Mutemo wokutanga wekubudirira kwekushanda kwebhizimisi ipi neipi inobatana nekufambira mberi. Kutengeswa - ichi ndicho chikonzero chekuwedzera kudiwa kwebasa uye zvinhu. Kufanirwa kwekutengesa uye nzira dzekutengesa zvichakurumidza kuparadzira ruzivo kuvanhu vanotengesa. Iwe unogona kuisa mari yakawanda, asi ichave yakabatsiridza kushandisa marongerwo ekuparadzanisa.
Chii chinonzi guerrilla marketing?
Kana iwe uchirondedzera nzira iyi yekusimudzira uchishandisa izwi rinonyanya kushandiswa, ipapo guerrilla kutengeserana inobatsira uye iri pasi-bhadha yekushambadzira zvisarudzo. Kumutengo unodhura mutengo wekutsvaga nzvimbo, kwete chete kana kambani isingagoni kutenga mari yekutsvaga. Kutengeserana kwekambani kunogona kufamba pamwe nenzira dzinodhura dzinoshambadzira uye kuwedzera kubudirira kwayo.
Guerrilla marketing - marudzi
Nzira yemazuva ano yekutengeserana kwekutengesa inosanganisira nzira dzakasiyana-siyana dzokusimudzira:
- business card;
- Mirazi kana mabhuku madema uye machena;
- zviratidzo munzvimbo dzakazara;
- "Kufamba" sandwiches;
- Kukwazisa makadhi nekambani yekambani;
- kugoverwa;
- spam, nezvimwewo.
Pamwe chete, idzi bhajeti nzira dzekutengesa dzakakosha kupfuura nzira dzinodhura dzokusimudzira. Kushamwaridzana uye kutengesa utachiona zvinowirirana. Sezvakaratidzwa zvinoratidzira, muInternet, nzira dzekutengeserana dzinobatsira dzinobatsira zvikuru. Saka munguva pfupi iwe unokwanisa kugadzira nhamba huru yevatengi.
Guerrilla marketing - izvo zvinowedzera uye zvinotyisa
Kana makambani makuru anogona kukwanisa kushandisa nzira mbiri dzechigadziriki uye dzepambani yekutsvaga panguva imwechete, saka zvishoma-bhabha dzinosarudza chete chechipiri sarudzo yekusimudzirwa. Izvo zvikamu zvakanyanya zvekurwisana kwekutengesa zviri kunyatsorega kushandiswa kwezvinhu zvinodhura zvinoshambadzira (mharidzo, mabhuku akazara, mabhuku ekupararira akapararira). Nehurongwa hwakarongedzerwa hwekusimudzira, kushambadzira kwepamberi hakuchina matambudziko, nokuti yakavakirwa pabasa rokusvika kune vateereri vakawanda vanokwanisa.
Nzira dze guerrilla marketing
Nzira dzemazuva ano dzekutengesa zvekurinda dzinogona kusanganisira zvose nzira yekutengeserana kwekutengesa , uye nzira yekureva zvakananga kukurudzira. MuInternet, ruzivo rune mukana wekutarisana nehuwandu hwevanhu vanozosimudzira kutengesa, zvishoma nezvishoma kutora kutarisa kwevose vatsva uye vatsva vateereri vatengi.
Kubudiswa kwepakatikati ndiyo mienzaniso yakanaka
Kunyanya kubwinya kwemagetsi ekugadzirisa kunogona kuenzaniswa nekugadzirwa kwezvipfeko zvezvipfeko-guru guru: Oriflame, Avon, Mary Kay. Pane imwe nguva makambani aya aivewo vatsva uye haana kuwana mukana wekutsvaga mukutengeserana pamusoro pevhidhiyo kana kushandisa michina yepamusoro yekusimudzira uye ipapo vatengesi vekutengesa vakapinda mumugwagwa neprobes uye mabhuku akaiswa mubasa.
Havana kungovapa zvipfeko zvavo chete, ivo vakaita zvivako zvakakura munzvimbo dzakanyanyisa, vakasarudza nzira yekubatana. Vasikana nevakomana vaienda kune imwe imba, sangano rose uye vakapa zvinhu zvavo kune vose vaigona kutenga. Munzira iyi yekugadzirwa kwemagetsi, maitiro ehutachiona uye kugoverwa kwemabhuku, mapepa, mabhuku, nezvimwe zvakabatanidzwa.
Kana iwe uchitaura zvigadzirwa zvepakutanga zvekutengeserana kwema partisan semuenzaniso, unofanirwa kuyeuka kushambadzira kwezvakanzi "The Sopranos". Munguva yekusimudzirwa kwezvikamu zvakatevedzana mumigwagwa yeguta taxi motokari dzakatasva, kubva pamutoro waro wakaita ruoko rwevanhu rwenhema. Izvozvi zvemuitiro uyu ndechokuti kutevedza kwechimiro chemaoko kwakange kwakapfeka mujasi rejacket, sleeve yehembe yevanhu ne cufflinks uye chisimbiso chikuru pamunwe wake. Izvo zvinyorwa zvacho pachazvo zvakabhadharwa nesimbi nemazita ezvitevedzero. Tinofanira kubvuma kutama kwacho kwakabudirira uye kwakaunza huratidziro hwakawanda hwekufarirwa nemuoni.
Guerrilla kutengeserana mumagariro evanhu
Mukushambadzira-bhadha mabhidhiro, nzira dzinobatsira zvikuru uye dzisingadhuri dzekuparadzira nekukurumidza kwezivo nguva dzose dzinoshandiswa. Uye kana kutengeserana kwevhidhiyo kunoda mari yakawanda, guerlala kutengeserana paIndaneti kunogona kungovapo chete pamusana pemagariro evanhu. Nzvimbo dzakadaro dzinoshanyira vanhu vakawanda dzinoshanyira, zvakadai seVKontakte, Odnoklassniki, Mail, Ru, Instagram, Facebook uye vamwe, niche inobatsira zvikuru yekutengeserana kukuru. Pano zvishandiso zvekugadzira zvigadzirwa zvemagetsi zvose zviri kuparadzaniswa uye kugoverwa kwokuzvidira kwekutengeserana.
Yakanyatsosanganisira guerrilla yekushandisa zvikwangwani zvinokwanisa kupa mitezo inoshamisa pane zvakabuda, kuwedzera huripo uye kuchengetedza kushandiswa kwakagadzikana nehuwandu hwekutsvaga. Saka, kubva pakutanga nekugadzirwa mukushambadzira, kunokwezva zvakanyanya kudarika nzira dzakasvibirira dzekuisa mifananidzo pamushumo kana mumugwagwa mifananidzo.
Guerrilla kutengeserana mukushanyirwa
Kushandiswa kwakanakisisa kwekutengeserana kwemasangano muitiro kunoratidzwa mubhuku rebhizimisi "Guerrilla marketing in tourism." Munyori weAlexander Schneiderman akatsanangura zvakadzama nzira dzose dzekushandisa nzira dzechigadziro zvekugadzirisa bhaari, uyewo nzira dzemazuva ano dzekugovera kupiwa mumagariro evanhu uye nzvimbo yose yeInternet.
Guerrilla marketing ideas
Kubudiswa kwechikamu chekusimudzirwa kwezvinhu kana mabasa kunosvika pamatanda ayo matatu:
- Minimum cost;
- vateereri vakawanda (vanogona kukwanisa kutenga);
- nzira yekusika uye kutanga.
Mutemo wehuwandu hwemari yakaoma kuita, asi chaiyo. Zvakakosha kubhadhara kune vateereri chaivo vevakakumbira. Saka vari kuyaruka vanoparadzira mabhurocha nemapurisa pamusuo we metro vanokwanisa kuzadzisa mukana wekutengeserana kushandiswa kwemari shoma yebhadharo shoma. Mutero wezvibasa izvi huchadhura zvakasimba nguva dzakawanda dzinodhura kupfuura kuhaya munhu chaiye webasa rezuva nezuva. Mashizha akadaro anonakidzwa zvakanyanya kubva kune vashandi vese munzanga yese.
Imwe yemafungiro ekusimudzirwa kwaiva kushambadzira pamitero yebasa remhuri, saka mabhiriji ekubhadhara, magetsi, gesi nemvura yakashongedza ikirango yekambani yekufambisa nechinoratidzwa chebasa uye vose vanowanikwa. Mazhinji ekutorwa kwevateereri vangave vakakwanisa kubhadharwa kunowanikwa nekuda kwekupararira kwakafanana kwekutsvaga pakati pezvikamu zvose zvevanhu. Uye kusika kuchapa zvisiri izvo zvinogadziriswa.