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Tácticas Para Una Publicidad No Convencional

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Tácticas Para Una Publicidad No Convencional Guerrilla Marketing; Tácticas para una Publicidad no convencional 5 TABLA DE CONTENIDO Introducción……………………………………………………………………………………………..……10 1. Engagement Marketing 1.1 Historia / Razón…………………………………………………………..………..…………….….14 1.2 Engagement Marketing………………………………………………………………..…….……18 1.3 Tácticas del Marketing de Guerrilla…………………………..………..…………………..…20 . Advergaming………………….………………….………………….………………..…..20 . Street Marketing……………………………………………………………………….….21 . Ambient Marketing…………………………………………………………………….….23 . Marketing Boca a Boca (WOM)……..………………………………….……………25 . Blogvertising…………………………………………………………….………………….26 . Brand Community…………………………….…………………………………….…….27 . Marketing Viral…………………………….…………………………...………………...28 . Coolhunters……………………………………………………………………………..…..30 . Product Placement………………….…………………………………………………….32 2. Mercado, tendencias, gente e internet………………………………………….34 2.1 Cambio de un consumidor pasivo a uno completamente activo……………..….…35 2.2 Presupuestos publicitarios………………………………………………………..………………38 2.3 Direcciones que está teniendo la publicidad a nivel global y local. ……………....41 2.4 Nuevas tecnologías como aceleradores del cambio de la pauta tradicional…….42 2.5 Internet y su importancia en la globalización desde una mirada publicitaria….44 7 2.6 Tendencias del mercado……………………………………………………………………..….45 3. Análisis de casos adidas, Blackberry, Pepsi y Vespa…………….…49 3.1 Coolhunters…………………………………………………………………………………..………50 3.1.1 Caso adidas (Coolhunters Colombia) …………………..………………………54 3.1.2 Caso BlackBerry (Coolhunters LATAM) …………………..……………………57 3.2 Product Placement…………………………………………………………….……………………60 3.2.1 Caso Pepsi (Product Placement / Coolhunters USA)………………..………68 3.2.2 Caso Vespa (Product Placement USA) ………..……………..…………………72 4. Conclusiones………………………………………….……………………....……………..78 5. Bibliografía…………………………………………………………………..………………..83 8 Guerrilla Marketing; Tácticas para una Publicidad no convencional 9 10 0. Introducción El medio publicitario desde hace ya varios años está pasando por una época de transformación. Los profesionales de esta área están buscando nuevas maneras de llegar al consumidor pues con el paso del tiempo éste va cambiando y por lo tanto, la manera de llamar su atención también. Hoy en día esta popularizado el término BTL (Below The Line) en el medio publicitario, el cual hace referencia a publicidad no convencional; en Colombia generalmente cuando se hace mención a este tipo de publicidad se piensa en eventos de relaciones públicas o cosas por el estilo, pero esto vas mucho más allá del simple PR (Public Relations). Desde hace varios años países desarrollados como Estados Unidos y España hablan de guerrilla marketing o mercadeo de guerrilla, el cual viene siendo la base de nuestra investigación. Guerrilla Marketing es un tipo de publicidad no convencional; la idea de este tipo de estrategias es coger al público desprevenido. En términos militares, la diferencia entre una guerrilla y un ejército, es que la guerrilla ataca al enemigo cuando no se lo espera, no tiene un orden determinado, simplemente juegan con el factor sorpresa. En términos de mercadeo podríamos considerar a la publicidad ATL (Above The Line) o publicidad convencional, como un ejército que realiza sus acciones de una manera lineal, consiguiendo que el público o consumidor ya sepa a qué atenerse; por otro lado la publicidad BTL sería considerada la guerrilla, pues ésta no tiene una manera específica de actuar ni caminos de acción trazados como lo puede tener un ejército o la publicidad convencional para este caso. El termino Guerrilla Marketing puede llegar a tener conflictos en un país como Colombia, pues esta palabra hace parte fundamental de la historia del país y no de una manera positiva, por esta razón el nuestros país se utiliza el término 11 BTL, que, aunque abarca muchas otras disciplinas, envuelve dentro de sí el concepto de Guerrilla Marketing. La investigación comenzará con una mirada a algo que se conoce como el Engagement Marketing o marketing de compromiso, tema en el cual las tácticas de guerrilla juagan un papel fundamental. A lo largo de la investigación hablaremos de diferentes tácticas de Guerrilla Marketing, como son El Advergaming, El Street Marketing, El Ambient Marketing, El Marketing boca a boca, El Blogvertising, El Marketing Viral, El Brand Community, Los Coolhunters y El Product Placement. Se mencionarán una cantidad importante de ejemplos en cada caso, la mayoría de ellos realizados en países desarrollados como Estados Unidos, pero en una que otra ocasión se mencionarán ejemplos locales para ver cómo se pueden aplicar en nuestro país. Los Coolhunters y El Product Placement se destacan en particular al final de la investigación, pues a nuestro parecer, son las tácticas de Guerrilla Marketing que mejor ejemplifican una publicidad no convencional en el mundo de hoy. Estas dos tácticas en particular tienen una gran importancia, pues con el paso de los años han demostrado ser excelentes mecanismos de comunicación. Teóricos de la publicidad consideran que estas estrategias tienen sus bases fundamentadas en la publicidad convencional, pues en el caso del Product Placement en muchas ocasiones es trasmitido por televisión y en el caso de los Coolhunters, las relaciones públicas juegan un papel importante. Este texto muestra con ejemplos como estas dos tácticas tienen inicios claros en lo convencional, pero con el paso del tiempo han desarrollado técnicas que se relacionan más con lo no convencional. El tema no es hacer un paralelo entre lo convencional y no convencional o cuál de ellas funciona mejor; las dos maneras que tiene el mundo de hacer publicidad son completamente necesarias y válidas; lo que viene a intervenir al 12 momento de usar uno u otra son objetivos de mercadeo, los presupuestos o simples gustos. 13 14 1. Engagement Marketing 1.1 Historia / Razón El término Guerrilla Marketing se trata de una seria de estrategias publicitarias conocidas como no convencionales; estas son estrategias de comunicación con altos niveles de efectividad, demasiado ingenio y creatividad. Este término fue popularizado en el año de 1984 por Jay Conrad Levinson1 en su libro “Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business”. A lo largo de los años también se ha conocido como Marketing Radical, Marketing Viral, Marketing Extremo, Publicidad BTL (Below The Line) o simplemente publicidad no convencional. Este gurú del marketing creo una compañía especializada en este tipo de estrategias a la cual es conocida a nivel mundial; Guerrilla Marketing International ha trabajado este tema por más de 2 décadas. Este tipo de estrategias inicialmente se orientaron a pequeñas empresas ya que manejaban bajos presupuestos, pero hoy en día eso es muy relativo ya que el medio lo que está haciendo es creando campañas de guerrilla con grandes presupuestos, ya que está comprobado que este marketing está totalmente justificado en ventas. Es importante resaltar que este tipo de métodos priorizan la focalización del negocio, causando una diferenciación clara frente a su competencia, ya que apuesta por incrementar las ventas en los clientes ya existentes, sin olvidar la captación de nuevos. Este tema ha sido investigado y desarrollado por expertos en marketing principalmente norteamericanos. Uno de estos es Michael Tasner2 quien es el director ejecutivo de Marketing Guerrilla International. Este nos da unos 1 Jay Conrad Levinson. (2011) Disponible en: en http://www.gmarketing.com/ 2 Michael Tasner. (2011) Disponible en: en http://michaeltasner.com/ 15 factores muy interesantes que se deben tener en cuenta para poder diferenciar el Marketing de Guerrilla del marketing convencional. Tasner nos dice que como jefe de este importante tema a nivel mundial debe estar constantemente aprendiendo las nuevas tácticas y estrategias de mercadeo ya que esto es algo que está siendo aún descubierto. Según sus propias palabras, este tipo de estrategias son 100% efectivas después que sean desarrolladas correctamente. Las principales características del Guerrilla Marketing son que éste, en vez de invertir dinero invierte tiempo, energía, imaginación y conocimiento; utiliza la ciencia de la psicología tanto como las leyes del comportamiento humano en vez de utilizar las estadísticas y aproximaciones que usa la publicidad convencional; éste trata de ver los beneficios fuera de la inversión, ya que estos te van a beneficiar a ti en un mediano y largo plazo; invertir tus esfuerzos en los clientes actuales ya que estos atraen a los otro; el Guerrilla Marketing no intimidada a los pequeños empresarios sino que los estimula para hacer mercadeo mucho más eficiente; en vez de competir contra las otras empresas, se deben mirar como colaboradores para el negocio o marca, ya que esta puede aportar desde su experiencia; en vez de intentar de vender el marketing de guerrilla lo que este quiere hacer es crear relaciones con los consumidores, ya que esto es lo verdaderamente importante en el siglo 21; la combinación de marketing es mucho más efectiva, ya que echar todos los huevos en la misma canasta nunca es bueno, según palabras de mismo Tasner.3 También nos habla que en vez de querer ganar más consumidores, lo que quiere hacer es que estos mismos consumidores que ya tienes consuman más tu producto, pues el guerrilla lo que hace es dirigir sus fuerzas a los individuos y no a los grupos, de manera que sea mucho más eficaz. 3 Michael Tasner. (2011) Disponible en: http://gmarketingtraining.com/video1/ 16 En vez de contar las ventas obtenidas al cerrar el almacén, se
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