Methods of partisan marketing. Partisan Marketing in Russia

Every year, the cost of ordinary advertising increases, and its effectiveness, on the contrary, falls rapidly. The intensity of advertising information noise is growing like a snowball, and will soon reach the critical mark when advertising will not pay attention at all.

The usual resident of a large city on average sees and hears 1.5-2 thousand advertising messages per day. In such a medium, use partisan Marketing become a very weighty argument. Especially for small companies, which advertising budget There is strictly limited or absent.

The main task of guerrilla marketing - Commember the potential buyer, encourage him to make a certain action. Moreover, it is necessary, desirable, with minimal cash costs, - in an unusual and positive context. The main object for investment here is time and non-standard thinking.

In this article, gathered the best for you examples of partisan marketing. Total turned 35 such examples.

Naturally, you must understand that each business is unique, so copy these ideas in most cases will be problematic. However, despite this, we hope that many of these examples will help you connect fantasy and generate your own, no less brilliant and efficient partisan techniques.

So, ahead!

1. Advertising agency Enclosed a partnership agreement with a network of household household appliances. After that, on the screens of all TVs trading network Regularly began to show commercials. The advertising agency makes the promotion of such promotional services and develops rollers. Profit is divided between the stores and the agency according to the agreement.

2. The bookstore wanted to get an advantage over competitors Using the delivery of books to the buyer to the house. But calculations showed that such an idea will cost too expensive. After that, the bookstore came up with the exit - they settled cooperation with a number of pizzeria. When the courier goes to the right area, he takes with him the same and parcel from the bookstore.

3. Owner of shops selling men's suits, I wanted to raise sales. He ordered a thousand different coins that reminded the coins of a certain state. These coins were covered with platinum, gold and silver and distributed over each store. Seller while packaged a suit, imperceptibly put one of these coins in the pocket of the jacket.

It was assumed that the buyer would later find this expensive on the species of coin, she will show it to his relatives, familiar, colleagues and, of course, will mention the store in which he made a purchase. However, sales for the 1st month did not change markedly. However, next month, sales increased 3.5 times!

4. Firm for the manufacture of armored doors, used passing advertising. When her masters finished installing the door at the next client, one of them rises to the top floor and leaves a small card with a message on each door handle. It says that the tenant of such an apartment has already established a new door made by this company.

The cost of this card is a penny, taking into account full-color printing. After analyzing the results, the management of the company concluded that the effectiveness of such promotion is noticeably higher than with other advertising media.

5. Zoomagazine To promote its goods, invited students of the nearest schools on a cognitive tour of the store in the framework of the lesson by nature. At the end of the excursion, each student was awarded a gift - a live fish in a sachet with water. As well as a detailed brochure about how to care for this fish. As a result, many parents of these children purchased aquarium for fish, as well as specific feed, algae, aerator, and others related products. The total profit from this action ten times exceeded the cost of presented fish.

6. When Apple has no most favorable times, She gave each California school one computer. These were reached 2 goals:
- First, the children told about the new computer to their parents.
- Secondly, a whole generation of users who have become fans of Apple products were formed.

7. Owner popular in the USA restaurant network I spent very little money for marketing. Despite this, there were always many customers in his restaurants. How did he succeed? Every time he opened a new restaurant, he organized a grand reception in it, which was invited to all hairdressers of the city. They have fun and tasty ate at the expense of the owner, and the next day in excellent mood went to work.

How do hairdressers work? Exactly! They communicate with customers every day. And within a few weeks, they are happy to distribute information about a wonderful restaurant, where you can spend a good evening.

8. One lawyer, specializes in knocking out cash compensation for accidents and production injury. He agreed on personal guidelines with a traumatologist or a radiologist. And when the victim in the battles on the banking are brought to an x-ray, the doctor suggestively stretches the lawyer's business card and says: "Do you want this bastard that moved you to pay you 10 thousand USD? This lawyer will drink all the blood from it, but the money will add to you. "

9. Interesting promotion was held for the brand Gavana Club, Populating Cuba Libra cocktails. On the opening ceremony of the yacht club "Gals", where many famous guests were invited, Sheikh appeared with his retinue. Naturally, his arrival caused interest, but it was perceived quite naturally. No one noticed that it was a theatrical performance, the next creative advertisers.

Sheikh, together with the retinue, put on prestigious places where the security was organized. It was impossible to come close to the exotic guest, but it was not difficult to notice that he eats and drinks. And he saws exclusively Cuba Libra. Interest in Sheih additionally increased special people, asking guests about Sheikh and, as it were, accidentally drawing their attention to what he eats and drinks.

At the end of the party, when the public ran, Sheikh girl declared that he wants to treat all those present by drinking (naturally, Cuba Libra). Guests again did not notice the trick, as the status of the event allowed to make such gestures. But they rated the drink, especially since they were treated with a real sheikh.

10. Even at the beginning of the 20th century russian entrepreneur Nikolai Shustov Hired a dozen students who had to bypass Moscow restaurants and demand the cognac "Shusto". Without finding this, students arranged scandals and climbed into a fight. Local newspapers began to write about this, and Moscow learned about the new brand alcohol.

11. An example of a successful application of partisan marketing in Direct Mail You can call the experience of Evans Industries. In front of it, the task of developing an efficient and inexpensive way to stimulate distributional sales is. President of Evans Industries - Salvador Aliotta told that they did not have enough funds to unfold a large-scale advertising campaign, so he had no other options, how to use the partisan marketing methods.

At that time, Jack Pot in one popular lottery was $ 20 million. They bought and sent a lottery ticket to each distributor. Together with the lottery ticket, they attached a letter, which said that they could become millionaires, or winning the lottery, or selling Evans Industries products.

"Total 300 US dollars we have conducted a successful stimulating campaign that allowed to increase loyalty and awareness of our products" - Salvador Aliotta shared.

12. Probably one of the very first examples of partisan marketing in Direct Mail Mentioned Almanac "World Traveler" for 1900 (!!!) year. "One New York director of the theater sent the residents of the city of posters, attached to each of them a check in the amount of 4 cent.

The text brochure was the following: "Your Majesty! I assume that your annual income is $ 15,000. Since you probably recognize the fact that time is money, we attach at the same time a check on 4 cents to pay two minutes of your time that you exercise on To read the short and truthful listing of some original and new scenes, which is distinguished by a new trichat musical joke "Chertova Grandma"; She will go to the future Monday for the first time. "

Then followed the listing of these scenes. The settlement of the action was set to the fact that very many read the announcement, accompanied by a check, but, hardly, many of the people secured will want to cash out such a meager check. Indeed, the advertising campaign made an impression - the hall was full, and the units were cocked.

13. The financial crisis has negatively affected the real estate market in the United States and, as a result, forced the sellers of real estate well to move the brains to attract customers. Owners of one new building in Los Angelesfound a very original way to attract the attention of buyers (and at the same time and the media) to their asset.

In the windows of unrealled and unstable apartments, households placed human silhouettes of shadows, dancing striptease. Dancers, of course, amuse the audience not in real time - the video is broadcast by the projector. Surprisingly, clients go. The force of attraction of sex helps even in real estate.

14. Reception,which can use delivering goods. On the package, depending on the product itself, the original sticker with the inscription is being developed: "I did not throw, they did not dare, relate to carefully. Company ...

15. To be guaranteed to make many media discuss some kind of action,you need to create a sufficient bold pretext. Particularly succeeded in this direction to Euroset. For example, on April 1, 2002, the company held a campaign, in which each wishes could get free mobile phoneBut with one condition: he must come to one of the Euroset salons without clothes (at all).

Fans of freebies found a lot, but wishing to look at this sight is much more. Facts were documented in photos and videos, and, of course, in all frames there were Euroset logos. Information about this action was published in a number of media, and after some time photos were posted on the Internet, but the happy owners of Motorola C350 phones.

And a few years after that, the photos were wandering over the network: on forums, news and entertainment sites, etc. The action "Taken and get a mobile phone" cost the company just $ 1,300, but the popularity of Euroset has grown significantly.

16. SITRONICS,used the so-called Reception "Life Placement" (creating artificial popularity of goods), using for this submersible "happy" buyers. The essence of the promotion is that many lively metro stations in major cities There were people who carried the box with Sitronics technique.

Promoters sometimes "randomly" met their "friends" and loudly discussed the "purchase". In addition, before sending your sales representative to the store, where the company planned to sell his little-known techniques, stacked buyers called there and asked if Sitronics appliances were on sale. Prior to the start of the action, the brand awareness was 26.5%, after - 44%.

Something similar made a chain of stores "Simply". That's what it looked:

17. France. Partisan Promotion for LEE Jeans Promotion:

18. Promotion of service service In the capital of Austria - Vienna. For the promotion, quite creative SUVs were used:

The plastic feet of mannequins, protruding from under the bottom, created the illusion, as if the car is repaired directly on the go.

Such a quick service!

Inscription on the plate: Do you need change? Call me ... Hairdresser.

20. Sportswear Sportsmaster store chain Conducted extreme tests of COLUMBIA clothing using RA MARKETING Communications:

11 SUVs (6 in Moscow and 5 in St. Petersburg) drove through the streets of the city for 3 days. There were no problems, although many DPS officers stopped unusual cars from pure curiosity. They did not try to finally - the action was held in the framework of the law.

21. Example of a partisan action to promote the new season of the detective series ASPE (ASPE - the name of the detective). As you know, the police are caring chalk, found bodies of killed people to preserve their form of location at the crime scene. As used in the example above:

The inscription in the center - ASPE returned, Monday 21-40 on VTM.

22. Pretty popular reception using stickers that are attached to the doors - a little lower in the eye. Promotion of pizzeria "PAPA JOHNS"

23. A similar method of guerrilla marketing, only now to the thousands of inhabitants in Germany in the door eye, the well-known model of Eva Padberg and offers them the otto catalog. Moreover, it is not quite conservative:

24. 100% hit to the target audience made an EURO RSCG agency, placing advertising of the eating riffler for mouth on the ceiling dental clinics:

Ceiling inscription: "Do you want to stare again in this dull ceiling?"

"Now you will think more about your mouth rinse?"

25. Agency ARRIBA MEDIA GROUP Holded advertising campaign To promote penthouses of one of the developers of luxury real estate. Penthouse is a specific product for a specific category of consumers, so it is quite difficult to advertise them with standard methods.

Therefore, the idea of \u200b\u200bthe address mailing was chosen, as a result of which the target audience (large-scale owners) received a parcel with an unusual content. Each alleged customer, on a specific day, the courier personally gave a box of dense black cardboard. Opening it, it was difficult not to be surprised:

Only removing the fluff and feathers, a person discovers the advertising booklet directly:

On subsequent pages - A story about what is a penthouse and the advantages of this type of elite real estate.

26. An interesting idea used for advancement cottage villages "Nikolina Polyana" and "Mikhailovskoe". According to statistics, the greatest number Calls to developers brings information advertising on shields, near the construction site.

The task was to attract attention to these information shields:

27. Pretty funny business card of one of the employees of the collector agency In the form of an x-ray hand with a broken thumb. They say that customers sharply increase the desire to return their money:

28. Real Mini Cooper suspended on a multi-storey building + 2500 watt searchlights that seek to the stratosphere \u003d original advertising, which was written free of charge both many media and many sites on the Internet:

32. Rethink advertising agency from Canada launched a partisan campaign for advertising protected film for glass ScotchShield. In the city, 3 transparent "safe" were installed, using the "anti-trial" film ScotchShield. Each showcase lay 1 million dollars and the inscription: "Advertising superproof glass! Money - real!" Who breaks - he will take:

A non-standard approach was impressed as professional advertisers - many recognized the idea of \u200b\u200bgenius - and ordinary people who thoroughly discussed how to get such a bunch of money from under the glasses.

You could only beat your saphers and legs. And the use of any specialized tools, weapons or techniques was not allowed. Observing the rules watched the alert guards who were on the other side of the street.

Many tried to get this money ...

... But the glass remained intact.

Eventually, The advertising trick cost the customer only 6 thousand USD, and was recognized very successful: it was covered in many media, and the photos of this stand can now be found on many Internet resources that are related to marketing and advertising.

33. Magnifying glass. Swedish bank Skandiabanken Found a stunning way to make the consumer interest and read all advertising information from the beginning to the end. In the center of absolutely white poster with the attached magnifying glass there is a text printed by tiny letters:

"Hi. Obviously, you are reading what is written in small print. This is good. Unfortunately, not all do it. On this most banks earn a lot of dollars every day. With the help of stars and small fonts, they hide the real cost. With us Nobody will have to decipher hidden messages. We put an end to huge revenues! How about our 3.25% from your savings account? Today, go to Skandiabanken.se. "

34. Advertising newspaper.Half of the page takes full color advertising with a list of services provided. And the black and white announcement of the size of the matchbox was attached next to the size of the arrow - the arrow shows on full-color advertising, and it is written "We offer the same thing, only cheap and professionally." And the phone is a large font. And that's it.

35. One ski merchant utensil In Moscow, in the early 1990s, there was a container in the courtyard of a residential building, where he traded in extremely low prices, even without a cash register. When his clients were asked where it was still possible to see, they would have the address of competitors, they were those who traded at the same atomic prices. Going towards them, almost all returned for a cheap. And were happy.

A special joke was that the nearest competitor, "the one who is around the corner" belonged to him! Where the range was 5 times less, and the prices are 2 times higher. But this store joined himself, and did not serve as a manner. Moreover, some of those who came to the "elite" store initially (not on the flooring from the container), they sent to the container, returned back, and bought the same thing only on a bomb price.

Well, just out of a joke: "I took 100 dollars? What a fool! There behind the angle, exactly the same ties of three hundred! ". Jokes jokes, but this rusty container did a turnover of $ 2 million a year. If not considered an abnormal advertisement low pricesNeither a cent is not spent on advertising. Even on the inscription chalk on the container was not spent.

P.S.And what kind of successful examples of partisan marketing are known to you?

For the first time this original term introduced a well-known American marketer Jeva Levinson to everyday life. His book with the same name "Partisan Marketing", published in 1984, opened new ways to advertise products with a minimum budget. Such an original name was taken from military terminology, meaning the conduct of actions to attract customers with small forces, inexpensively and almost imperceptibly.

Modern partisan marketing - this is a whole set of methods and ideas for brand promotion or separate type Products that provide for minimum attachments and non-standard approach.

This low-cost species originally had to use novice entrepreneurs and new companies with limited. Some types of advertising were so effective and original, which were quickly mastered and adapted by large named trademarks.

Features of partisan marketing

The main feature of this type of product promotion is minimal financial investments in advertising. The modern consumer is tempted enough and does not actively respond to standard ways to attract his attention. Partisan marketing is aimed at finding absolutely new ideas that often cost a penny.

Among other characteristic features:

• Non-standard approach to showing and presenting the product, the creativity of the strategy conducted.
• The minimum budget or its complete absence.
• The presence of outrageous techniques that can slightly go beyond the accepted morality and ethics in society (but perfectly attract attention).
• The use of psychological techniques and methods that help to incline consumers to making a decision to purchase.
• Each new reception is used only once: the rest of the same non-standard marketing action rarely gives a good result.

Unlike standard approaches, partisan marketing in the first place puts unusual techniques, bright and memorable "chips".

Key tasks

Regardless of the selected strategy and type of guerrilla marketing, its main tasks is:

1. Achieving high productivity when working with low-budget sources (unusual design of the showcase or a trading room, which attracts passing by buyers).
2. Budget ways to attract attention (bright stickers or flashing light bulbs are placed on the brand packaging, which is advertised).
3. Placing information in the most unexpected places (on the doors of taxi cars, on board public transport etc.).
4. Development of point impact on the consumer (an excellent example - distribution of business cards with an advertisement inexpensive hundred customers of the auto parts store).

The main task is to increase the recognition of a new brand, an increase in sales of products and creating popularity among buyers of different ages.

Main types of partisan marketing

Most domestic enterprises only discovers guerrilla marketing and its interesting technologies.

But you can already talk about several specific species:

• Bright Eupaz: Advertising is actively used veiled erotic, sexual subtext, non-standard humor. It is focused on young people who think more openly.
• Viral Marketing: Not listed in Levinson's book, but fully complies with the principles of partisan marketing (great return with small investments). The psychological reception is based on: if the consumer liked the roller, advertising avenue or post on social networks, he will definitely share with friends, will offer them to see.
• Hidden Marketing: The most interesting view involving the development of different strategies. This includes veiled advertising, which is more reminding the exchange of views between ordinary people (shown by a glimpse of the product in the series or clip, reviews on forums or in social networks, etc.).

Types of hidden marketing

All methods are developed taking into account the rapid returns in the form of profits or recognition. Shares must bring the result after the first days of advertising.

Partisan marketing in action is based on a combination of several tools:

• Work with potential consumers through social networks. The method provides for the creation of groups with bright content, interesting information about the new product. The distribution of information on social networks is increasingly resorted by solid companies that try to be closer to their customers.
• Development of the original "legend" about new products. It must necessarily combine real facts and interesting stories.
• Advertising accommodation as close as possible to a potential consumer (good example – medicine To improve digestion, information or photo of which is posted on the culinary forum).
• Correct selection of place and time offer of its services or products (On social networks works on this principle and brings excellent results).

This is an exemplary list of popular tools that can be used in product promotion. Creative marketers develop new options and whole stocks, operate with unexpected tools, constantly replenishing and expanding their list.

Channels and Hidden Marketing Methods

Hidden marketing differs from the usual advertising of unobtrusiveness. Often, the consumer does not recognize the impact on him, on the manipulations produced by the acquisition. The main task is the client must independently make a choice in favor of advertised goods or trademark.

Public and inexpensive channels are used to work in hidden marketing:

• Thematic forums for interests (under the guise of ordinary users can be told about the benefits of the product or create a negative image of competitors);
• Social networks (virus content works perfectly);
• Famous bloggers and media personals (for a small fee, they willingly use new goods or services);
• YouTube channels (extraordinary videos attract attention, helping to promote the necessary products).

The majority of hidden marketing methods are based on the establishment of contact with the consumer. They should cause interest and desire to get acquainted with the brand, create a positive impression.

Previously, when we just started our consulting activities, we did not spend a lot of money for advertising from customers, trying to do with low-cost ways.

Now I understand, to make well earn, you need to invest. Attachments can be 2 types. Either money or time. Sometimes time is more expensive than money.

Advertising without budget?! What is it like?

If you do not know what it is and who he was invented, everything is already written in Wikipedia, I advise you to read, quite interesting, but still briefly I will tell.

Partisan marketing - low-budget ways of advertising and marketing, allowing to effectively promote their product or service, attract new customers and increase their profits, without investing, or almost without investing, money.

Types and features of hidden marketing, its examples and simple ways In action that can be used in your business, about it and the conversation will go in this article!

Examples of such advertising

Partisan marketing in action can be quite often found abroad. This is exactly the same type of marketing as all others.

However, in Russia, it does not yet use such popularity (although the name, as a specialist in partisan marketing, is known to many). But nevertheless, examples of partisan marketing in Russia will also be lower.

Example 1 - Sarafan Radio

For example, one of the restaurants practically does not spend money on advertising. The main article is its costs - it feeds hairdressers for free. At a very decent level, both the service and the quality of food.

And we all know that hairdressers / makeup artists / stylists are those who are in a special confidence in people (and in fact, we will not confess our hair to the person who we do not know.

Especially women) and constantly talk to them, tell their news.

And, as you understand, visiting the restaurant and was the best news, so he was advised with a big hunt. Such is the hidden stimulation.

Are you serious!? Tell me more details

By the way, the hottest clients come on a srangue radio. They don't even be convinced of buying them, they already "ripen". Therefore, this option of partisan marketing is very and very good.

We used it by the way. In a slightly modified form, but still, in the cafe of our client.

Invited to the free tasting of coffee and eating leaders of opinions in his city. They planted quite beautifully invitations and even before visiting the tasting, they laid out them in their social networks.

And since the tasting passed with a bang, the reviews were very and very pleased. By the way, many of the invited steel are later permanent visitors to the cafe.

Example 2 - Viral Video

Guerrilla and viral marketing go hand in hand. That is why, another way of guerrilla marketing, which we have long wanted to embody from a client, but have not yet implemented - this is a shooting of viral.

We are already over 29,000 people.
Enter

A simple example is like a restaurant chef sings or dances in the kitchen, while preparing for visitors. Shooting can occur or on a hidden camera or with "imitation of shooting on a hidden camera."

With laid out later on all social sites (if the video is really good, it will begin to disperse yourself). One example of such a video is "Hamster Trollit Pattern".

The shooting cost in the literal sense of the word in 3 kopecks, and almost 2 million views brought orders online store E5.Ru orders of those hamsters for half a year ago.

In fact, viral video is probably one of the most best ways Implement hidden marketing on social networks at the moment.

At a minimum, due to the fact that it looks increasingly and more actively (for example, in one of the most popular social networks Instagram, and due to the fact that it is quite simple to remove it. More information about viral video can be found in our article.

Example 3 - Another product

Another good example of hidden marketing is to stick on the root side of the coins advertising your company. To be clearer, see Picture.

Advertising on coins

There is an ordinary ten-meal coin on it, which are issued as a delivery in the network of Solari.

The method is quite simple and effective, however, it will have to be sealed both in the manufacture of stickers and the sticker of them on the coins. The effect can be noticed immediately, but as one of the options for an additional channel of advertising is not even bad.

Clones of Example 1.

Example 1. Pictures on asphalt - what used to be popular and really perceived as partisan marketing and carried clients, now punishable by law.

Therefore, if you are a completely nice entrepreneur, I really do not advise it to use it. Better find something else. Here are the features of partisan marketing, which should not be forgotten.

Advertising on asphalt

Example 2. Old cars that stand still, but at the same time, at the top to bottom, decorated with advertising.

As a rule, a couple of such cars will be redeemed (preferably interesting and on the go), hang out billboards and parcel in the most crowded places.

Advertising by car

Example 4 - Flood Promotion

In general, if we talk about the effectiveness of partisan marketing, it can even be some kind of advertising campaign with a loud promotion, which all the media bothers.

The ideal example, which everyone leads is the Euroset's advertising campaign, which they spent on April 1, 2002.

Everyone who came to their salon on this day without clothes, (at all) received a cell phone as a gift. Fans of free phones turned out to be a lot, but ZEVAK is even more. And already media, TV and radio that all this was filmed, documented and so on, just a reasonable amount.

Shooting actions in Euroset

Sales after this action from Euroset have increased at times. The share in one or another interpretation is trying to repeat until now, but apparently arrogance and shocking, which were Eugene Chichvarkina, there are not enough current leaders.

Clones of Example 4.

Here are a pair of options for partisan marketing, which I know, and therefore rumors still reached:

Clothing store. It was possible to enter underwear and get for free what you had time to wear for a certain time

Denim shop. If you break jeans for yourself at all, you can choose new in the store completely free

Tele 2. At the exhibition cellular communication In St. Petersburg, produced a four tractor in that a pair of promoters under their brand was coffin. Coffin, Karl! With the inscription "Dear Communication". Of course, everyone was shocked and broadcast it in different sources.

Partisan Marketing from "Tele 2"

Example 5 - Partnership

In general, personally, I believe that the partisan is low-cost, viral marketing is a partnership or, expressing a fashionable word, "Collaboration". Examples:

Example 1. In the office of the dentist, the dentist, producing pastes and rinsers for teeth, placed an inscription on the ceiling (and you know that it is in the ceiling that we are all looking, sitting in a dental chair?) - "Would you like to never see this boring ceiling? Our toothpaste will help! "

Example 2. One of my familiar lawyer engaged in reimbursement of money after an accident paid a traumatology doctor for distributing him in an accident. They even called him at night, but it was not from customers from the Customer.

In general, partnership with business, who has the same, but at the same time you do not compete directly - a very good idea.

Good question

And to whom will the partisan marketing be useful? After all, as a rule, partisan marketing in action equates to the low-budget methods of attracting customers, which, in turn, is equal to advertising for small businesses.

And sometimes even for startups. That is, if there is no money, use partisan marketing, read, draw your offer on the asphalt (often because of this attitude towards it, the methods of partisan marketing are extremely disliked experienced businessmen).

However, it is fundamentally not true. Features of the partisan marketing is that it can come to any business.

Both small and medium, and even large. The only question is how to use it?

If you are a small business, of course, the methods of partisan marketing will be one of the main ways to attract customers (especially at the start);

If you are a middle business And you already have advertising budgets, you can use partisan marketing as a way to increase

Example. One of our clients involved in drilling wells, on the basis of the developed us introduced the following: they began to show the drilling of wells on their website online.

That is, the user could enter the site and see how the drilling process passes, in what condition the area is left after drilling and so on.

This has become an excellent tool for additional attracting customers, so they began to discuss and talk about the company.

If you are a big business, it will be great way To reach the audience to which you, as a rule, do not pay attention.

And if you are really big business, you can even afford to use long-term partisan marketing. As at one time, Apple has done it in the USA.

They gave all schools in California personal computers. Such blessing made their name quite famous, however, final goal was in another.

Literally in 5-10 years, they received a whole generation of fans that grew up on Apple products.

Briefly about the main thing

There is a lot of examples about partisan marketing on the Internet and we did not set the goal to collect all possible examples and cases in this article.

If you want more examples, quite running and workers, you can see the blog of Alex Levitas, it is considered an expert number 1 in Russia for partisan marketing.

It's funny that his surname Levitas, and the name of the one who came up with the partisan marketing itself - Levinson 😉 But we will think that this is a simple coincidence. Most importantly, I want to convey to you:

1. It is necessary to use this channel, but not first of all, because I have already written, spent on creative and other time may turn out to be more expensive;
2. You need to be careful when implementing, and then everything can work in the opposite direction. And instead of advertising and love of customers, you will get a solid negative;
3. Cannot be engaged only by partisan marketing and at the same time count on a large stream of customers. Use our selection and result in clients will not make yourself wait.

Among huge number Methods of promoting their products, partisan marketing is one of the most interesting and promising directions for small and medium-sized businesses. Starting from 1984 (leaving the book by J. K. Levinson on the low-budget ads of advertising) and to today, the popularity of this type of marketing has steadily grew, and the past few years, non-standard methods of product promotion are interested in almost all business representatives, regardless of their activities and industries The economy in which they work.

Basics of partisan marketing

In order to imagine what the essence of the type of marketing is, it is enough to turn on logical thinking. If a small budget is allocated to promote goods / services or firms, it means that insufficient financing (for traditional advertising) must somehow compensate. And the first thing that many readers will be thought - a creative idea and a non-standard approach to solving the task assigned to be worthy to exit the situation.

Indeed, if you know the life priorities of the target audience and have a rich fantasy, you can come up with a marketing stroke or an advertising campaign that will definitely interest potential customers. At the same time, your expenses will be several times less than that of traditional directions marketers, and the result is significantly higher. The submitted article discusses all the nuances of partisan marketing with examples of creative ideas to promote any product or service. In addition, you will find information and recommendations that make practical interest for beginner entrepreneurs, experienced businessmen, as well as for theorists of economic disciplines and readers planning to ever open their business.

Definition and features

It can be said that partisan marketing is all non-standard, low-budget ideas for promoting goods, services, a brand or company that make it possible to effectively implement their products and attract new customers to get the maximum profit. In this case, financial investments are practically absent or used small cash. Thanks to this fact this species Marketing is often called "low-cost" or "low-cost". The founder of this area of \u200b\u200bmarketing itself did not give him an unequivocal definition, but conducted an analogy with military terminology, where "partisansky" means the maintenance of hostilities with small forces without the use of heavy weapons.

Cheap methods for promoting goods / services involve the use instead of media advertising inexpensive media (business cards, postcards, signs, booklets, etc.), as well as a variety of techniques and tricks, allowing for free or with minimal financial costs to convey necessary information to a potential client. As a result, advertising must bring the maximum benefit, which is expressed in cash equivalent and is pure profit firms.

Recently there is an interesting tendency, which lies in the fact that large companiesWith huge capital, started actively interested in cheap marketing. What does it say about? It is unlikely that large enterprises decided to save on advertising, most likely, this fact proves the high efficiency of partisan marketing, which quite often brings more benefits than traditional expensive methods of promoting goods and services.

By studying the question of what guerrilla marketing is necessary to analyze its main features. As already mentioned, this type of marketing is low-budget, that is, it eliminates the possibility of using advertising in newspapers, TV and other media. Alternative options - cheap information media or non-standard tricks. For example, in the auto parts store on the goods attached cards with the phone number of the nearest service station and a brief list of services provided. Or a small firm engaged in repairs in apartments and private houses concludes an oral agreement with the seller building materials The fact that he will distribute their business cards and recommend as excellent specialists in their industry.

Another feature of low-budgetary marketing is that all its mechanisms are designed for a very fast "return". The planned advertising campaign must work for 1-2 days, maximum in a week. Otherwise, a small firm simply will not be able to exist. Also, almost all marketing tricks Thus are built in order to calculate their real efficacy in monetary terms. For example, the head of a small enterprise has three options for promoting goods. Select one that will bring the maximum benefit without calculations is almost unrealistic, and when there are specific numbers, there will be no problems.

For traditional advertising is quite normal, the situation is when one company is trying to "crush" the other large number of advertising clips, rollers, ads, etc. In partisan marketing, you will never see a similar picture, it is designed for advertising efficiency, and not on its number.

This marketing method involves the establishment of partnerships with similar firms. Using mutually beneficial relationships instead of competition, entrepreneurs save not only time and strength, but also their own financial resourcesWhat is a very important point for small and medium-sized business representatives.

On the other hand, all marketing moves and promotions, in the situation under consideration, are not advertised, it is quiet that competing firms do not know about them. If advertising is designed for a certain target audience, it means that no one else needs to know about it. And first of all, it concerns competitors. This nuance It is related to the fact that a lot of ideas in this area are disposable, that is, if a competing firm finds out that you are going to do to increase sales efficiency, and implements this plan first, you will not earn nothing on your own idea. The second time the target audience is not interested in the same proposal.

One of the main secrets high efficiency Low-budgetary marketing is the use of psychological impact on the target audience. Before choosing a way to attract customers, it is necessary to carefully examine all the important points that are related to your target audience. You need to know everything about the client: what he loves, what things he does not like how much he is willing to pay for a certain product, etc.

Based on the information received, you can develop marketing schemesbased on internal motivation customers. You should draw your attention to the fact that in partisan marketing there is no hard moral and ethical standardsand this is a completely natural circumstance. In business, to profit, do not pay attention to the restrictions existing in society.

Given the pace of business development in the World Wide Web, you can confidently say that many readers are interested in partisan marketing on the Internet. If you do not delve into the nuances that do not play the decisive role in this issueThis method of advertising and promoting products on the network works on the same principles as in real life. The only difference is that on the Internet you can use additional features, for example, viral programs, various forums for distributing information profitable for you, etc.

Views and examples

Divide the existing directions of partisan marketing into individual groups, adhering to certain criteria, quite difficult, but despite this, theorists fulfilled this task.

The target audience of shocking / provocative marketing is young people. Most often with its help advertise budget, but fashionable goods, using plots with sexual subtext for these purposes. For example, undressing or hints for oral sex.

The basis of hidden marketing is the recommendations of famous, authoritative people in films, TV shows, television transmissions, etc. In this case, the target audience is mainly not aware that they are trying to have some influence. If you carefully watch the series, you will definitely find hidden advertising.

Viral marketing is used on the Internet. For these purposes, special viral videos are created with a bright, impressive plot that are focused on a certain target audience.

The original type of guerrilla marketing is Life Placement, which affects the subconscious of a person. The principle is very simple: a happy young man with a box comes from the store, on which the company name is clearly visible. His appearance He indicates a huge joy from what he acquired this product. In this case, fake people advertising a specific company are used.

All listed directions of partisan marketing and their "live" examples can be seen in Russia, for this you need to carefully follow what happens around you, and also pay attention to the little things when watching movies and TV shows.

The considered types of partisan marketing are aimed at solving the following tasks.:

they must bring maximum benefit with the complete absence money or in the case of low-budget funding;

they may have a point nature of the impact on customers (one hundred representatives of the target audience receive a certain card with information about the product or service, if five people took advantage of the proposal, it means that the firm leaves "in Plus").

Instruments

Many readers, probably, have already understood that many nuances who are related to this area of \u200b\u200bmarketing are associated with extraordinary thinking and creative approach. And the next object of the submitted article is no exception. Consider the basic tools used to achieve the goals of partisan marketing.

Make a profit "from nothing." This tool implies that any product has hidden features to find and turn them into money. For example, a person who made on the usual tube for drinks "Harmonica" so that it takes a convenient form, only one patent earned a million state.

Come up with a beautiful legend for your goods. The main thing is not to overdo it so that you are not accused of deception. Better use real facts or general, broad concepts.

Be sure to apply all available features (information carriers) for advertising your goods. Even the price tag can be used for this purpose. For example, in the store 70% of the price tags of the same color, and the rest are brighter, while at the entrance to the store there is a big poster with the inscription: "Only today! Goods with an orange price tag 20% \u200b\u200bcheaper! ". Further, on the most illiquid positions that you and so were going to lower prices, make the promised discount, and for running goods Make price tags at your discretion. But remember an important thing: if the buyer leaves your store, feeling deceived, he will never return to you again. At best, you lose the client, and at worst - get a lot of anti-advertising to your business. Therefore, always well calculate all the pros and cons of each marketing stroke.

Offer your products at the moment when potential client It needs.

Place your advertising where it is necessarily useful. For example, it is not clear why manufacturers of drugs from a hangover will not agree with liquor-based enterprises about posting brief information on how to return ability to work after a long-term feast with 1-2 tablets.

The listed tools of guerrilla marketing are not the only one, the list presented can change a lot in a few years. This is due to the fact that the marketing direction under consideration is constantly developing, people come up with new schemes, business every day passes on the Internet, etc.

Methods

In order to fully disclose the present topic, it is necessary to analyze the methods used to promote products within the framework of this marketing direction.

First of all, you need to work closely with firms that work with your target audience, but on another group of goods / services. For example, a firm that was engaged in the construction of water supply and sewage, agreed with the store selling materials for these purposes, on mutually beneficial cooperation. Some recommended where you can buy pipes, cranes, accessories, etc., and others advised to turn to get high-quality water supply or sewer.

Offering advertising of your services or goods at the moment when a representative of the target audience only thought about the need for their acquisition. For example, you buy parrots at the request of the child. Together with the purchase you unobtrusively offer a business card with store coordinates, where they sell bird food, and business card Veterinarian. The costs are minimal, and potential opportunities for profit in this case are very high.

Come up with an event that will attract the attention of the media, which will provide an opportunity to advertise your products for free, firm or trademark. As a storyline, you can use everything that attracts the attention of the public: sex, extreme, money, some ambitious discovery, etc.

A good option to get new customers if you are working with representatives of other firms, and not with individuals - to organize a specific environment to communicate with your target audience. It may be an exhibition, discussion on the prospects for the development of the industry, presentation of a new product or communication in the virtual space on thematic forum. The main thing, at such events to be unobtrusive and to behave absolutely ease.

Already forgotten by representatives of the older generation and absolutely unfamiliar for those who are now over 25 years, a way to communicate with the help of an ordinary letter on paper sent through the mail can significantly increase the sales of your products. The main, creative text and the original design of the envelope so that your message is not lost among other promotional products.

Go outside and look at the objects around you, one that attracts attention most is a great option for placing your advertising. It is best to use the original approach in this situation, that is, you will have to have or include your fantasy, or attract professionals. An ordinary poster will not bring the expected result.

A car that moves daily throughout the city is also a good place to accommodate your products. And again, the main nuance is the unique design to each potential buyer, stopping at the crossroads, necessarily drew attention to your car.

The list of common tools of pirated marketing, also includes the proposal of related services (in this case it is better to cooperate with others small firms) and distribution souvenir products With advertising your brand, firms or products.

Recently, pirate marketing came out to the level when almost all entities of entrepreneurial activities are used, which gives grounds for a more detailed study of this direction to theorists of economic disciplines, as well as publications practical recommendations For novice businessmen.

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Partisan Marketing is a special type of advertising that is actively used in modern world. There is no clear definition of this term, because the partisan can be called almost any non-standard advertising. The main criterion for this type of advertising is low cost and low-cost. That is why this can be attributed to all advertising, which is cheaper than traditional. Initially, "partisani" entrepreneurs with a small budget, because they did not have enough money for normal advertising, but later marketers realized that such marketing could be much more efficient than the traditional. Examples of partisan marketing can be found everywhere, he surrounds a person wherever he came out. We can read about popular marketing trends in the article:

Non Standard
The main principle of "partisans marketers"!

As a rule, any form of manifestation of partisan marketing non-traditional. Low cost advertising entrepreneurs compensate for innovation and good ideas. However, this is not always the case. Once spam mailing to email was indeed innovation in the field of marketing, but now this method is used everywhere and known to many. However, such newsletters still belong to partisan advertising. However, non-standard ways to attract customers still remain the most effective manifestation of partisan marketing.

Types of partisan PR!

To date, there are three main groups for which partisan marketing is divided. Next will be given short description each of them with general examples:

1. Viral marketing. This view today is applied to classify advertising on the Internet. This includes all spam newsletters, advertising on forums and comments on sites. Perhaps anyone who has its own email box, at least once faced with viral marketing, when all sorts of advertising messages came to the mail, offering earn money, invest or simply visit a specific site. A more efficient type of viral marketing is messages, at the end of which you are called for sending it to your friends or make a repost. As a rule, such messages are creative, with a whims of humor and, as it were, draw a reader into some kind of game, at the same time advertising a specific product or service.

The historic ancestor of viral marketing is the so-called srangian radio when advertising text Transferred to rumors and gossip among people.

1. Ambient Media. This species just belongs to all non-standard and non-traditional advertising. As a rule, advertisement is placed in places of large clusters of people, but these are non-standard places, i.e. Advertising there is mainly not placed. Bright example: hang poster with advertising toilet paper In the free toilet cabin, in which this paper has never been. A man who collided with a sharp need in paper will accurately remember the advertised brand. Non-standard, creative and inexpensive.

In addition to unconventional marketing, the usual announcements on pillars and trees include and because they are not traditional advertising, and a lot of money on the marketing campaign do not require. Of course, this option is less effective than the first.

1. Hiden advertisment. This method is that the person who is directed to marketing does not understand what is under the influence of professional advertising, because it is hidden. As a rule, with hidden marketing, the entrepreneur does not advertise his goods clearly, and, for example, makes the consumer remember his logo or hearing a rumor into the public, which indirectly advertises his brand or firm. This can also include anecdotes about some trademark. In general, options are actually a lot, and their effectiveness depends on the fantasy of the marketer and its knowledge in the psychology of the masses.

Examples of guerrilla marketing from life!

As I said earlier, the partisan PR surrounds us everywhere, and every person came across him repeatedly, simply did not always noticate and highlighted. To prove it, I will give examples of partisan marketing from your life in all three types described above:

1. Look at the picture above. it typical example Spam mailing. In this case, I offer to buy promotions of a certain PJSC on the cheap. Most likely, the costs of this advertisement was not at all, but, to be honest, and its effectiveness is small. The fact is that the message compiler made a number of serious errors. First, the text itself is not attractive for people, it does not contain loud slogans. Secondly, there is too little information in it. After reading the message, I became curious (I just wrote a lot on the topic of investments, although I didn't intend to buy stocks), and I asked a few questions to the sender. It turned out that the promotions are invited to buy at a price, 10 times cheaper than market. This information was necessary to reflect in the text of the advertisement, immediately need a link to the PJSC website. Most likely, this marketing campaign will not bring due results.
2. I recently bought myself a silver medallion and a ring in the Silver + jewelry salon, and found three of the manifestations of Ambient Media there. We will analyze everything in order.

• Now look at the next picture. In these cute envelopes, I put commodity checks. For the most part, people will not throw them out, but will fit under various pieces of paper, or so they will store checks in them. In other words, these envelopes will constantly come across the eyes of a person, and he will see the company name on them. And considering the fact that the cost of one envelope does not exceed 1 rub., Then such marketing is very cost-effective and unproofy.

• Now pay attention to this business card. Ask, where did the dive center "Tarkhankut"? Yes, in fact, nothing, but it was this business card to be given me complete with the advertising of the silver +. Most likely, these two firms have a contract by which they mutually advertise each other. I can argue that becoming the client "Tarkhankuta", I will get a silver and silver business card there.

So, now moving to the latest advertising type - hidden. When I studied at school (Gymnasium №27 in Marupol, Ukraine), one day there are several classes, including mine, instead of classes led to a kind of event. In fact, it was a hidden advertising of the Network of Pharmacies "Ilyichevets". I managed to avoid this campaign, but according to classmates, I realized that all the children were collected near one of the pharmacies and they said to pretend to be future pharmacists. Television came, filmed the whole procession, without forgetting to mention that this "charity event" arranged "Ilyichevets", and the next day everyone already knew that this brand helps children (all participants received small gifts). In fact, everything was not a bit wrong, but the essence did not change from this: "Ilyichevets" arranged a hidden advertisement and, most likely, an order of magnitude increased.

"Partisans" in law!

Is the partisan PR legal? In fact, not quite, at least some of its manifestations. If you take the examples given above, then the advertisement "Silver +" is completely legal, but marketing company "Ilyichevtsa" - no, because no one has the right to interrupt without good reason educational process and force children to work but their image. Most likely, there was even a bribe of school administration. As for the spam mailing, it is, of course, it is not prohibited by law, but here's the Rules social networks - Yes. It turns out that the actions of spammers are contrary to the rules, and their electronic box can block.

It turns out that partisan marketing can be both legitimate and illegal. Of course, it is best to use legal options, but it happens that it is the illegal marketing that brings maximum result ...

The effectiveness of partisan marketing!

I think everyone understands that the partisan PR may be much more efficient than traditional advertising only because it is non-standard, innovative. In the modern world, where we do not see where you will hang up on the next advertising banner, people pay attention to non-traditional ways of exposure. Of course, everything should be as part of a reasonable, because manufacturers, let's say, combat grenades can actually "explosive" advertising campaign, in the literal sense of the word.