silku, kter\u00e1 byla obvykle doru\u010dena po\u0161tou v n\u00e1sleduj\u00edc\u00edch t\u00fddnech od okam\u017eiku odesl\u00e1n\u00ed objedn\u00e1vky.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A jak je to s katalogy dnes?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">I p\u0159es p\u00e1d\u00edc\u00ed rozvoj technologi\u00ed, internetu a cel\u00e9 sf\u00e9ry elektronick\u00e9ho obchodov\u00e1n\u00ed se jim da\u0159\u00ed velmi dob\u0159e. Existuje mnoho firem zalo\u017een\u00fdch na online prodeji, kter\u00e9 vyu\u017e\u00edvaj\u00ed pr\u00e1v\u011b ti\u0161t\u011bn\u00fd katalog jako n\u00e1stroj ke zv\u00fd\u0161en\u00ed prodeje.&nbsp; Odchyluj\u00ed se od jeho tradi\u010dn\u00edch forem: tlust\u00fdch, dopl\u0148kov\u00fdch, m\u00edsto toho nab\u00edzej\u00ed men\u0161\u00ed, p\u0159ehledn\u00e9 formy, inspirativn\u011bj\u0161\u00ed, personalizovan\u011bj\u0161\u00ed z hlediska obsahu. V sou\u010dasn\u00e9 dob\u011b firmy vytv\u00e1\u0159ej\u00ed katalogy ve stylu \u010dasopis\u016f a dod\u00e1vaj\u00ed sv\u00fdm klient\u016fm jedine\u010dn\u00e9 hodnoty. A\u010dkoli i zde existuj\u00ed v\u00fdjimky, o kter\u00fdch budu za chv\u00edli vypr\u00e1v\u011bt. Mal\u00e9, st\u0159edn\u00ed, ale i pr\u00e9miov\u00e9 zna\u010dky objevuj\u00ed, \u017ee vysoce kvalitn\u00ed adresn\u00e1 z\u00e1silka \u2013 od katalog\u016f v pln\u00e9 velikosti po pohlednice \u2013 se stala \u00fa\u010dinn\u00fdm zp\u016fsobem, jak nasm\u011brovat z\u00e1kazn\u00edky na jejich str\u00e1nky a perfektn\u00ed cestou k p\u0159esunut\u00ed c\u00edlov\u00e9 skupiny z offline na online \u2013 \u0159ekl Andy Ostry, odborn\u00edk pro z\u00e1le\u017eitosti brandingu Polly Wong a politick\u00fd analytik. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak ud\u011blat nejdra\u017e\u0161\u00ed kampa\u0148 na sv\u011bt\u011b s vyu\u017eit\u00edm ti\u0161t\u011bn\u00fdch materi\u00e1l\u016f?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">P\u0159\u00edklad nemus\u00edte\nhledat daleko. Sta\u010d\u00ed se pod\u00edvat na ty, kte\u0159\u00ed v\u011bd\u00ed, jak se to d\u011bl\u00e1, a jsou v tom\nskv\u011bl\u00ed. Samoz\u0159ejm\u011b v\u00e1s moc v t\u00e9to z\u00e1le\u017eitosti nep\u0159ekvap\u00edm \u2013 je to IKEA. Mist\u0159i,\nkte\u0159\u00ed nep\u0159etr\u017eit\u011b, n\u011bkolik des\u00edtek let zakl\u00e1daj\u00ed svou strategii pr\u00e1v\u011b na\nti\u0161t\u011bn\u00e9m katalogu a jeho distribuci po\u0161tou. Velk\u00fd dopl\u0148kov\u00fd ti\u0161t\u011bn\u00fd katalog,\nobvykle obsahuj\u00edc\u00ed 300 stran.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00edte, \u017ee IKEA v\u011bnuje t\u00e9m\u011b\u0159 70 % sv\u00e9ho marketingov\u00e9ho rozpo\u010dtu na tuto formu propagace? Pro\u010d to d\u011bl\u00e1? Dnes p\u0159ece i d\u00edt\u011b v\u00ed, \u017ee vhazov\u00e1n\u00ed marketingov\u00fdch materi\u00e1l\u016f do schr\u00e1nek ni\u010demu neprosp\u00edv\u00e1. No, mo\u017en\u00e1 krom\u011b v\u011bt\u0161\u00edho mno\u017estv\u00ed odpadu. A IKEA d\u016fsledn\u011b utr\u00e1c\u00ed obrovsk\u00e9 \u010d\u00e1stky a tvrdohlav\u011b tiskne a tiskne sv\u00e9 katalogy. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Sila p\u016fsoben\u00ed ti\u0161t\u011bn\u00e9ho katalogu<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">V tomto \u0161\u00edlenstv\u00ed\nexistuje metoda. Za prv\u00e9, zna\u010dka vych\u00e1z\u00ed z p\u0159edpokladu, \u017ee pokud se z\u00e1kazn\u00edk\nsezn\u00e1m\u00ed s jej\u00ed nab\u00eddkou doma, bude automaticky vyhled\u00e1vat kontext a mo\u017enost\nvyu\u017eit\u00ed prohl\u00ed\u017een\u00fdch produkt\u016f ve sv\u00e9m okol\u00ed. I kdy\u017e tyto v\u00fdrobky v tuto chv\u00edli\nnepot\u0159ebuje, bude sn\u00edt o zm\u011bn\u00e1ch, k nim\u017e ve skute\u010dnosti pravd\u011bpodobn\u011b nikdy\nnedojde, ale v jeho hlav\u011b ji\u017e do\u0161lo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Za druh\u00e9, zvy\u0161uje to z\u00e1jem o n\u00e1v\u0161t\u011bvu obchodu, kde na n\u011bj \u010dekaj\u00ed stejn\u00e1 uspo\u0159\u00e1d\u00e1n\u00ed a kompozice, jako ta prohl\u00ed\u017eena v katalogu. D\u00edky tomu, okouzlen dan\u00fdm \u0159e\u0161en\u00edm, m\u016f\u017ee okam\u017eit\u011b zkompletovat v\u0161echny produkty na jednom m\u00edst\u011b. Nav\u00edc, kdy\u017e u\u017e je v obchod\u011b, je bombardov\u00e1n ze v\u0161ech stran dal\u0161\u00edmi uspo\u0159\u00e1d\u00e1n\u00edmi a zp\u016fsoby jejich vyu\u017eit\u00ed. Je tak\u00e9 nasm\u011brov\u00e1n na d\u016fkladn\u011b promy\u0161lenou n\u00e1kupn\u00ed cestu, krok za krokem veden za ruku a ovliv\u0148ov\u00e1n dal\u0161\u00edmi z\u00e1\u017eitky. Pokud k v\u00fd\u0161e uveden\u00e9mu p\u0159id\u00e1me v\u00fdsledky konkr\u00e9tn\u00edch v\u00fdzkum\u016f, kter\u00e9 provedla firma Millward Brown, a jimi\u017e prok\u00e1zala, \u017ee marketingov\u00e9 materi\u00e1ly v pap\u00edrov\u00e9 verzi jsou l\u00e9pe p\u0159ij\u00edm\u00e1ny ne\u017e digit\u00e1ln\u00ed reklamy, pak se z\u00e1v\u011bry p\u00ed\u0161\u00ed samy. Fyzick\u00e1 m\u00e9dia ti\u0161t\u011bn\u00e1 tu\u010dn\u011bji p\u016fsob\u00ed na mozek a zanech\u00e1vaj\u00ed hlub\u0161\u00ed stopy podobn\u00e9 t\u011bm, kter\u00e9 zanech\u00e1v\u00e1 p\u0159\u00edm\u00fd kontakt s produktem. Jednodu\u0161e \u0159e\u010deno, pap\u00edr v rukou vyvol\u00e1v\u00e1 v\u00edce emoc\u00ed ne\u017e obr\u00e1zek na monitoru. Je hmatateln\u011bj\u0161\u00ed, pravdiv\u011bj\u0161\u00ed, m\u00e1 konkr\u00e9tn\u00ed strukturu, hmotnost a v\u016fni. Spou\u0161t\u00ed a mnohem v\u00edce stimuluje s\u00ed\u0165 neuronov\u00fdch spojen\u00ed souvisej\u00edc\u00edch s prostorovou pam\u011bt\u00ed ne\u017e digit\u00e1ln\u00ed obr\u00e1zky. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Pro\u010d ti\u0161t\u011bn\u00e9 katalogy nevyhynuly jako mamuti?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Proto\u017ee se jim poda\u0159ilo naj\u00edt m\u00edsto na dynamicky m\u011bn\u00edc\u00edm se trhu, neust\u00e1le si budovaly svou hodnotu a modelovaly sv\u00e9 pou\u017eit\u00ed. Jsou ide\u00e1ln\u00edm dopl\u0148kem online a offline nab\u00eddek, zvy\u0161uj\u00ed presti\u017e a vytv\u00e1\u0159ej\u00ed mimo\u0159\u00e1dn\u00e9 p\u0159idan\u00e9 hodnoty k nab\u00edzen\u00fdm produkt\u016fm. D\u016fle\u017eit\u00fdm prvkem je tak\u00e9 hromadn\u00fd tisk, dostupn\u00fd d\u00edky technologi\u00edm. Rychlost realizace a snadnost zad\u00e1v\u00e1n\u00ed objedn\u00e1vek zaru\u010duj\u00ed webov\u00e9 str\u00e1nky. Sta\u010d\u00ed nap\u0159\u00edklad m\u00edt jen \u00fa\u010det na serveru <a href=\"https:\/\/justprint.cz\/\">Justprint.cz<\/a>, kter\u00fd je jednou z nejpopul\u00e1rn\u011bj\u0161\u00edch online tiskov\u00fdch platforem. D\u00edky tomu je mo\u017en\u00e9 snadn\u00fdm a bezpe\u010dn\u00fdm zp\u016fsobem tisknout i ty nejslo\u017eit\u011bj\u0161\u00ed projekty. A nav\u00edc \u2013 tisknout velmi rychle. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Jak lze v praxi vyu\u017e\u00edt s\u00edlu ti\u0161t\u011bn\u00e9ho katalogu?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Vyu\u017eijte\nmaxim\u00e1ln\u011b fyzickou s\u00edlu pap\u00edru. Z\u00edsk\u00e1te t\u00edm obrovsk\u00fd n\u00e1skok p\u0159ed digit\u00e1ln\u00ed\nreklamou. V\u0161ichni cht\u011bj\u00ed inzerovat online a zapom\u00ednaj\u00ed, \u017ee ti\u0161t\u011bn\u00e9 reklamn\u00ed\nmateri\u00e1ly v rukou z\u00e1kazn\u00edka jsou mnohem \u00fa\u010dinn\u011bj\u0161\u00ed ne\u017e mnoho digit\u00e1ln\u00edch reklam.\nJe t\u0159eba jej \u0159\u00e1dn\u011b p\u0159ipravit a v\u011bdom\u011b implementovat jako trval\u00fd prvek\nmarketingov\u00e9 strategie.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu\u010fte kreativn\u00ed, inspirujte a pom\u00e1hejte \u0159e\u0161it probl\u00e9my sv\u00fdm klient\u016fm. Neopakujte fr\u00e1ze, vyh\u00fdbejte se ban\u00e1ln\u00edm fotografi\u00edm a nudn\u00fdm grafick\u00fdm v\u00fdtvor\u016fm. Mluvte o v\u011bcech d\u016fle\u017eit\u00fdch pro va\u0161eho klienta, ukazujte p\u0159\u00edklady a konkr\u00e9tn\u00ed pou\u017eit\u00ed. Ovliv\u0148ujte emoce, pou\u017e\u00edvejte skute\u010dn\u00e9 fotografie, vyh\u00fdbejte se jejich p\u0159\u00edli\u0161n\u00e9mu zpracov\u00e1n\u00ed, ukazujte produkt v jeho p\u0159irozen\u00e9m prost\u0159ed\u00ed. Tiskn\u011bte na kvalitn\u00ed pap\u00edr. Zp\u016fsobem, jak sn\u00ed\u017eit <strong>n\u00e1klady na katalog<\/strong>, m\u016f\u017ee b\u00fdt p\u0159\u00edprava dopl\u0148kov\u00e9 nab\u00eddky s jin\u00fdmi firmami. D\u00edky tomu bude v\u00e1\u0161 katalog zaj\u00edmav\u011bj\u0161\u00ed a zaujme v\u011bt\u0161\u00ed skupinu z\u00e1kazn\u00edk\u016f. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Z\u00edskejte znalosti od praktik\u016f!<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Abychom v\u00e1m\nposkytli v\u0161e, co v\u00e1m pom\u016f\u017ee navrhnout dokonal\u00e9 katalogy, shrom\u00e1\u017edili jsme\nv\u0161echny na\u0161e znalosti a p\u0159ipravili jsme \u0159adu elektronick\u00fdch knih, kter\u00e9 jsou\nsb\u00edrkou spolehliv\u00fdch informac\u00ed a rad. Do tohoto t\u00e9matu jsme se zakousli ze\nv\u0161ech mo\u017en\u00fdch \u00fahl\u016f, provedli jsme hloubkov\u00fd pr\u016fzkum, hovo\u0159ili jsme s odborn\u00edky.\nV d\u016fsledku toho vznikl zaj\u00edmav\u00fd soubor znalost\u00ed a inspirac\u00ed, ve kter\u00e9m si ka\u017ed\u00fd\nnajde n\u011bco pro sebe. Pom\u016f\u017ee v\u00e1m vytvo\u0159it katalog, na n\u011bho\u017e va\u0161i z\u00e1kazn\u00edci budou\ndychtiv\u011b \u010dekat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">V\u00edce informac\u00ed o s\u00e9rii elektronick\u00fdch knih \u201eTipy, trendy, osv\u011bd\u010den\u00e9 postupy, nej\u010dast\u011bj\u0161\u00ed chyby\u201c si m\u016f\u017eete p\u0159e\u010d\u00edst <a href=\"https:\/\/justprint.cz\/blog\/zbavujeme-katalogy-tajemstvi-seznamte-se-s-nasimi-elektronickymi-knihami\/\"><strong><span style=\"text-decoration: underline;\">zde<\/span><\/strong><\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/justprint.cz\/lepeny_katalog\">Katalogy<\/a> nevyhynuly jako mamuti, proto\u017ee maj\u00ed dlouhou tradici a zauj\u00edmaj\u00ed v\u00fdznamn\u00e9 m\u00edsto v historii budov\u00e1n\u00ed vztah\u016f se z\u00e1kazn\u00edky. Jsou prvn\u00edm v\u011bdom\u00fdm krokem k budov\u00e1n\u00ed customer experience. Dok\u00e1zaly se \u00fa\u010dinn\u011b p\u0159izp\u016fsobit m\u011bn\u00edc\u00edmu se prost\u0159ed\u00ed. Jejich efektivita z nich i nad\u00e1le d\u011bl\u00e1 siln\u00fd marketingov\u00fd n\u00e1stroj. Katalogy nep\u0159edstavuj\u00ed hrozbu pro nov\u00e9 technologie a prodej st\u011bhuj\u00edc\u00ed se na internet. Ve spr\u00e1vn\u00fdch rukou jsou n\u00e1strojem, kter\u00fd geni\u00e1ln\u011b dopl\u0148uje a poh\u00e1n\u00ed prodejn\u00ed procesy v mnoh\u00fdch kan\u00e1lech. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>90. l\u00e9ta jsou zp\u011bt a katalogy mohou znovu dob\u00fdt pohovky va\u0161ich z\u00e1kazn\u00edk\u016f. Co je t\u0159eba ud\u011blat, aby k tomu do\u0161lo?<\/p>\n","protected":false},"author":1,"featured_media":1372,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[36,35],"tags":[],"class_list":["post-1371","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-tisk"],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1371","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/comments?post=1371"}],"version-history":[{"count":9,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1371\/revisions"}],"predecessor-version":[{"id":1426,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/posts\/1371\/revisions\/1426"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media\/1372"}],"wp:attachment":[{"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/media?parent=1371"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/categories?post=1371"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/justprint.cz\/blog\/wp-json\/wp\/v2\/tags?post=1371"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}