GUERILLA MARKETING: CASE OF HIT COMPANY

V diplomskem delu sem se osredotočil na alternativo klasičnemu marketinškemu komuniciranju in sicer na ti. gverilski marketing. Pri delu sem skušal uporabiti čim bolj inovativne in presenetljive pristope marketinškemu komuniciranju, kar je nedvomno bistvena sestavina gverilskega marketinga. Gverilski marketing temelji, namesto na ogromnih finančnih sredstvih, na vloženem trudu, času in predvsem na dobršni meri domišljije oz. inovativnosti. Se pa gverilski marketing od klasičnega razlikuje še v nečempri komuniciranju ne gre več nujno za nagovor čim večje množice, ampak kako poiskati vse bolj učinkovite poti do tistih redkih ljudi, ki dejansko želijo sprejeti sporočilo. Da bi to dosegli, pa moramo ciljno skupino odjemalcev poznati do podrobnosti. Tržniki nato upajo, da bodo ti ljudje sporočilo sami širili dalje v mreži, ki konstantno raste. S takšnim pristopom k marketinškemu komuniciranju sem želel doseči, da bi se v prihodnosti izdatki za marketinško komuniciranje podjetja HIT bistveno zmanjšali in učinkovitost povečala. Kot smo že dejali v nalogi, imajo odjemalci, ravno zaradi prezasičenosti z oglasi, negativen odnos do oglasov. Tako sem razvil nekaj možnosti marketinškega komuniciranja za podjetje HIT, kjer je, v aktivnostih marketinškega komuniciranja, ti. »predznak« oglasnega sporočila skrit, ter ga odjemalci ne dojemajo kot oglasno sporočilo. Odjemalci so že siti komuniciranja, kjer jim nek tržnik hoče nekaj prodati, zato se tržniki v gverilskem marketingu trudijo zakriti svojo identiteto in sporočilo posredovati brez ti. predznaka oglasnega sporočila. Se pa tukaj postavlja vprašanje o moralnosti takšnega početja, saj je meja med dobro-namenskim komuniciranjem in zavajanjem, zelo tanka. Tudi promocijski materiali, ki jih večina podjetij uporablja, so v večini primerov neprivlačni oz neuporabni. Če res hočemo ujeti pozornost naših odjemalcev, morajo tudi naši promocijski materiali biti za odjemalce presenetljivi in inovativni. Če pa so le — ti povrhu še uporabni, je to za podjetje odlična prednost, saj bodo odjemalci promocijski material z veseljem vzeli ali ga celo sami poiskali. Pri raziskavi o uporabi metod gverilskega marketinga v Sloveniji sem opazil, da so inovativne metode gverilskega marketinga pri nas še vedno redkost. Razen posamičnih aktivnosti nekaterih podjetij, so le ta bolj izjema kot pravilo. To dejstvo pa je »voda na mlin« podjetju HIT, ki lahko, bodisi z uporabo kakšne od idej v tem diplomskem delu ali pa z razvojem svoje, preseneti odjemalce z uporabo inovativnosti v svojem marketinškem komuniciranju.In my work I have focused on an alternative to classical marketing communication, on so called guerilla marketing. I have tried to use the most innovative and surprising approaches to marketing communication, which is undoubtedly crucial ingredient of guerilla marketing. Guerilla marketing is based on effort, time and a lot of imagination, instead of a big budget. And it has more crucial difference with classical marketing communicationit is no longer about addressing a big crowd, but it’s about finding successful ways to address those people that actually want to be addressed. In order to do so, we need to know the group we want to address very well. After that we can only hope that those people will spread the message themselves in a constantly growing network. With this kind of approach I wanted to lower costs for HIT company in its future marketing communication. As we said before, the people are oversaturated with advertising, so they developed a negative attitude towards it. As a result to this fact, I have developed some possibilities for advertising HIT, where people do not realize that they are being advertised to. People are fed up with sales representatives that are trying to sell them something all the time, so that’s why guerilla marketers are focused on hiding their identity and the signs of a commercial. But this raises a question about morality of this kind of activities, because there is a thin line between advertising and misleading. Also, promotional materials that most companies use are in most cases unattractive or useless. If we really want to catch attention of our potential buyers our promotional materials have to be surprising and innovative as well. If they are useful, on top of all, that is a great advantage because buyers will be glad to take the promotional or in some cases even look for them. When researching methods of guerilla marketing in Slovenia, I have noticed that innovative methods are still pretty rare in Slovenia. And this is a good fact for HIT, who can, either using ideas from this paper or developing its own, really surprise potential buyers with the use of innovative ways of marketing communication