Milliseid võimalusi pakub alternatiivturundus?
Turundus on loominguline ärivaldkond ning seetõttu on seal piisavalt ruumi kõikvõimalikele arusaamadele ja subjektiivsetele tõlgendustele. Seda paraku ka ekspertide tasemel. Tundub, et ühes asjas on turundusspetsialistid siiski ühel meelel − nimelt selles, et jõutud on revolutsiooniliste muudatuste ajajärku, mille sisuks on vajadus täiendada oma arsenali maailmas üha suuremat populaarsust võitva alternatiivturunduse vahenditega. Millega tegu ja kas midagi nendest ideedest ka sinu ettevõttele võiks sobida, selgub juba lähema viie minuti jooksul.
Kord sisenenud metroorongi vagunisse hulk inimesi, kõigil ühe tuntud Skandinaavia mööblitjootja taburetid kaenlas. Sõitsid ühe peatuse ja läksid siis maha. Vaevalt, et keegi reisijatest oleks märganud, et nad olid järjekordse alternatiivturunduse nipi ohvriks langenud. Ilmselt keerlesid nende mõtted hoopis taburettide ümber – kust need pärit olid? Kas need olid ka head taburetid? Kui palju need maksid? Kas mõni alles ka jäi kust nad nende taburettidega üldse tulid jne. Tegemist on suurepärase näitega reklaamist, mis pole esmapilgul üldse reklaami moodi.
Alternatiivturunduse isaks võib pidada legendaarset Jay Conrad Levinsoni, kes lisaks läinud sajandi keskpaigas vormitud Marlboro-mehele sõnastas kolmkümmend aastat hiljem järjest suuremat populaarsust koguva querilla- ehk sissiturunduse põhimõtted. Tavaliselt seisavad sihtgrupp ja müüjad teine teisel pool “rindejoont” ning viimased püüavad üha vingemaid müügiargumente ja reklaamikampaaniaid kasutades inimeste kaitsepositsioone nõrgendada ja neid ostma sundida. Sissid ehk partisanid aga ei tunnista rindejoont – nemad tegutsevad ilma erilise kära ja lärmita otse “vaenlase” keskel, kujundades märkamatult ja filigraanse täpsusega nende väärtushinnanguid ja ostuotsuseid. Edaspidi räägin siiski alternatiivturundusest, sest see sõna on meil laiemalt levinud.
Kui alternatiivturunduse isaks võib pidada J.C. Levinsoni, siis ema rolli sobib suurepäraselt täitma väikefirmade vajadus saavutada maksimaalne müügitulemus minimaalse turunduseelarvega. Selleks tuli loobuda traditsioonilistest reklaamiväljunditest ning asendada need uutega. See tingis omakorda uudse reklaamikeele kujundamise – kui seni kõnelesid reklaamid enamasti sellest, kuidas üks või teine toode mingi probleemi lahendab, siis alternatiivturundajad viskasid ratsionaalse tarbija mõttemalli kui liigset stressi tekitava lihtsalt kõrvale ning asendasid selle rahuldusega. Reklaami eesmärgiks sai vaatajat üllatada ning pakkuda talle meelelahutust. Nii lihtne see ongi. Selleks pidid aga reklaamid inimestele lähemale tulema. Nii muutusid suuremõõdulised bännerid graffit’iks, telereklaamid filmikesteks, mida igavlevad kontoriametnikud teineteisele saadavad, printreklaamid kõlakateks ja skandaalideks, mida kommenteerida jne.
Mida suuremat edu alternatiivturunduse tehnoloogiate kasutamine väikeettevõtetele andis, seda suuremaks kujunes ka ärihiidude valmisolek oma turunduseelarved traditsiooniliste meediaväljundite arvelt alternatiivsete kasuks ümber vaadata. Kuuldavasti eraldab näiteks P&G oma turunduseelarvest alternatiivsetele tehnoloogiatele koguni 25%.
Kuidas siis ikkagi juhtus nii, et traditsiooniliste turunduskanalite eiramise idee nii viljakale pinnasele kukkus? Lihtne vastus on, et inimesed on üha valjenevast reklaamimürast väsinud. Pealegi on pesupulbrite headusest pajatavad ja salenemistooteid reklaamivad inimesed ammendanud kogu oma usalduskrediidi, mis laieneb paratamatult ka kõikide teiste klippide kangelastele.
Alternatiivturunduse põhimõtetele tuginevate kampaaniate edu laias maailmas näitab aga selgelt nende lahenduste elujõudu ja läbilöögivõimet. Millest siis ikkagi jutt? Selleks, et kliendi südameni jõuda, ei põlga nutikad alternatiivturunduse spetsialistid ära esmapilgul ka kõige veidramaid vahendeid – suust-suhu leviv turundus, mulje- ja viirusturundus, blogid, brändievangelistid, intriigid, kuulduste levitamine, provokatiivne turundus, product ja life placement, šokeerimine, solvamine jne.
Alternatiivturunduse üheks tunnusjooneks on ka, et nimetatud vahendid hakkavad pärast nende käivitamist oma elu elama, võimendades nende mõju ning suurendades seeläbi kordusostu sooritamise tõenäosust. See on aga iga müüja unistus. Nii näiteks on üsna tõenäoline, et otse rahva keskele (life placement) tulnud taburettidest rääkisid reisijad oma sugulastele ja tuttavatele (suust-suhu turundus), kes kaupluses saadud positiivsest elamusest näiteks oma blogis juttu tegid. Sellele reageerisid kiidulauluga brändievangelistid ja muljeturundajad, kes õigel ajal alati kohal on, kui neid huvitavast tootest juttu tehakse. Kui siis kogu seda veerema lükatud lumepalli mõne kuulduse või skandaaliga oskuslikult turunduskampaania laineharjal hoida, ei usu pärast enam keegi, et kogu asi sai alguse mõnest taburetiga reisijast.
Alternatiivturunduse üheks sümpaatseks iseloomujooneks on kindlasti avatud mõtlemine, mis väljendub ka traditsiooniliste reklaamimeediate põnevamas kasutamises. Nii näiteks võidab maailmas üha suuremat populaarsust suurte basseinide, elumajade katuste, lennuväljade ja põldude (!) meediapinnana kasutuselevõtt, et seal kandis zoom’iva Google.Mapi kasutaja suunurk kasvõi korraks ülespoole venitada ja talle positiivne elamus pakkuda.
Kord kasutas üks New Yorgis alternatiivmeedia teenuseid pakkuv firma nimega GoGORILLA Media reklaamikandjana kodutuid. Neile riputati kaela käsitsi kirjutatud (milline kokkuhoid!) plakatid ja saadeti suuremate meediafirmade akende alla seisma. Plakatile oli kirjutatud midagi sellist: „Kunagi olin minagi mediaplanner. Kliendid küsisid meilt korduvalt alternatiivmeedia pindasid ent me ei rahuldanud nende soove. Nüüd on meie firma pankrotis ja mina tänaval. Ärge korrake meie viga ja pakkuge klientidele seda, mida nad vajavad!” Kodutu jalge ette asetatud mütsist oli aga võimalik igal möödujal võtta alternatiivmeedia võimalusi tutvustav voldik ja soovi korral selle eest kodutule ka mõni münt poetada. Geniaalne!
Ettevaatlikult tuleks suhtuda nende turundus- ja meediaekspertide arvamustesse, kes soovivad ka alternatiivturunduse puhul käia sissetallatud rada ning nõuavad riskide maandamiseks jäärapäiselt turu-uuringute läbiviimist. Kuidas näiteks välja uurida metrooreisija arvamus taburettidega reisijatesse. Loomulikult on see mingil kujul võimalik, kuid seda tehes riskime võimalusega, et kõige magusamal ajal siseneb „kuumaks köetud” foorumisse mõni uurimisalune, kes siis paari-kolme lausega kogu kampaaniale kriipsu peale tõmbab. Riskid tuleb viia miinimumini mis tahes reklaami puhul, kuid alternatiivturunduse võtete kasutamisel tuleb sellessegi protseduuri suhtuda loominguliselt.
Mis saab edasi? Usun, et alternatiivturundajad näevad oma tulevikku vägagi helgetes toonides. Nende poolt rakendatavad põhimõtted muudavad inimeste suhtumist reklaami leplikumaks – see ei käi enam närvidele ega sega elamist. Seetõttu on nende poolt loodud reklaamidel kõik eeldused saada pop-kultuuri ja meelelahutuse lahutamatuks osaks, mida tuleb reklaamidele igati vääriliseks positsiooniks pidada. Kõige selle aluseks on aga loov idee ning selle standardsest erinev teostus.
Häid mõtteid alternatiivturunduse võtete kasutamiseks leiad siit www.gmarketing.com.
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