Partizaninio marketingo priemonių tyrimas
| Author(s) | |
|---|---|
Vilniaus kolegija |
Mykolo Romerio universitetas |
| Date Issued |
|---|
2013 |
Straipsnyje analizuojami partizaninio marketingo teoriniai aspektai, nagrinėjamos partizaninio marketingo priemonės, tiriama respondentų nuomonė apie partizaninio marketingo priemonių efektyvumą. Partizaninis marketingas yra taktika, prieinama kiekvienai mažai organizacijai konkuruoti su didele organizacija. Mažos organizacijos yra arčiau klientų ir laikomos aktyvesnėmis. Partizaninis marketingas reikalauja mažiau pinigų, bet pareikalauja daugiau protinio darbo. Straipsnyje pateikiami atliktų tyrimų rezultatai, kurie parodė, kad didžioji dauguma respondentų partizaninį marketingą tapatina su viešųjų ryšių akcija, efektyviausiu metodu veikti vartotojų elgesį, pardavimo skatinimu, netradiciniu reklamavimo būdu, konkurenciniu pranašumu, vartotojų poreikių tenkinimu, prekės / paslaugos žinomumo didinimu, kūrybinga reklama, reikalaujančia nedidelio biudžeto. Efektyviomis partizaninio marketingo priemonėmis respondentai laiko internetą, socialinius tinklus, reklamines iškabas ir skelbimus, nemokamus seminarus, pavyzdžių dalijimą, vaizdinę reklamą laikraščiuose.
The article analyzes the theoretical aspects of guerrilla marketing, guerrilla marketing tools and respondent’s opinion about the efficiency of guerrilla marketing tools. Guerrilla marketing tactics are available to any small organization to compete with larger organizations. Small organizations are considered to be closer to clients and pro-active. Guerrilla marketing acts with less money, but requires more mental work. The main goal of guerrilla marketing is to attract the greatest attention of consumers at minimum cost. Brand strength plays particular attention. Guerrilla marketing strategy is based on fantasy, freedom and flexibility. The main guerrilla marketing (tools?) are energy and time. Guerrilla marketing is a marketing strategy, which uses an element of the marketing mix – promotion. Guerrilla marketing company shows the dynamics of creative ideas for unusual methods of places. Its purpose is to delight and inspire the client. Guerrilla marketing innovation and entrepreneurial spirit is most evident in the activities of business. Uniquely designed advertising support focuses not only on transmitting a message to the consumer, but also on ensuring that their message will remain in memory longer. It is important to increase efficiency. The survey results showed that the vast majority of respondents consider guerrilla marketing as public relations campaign, the most effective method to influence consumer’s behaviour, sales promotion, non-traditional forms of advertising, competitive advantage, product/service awareness-raising, non-traditional forms of advertising, creative advertising, which requires a small budget. Effective guerrilla marketing forms are the Internet, social networks, advertisings signs, free seminars and distributions of samples.