Impact of guerilla marketing on business of cultural instituions

Institucije kulture u povijesti se nisu trebale puno baviti marketingom i oglašavanjem. Tradicionalni marketing bio je sasvim dovoljan kako bi privukao publiku, zadržao ju i zadovoljio, no u današnje vrijeme kada ljudi imaju sve manje vremena i nebrojeno puno drugih načina zabave institucije kulture moraju prihvatiti nove, nekonvencionalne načine marketinga kako bi privukle publiku i ostvarile dobit. Kulturne institucije moraju aktivno pratiti određene čimbenike kao što su potrebe i želje publike, okolina, tržište na kojemu se institucija nalazi itd. kako bi mogla pratiti korak s ostalim institucijama te kako bi stvorila određenu konkurentsku prednost na tržištu. Sve to može postići implementirajući marketing koji je zanimljiv, neočekivan i drugačiji, a upravo gerilski marketing jedan je od primjera nekonvencionalnog načina oglašavanja koji bi institucijama kulture mogao priskrbiti novu publiku, sponzore, donatore, stvoriti brend od institucije i na kraju joj osigurati najveću moguću dobit uz što manje ulaganje.Cultural institutions didn't use to deal with marketing and advertising as much. Traditional marketing was enough to attract, keep and satisfy the public. Nowadays people have less time and are offered a million other forms of entertainment. That is why cultural institutions have to accept new, unconventional types of marketing so as to attract the public and make profits. Cultural institutions have to take into consideration certain factors, such as the needs and wishes of the public, the environment, the market, etc. That is how cultural institutions keep up with other institutions and gain a competitive advantage on the market. That can be achieved by implementing interesting and unconventional marketing strategies, one of which is guerilla marketing. By implementing guerilla marketing, cultural institutions can attract the wider public, more sponsors and donors, create brand awareness, and, finally, secure huge profits without any major investment