You can multiply a zero advertising idea by a million dollars – you still get zero.
Walter Schoenaerts
What to do to get people talking about you
The makers of Ahe body spray use stickers attached to classic subway and city exit signs.
Discovery Channel reminds viewers of the upcoming Shark Week by placing these bitten boards along the beaches.
Guerrilla marketing in print. This journal changes its shape and tells you what to do to reduce your actual volumes.
This sticker is placed on the floor of the elevator, giving fellow travelers a taste of the delights and possibilities of Swiss Skydive.
IKEA reminds consumers how IKEA furniture works to save space in the home.
The marketing campaign for King Kong 3D: people, took pictures and shared on social media, spreading the word about the upcoming premiere.
The optical illusion under the stairs is an advertisement for a book.
Tyskie Beer turns ordinary door knobs into glass handles.
Durasell uses her posters to light up certain areas, reminding users of Durasell’s power.
Cover Girl mascara commercial.
Colgate created an image of wooden sticks to insert into popsicles, reminding kids (and adults) of the importance of brushing their teeth.
It doesn’t matter how much is spent on advertising – what matters is the ability to present yourself correctly and clearly. The above examples prove this.
Continuing the theme, it is worth saying that advertising can bring disadvantage by reducing sales. But this happens when you forget about the real purpose of advertising – to stimulate sales and bring profit.
The developed advertising budget should be a kind of investment, which should return in the near future. But the calculations should start with a zero budget. That is, from what the company already owns or what the startup has.
It is believed that global brands do not look towards cheap advertising – not the right scale. But for a small company or a local business, low-budget advertising or advertising developed on bare enthusiasm is the best thing.
Guerrilla marketing is a term from US advertiser Conrad Levinson that is designed to look for cheap ways to advertise. It is used well by both big companies and small eateries. The main tactics of this type of marketing are:
The slogan and name “Fcuk fashion” of the British clothing and accessories company blew the minds and turned away the older generation forever, but captured the youth, ensuring the brand’s popularity and multi-million dollar turnover.
Ambient Media is non-traditional advertising that is not widely covered. It uses environmental media in which the target audience is located, such as a street bench painted like a KitKat candy bar or a painted crosswalk like McDonald’s fast food fries.
“Word of mouth” is the most vivid example of hidden marketing. For this purpose, advertising is ordered in a blog or on a forum. The main thing here is not to overdo it: the information should be similar not to advertising, but to familiarity with products and personal experience (but the emphasis and favorable difference is emphasized exactly on the right product).
Viruses are spread for free – this is the principle of viral marketing. The Internet helps advertisers a lot in this. A tip – the message should be uplifting, then there will be more reposts of this online advertisement or promotional content in social networks. An example of viral marketing is the “IceBucketChallenge” campaign, created to attract attention and fight the disease of amytrophic lateral sclerosis. The essence of the campaign was as follows: participants transferred $10 to the ALS Association Charitable Foundation and passed the baton to the next three participants. In case of refusal, they should transfer $100 to the fund’s account: in August 2014, the amount of donations exceeded $100 million.
An example of affiliate marketing from the United States is this practice: personal injury doctors advise the services of lawyers who work with certain personal injury cases. Or another example: a craftsman who makes repairs in your apartment advises you to use the services of a certain company for laying parquet or a company producing plaster. In other words, this is a timely advertisement that a potential client receives from a closely themed company or even from a competitor.
Advertising campaign tactics and strategy
The secret to creating a highly effective marketing plan is to optimize your budget. Hearing a cool radio ad once, seeing a bright glossy brochure or hanging out on a new website is a good way to reach a user, which, by the way, can drain a company’s budget. It is better to use low-budget marketing to send a message to customers constantly and watch your revenue grow. Low-budget advertising is good at least because no advertising does not give a 100% guarantee of increased sales. The target audience must hear at least seven times the advertising message to make a purchase, which is: an ad in the newspaper, a brochure in the mailbox, advertising on the pavement and one banner or billboard.
Tactics and strategy:
1.Цель
An important part of a marketing strategy is customer focus. And the goal of a company’s low-budget marketing strategy is to find customers who are easy to captivate. They can be found not in the mass market, but in narrow niches. For example, a comb for the long hair of Bernese sennenhund dogs. Or a real example: the Belgian and Dutch “Heartbreak Hotel”, which provides rooms for couples who intend to break up. The hotel has a special service – divorce in 48 hours.
2. Adventures of a Superhero or at least a line in the media
Mentioning a company or the owner of such-and-such a company is another method of advertising. When the villain stole a small children’s tramcar, “Locksmith Vova” returned it and the children were very happy. A vivid example of a prominent advertisement in a newspaper:
3.Joint venture
Entering into an alliance with a group of small businesses or a large corporation provides an opportunity to implement a marketing plan. A joint venture reduces costs, allowing new markets to be developed. The classic example of a JV was established in 1879 between General Electric and Corning Glass Works.
4.Hey, little one, say, little one….
The most cost-effective method of reaching new customers is recommendations from satisfied customers. A satisfied customer tells his friends about a product more effectively than any fancy advertising campaign. Take Ikea as an example: it is better to sell 600 chairs at a low price than 60 at a high price. The opportunity to experience the furniture before buying it, as well as the low price and satisfied customers, word-of-mouth positive feedback infuriated competitors and enriched Ingvar Kamprad (founder of IKEA).
Promotion: great marketing opportunities
Marketing is big business. Every year, companies invest millions of dollars in marketing research in an attempt to find out what draws their customers in. That level of investment is too much. However, thinking creatively, it is possible for companies with a small budget.
This means that no matter the size of the business, no one should settle for dull, lacking in imagination marketing.
10 tips for budget promotion
1. Placing advertisements after hours or in unusual locations.
2. Frequent small announcements.
3. In monthly magazines, unsold advertising space at the end of the month is sold at a discount.
4. If you have an 800 number, put it in every ad for immediate response and feedback.
5. Offer your services to a newspaper editorial board or online publication in exchange for publishing your material.
6. Sharing advertising costs with the people who sell. Suppliers and manufacturers are always looking for ways to save money.
7.Advertising in regional press – costs are lower, but it is possible to reach the target market.
8. Share a share of the advertising costs with a neighbor in the business. The video store and the pizzeria are natural partners.
9. Reducing the size of the advertisement or the length of the radio spot. It is better to flash a small ad every day than one big one every month.
10. Due to the high cost of traditional radio, TV, and newspaper advertising, many businesses have been forced to look for cheaper methods of advertising: on parking meters, cabs, balloons, grocery carts, and the Internet.
Effectiveness of the advertising campaign or artisanal development
Automobiles are quite expensive. It is a fairly well-presented product on the market, so you need a proper advertising campaign. Jaguar, for example, spends 3,325 dollars to promote its one car, while Tesla spends only 6 dollars.
And the idea that struck the marketers of Mitsubishi Motors New Zealand brought an increase in sales by 65%. This is all thanks to the fact that when buying a car, a goat was given as a gift. Creative and helps to develop agriculture.
Another example of a small investment in advertising: Wal-Mart, a US retailer popular for its very low prices. Its advertising costs account for only 0.4% of its revenues.
Loctite remembered the “bearded” joke with the coin glued to the floor. And watching people try and fail to lift it. It was an attempt to market their new super glue and an example of cheap video marketing.
Guerrilla marketing: cheap and surly
Graffiti is an opportunity not only to express yourself as an artist, but also to advertise a product or service. A graffiti stencil can be an easier way to make a statement. The advantage of this marketing move is the low cost and the ability to create multiple copies everywhere.
Another opportunity to make yourself known without spending money is reverse graffiti. True this method requires deep artistic skills: instead of adding something to the surface, savvy marketers remove dirt and dust from the wall to create a natural and beautiful message. The creative use of stickers is another tactical way to promote a product that can be very successful.
Guerrilla marketing has a number of advantages and disadvantages that you need to know before you use it to promote or start an advertising campaign.
Pros of guerrilla marketing
Дешевизна. С помощью простого трафарета или гигантского стикера, партизанский маркетинг можно значительно удешевить, по сравнению с классической рекламой.
Room for creative thinking. In guerrilla marketing, imagination is more important than budget.
On Language. One of the most powerful weapons in a marketer’s arsenal: there’s nothing like getting people talking about a campaign at will.
Snowballing. Some, particularly valuable or unique guerrilla marketing campaigns will help match local (and even national) news sources, resulting in ads that are relevant and timely.
The cons of guerrilla marketing
Mysterious messages can be misunderstood. A lingering spirit of mystery in a guerrilla marketing campaign can draw attention to the campaign, but a lack of clarity can also skew the audience’s interpretation of the message.
In 2007, flashing LED signs used to promote the new animated series Aqua Teen Hunger Force, installed around the city of Boston, were mistaken for explosive devices. Citizens panicked and the bomb squad was called in to investigate and remove the unknown devices.
The hired installers were arrested but later released. And the uproar attracted attention.
Interference by the authorities. Some forms of guerrilla marketing, such as unauthorized street graffiti, can lead to tensions with the authorities.
Unforeseen obstacles. Many guerrilla marketing tactics are susceptible to bad weather, timing, and other nuances that can easily undermine an entire campaign.
Potential backlash. This applies to covert marketing campaigns – if caught, you could be in trouble.
Examples of guerrilla marketing
There’s no doubt that guerrilla marketing can produce fantastic results, allowing marketers to realize their creative potential, but it will only work for companies that aren’t afraid to take risks.
To make the right statement about yourself, you should turn to the Koloro branding agency. We will not only show and tell you, but also teach you and make the whole advertising campaign for you and for you.
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