Partisans of advertising wars

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for last trigoda traditional advertisement became dearer almost vdva of times to iyeye volume noticeably it grew; therefore to companies, which desire to be isolated izobshchey mass, it cannot be played to poobshchim rules, asserts the President of the Russian association of marketingovykh services (FRAME) Irina vasenina. To avydelit'sya vseslozhneye: kakrasskazal nakruglom table of the information portal PRonline the President of the konsaltingovoy company KontaktExpert Grigoriy Trusov, each Muscovite vsrednem sees pass 2000reklamnykh communications. Etosopostavimo by skolichestvom of advertisement to vLondone iN6h- York, but, if to vEvrope of iSShA now they attempt to decrease reklamny1 noise, vRossii yegointensivnost' grows.

Therefore today each third project to poprodvizheniyu of brand contains the elements of partisan marketing, asserts Vasenina. Na market were formed such conditions, chtoetot tool will enjoy the vsebol'shim demand. agrees Larissa pekanova, the director of division to porabote by skliyentami of agency BrendNew Momentum.

On yeyeotsenke, priobshchem volume of the advertising market for v$e,9млрд for nanestandartnye advertising actions is necessary $'0.yshch0млн of vgod. Notakiye actions are significantly cheaper than the traditional advertisement.

According to Trusov, partisan marketing decreases expenditures naprodvizheniye of v20.y00raz of ipri successful application it gives rapid effect. Especially when to marketologam it is necessary to knock till heard domolodezhi. ..Generation Next little watch TV to ipochti nechitayet.. assert Natalie stepanyuk, director of agency IQ- marketing.

Useful shock

on etuauditoriyu acts well one izsamykh popular to vmire it is specific partisan marketing. epatazhnyy. Specifically, onpomog of the network of the salons of the honeycomb connection Evroset6., created of vy998g., to dostich' the revolution approximately of v$2млрд. the almost instantaneous reputation of company ensured slogan Evroset6., Evroset6., prices simply of okh.t'.. Expenditures to naetu the advertisement of neprevysili $10000, aprodazhi of zagod of the work of network grew v2,shchraza. V2002g., after cost $ye00акции Razden6s4 ipoluchi cell phone, the photographs of the setogo measure drew nasayt Evroseti. approximately e0000chelovek.

The Swedish honeycomb operator Tele2v past year hired vOmske of y0studentok, which after celebration poslednego of bell left naulitsy by splakatami Mama, umenya nebylo of telephone Tele2GSM., after changing clothes the vberemennykh schoolgirls.

V of this year Tele2vnov6 it were turned to kepatazhu. Company of nestala to expend $y00000.yshch0000на the lease of stand to the nakrupnoy exhibition Norvekom. vSankt- Petersburg. Attention to eyeposetiteley colleagues Tele2privlekli much by the cheaper method: of oninosili around the exhibition pavilion coffin by snadpis'yu Doroga4 connection. the Vice President of..Tele2Rossiya. pomarketingu Fredrik To vrame stated Vedomost4m., chtoyego company was contented by the effect of ottakikh actions it ibudet to carry out ikhi further.

Theater of one salon

partisan marketing uses ikonkurent Evroseti.. the group of companies Sv4zno1.. Noona selected neepatazh, a.life placement, whose essence vsozdanii of theatrical action suchastiyem of users. Kakrasskazala Vedomost4m. the director of division BTL- projects of agency EuroPublicity of Helen Davydov, dlyareklamy Sv4znogo. the vetom year of bylrazygran play Kajda4 dog must know. Naulitsakh of e"gorodov of ten people of vygulivali of dogs, dressed voranzhevye overalls. Then pogorodu threw about orange purses, vkazhdom of izkotorykh was note. Samomu to honest inhabitant spredlozheniyem to bring purse the vopredelennyy day to the poukazannomu address. Otom, to chtotam will opened salon Sv4znogo., inhabitants learned only the day before. Pass the discoveries of vsalony, to poslovam Of davydovoy, arrived poshch00."00chelovek.

Each play managed Sv4znomu. v$y0000.yy000, it reported, the apryamaya advertisement of one discovery cost by$"000.8000. Noeffektivnost' of contact spotrebitelem it proved to be considerably above usual. Kakskazal Vedomost4m. director to pomarketingu to ireklame Sv4znogo. Aleksey chebotok, opened uncommonly salons visited vtri of times more than potential buyers, chemmozhno was expect. Zavremya of this action, completed vsentyabre, sales Sv4znogo. grew na40%, adenezhnyy revolution na20%, summed up Chebotok.

On personal experience

by one additional extended method is virus marketing sispol'zovaniyem of the additionally planted ducks (in the English-language terminology. ambassador). Attention of people to the kopredelennomu goods attract the outwardly independent consultants. Etomogut to be people vmagazinakh, collocutors natematicheskikh forums you vInternete ilipersony, to which the user wants to imitate.

EuroPublicity thus helped its client to increase sales of prezervativov aqueous Moscow region, it described Helen Davydov nakruglom table PRonline. To kprodvizheniyu of goods they drew the schoolboys of istudentov, which were the explicit leaders: Po of understanding sagentstvom onipokazyvali to the friends prezervativ of the defined stamp of irasskazyvali, "as etobylo steeply". Etosrabotalo is better than the television advertisement.

Natalie stepanyuk iz.IQ- marketing recalls the oborganizovannom yeyekompaniyey vproshlom year virus marketing of deoderant Axe(.Unilever). To vMoskve of bylzapushchen rumor onovom aroma, which excites girls. For example, girls rang vefir Fm- radio stations of irasskazyvali the curious cases, connected shityu the sneveroyatnym smell of new deoderant. Etatema became the object of consideration you vInternete. The apotheosis of action became the idea, which combines elements life placement of ishokovogo marketing. To vtsentre of the city of the all around disguised by cloth object were collected hundreds of girls. When they pulled off cover, podnim proved to be gigantic Axe, that began to splash deoderant completely sides, adevushki rushed to remove ssebya linen.

Additionally planted ducks it was necessary to use iagentstvu BrandNew Momentum. The ordered the advertisement of the weakly-alcoholic cocktails Bacardi Breezer company Beveridjiz of endTreyding. isolated naprodvizheniye of goods $230000, nozapretila to use a straight advertisement. Then agency hired klubnyx the characters, who arrived the vmoskovskiye ipiterskiye clubs of na.Mini ikabrioletakh BMWZ4, behaved kak.VIP- guests by the ipervym matter they ordered Bacardi Breezer. Vsupermarketakh agents BrandNew stuck to kdrugim buyers by svoprosom, gdenakhoditsya shelf by setim cocktail. Av turns to kkasse onigromko discussed, to kaknakanune of onipili Breezer to naveseloy get-together.

Virus marketing use even large corporations. For example, Motorola this with aid supports sales of telephone RAZR V3, released of v200yag. the company of nestala, kakeye competitors, to let out the vetom year new model, aizmenila the color of housing RAZR V3na black irazdala such telephones to nominantam to nakinopremiyu Oskar. directly natseremonii, described Dzheffri Frost, elder Vice President Motorola to pomarketingu. Action helped to increase the volume of sales to old model, it aoboshlas' company entire v2000evro (this the cost of telephones). Motorola Now lets out totzhe telephone vrozovom housing ion to uzheyest' by uluchshey Russian tennis player Mary sharapov, Frost reported. It etoposluzhit by outstanding advertisement, it hopes.

Advertisement through law court

in the Russian marketingovykh partizan. is the isobstvennye achievements. For example, promoushn by spomoshch'yu of judicial is claim. Yegoispol'zoval the founder of the known of company- registrar R.O.S.T.. Maxim Protasov, who decided v200yg. to study the production of the konservirovannykh vegetables. That created of imkompaniya PomidorProm. began to be judged shityu sliderom of the market for ketchupov with holding Baltimor. because of the rights to namarku Gurman.. Ob this matter they wrote the majority of the Russian business OF THE MEDIA, for ines it succeeded thus to declare the osvoyem output of narynok.. says Vedomost4m. Protasov. Poyego to opinion, partizanska4. action proved to be more effective than the straight advertisement of iuchastiya vdorogikh exhibitions. The judicial expenses of zadva of year Protasov estimated v$shch0000.

Judicial actions actually are used dlyaprivlecheniya of attention to kmarke of ilikompanii, speaks the attorney of bureau Bartolius. Aleksey basistov. Ondovol'no frequently encounters by sdelami, whose appearance is not justified by anything, besides the desire of plaintiffs to state osebe. Basistov are recognized themselves, chtoeto the cheap method of advertisement expenditures neprevyshayut $5000.20000. To noyest' irisk: participation vzavedomo the proigryshnom matter can negative be reflected to naimidzhe, attorney counts.

Risk all

however, vsevidy of partisan marketing of sufficiently riskovanny. Unsuccessful shock advertisement can u?.it' netol'ko the advertised brand, to novsyu the category of goods, kkotoroy it onotnositsya. The worse example of this the advertisement of vacuum cleaners LGso by slogan Pyl6 I suck zakopeyki.. Onasnizila of sale of all vacuum cleaners na1,5.2%, tells Trusov iz.KontaktEkhpert. U of the part of the users, which planned to purchase vacuum cleaner, call LGstal to be associated by sneprilichnym proposal. he explains.

To use such methods is possible only to the companies of the bezslozhivsheysya reputation, considers the leader of service to posvyazyam sobshchestvennost'yu VympelKoma. Mikhail umarov. The adviser of company Evroset6., the director for the administration of the corporate of the finances Of rosbanka YanYanovskiy are also convinced, chtoshokovyy partisan marketing is good only dlya.start-up. Kogda company becomes riper, to use similar of vidmarketinga is dangerous: investment risks rise. explains on.Sovladelets Evroseti. Yevgeny Chichvarkin recognizes, chtoreklama of egokompanii vposledneye time became calmer. It onob"yasnyaet by etotrebovaniyem of suppliers to agree remove advertising kreativ.

Is dangerous to dlyakompanii irazoblacheniye of the additionally planted ducks: if onoproiskhodit earlier than the time, loyalty to kmarke sharply falls. To the poetoy reason interrogated Vedomost4mi. marketologi avoided to call the brands, which use virus marketing, although vsegovorili of orasprostranennosti of this method.

No and, certainly, always is a danger, chtolyudi nepoymut the "chip" of iliikh it will prove to be a little. it sums up ol Of gurzhiy, the general director BrandNew Momentum.

BY TIME

methods guerrilla marketing were checked used long before dotogo, kakvoznik this term. For example, to vseredine THE XVII v.Ost-Indskaya company, which supplied chayv Great Britain, hired the misses of the izkhoroshego society, which arranged the tea drinkings of iraskhvalivali novelty. Av the beginning Of khKhv. Russian industrialist Nikolai shustov recruited tens of students, whom was veleno go around Moscow restaurants to itrebovat' wustovski1 cognac. Neobnaruzhiv such, students arranged the noisy scandal of ilezli to vdraku. Obetom they began to write newspapers, aMoskva learned to the onovoy stamp of alcohol.

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