{"id":3300,"date":"2015-09-30T17:00:29","date_gmt":"2015-09-30T15:00:29","guid":{"rendered":"https:\/\/igloonet.cz\/blog\/?p=3300"},"modified":"2015-10-08T09:39:14","modified_gmt":"2015-10-08T07:39:14","slug":"copycamp-2015","status":"publish","type":"post","link":"https:\/\/igloonet.cz\/blog\/copycamp-2015\/","title":{"rendered":"Kterak jsme zakempili ve \u0161koln\u00edch lavic\u00edch l CopyCamp 2015"},"content":{"rendered":"
<\/div>\n

Za\u017eila jsem dej\u00e0 vu! Stalo se to v p\u00e1tek 25. z\u00e1\u0159\u00ed, kdy jsem se po v\u00edce jak \u010dty\u0159ech letech uvelebila ve vysoko\u0161kolsk\u00e9 u\u010debn\u011b, abych se od ost\u0159\u00edlen\u00fdch odborn\u00edk\u016f doslechla novinky ze sv\u011bta copywritingu. Bylo to vskutku magick\u00e9, dokonce i n\u011bkter\u00e9 p\u0159edn\u00e1\u0161ky jako bych u\u017e v minulosti sly\u0161ela. P\u00e1t\u00fd ro\u010dn\u00edk konference CopyCamp<\/a>, organizovan\u00e9ho agenturou H1, tentokr\u00e1t ko\u0159en\u011bn\u00e9 heslem Zp\u00e1tky do \u0161koly!<\/em>, svou ambici beze zbytku naplnil.
\n<\/p>\n

Brilantn\u00edm krokem bylo v aule, kde akce prob\u00edhala, vypnout internet. D\u00edky tomu mohli v\u0161ichni \u00fa\u010dastn\u00edci neru\u0161en\u011b udr\u017eovat pozornost a vym\u00fd\u0161let zv\u00eddav\u00e9 dotazy. J\u00e1 vzdala hold sv\u00fdm \u0161koln\u00edm l\u00e9t\u016fm t\u00edm, \u017ee jsem si po cel\u00fd \u010das poctiv\u011b psala z\u00e1pisky a z p\u0159edn\u00e1\u0161ej\u00edc\u00edch ani na minutu nespustila o\u010di. Nakonec se mi poda\u0159ilo popsat p\u011bt kr\u00e1sn\u00fdch str\u00e1nek, co\u017e je mimochodem mnohem v\u00edc ne\u017e za cel\u00fd semestr v p\u0159edm\u011btu Transkulturn\u00ed p\u0159enos.<\/p>\n

Zapadl\u00e1 typologie<\/h3>\n

D\u00edky CopyCampu jsem se nav\u00edc rozpomn\u011bla na dlouho zapadlou typologii vyu\u010duj\u00edc\u00edch. Jasn\u00fdm bavi\u010dem<\/strong> je Josef \u0160lerka. A\u010dkoli zde prezentoval t\u00e9m\u011b\u0159 stejn\u00fd p\u0159\u00edsp\u011bvek jako na brn\u011bnsk\u00e9m BarCampu p\u0159ed dv\u011bma lety, publikum se bavilo. J\u00e1 b\u011bhem jeho p\u0159edn\u00e1\u0161ky zavedla do sv\u00fdch pozn\u00e1mek term\u00edn \u201eodnesitelnost informac\u00ed\u201c a kolonku nechala pr\u00e1zdnou.<\/p>\n

V\u00fdborn\u011b pobavil a vt\u00e1hl do d\u011bje i Adam Reinberger se sv\u00fdm p\u0159edstaven\u00edm fenom\u00e9nu vlogera. Mus\u00edm p\u0159iznat, \u017ee na rozd\u00edl od ostatn\u00edch p\u0159edn\u00e1\u0161ek tu pro m\u011b bylo novinkou skoro v\u0161e. Chv\u00edlemi jsem se nav\u00edc nesta\u010dila divit, \u010d\u00edm v\u0161\u00edm je mo\u017en\u00e9 se \u017eivit.<\/p>\n

\"Brandov\u00e1n\u00ed<\/a><\/p>\n

Pak tu m\u00e1me inform\u00e1tory<\/strong>, kte\u0159\u00ed v\u00e1s sice sv\u00fdm projevem neuhranou, ale zato si z jejich v\u00fdkladu v\u017edy odnesete \u0159adu zaj\u00edmav\u00fdch a \u010dasto i konkr\u00e9tn\u011b vyu\u017eiteln\u00fdch informac\u00ed. Nap\u0159\u00edklad \u00favodn\u00ed pov\u00edd\u00e1n\u00ed Jakuba Drahokoupila o d\u016fle\u017eitosti a mo\u017enostech m\u011b\u0159en\u00ed vlivu publikovan\u00e9ho obsahu na byznys do t\u00e9to kategorie jednozna\u010dn\u011b pat\u0159\u00ed.<\/p>\n

Obdobn\u011b sem skv\u011ble zapadl i p\u0159\u00edsp\u011bvek Pavla Rosenlachera, kter\u00fd p\u0159edstavil obor neuromarketingu a jeho vyu\u017eit\u00ed v reklamn\u00edm pr\u016fmyslu. Mus\u00edm se p\u0159iznat, \u017ee m\u011b vhodil zp\u00e1tky do \u0161koln\u00ed lavice snad \u00fapln\u011b nejv\u00edc. Dokonce m\u00e1m pocit, \u017ee u n\u00e1s na fakult\u011b<\/a> p\u0159ed p\u011bti lety a se stejnou p\u0159edn\u00e1\u0161kou skute\u010dn\u011b byl.<\/p>\n

Uka\u017e to sv\u00e9 m\u00e1m\u011b<\/h3>\n

Titul usp\u00e1va\u010de had\u016f<\/strong> vyhr\u00e1l Martin \u0160auer. Ten se n\u00e1m sna\u017eil p\u0159edat svou zku\u0161enost z \u201etranskreace\u201c americk\u00e9 energetick\u00e9 spole\u010dnosti na \u010desk\u00fd trh. Na druhou stranu mluvil jako jeden z m\u00e1la konkr\u00e9tn\u011b o copywritingu. V z\u00e1v\u011bru n\u00e1m p\u0159ipomn\u011bl, \u017ee m\u00edsto spousty odborn\u00fdch strategi\u00ed a pis\u00e1lkovsk\u00fdch technik je fajn d\u00e1t text k p\u0159e\u010dten\u00ed t\u0159eba vlastn\u00ed m\u00e1m\u011b a sledovat, jak reaguje.<\/p>\n

Za inspir\u00e1tory<\/strong> lze jednozna\u010dn\u011b pova\u017eovat M\u00ed\u0161u Mu\u017e\u00edkovou <\/a>a Romana H\u0159ebeck\u00e9ho<\/a>. Oba tyto \u0159e\u010dn\u00edky spojuje jist\u00e1 d\u00e1vka o\u010dividn\u00e9ho entuziasmu a na\u0159\u010den\u00ed ze self-promo. Jestli to n\u00e1hodou nebude t\u00edm, \u017ee kdy\u017e \u010dlov\u011bk d\u011bl\u00e1, co ho bav\u00ed, d\u011bl\u00e1 to po\u0159\u00e1dn\u011b a m\u00e1 radost z dobr\u00fdch v\u00fdsledk\u016f, pak dok\u00e1\u017ee o sv\u00e9 pr\u00e1ci mluvit se zaujet\u00edm a strhnout t\u00edm p\u0159irozen\u011b i ostatn\u00ed. Pokud bych n\u011bkdy dr\u017eela v ruce copy zak\u00e1zku, s n\u00ed\u017e bych si nev\u011bd\u011bla rady, ur\u010dit\u011b bych ji nab\u00eddla pr\u00e1v\u011b jednomu z nich.<\/p>\n

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

Posledn\u00ed skupinou jsou moji nejobl\u00edben\u011bj\u0161\u00ed manipul\u00e1to\u0159i<\/strong>. V\u00edm, zn\u00ed to trochu krut\u011b, ale jde o typ \u0159e\u010dn\u00edk\u016f, kte\u0159\u00ed d\u00edky struktu\u0159e, metafor\u00e1m a pr\u00e1ci s pointou nut\u00ed poslucha\u010de k zapojen\u00ed vlastn\u00edch intelektu\u00e1ln\u00edch proces\u016f. Vcelku od podlahy to vzal Karel Novotn\u00fd. Hezky jsme si zahr\u00e1li na \u201ebrandovanou\u201c a z\u00e1rove\u0148 n\u00e1s usadil hluboko do \u0161koln\u00edch lavic ultim\u00e1tn\u00edm akronymem:<\/p>\n

B<\/strong> \u2013 Behave
\nR<\/strong> \u2013 Razor
\nA<\/strong> \u2013 Audience
\nN<\/strong> \u2013 No name
\nD<\/strong> \u2013 Delivery<\/p>\n

Ka\u017ed\u00fd zku\u0161en\u00fd marke\u0165\u00e1k samoz\u0159ejm\u011b v\u00ed, co to znamen\u00e1.<\/p>\n

Sex jako konverze<\/h3>\n

Samotn\u00fd z\u00e1v\u011br pat\u0159il Martinu Sv\u011btl\u00edkovi ze Symbia. Ten se pozad\u00ed pubert\u00e1ln\u00edch vzlet\u016f a p\u00e1d\u016f protagonist\u016f seri\u00e1lu Beverly Hills 90210 pokusil naroubovat na Avinashovo SEE, THINK, DO, CARE<\/a>. A nutno \u0159\u00edci, \u017ee \u00fasp\u011b\u0161n\u011b. Ka\u017ed\u00fd v s\u00e1le toti\u017e pochopil, \u017ee nab\u00eddka sexu (rozum\u011bjte p\u0159\u00edm\u00e1 konverze) nen\u00ed statisticky ide\u00e1ln\u00ed pro prvn\u00ed osloven\u00ed potenci\u00e1ln\u00ed partnerky. Pokud by se v\u0161ak genderov\u00e9 role prohodily, mohlo by doj\u00edt k po\u0159\u00e1dn\u00e9mu zkreslen\u00ed dat.<\/p>\n

\"Ob\u010derstven\u00ed<\/a><\/p>\n

Celkov\u011b bylo super zahr\u00e1t si na \u0161prtku sed\u00edc\u00ed v prvn\u00ed lavici s kupou napsan\u00fdch pozn\u00e1mek. Dokonce i p\u00edsn\u011b z Pom\u00e1dy, linouc\u00ed se z p\u0159edn\u00e1\u0161kov\u00e9 \u00fa\u010debny o pauz\u00e1ch, byly fajn. Pouze ob\u011bd byl na studentsk\u00fd m\u00f3d p\u0159\u00edli\u0161 luxusn\u00ed. Pro p\u0159\u00ed\u0161t\u011b bych organiz\u00e1tor\u016fm navrhla do baget zakomponovat m\u00edsto kr\u016ft\u00ed \u0161unky tematick\u00fd kempingov\u00fd sal\u00e1m.<\/p>\n

P.S.: Pokud byste n\u011bkdo m\u011bl z\u00e1jem o m\u00fdch p\u011bt stran nesouvisl\u00fdch a \u010dasto zav\u00e1d\u011bj\u00edc\u00edch pozn\u00e1mek, na po\u017e\u00e1d\u00e1n\u00ed je r\u00e1da za\u0161lu. \ud83d\ude42<\/p>\n","protected":false},"excerpt":{"rendered":"

Za\u017eila jsem dej\u00e0 vu! Stalo se to v p\u00e1tek 25. z\u00e1\u0159\u00ed, kdy jsem se po v\u00edce jak \u010dty\u0159ech letech uvelebila ve vysoko\u0161kolsk\u00e9 u\u010debn\u011b, abych se od ost\u0159\u00edlen\u00fdch odborn\u00edk\u016f doslechla novinky ze sv\u011bta copywritingu. Bylo to vskutku magick\u00e9, dokonce i n\u011bkter\u00e9 p\u0159edn\u00e1\u0161ky jako bych u\u017e v minulosti sly\u0161ela. P\u00e1t\u00fd ro\u010dn\u00edk konference CopyCamp, organizovan\u00e9ho agenturou H1, tentokr\u00e1t ko\u0159en\u011bn\u00e9 heslem Zp\u00e1tky do \u0161koly!, svou ambici beze zbytku naplnil.<\/p>\n","protected":false},"author":9,"featured_media":3320,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[70],"tags":[152,154,32],"class_list":["post-3300","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-copycamp","tag-copywriting","tag-konference"],"yoast_head":"\nKemping ve \u0161koln\u00ed lavici l CopyCamp 2015<\/title>\n<meta name=\"description\" content=\"Za\u017eila jsem dej\u00e0 vu! D\u00edky konferenci CopyCamp jsem se po letech usadila ve \u0161koln\u00ed lavici, abych se doslechla novinky ze sv\u011bta copywritingu. St\u00e1lo to za to?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/igloonet.cz\/blog\/copycamp-2015\/\" \/>\n<meta property=\"og:locale\" content=\"cs_CZ\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Kemping ve \u0161koln\u00ed lavici l CopyCamp 2015\" \/>\n<meta property=\"og:description\" content=\"Za\u017eila jsem dej\u00e0 vu! D\u00edky konferenci CopyCamp jsem se po letech usadila ve \u0161koln\u00ed lavici, abych se doslechla novinky ze sv\u011bta copywritingu. 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