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Marketing in sales non-standard solutions. Non-standard marketing

In this article, we want to introduce you to non-standard marketing tools from Igor Mann, the creator of the Krostu service. The advice of this specialist allows you to take a fresh look at your business, bring fresh ideas to its promotion, development, and reboot.

Unusual marketing tools that I. Mann talks about will be a discovery for many, and some have already heard about them and used them.

1. Ambient media

This marketing tool is built into the surrounding space, penetrates into the habitat target audience. Advertising is placed on objects familiar to the layman, attracts with its brightness, unusual design, surprises. Messages are broadcast on walls, roofs, stairs, benches, shops, cinemas.

2. Product sitting

This marketing tool involves the demonstration of a product that is just entering the market. The manufacturer sends samples of its products to representatives of the target audience. This is done to collect feedback and opinions, receive feedback. Using this tool, you can identify the disadvantages and advantages of a new product, improve it if necessary, and also allows the company to express itself.

3. Crazy PR

This tool suggests the presence of something wild, crazy in advertising. original ideas, brought to life, attract attention, arouse interest. Bold decisions are only good. It is only important to remain within the bounds of decency. This product promotion should be logical, reflect its properties.

For example, the 3M company installed interesting structures on one of the streets of Vancouver, in which a large amount of money was placed behind heavy-duty glass. The ad said take 1 million if you can. Many tried, but money, like glass, remained safe and sound. After such a PR, in which users were convinced in practice of the reliability of products, the number of orders from the company increased, as did confidence in the brand itself.

4. Storytelling

Literally, this tool means "storytelling". This method of attracting attention to products by issuing information about the product in the form of stories. They should inspire, motivate the target audience to make a purchase. Stories told by "ordinary" users, increases the credibility of the product, brings it closer to the user. You just need to make sure that the narrative is organic, logical, does not carry an aggressive and obvious promotion of the product.

5.Tryvertising

This marketing tool gives you the opportunity to try the product before purchasing it: smell, touch, try on. This also includes a test drive.

cars and other products. This tool brings the product closer to the consumer, makes you feel, albeit temporarily, its owner.

Even if the product is not purchased, he will get acquainted with the brand, form his opinion about it. Companies using this tool inspire confidence.

6. Sensitive Marketing

A marketing tool that promotes products gently and unobtrusively. This is the music in shopping malls, smells. For example, the aromas of fresh baked goods increase the percentage of sales.

7. Identity marketing

This marketing tool allows you to identify a brand among several similar ones. With its help, the target audience is shown unique, special features of the product. You can focus the attention of the consumer on what makes you different from others. After all, does your company have its own identity?

8. Dead marketing

An interesting marketing tool. We don't see that often. It is easier to explain its essence with an example. The firm provides funeral services and cares for the graves free of charge. Those who visit the cemetery see it. Good way increase the credibility of the company, right?

9. Inbound Marketing

Common tool. It uses mailing lists by e-mail, as well as promotion of products using a blog. It works as follows6 the user asks a question in a search engine, for this key phrase certain sites go out to him. If you know how to work well with keywords, writing high-quality and useful texts is your option.

The basis of this method is to attract attention the right information, reveal on your website (or blog) some topics that are interesting to the target audience.

10.Shockvertising

This is a shock ad. Its goal is to excite, evoke vivid emotions (more often - negative), indignation among the target audience. This tool is often used in social advertising. Using it, it is important not to cross the line so that shocking emotions do not develop into rejection of the promoted brand, services, etc.

After such an overview of the main unusual marketing tools, the main practical question arises: where to get fresh ideas from? First you need to arrange market monitoring, find out how competitors work, study the experience of Western colleagues. Based on this, you can create your own way to promote the product, or you can simply steal someone else's idea, extrapolate it in relation to your company. A good way is self-development: attend master classes, read books, study educational materials.

The main thing is not to be afraid and do it. Marketing does not tolerate cowardice and indecision. Your success is in your hands!

What IBM drew with the help of an atom and why made Watson play "Own Game"
How AvtoSpetsCentre increased customer loyalty with the help of fragrance filters for the cabin
How Companies Engaged Customers with Smell and Music: Four Case Studies

In the foreseeable future, to achieve success by influencing potential customers will only allow custom marketing- viral videos, the use of smells or music. According to a study by the Capital Research Group, the right fragrances will increase the appetite of guests, which will lead to an increase in the average check by 30%. Such non-standard marketing will increase the volume of purchases in a regular store by 15%. On the other hand, skeptics claim that nothing can force a person to get into their wallet against their will and non-traditional marketing is a waste of time and money. Is it so? Some Russian companies already decided to experiment. In this article, we will share their experience.

The impact on the feelings of buyers, on their emotional state in order to increase sales is called sensory marketing. Coca-Cola was a pioneer in this area. In 1915, designer Raymond Loewy came up with a bottle that the buyer could recognize not only by its appearance, but also by its fragments (or even in the dark). Today, aroma marketing is distinguished (impacting a client with the help of a certain product smell or a pleasant smell in the room), tactile marketing (the product is made pleasant to the touch), audio branding (the use of a certain musical accompaniment in sales). Indirect sensory marketing uses various emotional imagery (for example, displaying something furry accompanied by soft sound effects can make the viewer feel like they are touching some furry object). There was even the concept of multi-sensory marketing - the impact on several senses of the buyer at once.

The American company HubSpot found out which first sentences do not inspire the reader, but, on the contrary, force them to delete the letter.

In our article, we have collected 5 such phrases, and ways to correct mistakes.

Another method - neuromarketing- involves a covert effect on the subconscious of buyers. The term appeared just over ten years ago. Advertising campaigns, using this technique, as a rule, achieve the highest success due to the expressive video sequence and many epithets in the off-screen text. Neuromarketing is often used in advertising for fast food restaurants. Pay attention to how aggressively and persistently you will be told about the freshness, juiciness and exceptional quality of all dishes.

Aromamarketing: what smells increase sales, and what - vice versa

The Boy and His Atom Virus and Three More Custom Marketing Ideas

Igor Larin, Director of Marketing, Communications and Corporate social programs IBM in Russia and CIS countries, Moscow

We first seriously thought about using non-standard marketing back in 2006, when we launched a new generation of large and powerful servers (mainframes) on the market. To promote them, we created a series of humorous videos The Art of the Sale ( English the art of selling). According to the plot, a young sales manager masters the skills of the profession by listening to spectacular lectures and performances by his boss, an employee of IBM.

Youtube was chosen as a platform for distribution. For the entire time of its existence, the video has gained more than 650 thousand views and more than 900 “likes”. Not so many, but most of them were made by CIOs (CIOs), that is, our target audience; besides, the artistic conception and the dialogues of the characters did not imply an interest in the video of a person from the side. After evaluating the results, we decided not to stop there and find out whether it is possible, using viral marketing, win more attention from potential customers. Now there is a growing demand for more and more advanced means of information storage: they must be even more compact, work faster, consume less energy. We managed to create a solution that meets these requirements, first of all, due to the fact that we placed 1 bit of information in a structure of 12 atoms. Insofar as we are talking about atoms, it is this image that we have put in the basis of the new video.

Viral video "Boy and his atom". So, we called the new video A boy and his atom ( English boy and his atom). We made a bet not on the plot, but on the production technology. Using a special microscope, experts moved carbon monoxide atoms over the copper surface, creating a visual image of the character and various motion effects. Shortly after its launch on Youtube, the number of views reached almost 5 million, and 33 thousand users put “likes”. Moreover, the work was recorded in the Guinness Book of Records as a cartoon, which was created using the smallest objects.

“What do you think about the problems of cities?”. Despite the success of the commercials and the increased loyalty of the audience, the question remained whether it was possible to increase sales with the help of viral campaigns. It turned out that this is quite possible. According to our forecasts, more than 70% of the world's population will soon live in large cities. Of course, a big load will fall on the city infrastructure, and we realized that we need to develop a solution (for example, software to support developing energy systems, transport, security systems) for mayors of cities, heads of municipalities, citizens. The project was called Smart City, to promote it, they created a group on the Linkedin social network and began to invite everyone who could and wanted to influence decision-making to discuss the problems of big cities. Gradually, the range of issues for discussion expanded, the participants independently invited colleagues, friends, partners - more than 14 thousand people joined the group.

Soon we began to receive feedback, and then orders for the provision of consulting services and solving problems within the project. Residents of Dublin, Miami, New York, Rio de Janeiro and other cities were attracted to the discussion of problems with the help of advertising on billboards, which along the way performed social function: somewhere a rain canopy was attached, in other places - a kind of city bench.

Watson plays his game.To show that the company creates really smart devices, we have developed the Watson supercomputer. He participated in the quiz show Jeopardy! (analogous to "Own game") and regularly beat people. Unlike the Deep Blue computer, which defeated Garry Kasparov by calculating moves faster, Watson won because it understood the questions asked by the host and decided what answer to give faster than opponents. The fights attracted a lot of attention. So, during the broadcast of the games, the number of visits to the company's website (www.ibm.com) increased by 556% compared to usual indicators, and the New York Times devoted 10 pages to the supercomputer in one of the issues. At the same time, the machine, of course, was created not for entertainment, but for commercial use: it already works in six American clinics - it makes accurate diagnoses and determines the optimal course of treatment, and in addition, it is used as a full-featured operator in call centers of large banks, telecommunications companies and research agencies.

It can be concluded that the demand for highly intelligent IT solutions and interest in non-standard marketing will only grow in the future.

3 examples of emotional marketing where sales increased by at least 20%

Scented cabin filter and two more ideas

Svetlana Makeeva, Director of the Marketing and Advertising Department of the AvtoSpetsCentre Group of Companies, Moscow

We decided to do sensory marketing quite recently. A small buffet was installed in one of the car dealerships, where they began to cook homemade pies. The aroma spreading throughout the hall attracted visitors with children, and they spent more time with us. The apparent success prompted us to think about the wider application of this unconventional marketing method.

Since we are forced to adhere to the standards set by suppliers in the design of salons, we need to make fundamental changes in appearance we can’t showrooms – therefore, cars themselves began to be used as an object of sensory marketing.

Perfumes for the car. In one of the Škoda car dealerships, we decided to experiment with scent marketing. The goal is to ensure greater customer loyalty, to ensure that for after-sales service they turn to us, and not to other dealers. To achieve this, we decided to develop scented cabin filters. The smell was developed with the help of psychologists and marketers. We took into account the experience of other companies that use aromamarketing, as well as information received from car owners. Among other things, we understood that the created aroma should not resemble the smell of inexpensive flavors that can be bought at any gas station. As a result, we came to the conclusion that the focus should be on reliability and accessibility, and we conveyed our wishes to the developers. According to experts, the created fragrance was associated with these qualities. The study took no more than two weeks, much more time was spent on internal approvals. Then, instead of the usual filter, we began to install a flavored one in the cars that come for maintenance (without increasing the cost). The duration of the cartridge is approximately two weeks. Soon we began to receive the first responses from customers with requests to install a flavored filter. Today, monthly spending on car perfumes is about 20 thousand rubles. per month. There is no exact data on the growth of client requests or sales yet, but we are sure that if such programs are constantly developed, there will be a return.

In addition to the use of fragrances, we play with the color palette, especially when the seasons change. For example, in summer, the showroom has models of brighter colors, while in winter, various decorations and festive illuminations look good against the backdrop of white cars.

Add music and keep the kids interested. Trying to influence the client, we did not ignore the music. This is especially effective when a new model is released. Not so long ago, an Audi car was released, designed for a youth audience. At the presentation, we added trendy music to the visuals, and the audience liked it. Then discs with sounding tracks were presented to each guest. However, Christmas trees for children are especially successful. Decorations, animation, gifts in sales stores - these are the simple components of success. We have seen the result for more than 10 years: seasonal sales growth of 5% and an increase in the number of customer responses in all dealerships.

Art exhibition. The most original approach to sensory marketing was found in the Infiniti salon by organizing an exhibition of works by artist Anatoly Annenkov. Pictures can not only be viewed, but also purchased. The artist paints flowers, landscapes, including urban ones.

Play on the public's interest in car racing. Another example is the Red Bull Racing RB9 car, which was installed in the middle of the showroom of the same manufacturer (Infiniti), as if hinting that visitors are choosing a powerful car. In addition, a photo competition was announced for the best photo on a motorsport-related topic. The winner was determined by the number of "likes" on Facebook.

Positive Marketing: How to sell with good deeds

Four examples of influencing the feelings of customers

The management of Dunkin' Brands (donut and coffee sales company) decided to stop the decline in coffee demand in their cafes precisely through the use of aroma marketing. To do this, compact buses were installed in city buses. advertising structures with a built-in spray system, and passengers began to smell the aroma of freshly ground coffee. As a result, it was possible not only to return to the previous indicators, but also to increase sales of the drink, and at the same time increase the attendance of establishments.

In one of the American states, the owner of a chain of grocery stores installed a billboard with the image of a steak. During the hours when the greatest number of people passed by, billboard exhaled the rich smell of roasted meat.

However, when working with aromamarketing, one should not lose a sense of proportion, as happened with Harley-Davidson. Sales of men's perfume released under her brand failed: even the most devoted fans of the brand did not want to smell like a motorcycle.

Good musical accompaniment can increase the attendance of a cafe or restaurant. It all depends on the choice of compositions. Soothing rhythms will keep visitors, thereby increasing the chances of a place for a big profit. Energetic and incendiary melodies, like in a McDonald's cafe, on the contrary, will force out overstayed guests, increasing the number of new customers. Srarbucks took a completely different path by releasing audio recordings with branded compositions - exactly those that visitors can hear daily in any of the network's establishments. Playing their favorite tunes, listeners will remember Srarbucks coffee houses. Prepared by the editors based on materials from open sources

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Red Bull Energy Drink

When the drink was brought to the general market, its main competitors were Coca-Cola and Pepsi. Everyone had a similar concept: they toned and stimulated.

Then Dietrich Mateschitz took a risky step: artificially inflated the price by 2 times, compared to competitors, reduced the volume of containers, shaped like a battery, and began to place cans in stores not in the beverage department, but in any other.

Taxi Mike

A striking example of incredibly simple and effective marketing is the promotion of the Canadian taxi Mike. Instead of publishing brochures about himself, Mike prints real guides to cafes, bars and other places in the city. That is, all those entertainment places that Mike will help get to.

HBO television channel

HBO's marketing campaign ahead of Game of Thrones season 3 was seriously thought out, consistent, and massive. The main theme of the new season was the big shadow of the dragon, which caught people's eyes over and over again. First on the covers of magazines, then on the pages of newspapers, it was even projected onto buildings, creating a sense of the reality of what was happening. Thus, not thinking about the dragon and not waiting for the release of the new season was simply impossible.

Marlboro cigarettes

The whole point was that consumers pulled cigarettes out of soft packs without taking them out of their pocket, which means that others did not see the brand. Unacceptable disgrace!

Flip tops - that's what the current cigarette packs are called - had to be taken out, and the new one always attracts attention.

Manufacturer of furniture and household goods IKEA

Curved paths, along which you have to go around the entire store, were invented for a reason. Walking through them in this way, you see each product at least 3 times, and from different sides. Subconsciously, this increases your desire to buy a product, even if you did not need it initially.

Harley-Davidson motorcycles

The manufacturer of the most famous bikes in the world has been holding the 1st place in terms of the number of "branded" tattoos for decades. It all started with the fact that Harley announced impressive discounts on bikes for those who come to buy a motorcycle with a tattoo in the form of their logo.

Alka-Seltzer medicine

Pampers diapers

Procter & Gamble's lead chemist, Victor Mills, who helped his daughter take care of the children, had to repeatedly pull wet diapers from under his grandchildren, wash and dry them. Of course, he did not like the process, and he wanted to somehow make his life easier. Then the idea of a disposable "diaper" came to mind. After several experiments with different materials Mills designed for P&G New Product, which began to be produced under the Pampers trademark, which has become a household name.

Chocolate bar Snickers

In Russia, the first Snickers chocolate bars appeared in 1992 as a snack that replaced a full meal. For a long time, the former Soviet consumer could not get used to the fact that for lunch instead of soup you can eat a chocolate bar, and bought Snickers as a "sweet tea". After the BBDO Moscow agency took over the creative service of the brand, Snickers was already defined as a delicacy for teenagers who, for the most part, like sweets and do not like soup.

Starbucks coffee shop

Not so long ago, Seattle’s best, a coffee shop chain competing with Starbucks, appeared in the United States. She began to position herself as "not-Starbucks", doing everything in reverse: not this coffee, not this furniture, not this music, not this atmosphere, not this service. The coffee shop attracted those customers who did not like Starbucks for some reason.

And the Starbucks chain did an impossibly simple thing: it just bought a competitor that interfered with it. And this is a completely expected move. But after buying Starbucks, he did not close coffee shops. Rather, on the contrary, he became even stronger to do everything in it not like in Starbucks, intensifying the competition between these two brands even more.

As a result, people who liked Starbucks went to Starbucks and carried money to its cashier. And those who did not like this coffee shop went to Seattle's best - and also carried money to the cashier ... Starbucks. Thus, the company not only coped with the flow of part of its client audience to a competitor, but also captured an additional audience of Starbucks haters that it would never have received otherwise.

In Krasnodar and Sochi, as part of Alfa-Bank's Alfa Business Week project, a master class by entrepreneur and consultant Roman Tarasenko “Non-Standard. We do marketing differently.

At a master class organized by Alfa-Bank, business owners were told how to build a suitable and effective marketing strategy, form a client portrait, establish marketing communications and turn it all into profit. Entrepreneurs received not only valuable information and real cases from Russian and world practice, but also the opportunity to personally communicate with the speaker and get practical advice.

“We want to be for our customers not just a bank for daily financial transactions, but a full-fledged partner and assistant. Alfa-Bank is interested in the growth and development of its clients' business. All such events are based on feedback from customers on topics that are relevant to them”,- said Igor Ivanov, head of small business at Alfa-Bank in Krasnodar.

Roman Tarasenko is an entrepreneur, marketing consultant, and business speaker. Co-founder and CEO Krostu.com - platforms where dozens of useful services, services, technologies and tools to increase sales and company performance are collected; co-founder of the service correct work with clients of Clientomania.com; partner of Igor Mann. He has published three books on marketing: Do Something New, Valuable Decisions, The Big Carrot Method. He has been in consulting for eight years, has trained more than 3 thousand people in open and corporate master classes, as well as MBA programs.

Yuga.ru journalist recorded the main points from Roman Tarasenko's speech.

What's stopping you from doing something new?

92% of people don't do new things in their lives. This applies to business as well, and is most noticeable in marketing. And this problem hurts business. Often, even when companies contact us with a request and we offer them something new, they do not want it. We have compiled a map of the excuses companies give for not doing something new. It has 16 points, including “no money”, “no time”, “lack of knowledge”, “fearful”, “other priorities”, and so on.

But in fact, there are only three factors that prevent us from doing something new in business: 1) laziness; 2) laziness; 3) laziness. This is something we have to deal with on a regular basis. Seriously, what is wrong with our brain, why does it prefer to do everything by inertia? The great psychologist Abraham Maslow was right, who explained this by saving thought fuel: the brain saves energy, saving it for possible extreme situations when it may be unexpectedly needed.

You can start small - get out of your comfort zone: change workplace, change the screensaver on the desktop to a sales plan or a profit increase factor. By the way, many are surprised by the latter, they do not see the point in this. But in fact, it turns out that if you conduct a survey of all employees in the company, they can give completely different numbers.

Thanks to such simple tricks, new synaptic connections are formed in the brain, which allow us to look at the situation or existing problems in a completely different way, to find fundamentally new solutions.

How to get rid of groundhog day

In the course of practice, we noticed that 99.9% of companies do marketing in a standard way. That is, they generally try not to take risks, to do the same as competitors, to follow the same paths and go where there are already competitors, in the hope that this will bring some kind of healthy result. As a result, the life of marketers and business owners begins to resemble that very groundhog day. You do the same thing over and over and justify failure with the wrong time or bad market. This is a big problem, and a key marketing question - what can be done in a way that no one else has done? Think about it in the context of your business.

To start doing what works, you first need to decide who you are. What are you doing? What makes you different from other companies? The question seems to be simple, but often companies explain what they do in such a way (in the same “About Us” section on the site) that nothing is clear at all. And a person has two fractions of a second to understand whether to work with you or not. The name of the company, the way it positions itself - this is what creates the impression and influences the choice of the client. The description of the company should not be complicated, there should be no corporate stamps and stop words.

An easy way: write a text about yourself, pour yourself a glass of what you drink, and then rewrite everything, starting with the phrase: “In short, Vasya, damn it ...”. Believe me, it will turn out a completely different text. As a client, I must understand what you do and how you qualitatively differ from competitors.

11 rules for how to communicate about yourself as effectively as possible

Strategy and why it is impossible without it

Of course, successful marketing is impossible without a strategy. You must clearly know what goal you are going for. Do not arrange spontaneous promotions and discounts, working at a loss, understand why you need the same instagram if you already started it. The strategy should not be detailed, but should be based on one of three vectors: price, product, and business process orientation. At the same time, focusing on three vectors at once is a utopia. Now we are coming to the conclusion that practically the main role in competition business processes play - service, ease of communication, convenience of location, atmosphere, speed of shipment, etc. We need to work on this. And of course, when drawing up a strategy, do not forget about the linear business formula: leads × conversion × average check × transaction. Look at what exactly you need to increase now and, starting from this, form a plan.

My favorite exercise is to give each team member the task of writing the company's strategy for the coming year. And people see it in completely different ways. This is not due to the fact that employees do not understand anything, this is due to the fact that you, as a leader, could not convey it. At the same time, many interesting ideas can be gleaned from such a cut.

Also, the strategy should take into account the gaps of competitors, they must be collected. You can understand what they are thanks to the 6P table (product, price, promotion, sales channels, personnel, positioning) - compare yourself and your competitors in it. You will see your gaps and theirs and you will be able to understand what you can do better. Also, their spaces can be your advantage when communicating with customers, but you need to do it carefully: "They are great guys, but it would be ideal if they also did this."

We attract correctly

There are two main aspects to customer acquisition: the right marketing messages and the right communication channels. You must choose the right ones for your target audience and your business.

Why be different and out of the box? If a person sees product A and product B and both position themselves approximately as “excellent quality, good service, fair prices”, you are the same for the client. How will he make a choice in your favor?

To stand out in the marketplace, you can use a simple system of C.O.V. (prominent, distinctive, faith). It is important that communications correspond to all three positions: they are noticeable, distinctive, and inspire maximum confidence.

Noticeably. From the first second, you must capture the attention of the client. To do this correctly, you can use the AIDA model - the message must meet four indicators: Attention (ask yourself: does my message attract attention?), Interest (is it interesting to watch / read / listen to the end?), Desire (there is a desire to buy?), Action ( is there a call to action?).

What topics attract people?

Sex
Wars
Money
Children
Animals
Stars
Cars
catastrophes
Fashion
Entertainment
future predictions
weddings
Gossip column
Humor
Sport

Don't talk about yourself, talk about the client.

99 key communication channels

During the event, the participants of the master class could get personal advice from Tarasenko, and at the end of the seminar, Alfa-Bank raffled memorable souvenirs among the guests of the event.

business consultant

Roman Tarasenko spoke about who might benefit from the information he shared during the master class:

— A non-standard for those who do not have the opportunity to hire a marketer or consultant is the opportunity to peep solutions in other markets and understand how to integrate them into their business. Second, don't be afraid to try new things. This is a key non-standard thing. Because everyone always does it out of inertia, and the key story is how to do it differently. In principle, most of our companies work without marketers, and they do it perfectly. I believe that a business owner is the best marketer, because he feels and understands best of all what and how to do it right. Therefore, the master class is designed for business owners.

Igor Ivanov, head of mass business at Alfa-Bank in Krasnodar, commented on the seminar.

“Such events are always successful with us and with a large number of positive feedback from customers.

Today we told Krasnodar entrepreneurs how to do marketing outside the box. Moreover, the season is coming soon - before the New Year, the activity of the business community is growing, and this useful event may be most effective for them. This is our way of showing that we truly care about business.

— Conducting such master classes by Alfa-Bank is a direct dialogue with current and potential clients, the purpose of which is to increase the profitability of their business. At this master class, we analyzed a lot of cases and mistakes in marketing. Participants were able to ask questions and receive helpful tips directly for your business. Entrepreneurs exchanged experience, opinions and found partners.

Today we have a full hall of participants. This means that we provide the business with the most useful content. We want our clients to receive the most useful information and be able to effectively build their business.

Regata company, whose head takes part in Alfa Business Week events not for the first time

A journalist from the Yuga.ru portal asked Denis Popov, one of the participants, the head of the Regata company, to give her feedback on the master class:

— I attended all the master classes held by Alfa-Bank. This is an opportunity to hear interesting speakers, and for free. Of course, much of what they say is already written in books, but the main thing — describe knowledge with correct structured thoughts. Sometimes I don’t learn anything new, but after listening to the author once again, I am convinced that the basic principles are universal and must be followed. Moreover, in Russia business literature is not as popular as in the West, we read very little.

According to my observations, the entire audience that attends master classes is divided into several types: convinced practitioners who say: “Why do we need all these guys who tell something from the stage, they are just theorists”; the other part will decide that what was proposed at the master class does not work without doing anything; still others believe that it is important and necessary to absorb information, but they do little in practice. I will say this: it is worth going to high-quality speakers. But it is important not just to listen, the main thing is not only to know, but to know and do. Manna [Igor Mann — marketer, consulting specialist — approx. Yuga.ru] Alfa-Bank invited me to Krasnodar four times already. He gives a lot of useful advice for business and asks those who attended his master classes before: “Well, have you applied at least something from the last master class?” It’s not for nothing that his speeches end with a slide: “Do at least something.” If you hear an idea, you need to implement it, try it.

Definition 1

The modern market is characterized by a large number of segments, which is why a significant part of the products is produced for a narrow niche and a limited circle of consumers. Promotion of such products using traditional advertising is quite difficult and costly, as it is aimed at a wide audience coverage. This is one of the options for using non-standard ways to promote products. Another option for using non-standard advertising is the situation when ordinary promotion methods lose their effectiveness and do not achieve the goals set for the marketing campaign.

The two main approaches to custom advertising are opposed to each other: custom advertising can be covert or outrageous.

Example 1

Distinctive features of non-standard advertising

Difficulties with defining the boundaries of non-standard marketing lead to the fact that all specialists have a different idea of \u200b\u200b"non-standard". In order to better understand the essence of non-standard marketing, it is necessary to study its characteristic features:

Creativity of the solution;
Irregular placement.

Obviously, these characteristics, individually or together, allow the company to distinguish advertising for its products from the general mass of advertising messages. It is known that traditional advertising messages act with the effect of "burnout" - a decrease in efficiency after some time. This effect is explained by the increasing level of competition in the advertising market and the increase in the number of standard advertising formats. New tools and methods always attract the attention of the audience, and this is what determines the success of non-standard marketing.

Remark 2

Real unconventional marketing is characterized by surprise.

Advantages and disadvantages of non-standard advertising

The key advantage of non-standard advertising and non-standard marketing is the effectiveness of its impact on a potential consumer audience. Due to the non-standard shocking advertising message attracts attention and stands out. The consumer does not perceive hidden non-standard advertising as such, which allows increasing the level of confidence in the transmitted information. Another advantage of custom advertising is that it allows you to deliver results even within a small budget.