Additional sources of income. Business by proxy

Advertising is a way of promotion that allows you to sell more goods faster. Its distinctive feature is that advertising is not addressed to anyone personally, but is designed simultaneously for millions of people. It allows you to inform the target audience about the qualities of the product, convince them to give preference to one or another manufacturer and make them act instantly. This method of promotion is effective with the use of mass media. And since the Internet has recently become the most influential and widespread media, good publicity on the World Wide Web will certainly ensure success. So, how to create that it was justified? There are many nuances here.

The specifics of online advertising

Before creating ads on the World Wide Web, you need to understand distinctive features publications of this type. The Internet as a mass media has a completely different specificity. IN modern world can not imagine successful project without its promotion with the help of electronic resources. The advantage of this direction is that it allows you to reach the largest possible audience. And this is a very difficult task.

A successful impact on customers is already an achievement, but no one will refuse to attract customers with different psychotypes. After all, this allows you to popularize your business among absolutely opposite circles, that is, to get a big profit. It is rather difficult to achieve such a result, but using various means mass persuasion, you can choose the most successful option.

Any tutorial on how to create an ad the right way starts with choosing how to achieve the goal. In Internet marketing, this list is quite wide:

• Media. It is presented in the form of colorful bright banners that beckon to buy something. Goods are presented, as a rule, in the form of images. If the idea is well thought out, then it is perfectly remembered by users, because it has a greater impact on them.
• Contextual. This type of advertising is more highly specialized, it is aimed at a specific buyer. Such advertising is fully consistent with the interests of the person and is placed in the appropriate places: and ads that are issued by search engines depending on the user's request.
• Viral. This is the advertisement, the distributors of which are the users themselves. That is, investments from the supplier, manufacturer or SEO specialist are minimal, since the dissemination of information is provided by the clients themselves. These are interesting and unusual ideas that you want to show others.
• Placement in online games. More often than not, the product being promoted is somehow related to the game itself. Perhaps it is created specifically for a specific scenario. Such advertising is also aimed at its target audience.

The effectiveness of online advertising is measured by how it catches the eye and stimulates the purchase of goods. The advantages of this method of promotion are its targeted message (personalization), relatively low cost, instant access to information, and interactivity. The popularity of advertising on the World Wide Web is due, among other things, to a fairly high purchasing power of the audience.

AKAR classification

How to create advertising on the Internet, many organizations are thinking. Some of them even identified their classification features, according to which they divide various methods. For example, the IAB Bureau divides Internet advertising into two subspecies - branding and performance.

But more widely recognized and widespread is the division of promotion methods on the Web according to the method of the Association of Communication Agencies of Russia. According to ACAR, Internet marketing techniques can be divided into search advertising and display advertising. Their place in the market share is approximately the same. The latter has a slightly greater advantage.

The first admission segment has increased by sixteen percent over the past year. In total, this brought the creators about sixty billion rubles. However, it should be noted that there was a reduction in traffic from paid advertisements. This situation is typical not only for the Russian, but also for the foreign market. The difference between the domestic one is that, in fact, two companies are monopolists in the field of search advertising. largest companies- "Yandex" and "Google".

Display advertising is everything that the user sees in applications. The exception is ads in search results and classifieds, which are placed on a paid basis. The Association has identified three main subgroups of display advertising. These are video, banners and text-graphic blocks.

Free advertising option

How to create ads? There are two main ways that differ from each other not only in the method of execution, but also material basis. The advantage of the paid method is that for money there is a high probability of getting really good result. The free basis is justified only when the advertising is well done. After all, even what is done with your own hands (albeit by a non-professional) can bring a good income.

In order to popularize the product, advertising is primarily used. Organize advertising campaign independently is quite realistic thanks to the placement of certain content on your own electronic resource, various blogs and pages on social networks. Of course, the finances spent in this case will be equal to zero. But the effectiveness depends only on the successful semantic content.

Other methods of such marketing move are forums, videos, message boards, Q&A services and social media data.

The main rule is that it is necessary to devote due time and think carefully about the plan of the advertising campaign. You can’t write a poor-quality text and hope for a positive result.

If there is an opportunity to work on the basis of affiliate programs, then this should not be neglected. By advertising other people's links on your electronic resources, you can help others a lot. Moreover, partners will then gladly respond to such a request.

Also, when registering on the forums through which you would like to promote the project, it is better to indicate the real location of the company or seller. Since if false data is found out at the IP address, then the profile may be blocked.

For a harmonious and appropriate description of your products, it is better to use discussions and contacts.

Paid advertising option

This method is more efficient, but only if the financial costs were justified. Of course, if the company has enough funds, then why not use the services of professionals who can competently and correctly fulfill all wishes.

As a rule, "freelance artists" perform Internet promotion of goods very competently. The main implementation tools are inscribing keywords that describe properties into useful and interesting content for potential buyers. the main objective is to attract the attention of potential buyers. It will not be difficult for a person with imagination to describe a product or service, but only professionals in their field can competently formulate their thoughts into contextual advertising.

How to create an advertisement for a product and get crazy revenue for it is probably known to specialized advertising agencies. Recently, in connection with the active introduction of Internet technologies in such organizations, entire divisions have appeared that specialize in marketing techniques on the World Wide Web.

Such companies will help to use the budget allocated for product promotion in the most rational and productive way. A whole team of relevant specialists will study the features of the business, the prospects of the industry, and apply the most effective marketing techniques.

Increasingly, firms with a request to create an advertisement for a product began to turn to such agencies. Many understand the expediency and justification of professional advancement. In this regard, many Internet organizations have appeared that provide such an opportunity.

Specialized Services

Increasingly, people want to know how to create ads in Yandex.Direct or Google Awords. This is not surprising, because these services are the most popular for solving problems of this nature. They belong to paid services but in the future the money spent will pay off.

In the event that there is no desire to understand it yourself, you can contact a person who specializes in contextual advertising. A directologist will help you make your productivity as high as possible with minimal investment.

Another way is automated system promotion. An example is the Click service. This platform helps you save money and work independently with contextual advertising and Yandex.Direct and Google Awords. The advantage of the system is also the protection of beginners from mistakes, thereby improving the result of work.

Advertising in social networks

How to create an advertisement "VKontakte" or any other social network? Why advance through these electronic resources is so popular? The main reason for this is the prevalence of social networks in society. Now there is practically no person who does not have an account at least in one social network. This is confirmed by the fact that about ninety percent of the Internet audience have personal pages on Facebook, Odnoklassniki, VKontakte or Instagram. Such conditions of the advertising campaign, of course, are attractive. In addition, you do not need special knowledge to promote, because creating a group and an account is not difficult.

Advertising in social networks is called targeted. Its advantages over other types of promotion are the familiar interface for users, which helps to create a comfortable environment and more effective perception of advertising. Another advantage is the ability to communicate with potential buyers. This makes it possible to understand the shortcomings of the product and draw new ideas.

To showcase a product, all you need to do is upload a photo or video. The ease of use of such an option is undoubtedly important.

To get information and access to the user, you do not need to force him to go through an additional registration procedure. It is enough for a person to simply join the community.

Advertising in "VK"

How to create an advertisement in "VK"? Since "VKontakte" is one of the most popular networks, the question is quite logical. To legally promote products using this social network, two methods can be used. The first is the VKontakte network itself, and the second is the Sociate service. The principle of operation of both methods is very similar.

Promotion through groups guarantees a constant and extensive audience. Advertising, which is not difficult to create yourself, can recommend another community, site or company to users. It is placed only for a certain period, during which it will occupy various positions in the feed. You can agree that the ad will stay in the first place for several hours, after which the group administrator can supplement the wall with other posts. The user only selects the hours and days in which the advertisement will be placed. It is not necessary to personally communicate with community administrators, as the system works automatically. The exchange also provides a report on how many views, reposts and likes a particular post has received.

Experts recommend advertising in thematic groups. It is also worth checking subscribers, because the community can be large, but there are very few real people. Therefore, it is better to initially be placed in inexpensive groups and analyze the result. Advertising will be most effective where there are fewer bots.

Targeted ads are a more expensive option, but also more effective. It is more suitable for instant customer search. Such ads are displayed to people of a certain category only. And the social network will help sort the right users.

Ads in the news feed appeared in 2016. However, it is still quite a crude development. This type of advertising campaign allows you to promote only the record, but not the group or other electronic resource.

A similar service has already been implemented by the Sosiate service. By the way, its advantage over Vkontakte is that a separate platform has more informative statistics and provides convenient reports. Also, in some cases, the network takes a smaller commission from groups, so promotion through it can be cheaper. For long and productive work better choose this service. In addition, it is perfectly integrated with other social networks such as Instagram and Odnoklassniki.

Advertising in Odnoklassniki

How to create an advertisement in Odnoklassniki? This can be done in two ways - free of charge and with certain financial costs. The essence of the latter lies in the choice of the service with which the ad is compiled. After that, you need to come up with a semantic content, select targeting settings and send the campaign for moderation. After that, you should pay the invoice and start the campaign.

The main services for such promotion include:

To manage on your own and not spend a penny, you need some time. First you need to register and add as many people as possible as friends. Next, you need to establish contact with everyone and ask for an announcement of a site, product or service, indicating a link to them. In this way, you can create an advertisement for the store. Of course, it is better to motivate people. Over time, it is worth highlighting buyers and forming a subscription list. This will enable simplification in order to periodically offer products. If this social network manages to popularize the whole community, then a permanent audience will be provided.

Facebook advertising

How to create It is enough to follow according to the following points:

1. While in your account, go to "Ads Manager". There you can see a special window for creating an advertising campaign. In response, the "Manager" will ask you to choose the goal of the promotion.
2. Next, you need to segment the market according to geographical, demographic and psychological characteristics. If you do not know how best to create an advertisement, pay special attention to this point.
3. Select ad placement. This means that you need to decide where to advertise. There are two tuning modes - automatic and manual.
4. At this point, it is worth deciding on the financial part. The display schedule will also depend on it, that is, how much and when the ad will be shown.
5. Optimization and selection of rates.
6. The choice of design, from which memorability will directly depend.
7. Supplement with images or videos.
8. Attach title, text and links.

Advertising on Instagram

First you need to create an account on Facebook. The second step is to create your own public page and link bank card. There is another option for promotion through a regular account, but it is used only to promote local services. On this moment It is possible to create three types of promotional posts:

• square and rectangular photos with text;
• square and rectangular videos with text;
• a series of photographs in the form of a gallery.

The difference between advertising through the Facebook service and bloggers is that the former takes its percentage only from the result. And celebrity promotion is equal to a fixed amount that must be paid regardless of the success of the advertisement.

How to create advertising, determines the method of implementation. The first way to create an advertising campaign is "Direct". It is not included in the official Facebook services, but it can be used to send only targeted audiences.

The second way is the most popular - it's video. That is, the user cannot view the content he needs without advertising. There is a chance that a person will be interested and even follow the link provided.

There are no budgets, but you need to sell somehow - a typical situation for beginner Internet entrepreneurs. At one time I lived without money for a very long time, so I was forced to master all the wisdom of free advertising. And here I will show you 5 options for how you can advertise on the Internet for free yourself. The good news is it's actually real.

#1 – Basic Free Online Advertising Option

From own experience I can tell you that nothing is completely free in this world. In any case, we will pay for everything we want to receive. The only question is, what exactly are we going to pay - money or something else?

I already somehow gave my “alchemical formula” for creating resources. And here I will repeat it again.

We have only 3 main resources:

1. Time
2. Money

And absolutely each of us has limited these resources (even Rockefeller's granddaughter, and even Apple). To get any of the resources listed above, we will have to add together the remaining two and invest with them.

That is, if you do not have money (and you want to have it), then you will have to pay for it with your time and effort. And it's the same with online advertising.

A scary word with the letter C ....

There are several basic ways to advertise something for free on the Internet. The first and main option is simple SPAM.

If we talk about SPAM, then it also happens different types. You can send mailings to email databases, or spam links to your resources in the comments of promoted blogs, or do the same in numerous VKontakte groups.

One of the definitions of SPAM is that you stick your ads where they don't ask you to. That is, the moderators of these sites will make every effort to remove all your links, and ban you yourself.

Personally, I do not blame you, because, to be honest, we all spam at least once in our lives. I even detailed it here (opens in a new tab). But people who even see your sponsored links and follow them to your sites will convert very poorly.

That is, you will need at least 10-20 times more traffic to earn the same money than if you worked through, say, regular legal advertising sources. And this, accordingly, leads to the fact that you will have to go even more to sites and VKontakte groups, posting your links.

Or create another hundred fake VKontakte pages and send invitations and offers from them.

Semi-legal spam method through VKontakte

By the way, at the expense of mailing VKontakte. Now such a free advertising option as “friending” is still working. This is when you design your VKontakte page for the sale of some product or service, and then just start adding friends to everyone in a row.

Your new “friends” will go to your page to find out who sent them an application and (what the hell is not joking) one of them may someday buy your product. This lesson is also very laborious, given all the restrictions and protection mechanisms that VKontakte introduced.

I remember doing this kind of black friending in 2009, when I was just starting to make money on the Internet. Life was easier then, VKontakte was younger and kinder, but still, it took a lot of strength.

I have to say that these free self-advertising methods…really work. Bad, crooked, difficult, long, but they work. Therefore, if your budgets are not very good yet, spam is a good option (let's not be such moralists).

And now let me tell you a terrible secret - how today young businesses and entrepreneurs without money become super-mega popular literally overnight.

#2 - How do businesses “shoot” without money today

There is one interesting way to quickly and for free advertise on the Internet so that absolutely everyone knows about you (and loves you). This method will also require some investment of time and effort from you. And again, we are essentially talking about friending.

Only this is a completely different frending. It goes something like this - you make friends with someone who is already known and popular in your market, and then after a while he promotes you through his resources.

That is we are talking about about the so-called networking. Personally, I never liked or knew how to do such things, but you may well succeed. For such networking, you need to have a certain set of qualities - sociability, willingness to please and admire, the ability to constantly gently remind yourself of yourself, and others.

How to meet VIPs

Of course, all famous and popular people are under constant pressure in the form of requests to give money for some ingenious product, or to become a partner in some project that will make it rich in the future. If you write to someone famous with a request “don’t teach me how to live, it’s better to help financially,” then you will simply be ignored.

You must first get acquainted with the chosen object, then make friends with him, and only then after a while it will come to partnerships. A big man it is worth saying only one word, at least briefly mentioning you somewhere in an article or in an interview - and you will already take off from dirt to riches.

I would recommend that you first praise the services or goods of some famous person. It may seem strange to you, but they really really like it when they are praised and when they are thanked (if you knew how much dirt and criticism pours on them every day). Therefore, your video review or thank-you article about them will probably be reprinted on their resources.

And then - develop success. Find how you could be useful to a person with a name, never ask him for anything, give him the opportunity to talk with you about what he is interested in. Well, it's not for me to teach you how to win friends and influence people.

And after some time, your new big friend will offer you some partnership options. And then you are on a horse. The only disadvantage of this method of free advertising is the instability of your position. It is enough for a well-known partner to say one word to elevate you, and one word will also be enough to “drop” you.

Therefore, you will always have to be very careful not to offend him in any way, and so that no one more nimble comes to your place. All this will severely limit your freedom. That's why I never used these methods.

Moreover, there is another option - completely free, absolutely legal, and 100% reliable.

#3 - Most Effective Free Online Advertising Method

If we continue talking about recommendations, then there are two authorities in Runet that can give you a lot of constant and hot traffic to your sales pages. These guys are called Yasha and Gosha (i.e. Yandex and Google). They compare favorably with other authorities in that they recommend you for specific merits, and not for the ability to “make acquaintances”.

To get their recommendations, you just need to make a website and fill it with useful content on the topic of your product. Then the search engines will bring your articles to the TOP, and you will begin to receive a stream of visitors every day, who will then become your customers.

Of course, in words it sounds easier than in practice. But in fact, there is nothing complicated here. The trick is to constantly give people useful and interesting content. The promotion of a young site takes from 6 months of pure time. A good promotion can take 2-3 years.

Yes, as you can see, here you also need to invest time and effort (everything is according to our “alchemical formula”). But unlike other free methods, this advertising option will certainly work. And it's also nice that this is a constant source of traffic (as opposed to the same SPAM, for example, which you have to deal with every day).

Personally, I like this option the most. But suddenly you do not like to write articles, or are you naturally so lazy that you want both for free and to do nothing yourself? Congratulations, there is a way.

#4 - Free Third Party Advertising

Imagine how great it would be if hundreds of people in all corners of the Internet were promoting your products and services every day, and at that time you would calmly lie on the couch and drink cocktails.

Surprisingly, but it is really possible to organize work in this way. It's called simply "affiliate program". Of course, no one will promote you for free, but you will pay your partners only upon the fact of the sales made.

No sales, no money. Someone brought you a client - you pay him an honest percentage of the purchase amount. This promotion option is very indicated for all novice Internet entrepreneurs (and not beginners either).

There are many half-starved specialists in Runet in various areas of marketing - contextual advertising, VKontakte targeting, SEO, youtube and others. They are half-starved because they do not have their own products to sell. And they are constantly on the lookout for some really good affiliate program where they can direct their traffic.

And if you provide them with such an affiliate program, they will love you, and will put a lot of effort into making you happy.

This method also has its own difficulties, of course. The first difficulty is that you need to build . Partners, of course, are ready to drive traffic to you, but only if sales are made from it (and they make money). If there are no sales, they will quickly forget about you and switch to others.

The second difficulty is the need to motivate partners to work all the time. People they are knowledgeable and able, but a little lazy. They need to be constantly given some kind of incentive. For example, to hold contests, distribute prizes to the best partners, set higher commissions for those who sell more.

Yes, and the affiliate program itself also needs to be promoted somehow, so that more and more people with new traffic come to you. As an option, you can make a two-level affiliate program. This is when partners advertise your own affiliate program, and then receive commissions not only from their sales, but also from the sales of those partners whom they attracted “for themselves”.

Technically, you can organize an affiliate program through various services. For example, I use the service because it is best suited for electronic products.

And finally, let's talk about how to make advertising on the Internet for free for a million dollars.

#5 – How to do online advertising for free for a million dollars

In the end, I want to reveal the most terrible "secret secret" about advertising on the Internet. If you want to make money online, then the main thing is not to make ads for free. The main thing is to make sure that your advertising is profitable.

Tell me, is spending a million dollars on advertising expensive or not? You just don't say it. The question is whether this advertising will be profitable or not. Spending a hundred rubles and earning zero is unprofitable, and therefore too expensive. And spending a million and earning ten is profitable, which means it’s completely inexpensive.

And you, too, can spend any money you want, only if you have it set up (by the way, the same requirement applies to the previous paragraph about affiliate programs).

I hope this article was helpful to you. Bookmark it and share it with your friends. Don't forget to download my book. There I show you the fastest way from zero to the first million on the Internet (squeezed from personal experience for 10 years =)

See you later!

Your Dmitry Novoselov

Greetings, dear friends! With you are the founders of the HiterBober.ru business magazine Alexander Berezhnov and Vitaly Tsyganok.

In this article, we will tell you how we ourselves earn more than 150,000 rubles on our website HiterBober.ru and consider with examples the most popular and really working ways to make money on advertising on the Internet.

1. Advertising on the Internet: how and how much you can earn on it

Earnings on advertising on the Internet is one of the most affordable and effective ways to make a profit online. Below we will consider in detail all the features, nuances and varieties of earnings on advertising with specific examples. This method income generation is especially relevant if you have your own Internet resource, however, ordinary users can also try their hand at such an "advertising business".

Let's say right away that we will mainly talk about making money on advertising using your website (blog). And this is not just another theoretical article, but our real experience of launching a business on the Internet (our website) and earning decent money on it (today 3000$ per month).

A few words about advertising in general

Modern civilization is difficult to imagine without advertising. She accompanies a person everywhere - in shops, on the streets, in the media, in transport.

Almost all sites we visit, especially popular (highly visited), contain advertising - banners, links, images, by clicking on which you can go to third-party resources.

Just by placing banners and links from an advertiser, you can earn from $50 to $10,000 per month and more. Of course, reaching the income level of several thousand dollars will not work right away - you need several months (from 6 to 12) of hard work and often some cash investments.

As soon as traffic to your site starts to grow, more and more profitable offers from advertisers will begin to appear, and your profits will grow with them.

We offer to compare it with the classic "street" or other media advertising and highlight clear benefits.

The degree of influence (trust) depending on the age of the audience

2. Profession Internet marketer. Learn it and earn from advertising from 100,000 rubles and more remotely

Today you can earn more on the Internet than on normal work And besides, you don't have to go anywhere.

The task of an Internet marketer is to promote the goods and services of companies on the Web. At the same time, it is possible to pay both for the conducted marketing campaign and receive a percentage of sales made thanks to you.

How it works. Suppose you know how to make one-page sites and set up ads on them, or you are a social media promotion specialist.

Then you need to find a customer who has a business and offer him your services.

If you conducted an advertising campaign thanks to which, for example, the customer organized an event for 1000 people and sold tickets for 2 million rubles. feel free to ask for 20-25% of this volume. That is, you can earn 400 - 500 thousand rubles as a reward.

The example is even simpler. Do you have friends who provide services: apartment renovation, website development, built-in furniture, and so on.

By referring clients to them, you can easily negotiate your commission percentage in the amount of 10 to 30.

Thus, Internet marketers earn from 50,000 rubles and more without leaving their homes.

This is great, of course, but where can you learn how to promote in order to make money like that? - you say.

Dmitry created a remote online promotion business, visited 32 countries in 2 years and successfully develops his project with a team without being tied to a place.

You, too, can do this, the main thing is to start. Creating our website HeatherBober several years ago, we also studied hard and today our project brings in more than a million rubles a month.

Start small and gradually you will learn by your own example what prospects for making money on the Web and the profession of an Internet marketer open up for you.

3. How to start making money on advertising on the Internet for a beginner

But what to do if there is no own network resource and funds for its creation and promotion? Is it possible to make money on advertising on the Internet without investment? Yes, there is such an opportunity: it will require you not financial costs, but time. Time, as you know, is the same money - only not everyone knows how to cash out this resource. Below we will teach you how to do this.

There are people who hitchhike. Others manage to get from Moscow to Vladivostok in this way, while many get there, for example, from their city to the neighboring one. If we ignore the romance of this method of travel, then its attractiveness is that it costs absolutely nothing to the traveler. On the one hand, he does not pay for the trip, and on the other hand, he does not burden the driver, because he is already driving in that direction anyway, so an extra person in the car does not lead to additional costs.

Why am I talking about this? Guerrilla Marketing famous for the fact that it allows you to achieve excellent results for little money or even completely free. One of the ways to achieve this is “hitchhiking”, when instead of organizing a “trip” for our own money, we ask for help (or get into the back without asking) to someone who is already “driving” in the direction we need.

In other words, we use the efforts of other businesses or non-profit organizations which they undertake not for us, but for themselves - in order to benefit from this for their business.

Let's see how marketing guerrillas get into someone else's car in different ways. Here are a couple of tricks from a rich toolkit:

Using someone else's thread

We can get a stable stream of clients not by creating it ourselves, but by "riding" someone else's stream, created by another company for our own money. As a result, we will get a lot of buyers who were attracted to us by someone else, paying for it from their marketing budget.

The easiest way to achieve this is demonstrated by chains and stores trying to rent premises in such a way that there is some kind of large and popular store, investing a lot of money in attracting customers, and at the same time not competing with them.

Let's say a computer flower shop can settle down next to a hypermarket, so that everyone who enters or leaves the hypermarket immediately rests their eyes on the sign of this store.

• Even better, if this stream is generated by an allied business serving the same target audience.

Another example is coffee-machine vendors who offer to organize conferences and business seminars to arrange free coffee for attendees if in return they are allowed to distribute or prominently display advertisements for their “office coffee makers.”

Other businesses, not afraid of conflict, sit on the client flow of their direct competitor in order to snatch a share from the crowd of buyers attracted by him. So, one of the fast food chains opens its branches only ... at a distance of direct visibility from McDonald's branches. Ideally, on the other side of the street, exactly opposite a rich competitor.

Some casinos in Russia at one time put their billboards right in front of the doors of a competitor. And sometimes even quite insolently wrote something like “Unlucky at this casino? Check, suddenly lucky in ours!

• I would not dare to offer my client such a clear attack on a competitor - especially considering that the casino owners were usually not the most harmless and peaceful people. But this advertiser, apparently, had his own thoughts on this matter.

And in a more competitive environment, customers are often caught literally by the hand right at the door of a competitor and taken away. So, I heard that at a time of intense competition between banks, employees of one of the large Russian banks stood near the branches of another and handed out their booklets, and with minimal interest, they simply took them to their bank on a nearby street.

Using an "abandoned" thread

A less aggressive way to take advantage of a customer stream created with a competitor's money is to pick up customer streams first created by a competitor and then "abandoned" by the competitor due to a move or closure.

So, if a successful store, hairdresser or clinic moves, a nimble competitor can take the vacant premises, and as a prize will receive all the customers who will go there out of habit.

And in the same way, only for much less money, you can “pick up” the phone number of a competitor who has gone out of business - in order to then get almost free of charge all those customers who, according to old memory or according to old entries in the notebook, contact this number.

• This technique is especially effective for businesses that order by phone: for pizzerias, taxi companies, etc.

And on the Internet, the same trick looks like acquiring the address (domain name) of a closed site - if it was somehow popular, hundreds or even thousands of people will go to this address using old "bookmarks", blog links, etc.

Sometimes, in a similar way, they “pick up” the dismissed by a competitor or subcontractor sales representative who has established personal contacts with a large number of clients. It will be much easier for him to reach out to these customers and convince them to use his current employer's product or service than just "the man in the street."

Using someone else's sales network

If a marketing guerrilla wants to expand his business, but doesn't have the money to do so, or just feels sorry for his budget, he can often go into other people's sales networks and use them to market his product or even service.

I wrote about this in detail in my book More money from your business”, here I will formulate literally in a nutshell: you can often find retail outlets or networks that work approximately with your target audience. It's not about large networks like supermarkets - it is not easy and not cheap to enter them - but rather about small or medium-sized businesses for which commissions from the sale of your product will be a pleasant and significant addition to the profits from their own sales.

I will give just one example, but what a! One American bakery made an absolutely remarkable move by teaming up with Boy Scouts who go door-to-door selling homemade cookies to raise money for charity.

The bakers gave the Scouts the opportunity to bake these cookies in their big oven and helped them make the cookies really tasty - in exchange for the fact that each bag of cookies included a note with a story about what cookies the Scouts were helped to make this time in this bakery.

As a result, the bakery's advertisement has reached almost every home in this town, and many customers, accustomed to the fact that "charity" cookies are usually inedible, began to visit this bakery to check how well they bake muffins themselves, even if scouts I managed to make delicious cookies with their help.

• Plus, of course, sympathy for those who both helped the children and put their efforts into raising money for charity also played a role.

And there are many more such methods of "traveling in someone else's car" in guerrilla marketing, when we get an outstanding result for ourselves for other people's money - from "ambush marketing" to "recycling" someone else's advertising.

Want more tips, tricks, secrets for your business? Register for Alex Levitas' seminars in Kyiv on September 29 - "Guerrilla methods of advertising" and September 30 - "Secrets of increasing profits 2.0"

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Thu, 3 October, 2019 - 10:00

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Everything is simple, like the first letters of the alphabet, like A, B, C - you are the owner of the enterprise, you have a potential client, and he needs to know about you. A B C.

Whether you are the owner of a small hardware store or a chain manager shopping centers- actions will be required approximately the same, just on a different scale.

At the same time, it is not always possible to turn to professionals in this or to hire such a staff. This is normal if the business is just starting. And it's okay if you just want to personally participate in this side of your child's life.

Do-it-yourself advertising, step one. "What's the name of the ship"

You are starting from scratch. You are not some petty employee of an already established office. You create your own business. You do not have a program prepared by someone. You are not handed out ready-made advertising leaflets, so that you simply hang them up.

How to tell the world about your enterprise? About your product?

Sit down and brainstorm - what exactly do you want to achieve? What place to take in a niche? Take risks for popularity or settle for stability?

How do your main or possible future competitors perform in terms of advertising? Do you want to stay in this business for as long as possible - or not? And how exactly do your competitors advertise their firms - in the media, on social networks, or on huge and expensive advertising posters along highways and avenues?

Your competitor is your enemy. But learn everything about him, and he will cease to be your enemy. He will become a miserable envious person.

If you are the owner of a small business, then other people, specialists, employees of advertising agencies can make advertising for you. And this is a good sign - if you have a creative idea in your head that they just need to bring to life. After all, by and large, the main question is not the technical ability to make advertising with your own hands, but the ability to create key ideas for it.

What if there is not even an idea? Well then, you don't Steve Jobs, be of good cheer. However, after all, Steve Jobs also once had no ideas.

By the way, according to legend, the name Apple was chosen precisely because the team could not give birth to another, more adequate idea. And it did shoot.

Have you already chosen a name for your company?

Your firm, your shop is your child. And you would hardly name your child Akaki. So it is in this case. A catchy, bright name, but at the same time conveying the essence of your activity - that's what you need. A good name is the starting point of your business. This is the first thing buyers know about you.

Second step. Outdoor advertising on your own?

Once again - we will not discuss the process of cutting out ads from whatman paper and sticking them on poles. “We make advertising ourselves” means “we come up with advertising ourselves.” Main money advertising agencies still take it for it.

A piece of paper on the entrance door, posters on the walls, billboards with a pasted image or screen, neon advertising (with backlight), audio advertising on escalators in the subway - there are many opportunities, you need to understand the characteristics of your target audience and the correct distribution of funds.

Ideally, your advertising stand should become part of the street landscape. For passers-by to perceive your poster " Best Items at the best prices” as an integral element of the environment as the bushes trimmed along the alley.

Stationary advertising structures - installed in certain places that you agreed and paid for. It is desirable that these were places popular with the population - busy squares and large highways. The structure can either stand on its own or be attached to the building.

Temporary structures- installed near your outlet or office. They usually contain brief information of paramount need - the name, opening hours, discounts and promotions. Exhibited during the working day, removed at night.

Our minimum is an advertising poster on a wall or a shop window. Maximum - a large screen with an advertising (staged) video in the city center. It all depends, of course, on money. But it is necessary to fulfill the affordable minimum with high quality and dignity in order to grow further.

To increase the element of dynamism in your advertising, you can install an inflatable pneumatic figure near your business. Which one - depends on your financial capabilities and design imagination. The main thing is not to be blown away by the wind.

Pavement signs and other advertising structures can be placed at your entrance, on the building, on the pedestrian zone. Design is always important - catchy, but not tacky. original name plus original shape advertising and its placement are the hooks with which you hook buyers. It is necessary not only to stick a small advertising poster anywhere and sit satisfied - it is necessary that only your advertisement attracts attention, eclipsing all the others, mediocre and tasteless.

Varieties of outdoor advertising

• A billboard is a large billboard usually placed along a highway.
• A superboard is usually three billboards enclosed in a triangle.
• A supersite is a type of billboard that is large and tall, which is why it is usually placed outside the city limits.
• Prismatron is a billboard whose surface consists of prisms changing sides. It can show three pictures that change over a period of time.
• Citylight - illuminated shop window, standing on the sidewalk.
• A firewall is a large poster or billboard mounted on the wall of a building.
• A media façade is a large display somehow built into the facade of a building.
• Video screen and so on.

Outdoor advertising is a natural, effective and visual way to advertise yourself. A theoretical client of your company may not watch TV, listen to the radio at home or in the car, may not read newspapers or use the Internet, but he will definitely pay attention to a bright, large and original billboard in front of his window. Or at a stop near the house.

You must show that this area in this niche is occupied by you. Let your logo become a kind of label - a sign that competitors have nothing to do here.

Disadvantages of outdoor advertising

• Outdoor advertising deteriorates from the action of various weather phenomena. Tearing, rusting, falling off, fading, just blown away by the wind. For the state of your outdoor advertising you need to constantly monitor, maintain - clean, frequently update.
• Outdoor advertising is viewed by potential buyers in just a few seconds. Therefore, the key to the success of such advertising is brightness, catchiness, brevity of content (who will pay attention to a pale poster with a few paragraphs of barely visible text?), an original logo or emblem. And again - such advertising should be constantly updated so that the buyer does not get bored with the picture that he has long considered and did not arouse interest. The more often, the more varied and persistent, the better.

• should not have provocative, offensive content;
• should not disturb the harmonious appearance of the environment.

These conditions are enforced by a number of regulatory authorities. To ensure that the content of outdoor advertising is not overly erotic, provocative or even immoral.

But not federal law“outdoor advertising” is controlled by a single entity – compliance with the conditions for its use is monitored by various services and committees that make their own amendments based on the format and location of advertising.

So it's best to check with the municipality first before airing your ad. It’s better to play it safe just in case than to pay fines later or even lose a profitable place for advertising.

We make advertising ourselves, the third step is business cards

Like many things in our modern world, business cards were invented in China. More precisely, in ancient China, even before our era. Brevity, conciseness and business dexterity are features of the Asian character. As they say, the East is a delicate matter. As is marketing.

A business card can be made of paper, cardboard, plastic, metal or even wood. Remember: your business card is your face, it is the shortest and most concise form of advertising for your person and your organization. What would you prefer - a colorful cardboard or a minimalist metal plate? Depends on your income and how you position yourself.

There are three types of business cards:

• personal business card;
• corporate business card;
• business business card.

personal business card

Simply includes the contact information of its owner. Your personal business card should be CEO a large company, and the owner of a tire shop, if he wants his business to be taken seriously.

Remember: your business card is your face. Business cards can also be used by freelancers, freelancers. Personal business cards are often exchanged in informal communication.

A personal business card is:

• FULL NAME. owner;
• type of activity and position held;
• telephone;
• official site;
• e-mail.

Corporate business card

A corporate business card includes brief information about your company. Nobody's names, positions and private contact details are written here. Corporate business cards are needed in order to briefly present your company in a favorable light, advertise and present. This is the face of your company. So she must have good design and dense material. It should look great, be happy to hold it in your hands and always keep it in your wallet among other important and high-quality business cards.

A corporate business card is:

• company name and logo;
• brief information about the field of activity;
• address, way of travel;
• official site;
• telephone.

business card

Includes a minimum of information. No unnecessary words and a minimum of design - no decorations, a standard font. Often the exchange of business cards takes place at official events, negotiations and business meetings. This is because a business card has a narrow focus - a direct invitation to future partnerships and joint activities.

Business card is:

• First Name Last Name;
• job title;
• Company name;
• scope of the company.

It is very convenient to use business cards. This gives you a wide range of opportunities so that you can properly advertise yourself. It will immediately show how you present your event, how seriously you approach the matter.

How to distribute business cards?

• hand out;
• put in a mailbox or send by mail;
• negotiate with others outlets so that they have a stack of your business cards on the counter (and in return you can put their business cards behind your tray).

Popular size business card– 90×50 mm. But better - the size is 85.6 × 53.98 mm. Credit cards have the same size, and sections in wallets are made for this size.

Step four: how to correctly compose an advertisement through leaflets, booklets, flyers and stickers

Leaflet- simple, old and effective method self-promotion. Even the minimal impact of the leaflet is effective - bright colors, huge font size and informative pictures will not leave anyone indifferent. Everyone must at least briefly familiarize themselves with the contents of the leaflet, and thanks to visual photographs or pictures, even a child will understand - at least approximately - what it says.

• distribute on the street at points of congestion of the masses;
• hand out at the entrance to your store;
• put in mailboxes;
• as an insert in a magazine or newspaper.

How you distribute your flyers will depend on them. appearance. A bright and eye-catching design, if leaflets are distributed on the street by promoters or thrown into mailboxes. Or a discreet, discreet design of a leaflet, if it is sent to the addresses of customers who already use your services.

Booklet- almost the same leaflet, only with an image on both sides, and folded in half or three.

Flyer- almost the same leaflet, only smaller in size and with a more structured presentation of information of short-term importance. For example, about new discounts, events, company promotions. Often a flyer is also an entrance ticket to such an event - or a coupon for which you can get a discount.

sticker/sticker/magnet- almost the same leaflet, printed on self-adhesive paper in order to, in fact, glue on various surfaces - walls, poles and packages.

Conclusion

The set of opportunities to correctly make advertising yourself, advertising yourself and your company is incredibly large. Qualitatively use all the methods available to you, and you will succeed.