{"id":5192,"date":"2016-06-07T11:21:55","date_gmt":"2016-06-07T11:21:55","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=5192"},"modified":"2019-02-14T19:09:29","modified_gmt":"2019-02-14T19:09:29","slug":"tworczyscisk","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/tworczyscisk\/","title":{"rendered":"Tw\u00f3rczy\u015bcisk"},"content":{"rendered":"

– Dwadzie\u015bcia pi\u0119\u0107 tysi\u0119cy!<\/em> \u2013 dyrektor finansowy potrz\u0105sa\u0142 nerwowo faktur\u0105 nad g\u0142ow\u0105 prezesa zarz\u0105du \u2013 dwa-dzie-\u015bcia-pi\u0119\u0107! \u2013 Czy wasz szef marketingu wstaj\u0105c z kolan waln\u0105\u0142 si\u0119 g\u0142\u00f3wk\u0105 w parapet?!<\/em><\/p>\n

\"emotions2\"<\/p>\n

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– Ca\u0142y zesp\u00f3\u0142 dwa dni w SPA, masa\u017ce, bajery, dopiero co wychodzimy z zad\u0142u\u017cenia, a ten sobie jakie\u015b bizantyjskie termy uprawia? \u00a0Nie wiem co pan z tym zrobi prezesie, ale m\u00f3j dzia\u0142 postuluje to samo. Te\u017c ci\u0119\u017cko pracujemy.<\/em>\u00a0Prezes oderwa\u0142 wzrok od fruwaj\u0105cego \u015bwistka \u2013 Tak, doceniam pana prac\u0119. Niemniej pa\u0144ski stan emocjonalny wskazuje na konieczno\u015b\u0107 zatrudnienia w przemy\u015ble kreatywnym, a nie administracyjnym.<\/em><\/p>\n

Tworzenie to emocje, si\u0142a pozwalaj\u0105ca wychodzi\u0107 poza sztamp\u0119, budowa\u0107 architektur\u0119 wykraczaj\u0105c\u0105 poza nasz\u0105 wyobra\u017ani\u0119, pisa\u0107 wyj\u0105tkowe utwory muzyczne czy literackie. Nie zmienia to postaci rzeczy, \u017ce literatura czy film pos\u0142uguje si\u0119 swoimi schematami budowania akcji, napi\u0119cia i kszta\u0142towania emocji odbiorcy.<\/p>\n

Kiedy\u015b wydawa\u0142o si\u0119, \u017ce funkcje kreatywne nale\u017c\u0105 do agencji reklamowych, a szef marketingu w zasadzie nie musia\u0142 niczego wymy\u015bla\u0107, stawiano jaki\u015b cel typu \u201e80% ludzi w Polsce ma w ci\u0105gu 3 miesi\u0119cy zna\u0107 nasz\u0105 mark\u0119 na wylot\u201d, albo \u201e80% dzieciak\u00f3w ma krzycze\u0107 Heyah po wej\u015bciu do szko\u0142y\u201d i tak dalej. Temat opisywano w briefie, a potem zapraszano agencje, kt\u00f3re na wy\u015bcigi tworzy\u0142y najdziksze pomys\u0142y osi\u0105gni\u0119cia tego celu, ot ca\u0142a filozofia, a marketer nie musia\u0142 my\u015ble\u0107 za bardzo kreatywnie, wystarczy \u017ce podpisywa\u0142 faktury.<\/p>\n

Tymczasem \u015bwiat si\u0119 zmieni\u0142. Szef marketingu oczywi\u015bcie mo\u017ce nadal zajmowa\u0107 si\u0119 outsourcingiem wszelkiej ma\u015bci us\u0142ug marketing services i nie musi by\u0107 nawet kreatywny, tyle tylko, jak to m\u00f3wi\u0142 mi prof. Kotler, szefowie marketingu musz\u0105 wyobra\u017ca\u0107 sobie nowe rynki, nowe produkty, przestrze\u0144 rozwoju firmy. Musz\u0105 by\u0107 zawsze w swojej wyobra\u017ani o krok do przodu przed wszystkimi, a ich wyobra\u017ania \u0142\u0105czy si\u0119 z wiedz\u0105 o rynku i zachowaniach klient\u00f3w. Po\u0142\u0105czenie tych dw\u00f3ch obszar\u00f3w to solidna si\u0142a nap\u0119dzaj\u0105ca rozw\u00f3j firmy.<\/p>\n

Szef marketingu musi mie\u0107 sw\u00f3j zesp\u00f3\u0142, zesp\u00f3\u0142 Sier\u017cant\u00f3w Marketingu<\/a>, kt\u00f3rzy s\u0105 wyspecjalizowani w swoich \u00a0dziedzinach, inteligentnych, tw\u00f3rczych, potrafi\u0105cych tworzy\u0107 ze wsp\u00f3\u0142pracuj\u0105c\u0105 agencj\u0105 zgrany team. Obszar marketingu musi mie\u0107 te\u017c swoisty flow<\/em> z ca\u0142\u0105 firm\u0105.<\/p>\n

Emocje w procesie tw\u00f3rczym s\u0105 jak ogie\u0144, woda, wiatr i trudno je kontrolowa\u0107. Jedn\u0105 z najs\u0142ynniejszych historii by\u0142y artystyczne spory Paula Gauguina i Vincenta van Gogha, kiedy mieszkali wsp\u00f3lnie jesieni\u0105 1888 roku w Arles. W jednej z wersji tej historii w przeddzie\u0144 wigilii Bo\u017cego Narodzenia van Gogh okaleczy\u0142 si\u0119 obcinaj\u0105c sobie prawe ucho. W szpitalu namalowa\u0142 s\u0142ynny „Autoportret z zabanda\u017cowanym uchem”. Emocje w dzia\u0142ach marketingu czy biurze obs\u0142ugi klienta mo\u017ce nie s\u0105 tak drastyczne, ale przek\u0142adaj\u0105 si\u0119 na relacje mi\u0119dzyludzkie, jako\u015b\u0107 wykonywanej pracy czy relacje z klientem. Kto\u015b mo\u017ce powiedzie\u0107, \u017ce to praca jak ka\u017cda inna. Teoretycznie tak, ale w\u0142a\u015bnie tutaj, podobnie jak w kom\u00f3rkach rozwoju, jednym z kluczowych sk\u0142adnik\u00f3w kompetencji jest wyobra\u017ania, kreatywno\u015b\u0107, lateralno\u015b\u0107 w my\u015bleniu i umiej\u0119tno\u015b\u0107 wychodzenia poza schematy.<\/p>\n

Wyobra\u017ani nie mo\u017cna zmusi\u0107 do pracy, zaku\u0107 w kajdany i kaza\u0107 pracowa\u0107, straszy\u0107 zabraniem premii, zwolnieniem z pracy, mobbingowa\u0107.<\/p><\/blockquote>\n

Ludzie pracuj\u0105cy w sferze kreatywnej musz\u0105 nieustannie dawa\u0107 bod\u017ace swojemu umys\u0142owi, zapewnia\u0107 mu pozytywn\u0105 po\u017cywk\u0119 w postaci relaksu czy \u015bmiechu, pozwala\u0107 artyku\u0142owa\u0107 nawet najbardziej zwariowane pomys\u0142y, bez obawy o ich wy\u015bmianie. Komunikacja tw\u00f3rczych marek, wychodz\u0105cych poza schemat, ma to wpisane w \u017cyciorys.<\/p>\n

\"trzy-sztuki-marketingu-kotarbinski-blog-ebook\"<\/a><\/p>\n

 <\/p>\n

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

– Dwadzie\u015bcia pi\u0119\u0107 tysi\u0119cy! \u2013 dyrektor finansowy potrz\u0105sa\u0142 nerwowo faktur\u0105 nad g\u0142ow\u0105 prezesa zarz\u0105du \u2013 dwa-dzie-\u015bcia-pi\u0119\u0107! \u2013 Czy wasz szef […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_uf_show_specific_survey":0,"_uf_disable_surveys":false,"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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