{"id":27606,"date":"2022-03-04T13:19:04","date_gmt":"2022-03-04T12:19:04","guid":{"rendered":"https:\/\/monkeymedia.sk\/?p=27606"},"modified":"2026-06-12T15:09:07","modified_gmt":"2026-06-12T15:09:07","slug":"vyhrajte-zaujem-publika-s-guerrilla-marketingom","status":"publish","type":"post","link":"https:\/\/monkeymedia.sk\/en\/vyhrajte-zaujem-publika-s-guerrilla-marketingom\/","title":{"rendered":"Vyhrajte z\u00e1ujem publika s Guerrilla marketingom"},"content":{"rendered":"

Pres\u00fdtenos\u0165 reklamou, \u010di je re\u010d o offline alebo online komunik\u00e1cii, je posledn\u00e9 roky cite\u013en\u00e1 na v\u0161etk\u00fdch frontoch. \u013dudia sa u\u017e tak zvyknut\u00ed na vyskakuj\u00face bannery, reklamn\u00e9 spoty trvaj\u00face dlh\u0161ie ako samotn\u00fd program, billboardy na ka\u017edom kroku, \u017ee si reklamu ani nev\u0161\u00edmaj\u00fa. Zna\u010dky a market\u00e9ri v tak obrovskom konkuren\u010dnom prostred\u00ed zv\u00e1dzaj\u00fa boj o pozornos\u0165 div\u00e1ka. Musia pr\u00eds\u0165 s nie\u010d\u00edm kreat\u00edvnym, nekonven\u010dn\u00fdm, nev\u00eddan\u00fdm, \u0161okuj\u00facim, ba priam a\u017e drz\u00fdm. S nie\u010d\u00edm, \u010do vyvol\u00e1 z\u00e1ujem a vyprovokuje reakciu publika.\u00a0<\/mark><\/p>\n\n\n\n

A vtedy prich\u00e1dza na sc\u00e9nu Guerrilla marketing<\/strong>, v na\u0161ich kon\u010din\u00e1ch relat\u00edvne nov\u00e1 vlna marketingovej komunik\u00e1cie, ktor\u00fa vystihuj\u00fa v\u0161etky pr\u00edvlastky spom\u00ednan\u00e9 vy\u0161\u0161ie. Z\u00e1rove\u0148 sa t\u00e1to strat\u00e9gia poklad\u00e1 za ve\u013emi efekt\u00edvnu, vzh\u013eadom na pomer invest\u00edcia vs. v\u00fdsledky.<\/mark><\/p>\n\n\n\n

Kde sa vzal Guerilla marketing?<\/strong><\/mark><\/h3>\n\n\n\n

Pojem Guerrilla marketing vytvoril Jay Conrad Levinson v roku 1984 a je in\u0161pirovan\u00fd vojensk\u00fdm v\u00fdrazom \u201cguerrilla warfare\u201d, ktor\u00fd v preklade znamen\u00e1 partiz\u00e1nsky boj. Slovo guerrilla v \u0161paniel\u010dine znamen\u00e1 \u201epartiz\u00e1n\u201c, Guerrilla marketing teda m\u00f4\u017eeme vo\u013ene prelo\u017ei\u0165 ako \u201cpartiz\u00e1nsky marketing\u201d.<\/mark><\/p>\n\n\n\n

Guerrilla ozna\u010duje netaktick\u00fa, vo\u013ene organizovan\u00fa arm\u00e1du partiz\u00e1nov, ktor\u00ed bojuj\u00fa proti v\u00e4\u010d\u0161ej, organizovanej sile. V partiz\u00e1nskych vojn\u00e1ch bojovali preva\u017ene civilisti, vyu\u017e\u00edvaj\u00faci prvky ako sabot\u00e1\u017e, moment prekvapenia a nepredv\u00eddate\u013en\u00e9 n\u00e1jazdy. V prenesenom v\u00fdzname pod\u013ea Levinsona m\u00f4\u017eeme vidie\u0165 asoci\u00e1ciu s men\u0161\u00edmi firmami s ni\u017e\u0161\u00edm marketingov\u00fdm budgetom, ktor\u00e9 sa musia obraca\u0165 a vyu\u017e\u00edva\u0165 \u201cfinty\u201d, aby v sledovanosti tromfli etablovan\u00e9 spolo\u010dnosti s obrovsk\u00fdm rozpo\u010dtom na komunik\u00e1ciu.<\/mark><\/p>\n\n\n

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Foto – Instagram<\/a><\/figcaption>\n<\/figure>\n<\/div>\n\n\n

Guerrilla marketing je in\u0161pirovan\u00fd spom\u00ednan\u00fdmi \u201cpartiz\u00e1nskymi praktikami\u201d a vyu\u017e\u00edva ich na zasiahnutie publika. Mieri na cie\u013eov\u00fa skupinu v ne\u010dakanom momente v be\u017en\u00fdch situ\u00e1ci\u00e1ch sp\u00f4sobom, aby sa o \u0148om hovorilo a dostal sa do \u0161irok\u00e9ho povedomia. Dalo by sa poveda\u0165, \u017ee Guerrilla marketing rob\u00edme preto, aby sa stal vir\u00e1lnym.<\/mark><\/p>\n\n\n\n

\u201eKe\u010f to nie je hodn\u00e9 nov\u00edn, nie je to Guerrilla.\u201c <\/em>\u2013 Drew Neisser, CEO Renegade Marketing<\/mark><\/p>\n\n\n\n

Ke\u010f v\u0161etky taktiky zlyhaj\u00fa<\/span><\/strong><\/h3>\n\n\n\n

Hlavn\u00fdm cie\u013eom je vyvola\u0165 v div\u00e1kovi em\u00f3ciu, zvedavos\u0165, ide\u00e1lne vry\u0165 sa hlboko do jeho pam\u00e4te. \u00daspe\u0161n\u00e1 guerilla kampa\u0148 m\u00e1 spusti\u0165 u cie\u013eov\u00e9ho publika diskusiu o zna\u010dke a produkte a vzbudi\u0165 t\u00fa\u017ebu dosta\u0165 viac inform\u00e1cii. Jedn\u00fdm z \u010fal\u0161\u00edch znakov guerilla marketingu je maxim\u00e1lny mo\u017en\u00fd dosah za minim\u00e1lne n\u00e1klady. V tejto strat\u00e9gii je d\u00f4le\u017eit\u00fd najm\u00e4 dobr\u00fd kreat\u00edvny n\u00e1pad, \u0161ikovn\u00e9 prevedenie, a tie\u017e pochopenie cie\u013eovej skupiny. Najrad\u0161ej ju vyu\u017e\u00edvaj\u00fa najm\u00e4 men\u0161ie firmy a startupy s obmedzen\u00fdm marketingov\u00fdm rozpo\u010dtom.<\/mark><\/p>\n\n\n\n

Zahrani\u010dn\u00e9 guerrilla kampane na in\u0161pir\u00e1ciu<\/span><\/strong><\/h3>\n\n\n\n

McDonald’s<\/mark><\/h4>\n\n\n\n
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Foto – Instagram<\/a><\/figcaption>\n<\/figure>\n\n\n\n

Nike<\/mark><\/h4>\n\n\n\n
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Foto – Instagram<\/a><\/figcaption>\n<\/figure>\n\n\n\n

Apple<\/mark><\/h4>\n\n\n\n
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Foto – Instagram<\/a><\/figcaption>\n<\/figure>\n\n\n\n

Cukr\u00edky POLO<\/mark><\/h4>\n\n\n\n
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Foto – Instagram<\/a><\/figcaption>\n<\/figure>\n\n\n\n

Netflix<\/mark><\/h4>\n\n\n\n
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A post shared by Mohamed Tazi (@mohamed.tazi.official)<\/a><\/p>\n<\/div>\n<\/blockquote>\n