1.1 Понятие партизанского маркетинга. Этимология и происхождение термина «партизанский маркетинг»
Понятие партизанского маркетинга
Партизанский маркетинг – это доставка информации о вашем бренде или продуктах путем запрыгивания в окопы и нахождения творческих способов привлечения внимания в определенных местах в автономном режиме. (Бревин Кумар)
Партизанский маркетинг – это рекламная стратегия, предназначенная для продвижения товаров или услуг на улицах или в других общественных местах, реализация которой требует небольших денег, предполагающая привлечение внимания общественности.
Партизанский маркетинг проводится в общественных местах, таких как торговые центры, парки или пляжи, чтобы привлечь большую аудиторию. Он был популяризирован Джей Конрадом Левинсоном в книге «Guerrilla Marketing» («Партизанский маркетинг»), 1984.
Традиционные рекламные носители – это такие каналы, как печать, радио, телевидение и прямая почтовая рассылка, но поскольку мы уходим от этих каналов, маркетологи и рекламодатели должны найти новые стратегии для доведения до потребителей своих коммерческих сообщений.
Партизанский маркетинг является альтернативной стратегией и заключается в том, чтобы удивить потребителя, произвести большое впечатление от бренда (What’s Guerrilla Marketing, 2015), это, в свою очередь, создает шум вокруг торговой марки или продукта. Это способ рекламы, увеличивающий взаимодействие с продуктом или услугой, предназначение которого – в создании для потребителя незабываемого опыта. Создавая этот незабываемый опыт для потребителя, он также увеличивает вероятность того, что потребитель или кто-то, кто взаимодействовал с кампанией, расскажет своим друзьям об этом опыте, и через способ «из уст в уста» рекламируемый продукт или услуга достигнет гораздо большего количества людей, чем первоначально ожидалось. Это означает, что у рассматриваемого маркетинга более массовая аудитория.
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Этот маркетинг чрезвычайно эффективен при применении небольшими предприятиями в плане рекламирования ими своих продуктов или услуг, особенно если они конкурируют с крупными компаниями, поскольку он недорог и больше ориентирован на достижение, а не на частоту. На партизанские кампании для достижения успешности не нужно тратить большие суммы, просто надо иметь воображение, энергию и время (Bourn, 2009). Партизанский маркетинг также является эффективным способом для компаний, не предоставляющих заметного сервиса, они могут рекламировать свои продукты через нетрадиционные каналы, если у них есть эффективная стратегия.
Партизанский маркетинг открыт для крупных брендов, они с помощью данного маркетинга могут использовать преимущества своего корпоративного имиджа и более удачно противостоять конкурентам. Партизанский маркетинг не является эксклюзивом для небольших компаний. Для крупных компаний он представляет собой стратегию высокого риска, но и высокой награды. В случае успеха с его помощью можно захватить еще больше доли рынка, но если он не удастся, это может навредить имиджу бренда компании.
В отличие от традиционных средств массовой информации, партизанский маркетинг не может быть измерен статистикой продаж и хитами, он измеряется прибылью. Он разработан, чтобы избавиться от беспорядочности традиционной рекламы и тайны о том, что рекламируется. Сообщение для потребителей будет четким и кратким, бизнес не станет диверсифицировать сообщение потребителю, но внимание людей будет обеспечено.
Этот тип маркетинга работает на бессознательном уровне, поскольку решения о покупках довольно часто потребителями принимаются бессознательно. Чтобы добиться этой работы, требуется повторение, если вокруг продукта создается шум, и люди делятся впечатлением от него между собой, имеет место повторение (Bourn, 2009).
В отличие от обычных рекламных кампаний, в которых используются рекламные щиты, партизанский маркетинг включает применение нескольких методов и практик для установления прямого контакта с клиентами. Одна из целей этого взаимодействия – вызвать эмоциональную реакцию у клиентов, а конечная цель маркетинга – заставить людей помнить бренды по-другому, чем они привыкли.
Этот маркетинг включает распространение листовок в общественных местах, на крупных мероприятиях или на фестивалях. В основном он не предполагает прямого подключения к мероприятию, но подразумевает использование этой возможности. Задача любой партизанской маркетинговой кампании заключается в том, чтобы найти правильное место и время для ее проведения без участия в решении юридических проблем.
Партизанский маркетинг может использоваться по разным причинам. Важно творчество. Специальные мероприятия, такие как Международный день борьбы со СПИДом или раком, День прайда или подобные им дни – это случаи, поощряющие использование такого рода маркетинговых действий, которые могут привлечь внимание. Например, добиться привлечения внимания можно при использовании розовых элементов в день, посвященный борьбе против рака молочной железы или использовании изображений радуги в день прайда.
Этимология и происхождение термина «партизанский маркетинг»
Джей Конрад Левинсон. Источник: https://podcastfinder.co/podcasts/internet-marketing-unwrapped/internet-marketing-unwrapped-006-jay-conrad-levinson
Термин «партизанский маркетинг» прослеживается в партизанской войне, в которой используется нетипичная тактика для достижения цели.
В 1984 году термин «партизанский маркетинг» был представлен творческим директором Leo Burnett Джей Конрадом Левинсоном в его книге Guerrilla Marketing («Партизанский маркетинг»). Сам термин появился от вдохновения партизанской войной, нетрадиционной войной, использовавшей различные методы из обычных и малых тактических стратегий, которую вели вооруженные гражданские лица.
Проведение партизанской маркетинговой кампании предполагает подключение высокого воображения и энергии. Этот вид маркетинга фокусируется исключительно на том, чтобы обеспечить для потребителя неожиданность, создавая большее впечатление и, в конечном итоге, приводя к «жужжанию» через маркетинг «из уст в уста» или в социальных сетях.