{"id":5558,"date":"2017-08-04T21:57:04","date_gmt":"2017-08-04T21:57:04","guid":{"rendered":"https:\/\/kotarbinski.wordpress.com\/?p=5558"},"modified":"2019-02-14T19:08:57","modified_gmt":"2019-02-14T19:08:57","slug":"7-zasad-marketingu-byrona-sharpa","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/7-zasad-marketingu-byrona-sharpa\/","title":{"rendered":"7 zasad marketingu Byrona Sharpa"},"content":{"rendered":"<p>M\u00f3wi\u0105 o nim, \u017ce jest kontrowersyjny. Przenicowuje na wskro\u015b istniej\u0105ce prawdy i mity objawionego marketingu. Wyci\u0105ga konkretne dane i rzuca nimi na st\u00f3\u0142. Przez wielu marketer\u00f3w uwa\u017cany za guru, a jego pierwsza ksi\u0105\u017cka \u201eJak rosn\u0105 marki?\u201d zosta\u0142a uznana w 2015 roku za jedn\u0105 z najbardziej wp\u0142ywowych publikacji w zakresie marketingu na \u015bwiecie. \u00a0<a href=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2017\/08\/byron-sharp-jacek-kotarbinski-blog-o-marketingu.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-5559 aligncenter\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2017\/08\/byron-sharp-jacek-kotarbinski-blog-o-marketingu.jpg?w=640\" alt=\"\" width=\"640\" height=\"426\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2017\/08\/byron-sharp-jacek-kotarbinski-blog-o-marketingu.jpg 800w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2017\/08\/byron-sharp-jacek-kotarbinski-blog-o-marketingu.jpg 600w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2017\/08\/byron-sharp-jacek-kotarbinski-blog-o-marketingu.jpg 300w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2017\/08\/byron-sharp-jacek-kotarbinski-blog-o-marketingu.jpg 768w\" sizes=\"auto, (max-width: 640px) 100vw, 640px\" \/><\/a><!--more--><\/p>\n<p>Byron Sharp. Szef <a href=\"https:\/\/www.marketingscience.info\/\">Ehrenberg Bass Institute for Marketing Science<\/a> przy University of South Australia, jednego z wp\u0142ywowych na \u015bwiecie o\u015brodk\u00f3w zajmuj\u0105cych si\u0119 badaniami efektywno\u015bci marketingu. Pasjonuj\u0105ca posta\u0107. Oto kilka podstawowych tez z jego prac:<\/p>\n<ul>\n<li>Zdecydowanie ro\u015bnie we wsp\u00f3\u0142czesnym marketingu rola punkt\u00f3w styku z klientem i znaczenie analizy ca\u0142ej \u015bcie\u017cki zakupowej zar\u00f3wno w fazie przedtransakcyjnej jak i potransakcyjnej. Obserwuj i analizuj <em>customer journey<\/em>.<\/li>\n<li>Byron zaprzecza zasadzie Pareto, twierdzi \u017ce to nie tak, \u017ce 20% klient\u00f3w odpowiada za 80% sprzeda\u017cy. Jest to wed\u0142ug niego relacja 50:20.<\/li>\n<li>Nie przesadzaj z promocjami cenowymi. W Polsce to szczeg\u00f3lnie \u017ale brzmi. Wiele firm bez nich nie wyobra\u017ca sobie funkcjonowania na rynku. Tyle tylko, \u017ce robienie biznesu na nieomal\u017ce zerowej rentowno\u015bci lub totalnym minusie ko\u0144czy si\u0119 zawsze tak samo.<\/li>\n<li>B\u0105d\u017a zawsze \u201efront of the mind\u201d. Wychod\u017a do przodu, tw\u00f3rz rynek, b\u0105d\u017a proaktywny. Proaktywno\u015b\u0107 nie oznacza nachalno\u015bci, namolno\u015bci rynkowej. Staraj si\u0119 by\u0107 zawsze tam, gdzie klienci kupuj\u0105.<\/li>\n<\/ul>\n<h4 style=\"text-align:center;\">Poznaj 7 z\u0142otych zasad Byrona Sharpa:<\/h4>\n<ol>\n<li>Stale docieraj do klient\u00f3w swojej kategorii. Prowad\u017a ci\u0105g\u0142\u0105 komunikacj\u0119 i wspieraj dystrybucj\u0119. Nigdy nie milcz.<\/li>\n<li>Upewniaj si\u0119, \u017ce Twoja marka jest zawsze \u0142atwo dost\u0119pna. Komunikuj si\u0119 zgodnie ze stylem \u017cycia u\u017cytkownika.<\/li>\n<li>B\u0105d\u017a zauwa\u017cony, nie b\u0105d\u017a nijaki, przechwytuj uwag\u0119, anga\u017cuj, b\u0105d\u017a wyrazisty.<\/li>\n<li>Korzystaj w pe\u0142ni z wyr\u00f3\u017cniaj\u0105cych i sensorycznych zasob\u00f3w marki. Buduj do\u015bwiadczenie klienta.<\/li>\n<li>B\u0105d\u017a konsekwentny, unikaj niepotrzebnych zmian, rewolucji, kt\u00f3re nie s\u0105 potrzebne. Utrzymuj mark\u0119 \u201e\u015bwie\u017c\u0105\u201d i ciekaw\u0105 dla innych.<\/li>\n<li>Od\u015bwie\u017caj i odbudowuj pami\u0119\u0107 o marce. Pokazuj historie do\u015bwiadcze\u0144 i warto\u015bci marki.<\/li>\n<li>B\u0105d\u017a konkurencyjny. Tw\u00f3rz marki, kt\u00f3re klienci mog\u0105 \u0142atwo kupi\u0107.<\/li>\n<\/ol>\n<p>Zapraszam 5 wrze\u015bnia 2017r. do Warszawy na specjaln\u0105 konferencj\u0119 <a href=\"https:\/\/bit.ly\/byronsharp-poland\"><strong>Prze\u0142om w marketingu<\/strong><\/a>, kt\u00f3rej specjalnym go\u015bciem b\u0119dzie Byron Sharp. \u00a0<a href=\"https:\/\/bit.ly\/byronsharp-poland\"><strong>Zobacz szczeg\u00f3\u0142y<\/strong><\/a>.<\/p>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>M\u00f3wi\u0105 o nim, \u017ce jest kontrowersyjny. Przenicowuje na wskro\u015b istniej\u0105ce prawdy i mity objawionego marketingu. Wyci\u0105ga konkretne dane i rzuca [&hellip;]<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt 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