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How to Make Guerrilla Marketing Work For You








For marketers with big dreams and small budgets, “guerrilla marketing” has a strong appeal – it’s often seen as a low investment, high impact strategy. But while these campaigns do tend to be inexpensive, they also require a big imagination.
But before we dive in, what exactly is guerrilla marketing? The term was actually coined in 1984 by American advertising executive and writer Jay Conrad Levinson. Its meaning is relatively simple – in essence, the art of getting consumers to pay attention – but its execution is no easy feat.
The effectiveness of guerrilla marketing campaigns can be measured by the amount of attention they attract – in contemporary marketing terms, the amount of engagement they incite. Remember, consumers are inundated with as many as 2,904 media messages on any given day, and will positively recall only four. Guerrilla marketing campaigns, which typically involve some serious thinking outside of the box, can be a smart way to grab attention.
Interested? Here are six tips (with examples!) for creating low-investment, highly innovative, epic guerrilla marketing campaigns:

1. Make it Clever

The “memory retention” approach relies on displaying your offering from a new, clever point of view. The smarter the campaign, the more memorable it will be.
Here’s a great example from Reynolds Wrap Aluminum Foil. They simply put what looks like their standard packaging on the top of a store-front gate, and presto! The gate now looks like a supersized aluminum foil roll. Clever, no?










 

2. Make it Dynamic

Another way to do guerrilla marketing is to enlist unknowing participants. Frontline covered a mall’s floor with this advertisement for flea and tick spray. As you can see from the photo, the shoppers walking across it looked like fleas to those up above. Wouldn’t you take an extra moment to stare at this?










 

 

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