Gerila marketing

May 8, 2013Download as pptx, pdf

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Gerila marketing je nekonvencionalni marketinški pristup koji se oslanja na kreativnost i interaktivne kampanje, usmjerene na neočekivana mjesta kako bi dosegli potrošače. Ovaj oblik marketinga uključuje elemente iz okoline i može se provoditi online ili offline, često bez formalnog sponzorstva. Važnost odabira medija ističe se kao ključna za učinkovitost kampanje prema ciljanom tržištu.

Business

Sveučilište Josipa Jurja Strossmayera
Kolegij: Poduzetnički marketing
Tema: Priroda gerilskog pristupa
Studenti: Novosel Kristijan Mentor: dr. sc. Medid, Mane
Matijevid Marko
Miod Mario
Palid Marijan
Osijek, 7. svibnja 2013.

Nekonvencionalan sustav promocije
koji svoje snage vidi u vremenu,
energiji i mašti više nego u velikom
propračunu za marketing. Tipične,
gerila marketing kampanje su
neočekivane i nekonvencionalne;
potencijalno interaktivne; i ciljaju na
potrošače na neočekivanim mjestima.

‘’Snaga medija iznimno je važna za gerila marketing,
te samim izborom medija vi određujete koliko dete
biti učinkoviti za ciljano tržište.’’

http://www.youtube.com/watch?v=TQg2DJx0seo

Sada mogu stvarati, kreirati i dijeliti sadržaj puno lakše

Gerila marketing je online i offline, ali nekada su ga zvali
i ULIČNI MARKETING bududi da je u vedini slučajeva bio
prezentiran na ulici.
http://www.youtube.com/watch?v=YnPKypAxEmA

MARKETING OKOLINE:
Ovaj tip marketinga
profitira od elemenata
koji ved postoje u
okolini, dajudi im novo
značenje i funkciju!

AMBUSH MARKETING:
marketinška kampanja
koja se odvija na nekom
događaju, ali ne uključuje
pladanje ili sponzoriranje
događaja.

Naziv vaše tvrtke, odlučnost u vezi s prodajom
proizvoda ili usluge, metode proizvodnje ili
obavljanja usluge, boju, veličinu i oblik vašeg
proizvoda, pakiranje, smještaj
tvrtke, oglašavanje, odnose s javnošdu, internetske
stranice, brendiranje, potpise u službenome e-
mailu, snimljene poruke na telefonskoj
sekretarici, prezentacije, odgovaranje na telefonske
upite, obuku osoblja iz prodaje, rješavanje
problema, plan razvoja i pridobivanja novih kupaca
referiranjem, zatim ljude koji vas predstavljaju, kao i
daljnje korake. Marketing obuhvada i vašu ideju za

FANTASTIČNO PRIGODNO SNIŽENJE,
CIJENE SNIŽENE 50%!
CIJENE SNIŽENE ZA 60%!
GLAVNI ULAZ

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Gerila marketing

1. Sveučilište Josipa Jurja Strossmayera Kolegij: Poduzetnički marketing Tema: Priroda gerilskog pristupa Studenti: Novosel Kristijan Mentor: dr. sc. Medid, Mane Matijevid Marko Miod Mario Palid Marijan Osijek, 7. svibnja 2013.

5. Nekonvencionalan sustav promocije koji svoje snage vidi u vremenu, energiji i mašti više nego u velikom propračunu za marketing. Tipične, gerila marketing kampanje su neočekivane i nekonvencionalne; potencijalno interaktivne; i ciljaju na potrošače na neočekivanim mjestima.

7. ‘’Snaga medija iznimno je važna za gerila marketing, te samim izborom medija vi određujete koliko dete biti učinkoviti za ciljano tržište.’’

8. http://www.youtube.com/watch?v=TQg2DJx0seo

9. Sada mogu stvarati, kreirati i dijeliti sadržaj puno lakše

10. Gerila marketing je online i offline, ali nekada su ga zvali i ULIČNI MARKETING bududi da je u vedini slučajeva bio prezentiran na ulici. http://www.youtube.com/watch?v=YnPKypAxEmA

11. MARKETING OKOLINE: Ovaj tip marketinga profitira od elemenata koji ved postoje u okolini, dajudi im novo značenje i funkciju!

12. AMBUSH MARKETING: marketinška kampanja koja se odvija na nekom događaju, ali ne uključuje pladanje ili sponzoriranje događaja.

15. Naziv vaše tvrtke, odlučnost u vezi s prodajom proizvoda ili usluge, metode proizvodnje ili obavljanja usluge, boju, veličinu i oblik vašeg proizvoda, pakiranje, smještaj tvrtke, oglašavanje, odnose s javnošdu, internetske stranice, brendiranje, potpise u službenome e- mailu, snimljene poruke na telefonskoj sekretarici, prezentacije, odgovaranje na telefonske upite, obuku osoblja iz prodaje, rješavanje problema, plan razvoja i pridobivanja novih kupaca referiranjem, zatim ljude koji vas predstavljaju, kao i daljnje korake. Marketing obuhvada i vašu ideju za

17. FANTASTIČNO PRIGODNO SNIŽENJE, CIJENE SNIŽENE 50%! CIJENE SNIŽENE ZA 60%! GLAVNI ULAZ

57. http://www.youtube.com/watch?v=316AzLYfAzw

Editor's Notes

#4: Živimo u dobakadadnevnogutamood 800 do 1800 promotivnihporukadnevno. To je jakovelikabrojka. Stoga, ukolikouspijemoimožemorazvitinekonvencionalnipristupkaošto je geriliski marketing (Jay Conrad Levinson je otacgerillamarketinga) tadaodređenimciljnimgrupamailifokusgrupamapristupamnanovnačin.
#6: Gerila marketing je već po samoj svojoj definiciji ‘nekonvencionalan’ pojam, pa se kao takav ne može učiti ‘iz knjiga’, odnosno, za njega ne postoji definicija. Temelj svega je ljudska psihologija.
#8: • Nijepotrebitosvimasveporučiti,niti je to nužno.• Akonastojitesveispričatisvima, završitćetesasvimenikomeilisvakomeni s čim.• Vašamarketinškaporuka je «nešto».• Vašaciljanapublika je «netko».• Govoritipravestvarikrivimljudimanijeprihvatljivoza marketing gerilu.
#15: skupalaganaobičnaispraznapriučena u marketinškimagencijama«knjiški» utemeljenaprepoznataodkonkurencije
#17: Jedanodtemeljnihkamenagerilskogmarketinga jest praćenjepostojećihkupaca. Bez toga je sveštosteuložili u pridobivanjetihkorisnikagotovobačeno u vjetar. Marketing je ipridavanjefascinantnogizgledaistini. Kad o marketingurazmišljate s gerilskogstajališta, uviđateda je riječ o prilicidasadašnjimipotencijalnimklijentimapomognetedauspiju. A oniželeuspjetizaraditinovac, razvititvrtku, riješiti se suvišnihkilograma, privućipartnera, dovesti se u boljuformuiliprestatipušiti. Vi im u tome možetepomoći. Možeteimpokazatikakoćeostvariticilj. Marketing se ne bavivama. Bavi se njima.
#18: Jedan je knjižarimaonesrećuda se nađeizmeđudvijudivovskih, konkurentskihknjižara. Jednog je danadošaonaposaoikodsuparnika s desnestraneugledaodivovskinatpis: ‘Fantastičnoprigodnosniženje! Cijenesnižene 50%!’ Natpis je bio širiodizloganjegoveknjižare. Što je bilojoš gore, knjižaralijevoodnjegovepostavila je jošvećinatpis: ‘Nevjerojatnarasprodaja! Cijenesniženeza 60%!’ I taj je natpisposvezasjenioulaz u njegovuknjižaru. Što je vlasnikteknjižare u sredinisadatrebaoučiniti? Kao marketinškigerilac, također je pripremionatpis, tegaizvjesioiznadvrata. Na njemu je jednostavnopisalo “glavniulaz”.
#21: �ǲ��Ա��پ��Ჹ��ǲ��Դǲ��ٱ�Ǳ��ٰ��𾱳��ǰ��ǻ��ᾱ��ǲ��پ��Ա�Բ��
#23: Gerila marketing je skup nekonvencionalnih i jeftinih metoda oglašavanja i promocije. S minimalnim ulaganjima, uz veliku kreativnost i slobodoumnost „krojača" kampanje, postiže se maksimalna dobit. Dakle, ako vam je budžet ograničen, a želite postići maksimalan učinak na potencijalnog kupca, rješenje treba potražiti u gerilskim metodama.
#25: Pr. Hypo AlpeAdria Bank d.d. ( razlikuje se od ostalih banaka jer nilski konj koji simbolizira Hypo banku nema veze sa bankarstvom, a opet kad se vidi taj znak zna se o kojoj je banci riječ)
#27: - registrirani naziv branda nitko vam ne može ukrasti, stoga treba biti snažan da se konkurenti zamisle kad ga ugledaju. Što je bolji naziv, to će ga više željeti ukrasti.Pr. Emporio Armani ( tijekom niza godina brojni sitniji proizvođači pokušali su kopirati ime branda )
#29: - svaka jedinica od koje se sastoji riječ, svaki zvuk mora u suradnji s ostalim elementima prenijeti stratešku poruku. Odgovarajući naziv može biti kamen temeljac trajnih odnosa sa kupcem.Pr. Lega-lega ( lako pamtljiv i zvučan naziv, koji nam sam po sebi govori kako je proizvod potekao iz Osijeka gdje se riječ lega često upotrebljava u svakodnevnom govoru.)
#31: - vrhunski nazivi ukazuju na najdojmljiviju prednost koja će potencijalnim klijentima zatrebati slijedećih deset i više godina. Ne smije biti zabune u vezi s onim što nudite.Pr. Puma ( promovira sport, zdrav život i moć)
#33: Pr. Muške majlonke ( naziv koji je izazvao nelagodu kako kod muške tako i kod ženske populacije. Reklamna agencija Imago napravila je odličnu reklamu i dugo se pričalo o majlonkama)
#34: Mem je prepoznatljiv prikaz ideje, jasan i nedvosmislen grafički element kojemu nije potrebno objašnjenje
#35: Tema je niz riječi koje opisuju duh tvrtkeIdealna se tema sastoji tek od nekoliko riječi
#36: Plemeniti ciljevi u posljednje vrijeme bilježe najveći rast od svih marketinških područja. Dozvolite javnosti da dozna kako ste tvrtka koja vodi računa o okolišu i prirodi. Istaknite u istupima u javnosti svoju brigu za prirodu. Sudjelujte u različitim humanitarnim akcijama. Dio vlastite dobiti usmjeravajte za pomoć siromašnima ili stipendiranje studenata. Takav način marketinga sa plemenitim ciljem više je od promotivnog trika.
#37: Već su poznati ostali elementi pa ih nećemo posebno naglašavati... Ipak, na prezentaciji spomeni ukratko možda nešto o tome.
#59: Naš primjer Gerila marketinga, Aviokarte.hr. Iako se ne slažu baš svi s time http://blog.hrvojemihajlic.com/gerila-marketing-hrvatska-aviokarte

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Gerila marketing

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Gerila marketing

Editor's Notes