Kwemakore makumi maviri nemashanu gare gare, guerrilla kutengesa ikozvino yakafanana sevhepfenyuro yeredhiyo uye kunze.
Heano dzimwe nzira dzakawanda dzaunogona kuzivisa mune dzisiri dzetsika:
- Kushambadzira kwepachivande
- Zvakaitika pakushambadzira - kushamwaridzana nemuchina
- Tissue-pack marketing - hand-to-hand marketing
- Reverse Graffiti - kuchenesa pavement advertising
- Viral marketing - kuburikidza nehutano hwevanhu
- Buzz marketing - shoko remuromo mukudhinda
- Kutengeswa kwemafuro - kuisa mukati mekushandira pamwe kwevanhu vanofarira
- Mipato yeHust Posting
- Mirira kutengesa - nguva uye kupi uko vatengi vari kumirira
Zvisinei, nekududzirwa kweiyo nzira yekutsvaga inouya mutengi akazara nemashoko ekuparidzira . Muna 1984, kuona chiziviso mumuginha kana mumugwagwa wakanga uri unoshamisa. Iwe haugoni kubatsira kunze kwekucherechedza. Iye zvino, vashandi vakawanda vanorwara nehuwandu hwemabhodhi avo vanotarisana zuva nezuva kuti maitiro emagandara aya anopfuura kudengesa zvishoma. Kune vamwe, ivo vanonyomba.
Asi izvi hazvirevi kuti kutengesa kwemagetsi kwakasvika pakuguma.
Kure kure nazvo. Jay Conrad Levinson akanga akarurama; inzira inofadza yekuisa pfungwa, uye mafungiro, ezvinangwa zvevateereri. Iwe unotofanira kuzviita zvakarurama. Uye izvi zvinoreva kuti kwete kungoteerera zvakanyanya mamwe emitemo inokosha yakagadzirirwa mubhuku reKutengeserana kweGuerrilla asi kuziva kuti ndeipi yemitemo iyi isisashandisi.
The Core Principles of Good Guerrilla
Apo yakabudiswa muna 1984, Guerrilla Marketing yakanga ichikuvadza. Times dzinochinja. Mitemo inoshanduka. Uye zvimwe zvinhu zvinogara zvakafanana. Chimwe chemazano makuru aLevinson chakanga chiri chokuti kutengesa kwakanaka hakufaniri kutora chero chinhu. Inogona kunyanya kubudirira kana yakasununguka, tichishandisa zvinyorwa zvemashoko kuparadzira shoko kwauri. Izvo zvichiri kushanda mazuva ano, uye mutengesi we savvo anogona kushandisa zvakakwana nhau kuti ape muchengeti chaiyo chai buck.
Uyu muenzaniso, naElielie Company, Denver, wakagadzira huwandu hwemashoko matanhatu ne 3D 3D billboard simulating crash. Zvose nyaya huru dzemunharaunda dzenharaunda dzaizvitora.
Mamwe mitemo yekutengesa gandara iyo inofanirwa kuteverwa inosanganisira:
- Inofanira kunge yakavakirwa pane zvepfungwa dzevanhu panzvimbo yekuziva, kutonga, nekufungidzira.
- Panzvimbo pemari, mari yekutanga yekudhinda inofanira kuva nguva, simba, nekufungidzira.
- Nhamba yepamusoro yekuyera bhizinesi rako ndeyeuwandu hwebatsiro, kwete kutengesa.
- Mutengesi anofanirawo kuisa pfungwa pahuwandu hwehukama hutsva hunoitwa mwedzi mumwe nomumwe.
- Gadzira chimiro chekanakisisa nekutarira kwakanyanya panzvimbo yekuedza kusiyanisa nekupa zvinhu zvakasiyana-siyana zvakasiyana-siyana.
- Panzvimbo yekuisa pfungwa pakuwana vatengi vatsva, chinangwa chekutumira zvimwe, kutengeserana kwekare nevatengi vako, uye kutengesa kukuru.
- Kanganwa pamusoro pemakwikwi uye fungisisa zvimwe pakubatana nemamwe mabhizinesi.
- Vatengesi veGuerrilla vanofanira kushandiswa kusanganisa nzira dzekutengesa kwekugadzirira.
- Shandisa teknolojia yemazuva ano senhare yekuvaka bhizinesi rako.
- Mharidzo inotarirwa kuvanhu kana mapoka maduku, maduku, zviri nani.
- Inoisa pfungwa pakuwana mvumo yemumwe munhu kuti avatumirire mamwe mashoko pane kuedza kutengesa.
Asi imwe yemafungiro aLevinson inofanira kuongororwa. Uyu:
Guerrilla Marketing inonyanya kugadzirirwa bhizimisi duku uye mutengesi.
Muhucheche hwaro, guerrilla marketing yakanyatsotarisirwa kubhizimisi duku uye mutengesi. Levinson akanga akarurama panguva iyoyo. Asi ikozvino, makambani makuru makuru ari kutora mukana wekutengesa kwemagandara, kusanganisira Nike, Apple, Proctor & Gamble, Nestle, AT & T, uye Sony.
Haisi chaizvo dziva rakazara nehove duku.
Asi pasinei nenguva, muchengeti, chigadzirwa, basa kana nzvimbo, izvi zvataurwa naVevinson zvichagara zvichikosha zvikuru. Haisi kungoita zvekutengesa, asi humwe hutano huripo pakati pekambani nevatengi:
"Kuti vatengese chigadzirwa kana basa, kambani inofanira kusimbisa ukama nevatengi.Iye inofanira kuvaka kuvimba nekusimbiswa.Iyo inofanira kunzwisisa zvinodiwa nevatengi, uye inofanira kupa chigadzirwa chinopa zvipikirwa zvakavimbiswa."