A community-oriented solution.
Posted: Wed Jan 22, 2025 9:46 am
Entrepreneurs cannot always afford a full-fledged marketing campaign due to budget constraints. They have to look for non-standard solutions and use creativity to the maximum. It is the non-standard methods of attracting clients that help a company stand out from its competitors.
A good example is the Samospas company, which produces fire-fighting and protective equipment. Its founder, Ilya Malikov, chose an unusual marketing move. Not every person, even if they own special equipment, will be able to use it in the event of a fire to escape from a building.
To win the audience's attention and convince people how necessary and useful the product is, I. Malikov conducts a visual demonstration in front of journalists. The aspiring businessman, together with his employees, shows how to use the device correctly. Such shows are an opportunity to attract a target group for free.
Storytelling.
Storytelling is a way of conveying information in the form of a story or a tale that evokes certain associations or emotions in a person, as a result of which they encourage him to buy a product or use the company's services.
Marketers recommend presenting a concise but informative text in a catchy visual form: a video, infographic, comic, etc.
The goal of storytelling is to quickly convey the necessary information to the client, that is, to present the offer in such a way that the person will read it and immediately understand everything.
Example. At the beginning of its promotion, the LavkaLavka farmers' cooperative introduced users to members of its community and the history of the project's creation. Not only the Internet was used to disseminate information, but also the usual "word of mouth".
The cooperative founders did not have the funds to launch a professional marketing campaign, so the question of how to quickly and freely gain fame was very relevant. Community members gave their acquaintances stickers with the company's slogan, and they distributed them among their friends and acquaintances. This became the start of the photo project "Adventures of a Man with a Pitchfork."
The farmers did not stop there and began to bahrain mobile phone numbers database look for other methods of finding clients. This is how a short film about winter fishing on the Rybinsk Reservoir appeared.
The result of such activity was LavkaLavka's inclusion in Forbes. The magazine published an article about the company itself, and at the end, in small print, NOKIA was indicated as a sponsor, which, together with the cooperative, decided to promote the WindowsPhone OS and gave them several Lumia smartphones.
The story of LavkaLavka caught the attention of Google, which offered the farmers to become the advertising face of its campaign (as an example of a business that became successful with the help of the Internet). The videos were broadcast not only on Russian television, but also on virtual media hosting sites. The number of views on YouTube exceeded 3 million people.
After such a campaign, the site's traffic increased eightfold, and sales volume increased by more than a third. The cooperative's founder, Boris Akimov, became a recognizable media personality, which had a positive effect on the organization's reputation - large investors, trading holdings, and representatives of the media became interested in it.
TOMS Shoes
The term social responsibility of a brand originated in American business. The essence of the concept is that any project, first of all, should be useful to society. The importance of a company for people is determined not by the goods and services it offers, but by the social work it does.
The principle is also applicable to Russian conditions. Evaluate the methods used to attract clients and try to find this socially significant aspect. It will become a kind of magnet that will attract public attention.
A striking example of the use of such a philosophy in business is TOMS Shoes (a shoe manufacturer). With each pair of shoes purchased, the second pair is sent free of charge to a fund to help needy families. A similar principle is used by the optical manufacturer WarberParkerGlasses: every second pair of glasses the company gives to the poor.
The use of the social component method is also present among Russian businessmen. Evgeny Popov, the owner of the recruiting agency "Evert", decided to employ a disabled person for free after each client-applicant was hired. This allowed the company to stand out from its competitors and get traffic of new clients.
A good example is the Samospas company, which produces fire-fighting and protective equipment. Its founder, Ilya Malikov, chose an unusual marketing move. Not every person, even if they own special equipment, will be able to use it in the event of a fire to escape from a building.
To win the audience's attention and convince people how necessary and useful the product is, I. Malikov conducts a visual demonstration in front of journalists. The aspiring businessman, together with his employees, shows how to use the device correctly. Such shows are an opportunity to attract a target group for free.
Storytelling.
Storytelling is a way of conveying information in the form of a story or a tale that evokes certain associations or emotions in a person, as a result of which they encourage him to buy a product or use the company's services.
Marketers recommend presenting a concise but informative text in a catchy visual form: a video, infographic, comic, etc.
The goal of storytelling is to quickly convey the necessary information to the client, that is, to present the offer in such a way that the person will read it and immediately understand everything.
Example. At the beginning of its promotion, the LavkaLavka farmers' cooperative introduced users to members of its community and the history of the project's creation. Not only the Internet was used to disseminate information, but also the usual "word of mouth".
The cooperative founders did not have the funds to launch a professional marketing campaign, so the question of how to quickly and freely gain fame was very relevant. Community members gave their acquaintances stickers with the company's slogan, and they distributed them among their friends and acquaintances. This became the start of the photo project "Adventures of a Man with a Pitchfork."
The farmers did not stop there and began to bahrain mobile phone numbers database look for other methods of finding clients. This is how a short film about winter fishing on the Rybinsk Reservoir appeared.
The result of such activity was LavkaLavka's inclusion in Forbes. The magazine published an article about the company itself, and at the end, in small print, NOKIA was indicated as a sponsor, which, together with the cooperative, decided to promote the WindowsPhone OS and gave them several Lumia smartphones.
The story of LavkaLavka caught the attention of Google, which offered the farmers to become the advertising face of its campaign (as an example of a business that became successful with the help of the Internet). The videos were broadcast not only on Russian television, but also on virtual media hosting sites. The number of views on YouTube exceeded 3 million people.
After such a campaign, the site's traffic increased eightfold, and sales volume increased by more than a third. The cooperative's founder, Boris Akimov, became a recognizable media personality, which had a positive effect on the organization's reputation - large investors, trading holdings, and representatives of the media became interested in it.
TOMS Shoes
The term social responsibility of a brand originated in American business. The essence of the concept is that any project, first of all, should be useful to society. The importance of a company for people is determined not by the goods and services it offers, but by the social work it does.
The principle is also applicable to Russian conditions. Evaluate the methods used to attract clients and try to find this socially significant aspect. It will become a kind of magnet that will attract public attention.
A striking example of the use of such a philosophy in business is TOMS Shoes (a shoe manufacturer). With each pair of shoes purchased, the second pair is sent free of charge to a fund to help needy families. A similar principle is used by the optical manufacturer WarberParkerGlasses: every second pair of glasses the company gives to the poor.
The use of the social component method is also present among Russian businessmen. Evgeny Popov, the owner of the recruiting agency "Evert", decided to employ a disabled person for free after each client-applicant was hired. This allowed the company to stand out from its competitors and get traffic of new clients.