Eminyakeni engaphezu kwengu-25 kamuva, ukumaketha kwama-guerrilla manje sekuvamile njengoba izikhangiso zomsakazo nangaphandle.
Nazi ezinye zezindlela eziningi ongazwakalisa ngazo ezindleleni ezingezona zendabuko:
- Ukumaketha okungaziwa - ukubeka umkhiqizo ohlakaniphile
- Ukukhangisa okuhlangenwe nakho - ukusebenzisana nomkhiqizo
- Ukumaketha kwe-tissue-pack - ukumaketha ngesandla
- Phindela emuva kweGraffiti - ukukhangisa okuhamba nge-pavement ehlanzekile
- Ukumaketha kwama-viral - ngokusebenzisa amanethiwekhi omphakathi
- Ukukhangisa kwe-Buzz - izwi lokuthengisa ngomlomo
- Ukukhangisa kwe-Grassroots - ukufaka imizamo yokubambisana yabathandi bomkhiqizo
- Imikhankaso ye-Wild Posting
- Ukumaketha ukulinda - nini futhi kuphi abathengi abalindile
Noma kunjalo, ukuthandwa kwalendlela yokukhangisa kuza umthengi olayishwe imilayezo yokukhangisa . Ngo-1984, ukubona isikhangiso emgodleni noma emgwaqeni ongaphandle kwakuyinqaba. Awukwazi ukusiza kodwa uqaphele. Manje, abathengi abaningi baphethwe kakhulu yi-bombardment yezikhangiso ezibhekene nazo zonke izinsuku ukuthi lezi ziqhinga zokuqapha zingaphezu kokucasula kancane. Kwabanye, bahlambalaza.
Kodwa lokho akusho ukuthi ukumaketha kwama-guerrilla sekuphelile.
Ngaphandle kwalo. UJay Conrad Levinson wayeqinisile; kuyindlela enhle yokwamukela ukunakwa, nokucabangela, kwabalaleli bakho ababhekiswe kulo. Kufanele nje uyenze kahle. Futhi lokho kusho ukuthi akugcini nje ukulalelisisa ezinye zeziqondiso ezibalulekile ezisungulwe encwadini ye-Guerrilla Marketing kodwa ukwazi ukuthi yikuphi kula mihlahlandlela engasasebenzi.
Imithetho Eyisisekelo YeGuerrilla Elihle
Lapho ishicilelwa ngo-1984, iMakethe ye-Guerrilla yayiyi-groundbreaking. Izikhathi zishintsha. Imithetho ishintshe. Futhi ezinye izinto zihlala zifanayo. Omunye wemibono emikhulu kaLevinson yayiwukuthi ukumaketha okuhle akudingeki ukuba kubize lutho. Kungaba ngempumelelo kakhulu uma kukhululekile, usebenzisa izitolo zezindaba ukuze usakaze umyalezo kuwe. Lokho kusasebenza nanamuhla, futhi umkhangisi we-savvy angasebenzisa ngokugcwele izindaba ukuze anikeze iklayenti langempela le-buck.
Lesi sibonelo, ngu-Amelie Company, Denver, senze ukukhangiswa kwezibalo eziyisithupha nge-billboard ye-3D eyenza ukuphahlazeka. Zonke iziteshi ezinkulu zendawo zendawo zithatha.
Eminye imitheshonqubo yokumaketha kwamagernala okufanele isalandelwe ihlanganisa:
- Kumele kusekelwe ekuziphatheni kwengqondo yomuntu kunokuthola ulwazi, ukwahlulela, nokuqagela.
- Esikhundleni semali, izimali eziyinhloko zokumaketha kumele zibe yisikhathi, amandla, nokucabanga.
- Isibalo esiyinhloko sokulinganisa ibhizinisi lakho yinani lezinzuzo, hhayi ukuthengisa.
- Umthengisi kufanele futhi agxile ekutheni baningi ubudlelwane obusha obwenziwa ngenyanga ngayinye.
- Dala izinga eliphakeme kakhulu ngokugxila okugxile kunokuba uzame ukwehlukanisa ngokunikela ngemikhiqizo nemisebenzi eminingi kakhulu.
- Esikhundleni sokugxila ekutholeni amakhasimende amasha, kuhloswe ngokudluliselwa okwengeziwe, ukuthengiselana okwengeziwe namakhasimende akhona, nokuthengiswa okukhulu.
- Khohlwa ngomncintiswano futhi ugxile kakhulu ekusebenzisaneni namanye amabhizinisi.
- Abathengisi baseGuerrilla kumele basebenzise inhlanganisela yezindlela zokukhangisa zomkhankaso.
- Sebenzisa ubuchwepheshe bamanje njengethuluzi lokwakha ibhizinisi lakho.
- Imilayezo ihloselwe ngabanye noma amaqembu amancane, amancane, angcono.
- Ugxila ekutholeni imvume yomuntu ukuba athumele ulwazi oluthe xaxa kunokuzama ukuthengisa.
Kodwa enye imibono kaLevinson idinga ukubuyekezwa. Lena:
I-Guerrilla Marketing ihloselwe ngokukhethekile ibhizinisi elincane kanye nosomabhizinisi.
Ngasekuqaleni, ukumaketha kwama-guerrilla kwakuqondiswe ngokuqondile ebhizinisini elincane kanye nosomabhizinisi. ULevinson wayekhona ngaleso sikhathi. Kodwa manje, izinkampani eziningi ezinkulu ziyasebenzisa ukumaketha kwama-guerrilla, kufaka phakathi i-Nike, i-Apple, i-Proctor & Gamble, i-Nestle, i-AT & T, ne-Sony.
Akuyona inhlanzi egcwele izinhlanzi ezincane.
Kodwa kungakhathaliseki ukuthi isikhathi sini, iklayenti, umkhiqizo, isevisi noma indawo, lokhu kucaphuna yi-Levinson kuyohlale kubaluleke kakhulu. Akuyona nje ukukhangisa kwama-guerrilla, kodwa noma yikuphi ukuxhumana phakathi kenkampani nomthengi:
"Ukuze uthengise umkhiqizo noma isevisi, inkampani kumele isungulwe ubuhlobo nekhasimende. Kumelwe ukwakhele ukwethenjwa nokusekelwa. Kumelwe iqonde izidingo zamakhasimende, futhi kufanele inikeze umkhiqizo oletha izinzuzo ezithembisiwe."