Difference between revisions of "Business Model"

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(New page: =GUERRILLA MARKETING= ==Description:== The modern consumer, who is bombarded with over 3,000 product messages every day , has been evolved during the new century. As such creating percep...)
 
 
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=GUERRILLA MARKETING=


==Description:==
The modern consumer, who is bombarded with over 3,000 product messages every day , has been evolved during the new century. As such creating perceptions is no longer an easy task. A majority of consumers consciously avoid TV advertising by using devices such TiVo. On this account, marketers turn to guerrilla marketing to position their products in a unique way. <br/>
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Guerrilla marketing involves unconventional or unusual promotional activities that are usually low-budget affairs. These activities must be low on cash but high on creativity. One tactic is to think what attracts attention and use that as the basis of any marketing idea. <br/>
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Subsets of Guerrilla Marketing
*Ambient Advertising - unusual out-of-the-home advertising, utilizing mediums such as sandwich bags, pizza boxes and car park tickets.
*Astroturfing - creating what appears to be a large movement of people towards the support of a particular cause or viewpoint.
*Experiential Marketing - providing an experience where consumers can interact directly with products.
*Graffiti Marketing - pavement drawings or graffiti on walls which contains your company logo or message.
*Stealth Marketing - marketing where consumers don’t realise that they are being marketed to.
*Viral Marketing - encouraging consumers to spread a message or offer, often through social networks .
Darren Paul, managing director of Night Agency NYC, have a few words of warning: "The field of guerrilla marketing is similar to advertising. There's good and bad marketing. There's good and bad execution. And there are negative case studies of companies crossing the line."<br/>
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Nowadays the consumer is worn-out of the same marketing approaches that brands use. However, what is going to happen if the bright new ideas of guerrilla marketing are no longer good enough? Which are the next steps for marketing?  Where is the line between innovative and exaggerated advertising solutions?<br/>
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==Enablers:==
* Declining of traditional media - Difficulty acquiring and retaining customer’s attention
* Changing business model
* Equity between companies (the smaller businesses can compete with the big names)
* Building personal relationships with customers may be the best marketing move of the future.
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==Inhibitors:==
* Relevance of the advertising
* Understanding of when a campaign can cross certain social boundaries
* How much time will guerilla marketing will be effective?
* Over-saturation of new and innovative marketing strategies and tactics.
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==Paradigms:==
Emerging paradigms associated with the guerrilla marketing
* Guerrilla marketing ploys can help businesses to stay a step or two ahead of the competition by using methods that were previously unknown.
* The Advertising has changed. It went from boring, educational, and sometimes downright false ads to the entertaining spectacles we know and love today .
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==Experts:==
* Guerillapr - www.guerillapr.com
* Ogilvy – www.ogilvy.com
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==Timing:==
* Guerrilla Marketing popularity did not exist until the late 1970s.
* Revolution came in 1984 when Jay Conrad Levinson’s ideas for big advertising results with little investment hit the book stores.
* The “buy me a drink” club girls of the 1980s were one of the earliest examples of guerrilla marketing in action.
* In the mid 1980s Addidas did something drastic to get the shoe brand back on top. Give pairs of Adidas away to up-and-coming rappers in New York.
* Nowadays Guerrilla marketing tactics has become ineffective once the method is well-known .
==Web Resources:==
*  Marketingminefield. http://marketingminefield.co.uk.
URL:  http://www.marketingminefield.co.uk/unusual-ideas/guerrilla-marketing.html. Accessed on: 18/92009
* Webubanist. http://weburbanist.com. URL:  http://weburbanist.com/2008/06/26/the-future-of-guerrilla-marketing/. Accessed on: 18/92009

Latest revision as of 17:44, 18 September 2009

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