Guerrilla marketing examples for malls. Irregularity The main principle of "partisan marketers"! Positioning your campaign correctly

Our world is ruled by marketers. They are the ones who set trends and create excitement. For the most part, the composition of our shopping cart depends on them. And although many people try to resist advertising imposition, defending their right to choose, marketers do not give up.

Today we will talk about one of the most effective advertising tools - about guerrilla marketing.

What is guerrilla marketing

Briefly, then guerrilla marketing It is a low-budget way to promote a product or service. It is based on a non-standard solution to advertising issues and is suitable mainly for small and medium-sized businesses.

The term was coined in 1984 by Jay Conrad Levinson in his book Guerrilla Marketing ". Why partisan? Because the author describes effective, but practical, inconspicuous and inexpensive ways of advertising.

Features of guerrilla marketing

Guerrilla marketing has the following distinguishing features:

• Limited budget. Guerrilla Marketing does not require large investments, but at the same time it is quite effective due to creativity and narrow focus.

The pet store invites students from the nearest school on a tour, and then gives each child a fish in a jar of detailed instruction about how to look after and take care of her. The goal has been achieved - parents of schoolchildren buy everything they need in this store.

• non-standard methods. The more unexpected the idea of ​​advertising, the higher the result can be.

The owner of the restaurant invites people who work with clients every day (hairdressers, manicurists, cosmetologists) to the opening and arranges a first-class banquet for them. The expectation that masters will share their impressions in communication with clients works. In the newly opened restaurant in a few days full house.

• Freedom of expression without respect for morality and ethics. It's about about shocking and provocation as advertising tools.

• Psychological impact. A detailed analysis of the target audience, identifying its “pains”, playing on feelings and emotions at the right time in the right place is the key to the success of any advertising campaign.

Advertising brochures or even gift coupons for specialized stores of goods for expectant mothers and babies are freely available in antenatal clinics. Future parents will certainly come in handy, especially since these stores, as a rule, are located near the antenatal clinic.

• Fast result. Guerrilla Marketing refers to promotional tools for small and medium-sized businesses. Novice entrepreneurs are not ready to wait for the results of an advertising campaign for a long time, and the effect of marketing activities should be almost instantaneous.

Distribution of service station business cards in auto parts stores. Parts buyers are immediately informed where they can get help.

• Disposability. Guerrilla actions are bright and memorable, but they are only suitable for a one-time use. Using the same ad a second time would be a waste of money.

Apple, in order to kill two birds with one stone - to tell about itself and increase sales - gave each California school a brand new computer. Only one. The marketing service managed to capture the imagination of students and teachers, who enthusiastically talked about miracle computers to their parents. The company's expectations were met with a vengeance.

Types of guerrilla marketing

There are more than a dozen of them, we will tell only about the most popular:

• "Word of mouth". This type is also called "viral advertising". The dissemination of the necessary information occurs with the help of the consumers of the products themselves and, as a rule, not on purpose.
• Outdoor advertising. Billboards, banners, flyers that appear in the right place at the right time. For example, on the outskirts of the city, a billboard with an advertisement for a large hypermarket, or near a store, a billboard of competitors with an attractive promotion.
• Dot advertising. This is a narrowly targeted advertisement, for example, for pensioners, youth, young parents, accountants, etc.

• Local advertising. It is broadcast in a specific area. Grocery store in a big city it is worth advertising only in the area where it is located. Covering the entire city with advertising does not make sense.
• Hiden advertisment. It masquerades as a sincere and interesting discussion, an exchange of opinions or a recommendation "from the heart". To date, this type of guerrilla marketing is most often used by popular bloggers in in social networks.

Guerrilla Marketing Methods

All methods can be safely divided into two groups - online and offline.

1. Offline methods

These include methods that have been popular since the last century:

• souvenir products with the company logo;
• thematic events, trainings, marathons, forums;
• promotions and gift bonuses;
• additional free services.

2. Online methods

• active development and maintenance of social networks;
• creation of mobile applications;
• creation of memes and viral pictures;
• reworking of popular songs;
• e-mail distribution.

These methods are actively used by startups and owners of small companies, because. do not require large sums of money.

Methods guerrilla marketing most effective in tandem.

The accelerator of online schools Accel is an Internet project, but its creators gather residents twice a year at an online conference in Alushta and once every few months at forums in Moscow.

Guerrilla Marketing Examples

The most striking examples guerrilla marketing we have listed above. Here are some interesting examples from the history of Russian marketing:

1. An unknown entrepreneur, Nikolai Shustov, hired several students to go to pubs and demand Shustov cognac. When they were refused, the students began to swear, rowdy, fight. The next day, Shustov brandy was known throughout Moscow.
2. Marketers advertising the legendary cleaner Mr. Proper decided to paint one of the lanes of the pedestrian crossing in bright white paint. Compared to the rest of the bands, it looked the cleanest. And, of course, it was emblazoned with the emblem of the cleaning agent.
3. The appearance of children's rooms in cafes and restaurants is also a good example. guerrilla marketing. The owners needed to increase the amount of time diners could spend in the restaurant. And they succeeded: children play, and parents increase the average check.

Conclusion

Did you know what is guerrilla marketing, and got acquainted with interesting examples. Now you can safely apply this knowledge in business. However, we advise you to be careful. Not every creative and ambiguous notion is accepted with a bang. But if everything works out, your brand will become recognizable and you will make a profit.

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Previously, when we first started our consulting business, we did not spend a lot of money on advertising for clients, trying to manage in low-cost ways.

Now I understand that in order to earn WELL, you need to invest. Attachments can be of 2 types. Either money or time. Sometimes time is more valuable than money.

Advertising without a budget?! How is that?

If you don’t know what it is and who invented it, everything is already written on Wikipedia, I advise you to read it, it’s quite interesting, but still I’ll tell you briefly.

Guerrilla marketing is a low-budget way of advertising and marketing that allows you to effectively promote your product or service, attract new customers and increase your profits without investing, or almost without investing, money.

Types and features of hidden marketing, its examples and simple ways in action that can be used in your business, this is what we will talk about in this article!

Examples of such advertisements

Guerrilla marketing in action can be seen quite often abroad. This is exactly the same type of marketing as all others.

However, in Russia he does not yet enjoy such popularity (although the name, as a specialist in guerrilla marketing, is known to many). But nevertheless, examples of guerrilla marketing in Russia will also be lower.

Example 1 - word of mouth

For example, one of the restaurants practically does not spend money on advertising. The main item of his expenses is that he feeds hairdressers for free. At a very decent level, both in terms of service and quality of food.

And we all know that hairdressers / make-up artists / stylists are those who are in a special trust in people (and in fact, we will not trust our hair to someone we do not know.

Especially women) and constantly talk to them, tell their news.

And, as you understand, visiting the restaurant was the best news, so he was advised with great pleasure. Such is the hidden incentive.

Are you serious!? Tell me more

By the way, the hottest clients come by word of mouth. They do not even need to be convinced of the purchase, they are already “ripe”. Therefore, this version of guerrilla marketing is very, very good.

By the way, we used it. In a slightly modified form, but still, in our client's cafe.

Invited to a free tasting of coffee and food opinion leaders in his city. They designed the invitations quite beautifully, and even before visiting the tasting, they posted them on their social networks.

And since the tasting went off with a bang, the reviews were very, very satisfied. By the way, many of the guests later became regular visitors to the cafe.

Example 2 - viral video

Guerrilla and viral marketing go hand in hand. That is why, another way of guerrilla marketing, which we have been wanting to implement for a client for a long time, but have not yet implemented, is shooting a viral one.

WE ARE ALREADY MORE THAN 29,000 people.
TURN ON

A simple example is how the chef of a restaurant sings or dances in the kitchen while cooking for customers. Shooting can take place either on a hidden camera or with “imitation of shooting on a hidden camera”.

Then we post it on all social platforms (if the video is really good, it will start to diverge on its own). One example of such a video is “A hamster trolls a traffic policeman”.

The shooting cost literally 3 kopecks, and almost 2 million views brought orders to the E5.ru online store for orders of those same hamsters for six months in advance.

In fact, a viral video is probably one of the most better ways implement covert social media marketing at the moment.

At a minimum, due to the fact that it is watched more and more actively (for example, in one of the most popular social networks Instagram), and due to the fact that it is quite easy to remove it. You can read more about the viral video in our article.

Example 3 - another product

Another good example of hidden marketing is sticking your company's advertisement on the back of coins. For a better understanding, see the picture.

Advertising on coins

She wears an ordinary ten-ruble coin, which is given out as change in the network of solarium studios.

The method is quite simple and effective, however, you will have to worry about both making stickers and sticking them on coins. The effect may not be noticed right away, but as one of the options for an additional advertising channel, it’s not even bad.

Clones of example 1

Example 1 Drawings on asphalt - what used to be popular and really perceived as guerrilla marketing and carried customers, is now punishable by law.

Therefore, if you are a completely novice entrepreneur, then I strongly advise against using it. Better find something else. These are the features of guerrilla marketing that you should not forget about.

Advertising on asphalt

Example 2 Old cars that stand still, but are decorated with advertising from top to bottom.

As a rule, a couple of such cars are redeemed (preferably looking interesting and on the go), hung with billboards and parked in the most crowded places.

Advertising on the car

Example 4 - outrageous action

In general, if we talk about the effectiveness of guerrilla marketing, then it can even be some kind of advertising campaign with a loud action that will be trumpeted by all the media.

The perfect example that everyone cites is the Euroset advertising campaign they ran on April 1, 2002.

Everyone who came to their salon that day without clothes (FULLY) received as a gift cellular telephone. lovers free phones There were a lot, but there were even more onlookers. And the media, TV and radio that filmed it all, documented it, and so on, are just a myriad.

Outrageous action in Euroset

Sales after this action at Euroset increased significantly. They are still trying to repeat the action in one interpretation or another, but apparently the arrogance and outrageousness that Yevgeny Chichvarkin had was not enough for the current leaders.

Clones of example 4

Here are a couple of guerrilla marketing options that I know about, which means the rumors still got around:

Clothing store. You could go into it in your underwear and get for free what you had time to put on yourself in a certain time

Denim store. If you tear your jeans in front of everyone, you can choose new ones in the store for free

Tele 2. At the exhibition cellular communication in St. Petersburg made a splash by the fact that a couple of promoters under their brand wore a coffin. COFFIN, Carl! With the inscription "Dear connection". Of course, everyone was shocked and it was broadcast to various sources.

Guerrilla marketing from “Tele 2”

Example 5 - partnership

In general, I personally believe that guerrilla low-cost, viral marketing is a partnership or, in a fashionable word, “collaboration”. Examples:

Example 1 In a dentist's office, a dental company that produces toothpastes and rinses placed a sign on the ceiling (and did you know that we all look at the ceiling while sitting in the dentist's chair?) - “Do you want to never see that boring ceiling again? Our toothpaste will help!”

Example 2 One of my acquaintances, a lawyer who deals with reimbursement of money after an accident, paid extra to traumatology doctors for distributing it to those who got into an accident. They called him even at night, but there was no end to the customers.

In general, partnering with a business that has the same but you don't compete directly is a very good idea.

Good question

And who will benefit from guerrilla marketing? After all, as a rule, guerrilla marketing in action is equated with low-budget ways to attract customers, which, in turn, is equal to advertising for small businesses.

And sometimes even for startups. That is, if there is no money, use guerrilla marketing, read, draw your offer on the pavement (often because of this attitude towards it, experienced businessmen extremely dislike guerrilla marketing methods).

However, this is fundamentally not true. The peculiarity of guerrilla marketing is that it can suit any business.

Both small and medium, and even large. The only question is how to use it?

If you are a small business, then, of course, guerrilla marketing methods will be one of the main ways for you to attract customers (especially at the start);

If you - medium business and you already have advertising budgets, you can use guerrilla marketing as a way to increase

Example. One of our well drilling clients, based on what we developed, implemented the following: they began to show well drilling on their website online.

That is, the user could go to the site and see how the drilling process is going, in what condition the site is left after drilling, and so on.

It has become an excellent tool for additional attraction of customers, so they began to discuss and talk about the company.

If you are a big business, then this will be a great way to reach out to an audience that you usually don't pay attention to.

And if you're a really big business, you can even afford to use long-term guerrilla marketing. Just like Apple did in the US.

They gave to every school in the state of California personal computers. Such a beneficence made their name quite famous, however, final goal was in another.

Literally in 5-10 years, they received a whole generation of fans who grew up on Apple products.

Briefly about the main

There are a lot of examples about guerrilla marketing on the Internet and we did not set out to collect everything in this article. possible examples and cases.

If you want more examples, completely run-in and working, you can look at the blog of Alex Levitas, he is considered the No. 1 expert in Russia on guerrilla marketing.

The funny thing is that his last name is Levitas, and the last name of the one who invented guerrilla marketing himself is Levinson 😉 But let's think that this is just a coincidence. The most important thing I want to convey to you:

1. You need to use this channel, but not in the first place, because, as I already wrote, the time spent on creative and other things can be more expensive;
2. You need to be careful when implementing, otherwise everything can work in reverse side. And instead of advertising and customer love, you will get a solid negative;
3. You can’t just do guerrilla marketing and still count on a large flow of customers. Use our selection and the result in clients will not keep you waiting.

"Partisanship" in the modern world

To promote in this way, they use the surrounding space, cars, small handouts (business cards, flyers), posts on social networks and forums, and much more. Today, guerrilla marketing is multifaceted, but always characterized by a creative approach, original execution and a low budget.

Examples of Effective and Inexpensive Marketing

For clarity, here are 15 examples of guerrilla marketing companies that took the risk to use interesting ideas and did not lose.

• At one time when Apple were not better times, she made a clever move to promote her computers. Each school in California, the manufacturer of "apple" products gave one Macintosh. It was the mid 80s. Schoolchildren simply fell in love with the computer, and vied with each other to tell their parents about the novelty. Thus, Apple did a good deed and spread the word about its computer product. As a result, a generation has grown up in America that has chosen Mac for itself.

• The well-known Mister Proper also distinguished himself. The drawn hero, as it turned out, can cope with pollution outside the apartments. Advertising agency Gray Worldwide has chosen crosswalk. One of the stripes was painted in bright white, so that it contrasts with the rest of the gray ones. And in the corner they drew a recognizable smiling Genie of purity. I wonder how many crossed the clean lane so as not to stain it?

• Popular channel National Geographic used public transport. To advertise a new series of programs about predatory animals with the telling title "Designed to Kill", advertisers placed a shark on the side of the bus. Sinister jaws fit on the sliding doors, which, when closed, seemed to “swallow” the passenger. Such advertising, of course, could not fail to attract attention. True, some especially sensitive people could wait for another, more “safe” transport.

• If you give examples of guerrilla marketing in Russia, you can not help but recall the Euroset. Chain of stores mobile communications staged a truly scandalous action. In 2002, the company opened almost a hundred stores. And it was necessary to attract customers. Then they carried out an advertising campaign on the verge of a foul right on April 1st. The first 20 people (10 men and 10 women) to strip naked will receive mobile phone For a present. Of course, there were two dozen not too scrupulous people. But what a resonance the action itself received. Compared to the costs, the company gained a much larger number of real customers. The media savored the event for a long time, and photos of naked lucky people roamed the net for even longer.

• Spiderman. It would seem, who does not know about the popular comic book hero? But before the premiere of the second film, PR people decided to add fuel to the interest of the audience. And they did it in a very unusual way. A "special" urinal for a superhero was taken in the men's room. Of course, almost under the ceiling. Whether you like it or not, it was hard not to pay attention to this original move. And don't think about the guy in the red and blue suit.

• In 2004, the rather spectacular disaster film The Day After Tomorrow was released, once again raising the problem of global warming and its consequences. In order, in turn, to raise a wave of interest in him among their compatriots, Indian advertisers went to extreme measures - they threw the poster into the sea. More precisely, not quite so. Advertising agency Contact placed a billboard with a poster in the sea, near the city of Mumbai. The water almost half hid the poster, hinting at what was happening in the film.

• The Gavana Club brand has decided to advertise their new Cuba Libra cocktail. But they approached the matter with a twist. An Arab sheikh and his retinue came to the opening of the yacht club "Hals" among the well-known beau monde. The appearance of such a guest did not cause a stir, but it could not fail to attract attention. From the VIP seat where the sheikh and his entourage were seated, it was perfectly clear what he was being treated to. And, of course, the sheikh drank exclusively Cuba Libra. To maintain attention, dummy guests asked others about the sheikh, paying attention to his drinking. Toward the end, a guest from the Emirates treated everyone to a cocktail.

• Another example of an advertising campaign that should be noted. Despite the fact that it happened at the beginning of the last century. None other than the then Russian businessman Nikolai Shustov, who produced cognac of the same name, hired about a dozen students. Young people went to taverns and demanded this drink. And if "Shustov" was not available, they made a brawl. Of course, newspapers wrote about it. So Moscow learned about the new product.

• Sitronics decided to act as the blacksmith of its own popularity. And I used the life placement technique. The bottom line is that front people walked in busy places with the appropriate technology. Periodically, they met "friends" and talked about the merits of new clothes. In addition, before sending their sales agents to the store where the company would like to see its goods, front people called this place and asked if Sitronics was available. Thus, even before the start of sales, brand awareness has increased significantly.

• From 2004 to 2014, the detective series ASPE was broadcast on English-language TV. One of the new seasons required only a box of chalk for its advertising. PR people painted on the pavement the silhouettes of people that the police usually do at the scene of an accident with victims. And in the center of each silhouette, they announced the return of the detective and added the time of the premiere of the series. Not expensive, but attracts attention.

• Another series also decided to add a touch of drama. This time - on a criminal theme. The American TV project "The Sopranos", as the name implies, tells about the ups and downs of life of the mafia clan. So the advertising campaign of the new season was approached in a gangster way. A taxi drove around the city, from the trunk of which a man's hand hung drearily. And next to it is a sticker with the name of the series. Is the taxi driver really who he claims to be?

Advertisement for The Sopranos

• Originally approached the advertising of a new car in Switzerland. There, the agency Jung von Matt received an order to promote the Smart car, known for its modest dimensions. The PR people simply placed a small city car billboard between two standard-sized billboards with premium cars. Thus, advertisers hinted at the ability of a small car to fit in any space, which is so valuable in a big city.

• Known for his creative approach and the Coca-Cola brand. This time they decided to combine classical and guerrilla approaches. Advertising boards at bus stops today are more often ignored. Whereas good publicity should cling. Literally. And the soda shield, with the help of Velcro, really clung to the clothes of passers-by. It's hard not to pay attention in such a situation.

• Advertising watches is also unusual. The Swiss company IWC gave public transport passengers the opportunity to try on a new Big Pilot`s watch model, created for pilots. How? Just by releasing seat belts for vehicles with watch prints. Grasping the loop while moving, everyone could evaluate how the novelty would look on them.

• English men love pubs, beer and billiards. And especially when it all comes together in one place. To increase their sales, Guinness played on men's passions. The tips of the cues had stickers advertising this beer. Men played billiards, wanted to drink - and ordered Guinness. In a short period of time, sales increased by almost 50%.

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Guerrilla marketing is a fairly new topic for Russia, and there is almost no information on this area of ​​marketing in Russian. Therefore, people who are interested in a seminar on guerrilla marketing often ask Alexander Levitas questions about what it is, where it came from and how it works.

In order not to repeat the same explanation over and over again, Levitas prepared a list of answers to the most FAQ about guerrilla marketing. Here are the questions and the answers to them. I hope you find the information you need here:

If this information is not enough, you can always ask a question directly to Alexander Levitas.

And remember the main thing - Your business can bring in more money!

Every year, the cost of conventional advertising increases, while its effectiveness, on the contrary, is rapidly falling. The tension of advertising informational noise is growing like a snowball, and will soon reach a critical point, when advertising will not be paid attention at all.

An average resident of a big city sees and hears 1.5-2 thousand advertising messages per day on average. In such an environment, the use guerrilla marketing become a very strong argument. Especially for small companies that have a strictly limited advertising budget or none at all.

The main task of guerrilla marketing- to be remembered by a potential buyer, to encourage him to take a certain action. Moreover, this must be done, preferably with minimal monetary costs, in an unusual and positive context. The main investment here is time and out-of-the-box thinking.

In this article, I have collected for you the best examples of guerrilla marketing. There were 35 such examples in total.

Naturally, you must understand that each business is unique, so copying these ideas in most cases will be problematic. However, despite this, we hope that many of these examples will help you use your imagination and generate your own, no less GENIUS and EFFECTIVE partisan techniques.

So go ahead!

1. Advertising agency entered into a partnership agreement with a network of household stores home appliances. After that, on the screens of all TVs trading network appeared regularly commercials. The advertising agency does the promotion of similar advertising services and develops videos. The profit is divided between the chain of stores and the agency according to the agreement.

2. The bookstore wanted to gain an edge over the competition. by delivering books to the buyer's home. But calculations showed that such an idea would cost too much. After that, the bookstore came up with a way out - they established cooperation with a nearby pizzeria. When the courier goes to the desired area, he also takes with him a parcel from the bookstore.

3. Owner of sales shops men's suits, wanted to increase sales. He ordered a thousand different coins, which resembled the coins of a certain state. These coins were plated in platinum, gold and silver and distributed to each store. The seller, while packing the suit, discreetly put one of these coins into his jacket pocket.

It was assumed that the buyer would later discover this expensive-looking coin, show it to his relatives, acquaintances, colleagues and, of course, mention the store where he made the purchase. However, sales for the 1st month did not noticeably change. However, in the next month, sales increased by 3.5 times!

4. Firm for the manufacture of armored doors, used side-by-side advertising. When her masters finished installing a door for another client, one of them goes up to the top floor and leaves a small card with a message on each doorknob. It says that the tenant of such and such an apartment has already installed a new door manufactured by this company.

The cost of this card is a penny, taking into account full-color printing. After analyzing the results, the company's management concluded that the effectiveness of such promotion is noticeably higher than with the help of other advertising media.

5. Pet shop to promote his products, he invited students from nearby schools on an educational tour of the store as part of a lesson in natural history. At the end of the tour, each student was given a GIFT - a live fish in a bag of water. As well as a detailed brochure on how to care for this fish. As a result, many parents of these children purchased an aquarium for the fish, as well as specific food, algae, an aerator, and others. related products. Total profit from this action in tens of times exceeded the cost of donated fish.

6. When Apple was having a rough time, she donated one computer to each California school. This achieved 2 goals:
- First, the children told their parents about the new computer.
- Secondly, a whole generation of users has formed who have become fans of Apple products.

7. Owner of a popular US restaurant chain spent very little money on marketing. Despite this, his restaurants always had a lot of customers. How did he do it? Every time he opened a new restaurant, he organized a grand reception in it, to which he invited all the hairdressers of the city. They had fun and ate deliciously at the expense of the owner, and the next day at good mood went to work.

How do hairdressers work? Exactly! They interact with clients every day. And for several weeks they are happy to spread the word about a wonderful restaurant where you can have a good evening.

8. One lawyer, specializes in obtaining monetary compensation for road accidents and work-related injuries. He negotiated personal recommendations with a traumatologist or radiologist. And when the victim, just in bandages, is brought to the X-ray room on a gurney, the doctor kindly holds out the lawyer’s business card and says: “Do you want this bastard who ran you over to pay you 10 thousand USD? This lawyer will drink all the blood out of her, but he will get money for you.

9. An interesting promotion was held for the Gavana Club brand, popularizing Cuba Libra cocktails. At the opening ceremony of the Gals Yacht Club, where many famous guests were invited, a sheikh appeared with his retinue. Naturally, his arrival aroused interest, but it was taken quite naturally. No one noticed that it was a theatrical performance - another creative of advertisers.

The sheikh, along with his retinue, was placed in prestigious places where security was organized. It was impossible to get close to the exotic guest, but it was not difficult to see what he was eating and drinking. And he drank exclusively Cuba Libra. Interest in the sheikh was additionally increased by special people, asking the guests about the sheikh and, as if by chance, drawing their attention to what he eats and drinks.

At the end of the party, when the audience got excited, the sheikh's girlfriend announced that she wanted to treat everyone present with a drink (of course, Cuba Libra). The guests again did not notice the catch, since the status of the event allowed such gestures to be made. But they appreciated the drink, especially since they were treated to a real sheikh.

10. Back in the early 20th century Russian businessman Nikolai Shustov hired a dozen students who were supposed to bypass Moscow taverns and demand Shustov cognac. Not finding this, the students made scandals and got into a fight. Local newspapers began to write about this, and Moscow learned about a new brand of alcohol.

11. An example of successful use of guerrilla marketing in Direct mail we can name the experience of Evans Industries. She was faced with the task of developing an effective and inexpensive way to stimulate distributor sales. Evans Industries president Salvador Aliotta said they didn't have the funds to launch a large-scale advertising campaign, so he had no other option but to use guerrilla marketing methods.

At that time, the jackpot in one popular lottery was $20 million. They bought and sent out a lottery ticket to each of their distributors. Along with the lottery ticket, they included a letter saying they could become millionaires by either winning the lottery or selling Evans Industries products.

“For just $300, we ran a successful promotional campaign that increased loyalty and awareness of our products”- shared Salvador Aliotta.

12. Probably one of the earliest examples of guerrilla marketing in direct mail mentioned the almanac "World Traveler" for 1900 (!!!) year. “A New York theater director sent out posters to the residents of the city, enclosing a check for 4 cents on each of them.

The text of the pamphlet was as follows: "Your Majesty! I'm assuming your annual income is $15,000. Since you probably recognize the fact that time is money, we're enclosing a check for 4 cents to pay for the two minutes of your time you'll use to read a short and truthful listing of some of the original and new scenes that feature the new three-act musical joke "Damn Grandma"; she will go next Monday for the first time.”

This was followed by a listing of these scenes. The calculation of the action was based on the fact that many people would read the ad, accompanied by a check, but it is unlikely that many of the wealthy people would want to cash such a meager check. And indeed, advertising campaign made an impression - the hall was full, and only a few cashed their checks.

13. The financial crisis negatively affected the real estate market in the US and, as a result, forced real estate sellers to use their brains to attract clients. Owners of one new building in Los Angeles found a very original way to attract the attention of buyers (and at the same time the media) to their asset.

In the windows of unsold and unrented apartments, homeowners placed human silhouettes of shadows dancing a striptease. The dancers, of course, amuse the audience not in real time - the video is broadcast by a projector. Surprisingly, the clients are coming. The attraction of sex helps even in real estate.

14. Reception, which can be used by companies delivering goods. On the packaging, depending on the product itself, an original sticker is developed with the inscription: “They didn’t throw, didn’t wet, treated with care. Company …

15. In order to make sure that many media outlets discuss some action, you need to create a fairly daring pretext. Euroset has been especially successful in this direction. For example, on April 1, 2002, the company held a campaign in which everyone could get a mobile phone for free, but with one condition: he must come to one of the Euroset stores without clothes (AT ALL).

There were many lovers of freebies, but there are much more people who want to look at this spectacle. The facts were documented on photos and videos, and, of course, Euroset logos were present in all frames. Information about this action was published in a number of media, and after a while, photos of naked but happy owners of Motorola C350 phones were posted on the Internet.

And for several years after that, the photos roamed the net: on forums, news and entertainment sites, etc. The action "Undress and get a mobile phone" cost the company only $ 1,300, but the popularity of the Euroset has grown significantly.

16. Sitronics Company, used the so-called “life placement” technique (creating an artificial popularity of the product), using fake “happy” buyers for this. The essence of the action is that people who carried boxes with Sitronics equipment appeared at many busy metro stations in large cities.

Promoters sometimes "accidentally" met their "friends" and loudly discussed the "purchase". Also, before sending your sales representative a store where the company planned to sell its little-known equipment, dummy buyers called there and asked if Sitronics equipment was on sale. Before the start of the campaign, brand awareness was 26.5%, after - 44%.

The network of stores did something similar "Just". Here's what it looked like:

17. France. Guerrilla action to promote LEE jeans:

18. Promotion of car service services in the capital of Austria, Vienna. Quite creative SUVs were used for the action:

The plastic legs of the dummies sticking out from under the bottom created the illusion that the car was being repaired on the go.

Such a fast service!

The inscription on the plate: Are you in need of a change? Call me... Hairdresser.

20. Network of sportswear stores "Sportmaster" conducted extreme tests of Columbia clothing with the help of RA "Marketing Communications":

11 SUVs(6 in Moscow and 5 in St. Petersburg) traveled through the streets of the city for 3 days. There were no problems, although many traffic police officers stopped unusual cars out of sheer curiosity. They did not try to fine – the action took place within the framework of the law.

21. An example of a partisan action to promote the new season of ASPE detective series(ASPE is the name of the detective). As you know, the police circle the found bodies of murdered people with chalk in order to preserve their shape at the crime scene. Which is what was used in this example:

The inscription in the center - Aspe is back, Monday 21-40 on VTM.

22. Quite a popular technique using stickers that are attached to the door - a little below the peephole. Promotion of the pizzeria "Papa Johns"

23. A similar technique of guerrilla marketing, only now the well-known model Eva Padberg looks through the peephole to thousands of German residents and offers them the Otto catalog. Moreover, she is not dressed quite conservatively:

24. 100% hit in the target audience was made by the EURO RSCG agency by placing anti-caries mouthwash advertisement on the ceiling of dental clinics:

Ceiling inscription: "Do you want to stare at that dreary ceiling again?"

“Are you going to think more about your mouthwash now?”

25. Agency Arriba Media Group spent advertising campaign to promote the penthouses of one of the developers of luxury real estate. A penthouse is a specific product for a certain category of consumers, so it is quite difficult to advertise them using standard methods.

Therefore, the idea of ​​​​address mailing was chosen, as a result of which the target audience (owners big business) received a package with unusual content. Each prospective client, on a certain day, the courier personally gave a box of thick black cardboard into his hands. Upon opening it, it was hard not to be surprised:

Only by removing the fluff and feathers, a person directly discovers an advertising booklet:

On the following pages- a story about what a penthouse is and the advantages of this type of luxury real estate.

26. interesting idea used to promote cottage settlements "Nikolina polyana" and "Mikhailovskoe". According to statistics, informational advertising on billboards near the construction site brings the largest number of calls to developers.

The task was to draw attention to these information boards:

27. Pretty funny business card of one of the employees of the collection agency in the form of an x-ray of a hand with a broken thumb. Customers are said to have a sharp increase in their desire to get their money back:

28. A real Mini Cooper suspended from a multistory building+ 2500 watt spotlights reaching to the stratosphere = the original advertisement, which was written about for free by many media outlets and many sites on the Internet:

32. Advertising agency Rethink from Canada launched a guerrilla campaign for advertising security film for Scotchshield glass. 3 transparent "safes" were installed in the city, using "anti-vandal" film Scotchshield. Each showcase contained 1 million dollars and the inscription: "Heavy-duty glass ad! The money is real!" Who breaks - he will take:

The non-standard approach impressed both professional advertisers - many recognized the idea as ingenious - and ordinary people who vigorously discussed how to get such a lot of money from under the glass.

You could only hit the safe with your hands and feet. And the use of any specialized tools, weapons or equipment was not allowed. Vigilant guards who were on the other side of the street monitored compliance with the rules.

Many tried to get this money ...

... but the glass remained intact.

Eventually, The publicity stunt cost the customer only 6,000 USD, and was recognized as very successful: it was covered in many media, and photos of this stand can now be found on many Internet resources that are related to marketing and advertising.

33. Magnifying glass. Swedish bank SKANDIABANKEN found an amazing way to get the consumer interested and read all the advertising information from beginning to end. In the center of a stark white poster with an attached magnifying glass is text printed in tiny letters:

"Hi. Obviously, you read the fine print. That's good. Unfortunately, not everyone does it. Most banks make a lot of dollars on this every day. They hide the real value with asterisks and small print. With us, no one has to decipher hidden messages. Put an end to huge incomes! How about our 3.25% from your savings account? Go to skandiabanken.se today."

34. Advertising newspaper. Half of the page is occupied by a full-color advertisement with a list of services provided. And next to it, a black-and-white ad the size of Matchbox- the arrow points to a full-color advertisement, and it says "We offer the same thing, only cheap and professional." And the phone is in big print. And that's it.

35. One ski equipment dealer in Moscow in the early 90s, had a container in the courtyard of a residential building, where he traded at extremely low prices - even without cash register. When his clients asked where else they could look, they were willingly given the address of competitors, namely those who traded at the most atomic prices. Having gone to them, almost everyone returned for cheap. And they were happy.

A special joke was that the closest competitor, "the one around the corner here," belonged to him! Where the assortment was 5 times smaller, and prices were 2 times higher. But this store also paid for itself, and did not serve as a lure. Moreover, some of those who came to the “elite” store initially (not on a tip from the container) were sent to the container, returned back, and bought the same thing, only at a bomb price.

Well, just from a joke: “Did you take 100 dollars? What a fool! Around the corner, exactly the same ties for three hundred! Joking aside, this rusty container made $2 million a year. Except for advertising is anomalous low prices, not a cent was spent on advertising. They didn’t even spend money on the inscription in chalk on the container.

P.S. What successful examples of guerrilla marketing do you know?