Marketing de Guerrilla

by with No Comment MarketingPor KMD

Marketing de guerrilla

*(intro)

Imagina que vas tarde para alguna reunión, la clase de 9 quizá, decides tomar el transporte público, caminar un poco y recorrer parte de la ciudad mientras llegas a tu destino. El camino parece el mismo, el cielo un poco gris y el bus que lo conduce la misma persona. De repente, bajas en el paradero y ves que algo no encaja con la realidad habitual, parece que te quedas observando algo diferente en la calle, parece como un juego o una galería de un museo en medio de la ciudad, te transmite curiosidad y te saca una sonrisa, de repente sabes que viviste un lindo momento que vas a recordar. Has sido partícipe del marketing de guerrilla.

Historia y definición del Marketing de Guerrilla

El término se utilizó por primera vez en 1984 por Jay Conrad en su libro con el mismo nombre en el que explica sus parámetros y objetivos. Cita que principalmente fue utilizado para generar expectación sobre un producto o una marca para aumentar su probabilidad de consumo y se busque hablar de dicha marca/producto con el resto de posibles compradores. 

Estas son las primeras características del marketing de guerrilla, su objetivo es provocar que sean los propios usuarios y los medios de comunicación los que le den trascendencia, y así, hoy en día buscar su viralidad. 

Se dice que otra de sus principales y más importantes características es el uso correcto del espacio, ya que juega con parte de lo que hay alrededor para así generar un lugar novedoso con el suficiente impacto para el usuario. Se puede lograr a un costo más bajo que el de pautas convencionales como lo pueden ser radio y televisión.  

Se podría decir que la mayoría de veces se trata de concientizar a la población acerca de un tema. Dicho esto, ¿quienes explotan mucho este recurso? Las ONG, o quizá has caminado por alguna esquina de tu ciudad y has visto las líneas para cruzar pintadas con el color de la bandera LBGTI. Aunque esto no siempre es una regla, también hay muchas marcas que explotan este recurso con mucha creatividad.

 

TNT PASA EN LA VIDA - TNT RIGTHS

Esta campaña llegó a Latam como “pasa en la vida real, pasa en TNT” El clásico canal para ver peliculas utiliza un marketing de guerrilla muy acorde a lo que es su slogan de campaña, que en este contexto es “Your daily dose of Drama” donde se utiliza una esquina común de un lugar común, el recurso a accionar es un botón y se deja a la espera de ver cual de estos ciudadanos es el valiente que se atreve a presionar dicho botón y que conlleva con esto. Tras esta acción ocurren una serie de episodios sacados de contexto donde se ven ambulancias, policías y hasta un equipo de fútbol americano interactuando en el mismo espacio, lo demás? es historia. 

Generar impacto es algo que siempre se busca y no se negocia al momento de pensar, planear y realizar Marketing de guerrilla. Si estás pensando en hacer una campaña de marketing de guerrilla te recomiendo tratar los siguientes pasos:

  • Consultar casos de éxito Aunque para todo se requiere, siempre es bueno consultar que se ha hecho actualmente en un mundo donde toca rediseñarse y reinventarse a diario. 
  • Saber a quien y donde generar impacto Muchas veces tenemos una buena idea aunque la locación nos puede jugar una mala pasada, la gente que se dedique a marketing BTL va a entender con profundidad eso. 
  • Creatividad / Recursos Es una relación inversamente proporcional: A menor recurso se requiere de más creatividad, siempre es importante evaluar este aspecto. 

Si quieres saber más acerca de estas estrategias contactanos para desarrollar estas herramientas para tu mercado. 


David Moreno.

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Building the Google Web UI

by with No Comment MarketingPor KMD

When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies.

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by with No Comment MarketingPor KMD

When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies.

then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me, that it might be the mirror of my soul, as my soul is the mirror of the infinite God!

O my friend — but it is too much for my strength — I sink under the weight of the splendor of these visions! A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine.

I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents. I should be incapable of drawing a single stroke at the present moment; and yet I feel that I never was a greater artist than now.

demo-attachment-1621-big-2-img

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by with No Comment MarketingPor KMD

When, while the lovely valley teems with vapor around me, and the meridian sun strikes the upper surface of the impenetrable foliage of my trees, and but a few stray gleams steal into the inner sanctuary, I throw myself down among the tall grass by the trickling stream; and, as I lie close to the earth, a thousand unknown plants are noticed by me: when I hear the buzz of the little world among the stalks, and grow familiar with the countless indescribable forms of the insects and flies.

then I feel the presence of the Almighty, who formed us in his own image, and the breath of that universal love which bears and sustains us, as it floats around us in an eternity of bliss; and then, my friend, when darkness overspreads my eyes, and heaven and earth seem to dwell in my soul and absorb its power, like the form of a beloved mistress, then I often think with longing, Oh, would I could describe these conceptions, could impress upon paper all that is living so full and warm within me, that it might be the mirror of my soul, as my soul is the mirror of the infinite God!

O my friend — but it is too much for my strength — I sink under the weight of the splendor of these visions! A wonderful serenity has taken possession of my entire soul, like these sweet mornings of spring which I enjoy with my whole heart. I am alone, and feel the charm of existence in this spot, which was created for the bliss of souls like mine.

I am so happy, my dear friend, so absorbed in the exquisite sense of mere tranquil existence, that I neglect my talents. I should be incapable of drawing a single stroke at the present moment; and yet I feel that I never was a greater artist than now.