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DE LA PLANURI LA REZULTATE PRIN GUERILLA MARKETING Metode vechi si noi

DE LA PLANURI LA REZULTATE PRIN GUERILLA MARKETING Metode vechi si noi. GURERILLA MARKETING: DE LA PLANURI LA REZULTATE Ce (mai) este guerilla marketingul? De unde incepe planificarea in guerilla marketing? Artilerie clasica Instrumente noi Probleme si dileme. . Ce ce incepem?

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DE LA PLANURI LA REZULTATE PRIN GUERILLA MARKETING Metode vechi si noi

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  1. DE LA PLANURI LA REZULTATE PRIN GUERILLA MARKETING Metodevechisinoi www.institutuldemarketing.ro

  2. GURERILLA MARKETING: DE LA PLANURI LA REZULTATE Ce (mai) este guerilla marketingul? De unde incepe planificarea in guerilla marketing? Artilerie clasica Instrumente noi Probleme si dileme.  www.institutuldemarketing.ro

  3. Ce ce incepem? ..cu trei exemple M&S https://www.youtube.com/watch?v=cLpao2f4eCk&list=PLL2Md9h-g6XrDbhtJajJzC2O0t4335Imh&index=6 La Redoutte https://www.youtube.com/watch?v=rA4GF5a3xHE&list=PLL2Md9h-g6XrDbhtJajJzC2O0t4335Imh Ura.ru https://www.youtube.com/watch?v=48WoNWYUy7g&list=PLL2Md9h-g6XrDbhtJajJzC2O0t4335Imh www.institutuldemarketing.ro

  4. www.institutuldemarketing.ro

  5. CE ( MAI ESTE ) GUERILLA MARKETING? www.institutuldemarketing.ro

  6. CE (MAI) ESTE GUERILLA MARKETING? ALTfel de comunicare: neconventional, neortodox, sfidarea status-quo-ului; ALTfel de canale: OOH neconventional, digital; ALT fel de distributie: digitala, e-shopping; m-shopping; ALTI influentatori/lideri de opinie; ALTfel de produse/servicii ( NPD): Clear Play vs Hollywood; ALTA atitudine: responsabilitate , marketing social/green marketing, CSR; ALTA arhitectura a lantului valoric: Virgin, Easy Jet, Amazon; ALTfel de dialog: conversatie autentica, pull vs push, coocreare de sens NOUA PARADIGMA STRATEGICA ??: regenerare, transformare, influentarea structurii viitoarelor domenii de activitate. www.institutuldemarketing.ro

  7. CE (MAI) ESTE GUERILLA MARKETING? ALTfel de comunicare: neconventional, neortodox, sfidarea status-quo-ului; www.institutuldemarketing.ro

  8. CE (MAI) ESTE GUERILLA MARKETING? ALTfel de canale de comunicare : OOH neconventional, floorgraphics, inndoor atipic; www.institutuldemarketing.ro

  9. CE (MAI) ESTE GUERILLA MARKETING? ALT fel de distributie: digitala, e-shopping; m-shopping, SMS( atentie cand si pentru cine); www.institutuldemarketing.ro

  10. CE (MAI) ESTE GUERILLA MARKETING? ALTfel de produse/servicii ( NPD): Clear Play vs Hollywood, Google, Guapa – bicicleta din Bambus. Atentie: problemele cu Amazon locker. www.institutuldemarketing.ro

  11. CE (MAI) ESTE GUERILLA MARKETING? ALTI influentatori/lideri de opinie: cartel de bloggeri consacrati sau cartare noua? www.institutuldemarketing.ro

  12. CE (MAI) ESTE GUERILLA MARKETING? ALTA atitudine: responsabilitate , marketing social/green marketing, CSR; www.institutuldemarketing.ro

  13. DE UNDE INCEPE PLANIFICAREA IN GUERILLA MARKETING? De la noi insine si obiectivele noastre: Obiectivele organizatiei. Miopia de marketing. In timp ce 85% dintre profesionistii de marketing au dat like unui brand pe Facebook, doar 58% dintre consumatori au facut asta ( 61% vs 12% pe Twitter) ; … trecand si pe la la publicul intern: Board, actionari, management: stakeholderi si agendele lor; Colegi, departamente interne, HR :guerilla pentru suport intern; guerilla impotriva “ghetoizarii”; Ex. 1984, lansarea Apple la Super Bowl; … poate cu altfel de competitie: competition-coopetition, Legea camaraderiei, blue ocean. To plan or not to plan? Planificare vs. strategie emergenta. www.institutuldemarketing.ro

  14. PLANIFICARE: SOSTAC www.institutuldemarketing.ro

  15. OBIECTIVE. 5 S. www.institutuldemarketing.ro

  16. ARTILERIE CLASICA Natura umana ca resort. Nevoi de baza Reguli vechi prinvind comportamentul consumatorului . Nevoi de baza: informare, educatie, divertisment ( =interesant, util sau ludic); ex. meme, advergamingul, jocurile video sponsorizare de industria auto: Mazda RX8 pe Sony Gran Tourismo; Making it personal  CRM, buzz marketing, social media, one-to-one marketing, marketing viral, viral stealth marketing - WOM pe o platform digitala- folosirea celui mai puternic stimul: recomandarea personala;varianta cea mai eficienta atunci cand consumatorul nici nu observa intentia publicitara. Probleme de etica!!). Ben&Jerry vs Haagen Daaz. Dimensiunea culturala sau emotionala vs rationala David vs Goliat , context emotional: Virgin Mobile Free Fest, Hyundai buyback 2009. www.institutuldemarketing.ro

  17. INSTRUMENTE NOI Tehnologii si instrumente: tablete, smart phone-uri, geotargeting, user generated content Canale: internet, social media Modele de business/marketing noi: interactivitate, independenta de locatii - reintermediere, dezintermediere. DAR “ Informatiile se schimba insight-urile raman”, J. C. Levinson – back to insight into human benaviour www.institutuldemarketing.ro

  18. CONCLUZII Focus pe rezultate, nu doar pe impresie! ROI = return on investment/ideas, interactions/involvement; Cu un atac de guerilla nu castigi razboiul! Supliment/complement/ Parte dintr-un plan mai amplu. Anvergura! Problema principal a campaniilor in media sociala momentan. M&S: integrare in planul general, resurse, “plan A”, 350 mil. lire/an buget, plan integrat: celebritati, reclama ATL, plasare de magazine volante, gamificare, CSR- cel mai mare retailer din UK, actor social responsabil; Guerilla a devenind obligatorie dar atentie la proportii/viteza/curba de adoptie. Ex. proiectele prea inovative ale Google. www.institutuldemarketing.ro

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