Back in 1900, marketers at a New York theater used a win-win guerrilla move. The posters that were handed out to passers-by had a check for four cents and the accompanying text: "We calculated that the time you spent reading this poster is worth four cents, in gratitude we want to return your money to you." There was a full house during the performance. Although few have asked for a refund...
Today, millions of consumers are becoming "victims" of guerrilla marketing, and without noticing it, activate the process of viral dissemination of information. In the current conditions of a significant cutting of marketing budgets, the use of word-of-mouth (word of mouth – ed.) is becoming more and more relevant. Non-standard guerrilla marketing ideas can be implemented with a minimal budget. Marina Golub will tell you how to do this – strategic communications and marketing specialist.
Marina Golub – specialist in strategic communications and marketing, business woman. PhD in Philosophy, graduated from the Taras Shevchenko National University of Kyiv, Adam Smith Institute (London), lecturer at the MIM-Kyiv business school, is in the TOP-10 business women in the advertising and communications industry according to MMR.
Important Components to Consider When Starting Affiliate Marketing
When starting word-of-mouth (word of mouth – ed.), there are several important components to consider. First, find a topic that can stir up controversy about your product or company, even between strangers. Give consumers a reason, and they will discuss you from head to toe – such is human nature: to observe, notice and focus your attention on the manifestations of everything new and unusual. Secondly, it is important to attract speakers who will become "pedlars" information.
One of our clients could not allocate a large amount for promotion. But it was fundamentally important for him that people started talking about him. This man fought against the illegal actions of local authorities in one of the regions of the country. For obvious reasons, regional media flatly refused to write about the raider seizure of business by representatives of local authorities. To attract public attention, we turned to guerrilla marketing.
Unconventional guerrilla marketing ideas can be implemented with minimal budget.
We created several groups that received the necessary background information and organized a discussion on public transport. As a rule, the conversation began with the words: "Do you know that" hellip; ". Further, the situation was outlined and the solution proposed by our client was voiced. A few days later, the situation began to grow so intensely with rumors and speculation that the journalists were forced to come to the businessman and find out everything for themselves. As a result, at minimal cost, information reached not only the regional, but also the national level.
How to run guerrilla marketing to promote a company
But if it is necessary to use word-of-mouth technology (word of mouth – ed.) in order to promote the company, attract people "from the street"; I do not recommend as speakers. The simplest and most effective move – run word of mouth through company employees. Often built intra-corporate relationships can bring more benefits than multi-million dollar advertising campaigns. When employees love their company and are proud to work for it, they will tell their friends, friends of friends, even casual acquaintances about it, and thereby attract new customers.
Another method of launching an effective viral distribution of information – engaging opinion leaders. A simple solution – payment for the services of an expert – does not always work, because for money the speaker is unlikely to sincerely praise your products. And the sincerity of the report – a key success factor for guerrilla marketing.
Before launching a word-of-mouth (word of mouth – ed.), you need to make a list of people whose opinion the target audience will listen to, and understand how to influence each of them. It is important that the opinion leader really likes your product and that talking about it is not a one-time event. This is only possible if the product is really useful to the opinion leader in his professional activities or in his hobbies.
The sincerity of the report – a key success factor for guerrilla marketing.
I will give an example of a correct opinion leader – banker Andrey Onistrat. For many years he literally "lives" marathons. Mr. Onistrat has already formed a certain audience that looks up to him, listens to his advice and recommendations. Who, if not him, knows what the diet should be like during a marathon, how to train correctly, how to recover from an injury, etc.? If he said that, for example, company X equipment is ideal for beginners, then many people would buy it.
Also, the leader of opinions can be called the pros of the restaurant business – Viola Kim, who has been working in this market for many years. All of its restaurants are known for their unique atmosphere and impeccable cuisine. If she says that this or that institution is worthy of attention, so it is.
It is important to focus on the creativity and uniqueness of the campaign. Main – correctly present the idea to the target audience.
Don't forget about loyal customers. A well-known rule: a satisfied client will tell two or three of his friends about the company, a dissatisfied – ten. In America, the owner of a well-known restaurant, opening another establishment, each time organized a large-scale party. He invited hairdressers from all over the city and arranged an impressive buffet for them, for which you did not have to pay. Satisfied hairdressers told about the new restaurant to all their clients – and people immediately came to the institution.
Read also: Promotion of medical services: medical marketing
People willingly share what is part of their lives. European marketers successfully use the comparison tool, introducing unique advertising campaigns into the environment. So, in France and Holland, bushes are often used to advertise the services of hairdressers. A model of the head is placed under the bush, turning the plant into an ornate hairstyle. Passers-by tell their friends about such advertising, take pictures against its background.
The means of conveying information are no less important. Today, many companies actively promote topics for discussion through social networks. But in the modern world, it is becoming increasingly difficult to stand out in the flow of information. Main – correctly present the idea to the target audience, correctly placing accents, emphasizing the creativity and uniqueness of the campaign! There are no trifles in marketing!
You can learn more about guerrilla marketing at the BusinessShot conference. Register for the BusinessShot conference to learn about the most effective tools for promoting and increasing the profitability of your medical business and learn how to put them into practice.
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