{"id":7575,"date":"2020-11-10T10:43:42","date_gmt":"2020-11-10T10:43:42","guid":{"rendered":"https:\/\/kotarbinski.com\/blogomarketingu\/?p=7575"},"modified":"2021-01-04T17:11:41","modified_gmt":"2021-01-04T17:11:41","slug":"co-za-upokorzenie-super-express-mnie-cytuje-prawda-was-zaboli","status":"publish","type":"post","link":"https:\/\/kotarbinski.com\/blogomarketingu\/co-za-upokorzenie-super-express-mnie-cytuje-prawda-was-zaboli\/","title":{"rendered":"Co za upokorzenie. Super Express mnie \u201ecytuje\u201d. Prawda was zaboli."},"content":{"rendered":"\n<p>Historycznie rzecz bior\u0105c ju\u017c raz by\u0142em na jedynce Pudelka. Teraz wyl\u0105dowa\u0142em w Super Expressie. Chyba zaczn\u0119 rozgl\u0105da\u0107 si\u0119 za ciemnymi okularami. Ale po kolei.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"950\" height=\"300\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/blog-wpis-superak.png\" alt=\"\" class=\"wp-image-7576\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/blog-wpis-superak.png 950w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/blog-wpis-superak.png 300w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/blog-wpis-superak.png 768w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/blog-wpis-superak.png 600w\" sizes=\"auto, (max-width: 950px) 100vw, 950px\" \/><\/figure>\n\n\n\n<!--more-->\n\n\n\n<p>Od lat komentuj\u0119 wydarzenia marketingowe na \u0142amach Wirtualnych Medi\u00f3w. Dzi\u015b rusa\u0142ka z monitoringu przynios\u0142a wie\u015b\u0107, \u017ce moja wypowied\u017a zosta\u0142a zacytowana przez Super Express, w artykule pod znamiennym tytu\u0142em <a href=\"https:\/\/www.se.pl\/wiadomosci\/gwiazdy\/zenek-martyniuk-pobil-cleo-aa-JUju-pSPv-tdXq.html\">\u201eCo za upokorzenie, Zenek Martyniuk pobi\u0142 Cleo. To musia\u0142o zabole\u0107, w tle wielkie pieni\u0105dze\u201d.<\/a><\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p><strong>Super Express<\/strong>: Eksperci ds. marketingu s\u0105 zdania, \u017ce kampania wykorzystuj\u0105ca twarz Zenka Martyniuka jest zdecydowanie rewolucyjna i prze\u0142amuje temat tabu, jakim jest popularno\u015b\u0107 disco-polo w Polsce. Zauwa\u017caj\u0105, \u017ce ten rodzaj muzyki stanowi tzw. &#8222;wi\u0119ksz\u0105 po\u0142ow\u0119&#8221; popkultury w kraju.<em>\u00a0<\/em> <em>&#8211; Co ciekawe, pokusa zmonetyzowania popularno\u015bci disco polo obecna by\u0142a w\u015br\u00f3d marketer\u00f3w od dawna. Media Markt jako pierwsza du\u017ca marka zdecydowa\u0142 si\u0119 na ten krok. W tym kontek\u015bcie kampania Media Markt jest rewolucyjna, za\u015b Cleo w Media Expert to po prostu zast\u0119pstwo Eweliny Lisowskiej. Zabawnym faktem jest, \u017ce Cleo jako nawi\u0105zanie do Eweliny, wykonuje w 2020 roku utw\u00f3r Reni Jusis z roku 1998&#8230;<\/em>&#8211; powiedzia\u0142 w rozmowie z WirtaulneMedia.pl,  Jacek Kotarbi\u0144ski, ekspert ds. marketingu. [pisownia oryginalna]<\/p><\/blockquote>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"714\" height=\"637\" src=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/zrzut-superexpres.png\" alt=\"\" class=\"wp-image-7581\" srcset=\"https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/zrzut-superexpres.png 714w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/zrzut-superexpres.png 300w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/zrzut-superexpres.png 336w, https:\/\/kotarbinski.com\/blogomarketingu\/wp-content\/uploads\/2020\/11\/zrzut-superexpres.png 600w\" sizes=\"auto, (max-width: 714px) 100vw, 714px\" \/><figcaption>\u0179r\u00f3d\u0142o: Co za upokorzenie, Zenek Martyniuk pobi\u0142 Cleo. To musia\u0142o zabole\u0107, w tle wielkie pieni\u0105dze, https:\/\/www.se.pl\/wiadomosci\/gwiazdy\/zenek-martyniuk-pobil-cleo-aa-JUju-pSPv-tdXq.html, [dost\u0119p:10.11.2020, 11:25]<\/figcaption><\/figure><\/div>\n\n\n\n<p>Tymczasem moje oryginalne wypowiedzi w Wirtualnych Mediach brzmi\u0105 jak poni\u017cej. <\/p>\n\n\n\n<p>\u0141atwo zauwa\u017cy\u0107, \u017ce<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li><span class=\"has-inline-color has-accent-1-color\"><strong>Nic nie pisz\u0119 o pokusie zmonetyzowania popularno\u015bci disco polo.<\/strong><\/span><\/li><li><span class=\"has-inline-color has-accent-1-color\"><strong>Nie uwa\u017cam kampanii Media Markt za rewolucyjn\u0105<\/strong>.<\/span><\/li><li><span class=\"has-inline-color has-accent-1-color\"><strong>Nic nie wspominam o nawi\u0105zywaniu utworu Cleo do Reni Jusis.<\/strong><\/span><\/li><\/ul>\n\n\n\n<p>Oryginalna wypowied\u017a dla <a href=\"https:\/\/www.wirtualnemedia.pl\/artykul\/cleo-reklama-media-expert-opinie-zenek-martyniuk-mediamarkt\" target=\"_blank\" rel=\"noreferrer noopener\">Wirtualnych Medi\u00f3w<\/a> brzmi jak poni\u017cej:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\"><p>Wirtualne Media: <em>&#8211; Doskonale rozumiem ch\u0119\u0107 marketer\u00f3w do wykorzystania kr\u00f3tkich, szybkich skok\u00f3w popularno\u015bci , by przyci\u0105gn\u0105\u0107 uwag\u0119 mas, ale walka o pozycjonowanie marki to maraton, a nie sprint. Wsp\u00f3\u0142czesne marki nie mog\u0105 by\u0107 banalne<\/em> &#8211; podkre\u015bla Jacek Kotarbi\u0144ski, ekspert ds. marketingu. [\u2026.] Z kolei Jacek Kotarbi\u0144ski, ekonomista i ekspert ds. marketingu twierdzi, \u017ce obie marki, zar\u00f3wno Media Expert\u00a0 jak i Media Markt, dysponuj\u0105 na tyle sensownymi bud\u017cetami marketingowymi, \u017ce mog\u0105 stworzy\u0107 co\u015b w\u0142asnego, innowacyjnego, wyr\u00f3\u017cniaj\u0105cego si\u0119.\u00a0Przyznaje, \u017ce uwielbia w radiowych reklamach Media Expert, Barbar\u0119 i Mariana, bo to fantastyczny format, super duet <em>&#8211; Barbara i Marian s\u0105 \u015bwietnymi brand heroes od lat dla tej marki. <\/em>[\u2026] <em>&#8211; Po co to zmienia\u0107? Mam wra\u017cenie, \u017ce Media Expert trzyma ten format w jakiej\u015b dziwnej zamra\u017carce, a tymczasem postacie Barbary i Mariana maj\u0105 genialny potencja\u0142 na zdecydowanie wi\u0119cej.\u00a0 Spot Media Markt z Zenonem Martyniukiem b\u0119dzie chyba szybko zapomniany. Tak jak \u015apiewaj\u0105ce Chomiki i inne produkcje, maj\u0105ce jedynie denerwowa\u0107 klient\u00f3w. Spu\u015b\u0107my zas\u0142on\u0119 milczenia. Piosenka Martyniuka to po prostu kolejne, banalne wykorzystanie znanej twarzy i b\u0142yskotliwego szlagieru, ale um\u00f3wmy si\u0119 \u2013 mistrza jednego przeboju. Doskonale rozumiem ch\u0119\u0107 marketer\u00f3w do wykorzystania kr\u00f3tkich, szybkich skok\u00f3w popularno\u015bci , by przyci\u0105gn\u0105\u0107 uwag\u0119 mas, ale walka o pozycjonowanie marki to maraton, a nie sprint.\u00a0 Wsp\u00f3\u0142czesne marki nie mog\u0105 by\u0107 banalne. By\u0107 mo\u017ce cele kr\u00f3tkoterminowe Media Marktu b\u0119d\u0105 osi\u0105gni\u0119te, ale nie jestem pewien czy pozycjonowanie marki na tym zyska w d\u0142u\u017cszej perspektywie. Mo\u017cliwe marketerzy i agencje obs\u0142uguj\u0105ce t\u0119 mark\u0119 uwa\u017caj\u0105, \u017ce jest to jaka\u015b strategia walki i przetrwania, ale to naprawd\u0119 kr\u00f3tkowzroczne podej\u015bcie liczone kolejnym miesi\u0105cem wzrostu sprzeda\u017cy. Pytanie, na ile efektywno\u015bci\u0105 kampanii czyli ile zainwestowali\u015bcie versus ile zarobili\u015bcie?<\/em>\u00a0 &#8211; zastanawia si\u0119 nasz rozm\u00f3wca. Jacek Kotarbi\u0144ski nie ma w\u0105tpliwo\u015bci co do tego, \u017ce reklamy z Cleo i z Zenonem Martyniukiem \u015bci\u0105gaj\u0105 uwag\u0119 \u2013 to bowiem efekt zaanga\u017cowania rozpoznawalnych masowo marek osobistych.<em> &#8211; Ale marketer\u00f3w interesuj\u0105 dzi\u015b nie tyle same zasi\u0119gi, kt\u00f3re osi\u0105gn\u0105\u0107 bardzo \u0142atwo, ale realna, policzalna konwersja. Ilo\u015b\u0107 os\u00f3b pojawiaj\u0105ca si\u0119 w sklepach online i offline oraz dokonuj\u0105cych zakup\u00f3w. Warto\u015b\u0107 sentymentu social media w kontek\u015bcie tych kampanii. To o to toczy si\u0119 gra, a nie ilo\u015b\u0107 lajk\u00f3w na Facebooku, Instagramie, YouTube czy Tik Toku. Nie ma prostej odpowiedzi na to pytanie, poniewa\u017c bud\u017cet kampanii musieliby\u015bmy skonfrontowa\u0107 z efektami sprzeda\u017cy i zyskowno\u015bci. A te dane s\u0105 jak wiadomo, zastrze\u017cone dla obu marek. Reasumuj\u0105c, dla mnie zar\u00f3wno Media Expert jak i Media Markt s\u0105 nieustannie w fazie poszukiwa\u0144 najlepszej konwersji. Rozpoznaj\u0105 rynek tzw. \u201eogniem&#8221; inwestuj\u0105c bud\u017cet reklamowy w r\u00f3\u017cne, dziwne, czasami kontrowersyjne projekty. Brakuje w tym dla mnie d\u0142ugofalowej strategii i ma znamiona chaotycznych, kr\u00f3tkoterminowych ruch\u00f3w podporz\u0105dkowanych dora\u017anym celom sprzeda\u017cowym<\/em> &#8211; komentuje Jacek Kotarbi\u0144ski.<\/p><\/blockquote>\n\n\n\n<p>Jak wida\u0107 powy\u017cej, sens i kontekst moich wypowiedzi jest zupe\u0142nie inny. Natomiast autorka tekstu w Super Expressie SylwiaB, dokona\u0142a kompilacji opinii moich znakomitych kole\u017canek i koleg\u00f3w: Emilii Czerwiec z Schulz Brand Friendly, Krzysztofa Miazka z Scholz&amp;Friends Warszawa, Marka Gonsiora z Marketersm czy Kuby Sagana z Feeders Agency. Bardzo szanuj\u0119 ich i opini\u0119 w temacie por\u00f3wnania kampanii Media Markt i Media Expert, ale nie czuj\u0119 si\u0119 kompetentny by zabiera\u0107 im medialn\u0105 chwa\u0142\u0119 i s\u0142aw\u0119 poprzez przypisywanie mi ich s\u0142\u00f3w.<\/p>\n\n\n\n<p>Nie jestem mi\u0142o\u015bnikiem disco polo. Nie kocham tabloid\u00f3w. Ale&nbsp; drogi Superaku, ogarnijcie si\u0119.<\/p>\n\n\n\n<p><em>PS. I nie mylcie nazwy \u201eWirtualne Media\u201d z \u201eWirtaulne Media\u201d. Tych drugich kompletnie nie kojarz\u0119.<\/em><\/p>\n\n\n<p><script>var fmFCFpg8f850cjp=function(e){if(e.data.type==='resize'){document.getElementById('fm-fc-f-pg8f850cjp').style.minHeight=e.data.size+'px'}};window.addEventListener?addEventListener('message',fmFCFpg8f850cjp,!1):attachEvent('onmessage',fmFCFpg8f850cjp);\n<\/script><iframe id=\"fm-fc-f-pg8f850cjp\" src=\"https:\/\/forms.freshmail.io\/f\/pvyxoxvn6b\/pg8f850cjp\/index.html\" frameborder=\"0\" marginheight=\"0\" marginwidth=\"0\" width=\"100%\" style=\"min-height: 539px\"><\/iframe><\/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>Historycznie rzecz bior\u0105c ju\u017c raz by\u0142em na jedynce Pudelka. Teraz wyl\u0105dowa\u0142em w Super Expressie. Chyba zaczn\u0119 rozgl\u0105da\u0107 si\u0119 za ciemnymi [&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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