How to promote a product with a limited advertising budget? Guerrilla marketing to help! Effective and inexpensive. What does the partisans have to do with it?
The term "guerrilla marketing" belongs to D. K. Levison. This is one of the most effective ways to promote a product with minimal investment, or even without them. Therefore, it is great for small and medium business entrepreneurs who often have a very limited advertising budget.
What is Guerrilla Marketing?
All advertising materials (business cards, brochures, leaflets) must be originally designed and placed in crowded places, presumably the target audience. For example, an advertisement for a school uniform store, designed in the form of a pocket calendar or ruler and placed in the lobby of the school, groups of kindergarten graduates, buildings of sports clubs and additional education. The design should not only attract attention, but also encourage you to take your ad with you.
Therefore, guerrilla marketing is characterized by the following qualities:
· affordable price;
· Secrecy and naturalness;
· Nontriviality;
· Rapid dissemination of information.
Guerrilla marketing is to some extent identical to hidden advertising. The more professionally it is designed, the less people notice the initial purpose of the venture - advertising itself. The task of hidden advertising is not in direct sale, but in informing the population. The more discussions arise around a product or service, the better. You can artificially create and direct them. Social networks, forums, blogs are great platforms for this.
Results of applying guerrilla marketing in practice
For example, a pastry shop was opened. The company is new, the budget for advertising is limited. You can post on thematic forums dedicated to cooking and organizing holidays, a couple of recipes for unusually decorated cakes. The task is to publish such a recipe, which will be very difficult to execute.
Further, the "partisans" join the discussion of the publication. They praise or criticize the recipe, involve real users in communication and unobtrusively advertise the service: this cake can be ordered in such and such a pastry shop, the same money, but time and effort are saved, and the product itself will meet expectations. You can simply place hidden links on a business card site. Then add a couple of positive reviews from those who have already "contacted" this pastry shop. Advertising looks unobtrusive and is perceived as a tip or tip. You can find already created suitable topics on the forums and join the discussion. A similar crank at various sites. In this case, paying for freelance services will be cheaper than the budget of full-fledged advertising. At the same time, word of mouth can be earned, which will not cost the entrepreneur a dime.
Guerrilla marketing has the following results:
· Informing the population about the new product;
· Study of the target audience, its reaction to new items, promotions and various news;
· Creation of a positive image of the product and the formation of a loyal attitude towards it;
· Stirring up interest and stimulating demand;
· Establishing contacts with potential buyers.
Most people are tired of annoying ads, get annoyed and pre-tuned for negativity. Naturalness increases interest and generates traffic twice as much as posting direct links and contacts.
