{"id":41062,"date":"2024-01-08T13:33:59","date_gmt":"2024-01-08T13:33:59","guid":{"rendered":"https:\/\/smartmessage.com\/?p=41062"},"modified":"2024-01-08T13:34:01","modified_gmt":"2024-01-08T13:34:01","slug":"gerilla-pazarlama-isletmelerde-dusuk-butce-ile-yaratici-pazarlama-stratejileri","status":"publish","type":"post","link":"https:\/\/smartmessage.com\/tr\/blog-tr\/marka-pazarlamasi\/gerilla-pazarlama-isletmelerde-dusuk-butce-ile-yaratici-pazarlama-stratejileri\/","title":{"rendered":"Gerilla Pazarlama: \u0130\u015fletmelerde D\u00fc\u015f\u00fck B\u00fct\u00e7e ile Yarat\u0131c\u0131 Pazarlama Stratejileri"},"content":{"rendered":"\n<p>Farkl\u0131 \u00f6l\u00e7ekteki ve nitelikteki stratejiler, markalar\u0131 pazarlama hedeflerine g\u00f6t\u00fcr\u00fcr. Yani markalar hem b\u00fcy\u00fck \u00e7apl\u0131 hem de k\u00fc\u00e7\u00fck fakat etkili ad\u0131mlar atarak ba\u015far\u0131ya ula\u015fabilir. \u00d6rne\u011fin gerilla pazarlama, d\u00fc\u015f\u00fck b\u00fct\u00e7eyle yarat\u0131c\u0131 ve etkili pazarlama faaliyetlerinin ger\u00e7ekle\u015ftirildi\u011fi bir stratejidir. Yank\u0131 uyand\u0131ran ve <strong>ak\u0131lda kalan reklam kampanyalar\u0131<\/strong> d\u00fczenlemeye olanak tan\u0131r. SmartMessage olarak bu yaz\u0131da geleneksel pazarlama anlay\u0131\u015flar\u0131na yeni bir soluk getiren bu y\u00f6ntemden bahsettik.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>S\u0131n\u0131rlar\u0131 Zorlayan Bir Pazarlama Y\u00f6ntemi: Gerilla Pazarlama Nedir?<\/strong><\/h2>\n\n\n\n<p>Gerilla pazarlama, markan\u0131n kendisini ve \u00fcr\u00fcn\u00fcn\u00fc ya da hizmetini tan\u0131tmak i\u00e7in al\u0131\u015f\u0131lmad\u0131k etkile\u015fimleri kulland\u0131\u011f\u0131 bir pazarlama takti\u011fidir. Bu y\u00f6ntemin ge\u00e7mi\u015fi, Jay Conrad Levinson\u2019\u0131n 1984 y\u0131l\u0131nda yay\u0131mlanan \u201c<em>Gerilla Pazarlama<\/em>\u201d kitab\u0131na uzan\u0131r. S\u00f6z konusu kitapta d\u00fc\u015f\u00fck b\u00fct\u00e7eli fakat etkili pazarlama stratejileri, az ki\u015fiden olu\u015fan topluluklar\u0131n kulland\u0131\u011f\u0131 bir t\u00fcr sava\u015f takti\u011fini ifade eden \u201cgerilla\u201d kavram\u0131yla ili\u015fkilendirilir. Yani beklenmedik, k\u00fc\u00e7\u00fck ama ses getiren i\u015flemler, gerilla pazarlama y\u00f6nteminin \u00f6z\u00fcn\u00fc olu\u015fturur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Geleneksel Pazarlamaya Kar\u015f\u0131 Gerilla Pazarlaman\u0131n Farklar\u0131 Nelerdir?<\/h3>\n\n\n\n<p>Geleneksel ve gerilla pazarlama y\u00f6ntemleri aras\u0131nda baz\u0131 farklar bulunur. Gerilla tipi pazarlamada daha <strong>k\u00fc\u00e7\u00fck hedef kitle gruplar\u0131na<\/strong> odaklan\u0131l\u0131r. \u00d6rne\u011fin bir \u015fehirde ya\u015fayan potansiyel m\u00fc\u015fteriler hedeflenebilir. Bu iki pazarlama y\u00f6ntemini birbirinden ay\u0131ran di\u011fer noktalar \u015funlard\u0131r:<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Geleneksel Pazarlama<\/strong><\/td><td><strong>Gerilla Pazarlama<\/strong><\/td><\/tr><tr><td>Daha b\u00fcy\u00fck b\u00fct\u00e7elerle ger\u00e7ekle\u015ftirilir.<\/td><td>G\u00f6rece k\u00fc\u00e7\u00fck b\u00fct\u00e7eler kullan\u0131larak yap\u0131l\u0131r.<\/td><\/tr><tr><td>Standart ve al\u0131\u015f\u0131lm\u0131\u015f stratejileri i\u00e7erir.<\/td><td>Yarat\u0131c\u0131 ve \u015fa\u015f\u0131rt\u0131c\u0131 stratejiler bar\u0131nd\u0131r\u0131r.<\/td><\/tr><tr><td>Planlama ve sonu\u00e7 alma a\u015famalar\u0131 daha uzundur.<\/td><td>Esnek, basit fakat etkili oldu\u011fu i\u00e7in k\u0131sa zamanda planlanabilir ve sonu\u00e7 verebilir.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>Ayr\u0131ca gerilla ve geleneksel pazarlama faaliyetlerinin y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fc alanlar da birbirinden farkl\u0131 olabilir. Standart pazarlama stratejileri; daha \u00e7ok televizyon, radyo, gazete, dergi gibi geleneksel medya ara\u00e7lar\u0131na odaklan\u0131r. Gerilla pazarlamada ise sosyal medya, sokak etkinlikleri ve interaktif i\u00e7erikler gibi <em>alternatif kanallar <\/em>kullan\u0131l\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gerilla Pazarlama \u0130lkeleri Nelerdir?<\/strong><\/h2>\n\n\n\n<p><strong>Yarat\u0131c\u0131l\u0131k ve inovasyon<\/strong>, gerilla pazarlaman\u0131n ilkelerinde \u00f6n s\u0131ralarda yer al\u0131r. Zira bu yakla\u015f\u0131mlar olmadan \u00f6zg\u00fcn, yenilik\u00e7i ve hedef kitlenin ilgisini \u00e7eken stratejiler ortaya \u00e7\u0131kmaz. Gerilla pazarlaman\u0131n \u00f6zellikleri aras\u0131nda \u015fa\u015f\u0131rt\u0131c\u0131l\u0131k, esneklik, orijinallik, eylem odakl\u0131l\u0131k ve ekonomiklik de say\u0131labilir. Gerilla pazarlama stratejileri, \u201c<em>viral olma<\/em>\u201d ilkesine odaklan\u0131r. Payla\u015f\u0131ld\u0131ktan sonra h\u0131zl\u0131ca yay\u0131lan i\u00e7erikleri ifade eden bu kavram, gerilla pazarlama kampanyas\u0131n\u0131n ba\u015far\u0131s\u0131n\u0131 \u00f6l\u00e7en unsurlar aras\u0131ndad\u0131r.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Gerilla Pazarlama \u00c7e\u015fitleri Nelerdir?<\/strong><\/h2>\n\n\n\n<p>Gerilla takti\u011fi pazarlama, kendi i\u00e7inde farkl\u0131 t\u00fcrlere ayr\u0131l\u0131r. Her bir reklam t\u00fcr\u00fc, ayr\u0131 <strong>stratejileri ve kitleleri<\/strong> hedef al\u0131r. Bu strateji \u00e7e\u015fitlerinden baz\u0131lar\u0131 a\u015fa\u011f\u0131daki gibidir.<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Ambient pazarlama&nbsp;<\/li>\n\n\n\n<li>Ambush pazarlama&nbsp;<\/li>\n\n\n\n<li>Stealth pazarlama&nbsp;<\/li>\n\n\n\n<li>Viral pazarlama&nbsp;<\/li>\n\n\n\n<li>Buzz pazarlama&nbsp;<\/li>\n\n\n\n<li>Astroturfing street pazarlama<\/li>\n<\/ul>\n\n\n\n<p>Say\u0131lan t\u00fcrler; <em>viral, i\u00e7 ve d\u0131\u015f mek\u00e2nda<\/em> olmak \u00fczere farkl\u0131 kategoriler alt\u0131nda incelenebilir. \u00d6rne\u011fin street yani sokak pazarlamas\u0131, markalar\u0131n d\u0131\u015f ortama y\u00f6nelik gerilla tipi stratejileri aras\u0131ndad\u0131r. Viral pazarlamada ise daha \u00e7ok sosyal medya platformlar\u0131ndaki kitleler hedef al\u0131n\u0131r.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">\u0130\u00e7 Mek\u00e2nda Yap\u0131lan Gerilla Pazarlama<\/h3>\n\n\n\n<p>\u0130\u00e7 mek\u00e2nlara y\u00f6nelik gerilla pazarlama t\u00fcrlerinde genellikle <strong>ma\u011faza ve al\u0131\u015fveri\u015f merkezi<\/strong> gibi alanlar tercih edilir. Bu pazarlama y\u00f6nteminde kalabal\u0131k bir al\u0131\u015fveri\u015f merkezinde \u00fcr\u00fcn\u00fcn etraf\u0131na ilgin\u00e7 sahne kurma ya da ma\u011faza i\u00e7inde farkl\u0131 ya\u015f gruplar\u0131na hitap eden etkinlikler d\u00fczenleme gibi yarat\u0131c\u0131 stratejiler izlenir. Ayr\u0131ca \u00fcniversiteler, tren ve metro istasyonlar\u0131 gibi alanlar da s\u00f6z konusu faaliyetler i\u00e7in olduk\u00e7a uygundur.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">D\u0131\u015f Mek\u00e2nda Yap\u0131lan Gerilla Pazarlama<\/h3>\n\n\n\n<p>Gerilla t\u00fcr\u00fc pazarlamaya d\u0131\u015f mek\u00e2nlarda da s\u0131kl\u0131kla rastlan\u0131r. S\u00f6z konusu pazarlama stratejisi; <em>sokaklarda, parklarda, toplu ta\u015f\u0131ma duraklar\u0131nda<\/em> ve di\u011fer a\u00e7\u0131k alanlarda uygulan\u0131r. Daha \u00e7ok beklenmedik ve dikkat \u00e7ekici etkinlikleri i\u00e7erir. Bu kapsamda b\u00fcy\u00fck binalara as\u0131lan dikkat \u00e7ekici afi\u015fler ya da kald\u0131r\u0131mlara \u00e7izilmi\u015f \u00e7arp\u0131c\u0131 grafitiler gibi y\u00f6ntemler tercih edilir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Viral Pazarlama<\/h3>\n\n\n\n<p>Viral pazarlama, i\u00e7eri\u011fin internet \u00fczerinden h\u0131zla yay\u0131lmas\u0131n\u0131 hedefleyen bir gerilla reklam stratejisidir. Yarat\u0131c\u0131 videolar, \u00e7ekici kampanyalar ve kullan\u0131c\u0131lar\u0131 payla\u015f\u0131m yapmayan y\u00f6nlendiren etkile\u015fimli i\u00e7erikler \u00fczerinden ilerler. Sosyal medya platformlar\u0131, viral pazarlama stratejilerinin etkili bir \u015fekilde uygulanmas\u0131nda \u00f6nemli bir rol oynar. Bu mecralar aras\u0131nda <strong>Facebook, Instagram, Twitter, YouTube, LinkedIn, Pinterest ve TikTok<\/strong> \u00f6n plana \u00e7\u0131kar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>\u0130\u015fletmeler i\u00e7in Gerilla Pazarlaman\u0131n Avantaj ve Dezavantajlar\u0131 Nelerdir?<\/strong><\/h2>\n\n\n\n<p>Gerilla pazarlama uygulamalar\u0131n\u0131n i\u015fletmelere getirdi\u011fi baz\u0131 avantajlar ve dezavantajlar vard\u0131r. A\u015fa\u011f\u0131da markan\u0131z i\u00e7in bu pazarlama stratejisini izledi\u011finizde kar\u015f\u0131la\u015fabilece\u011finiz olumlu ve olumsuz sonu\u00e7lar\u0131 g\u00f6rebilirsiniz.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table><tbody><tr><td><strong>Avantajlar<\/strong><\/td><td><strong>Dezavantajlar<\/strong><\/td><\/tr><tr><td>D\u00fc\u015f\u00fck maliyet<\/td><td>Ters tepki potansiyeli<\/td><\/tr><tr><td>H\u0131zl\u0131 sonu\u00e7<\/td><td>Rekabet\u00e7i ortam<\/td><\/tr><tr><td>Bilinirli\u011fi art\u0131rma<\/td><td>Mesaj\u0131n anla\u015f\u0131lmamas\u0131<\/td><\/tr><tr><td>Marka etkile\u015fimini destekleme<\/td><td>K\u0131sa vadeli etki ihtimali<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>\u0130\u015fletmeler, gerilla pazarlama tekniklerini uygularken dikkatli olmal\u0131d\u0131r. Bu do\u011frultuda potansiyel m\u00fc\u015fterilerinize <em>hem s\u0131ra d\u0131\u015f\u0131 hem de kolay anla\u015f\u0131labilir<\/em> bir mesaj vermeniz olduk\u00e7a \u00f6nemlidir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Etkileyici ve Ba\u015far\u0131l\u0131 Bir Gerilla Pazarlama Nas\u0131l Yap\u0131l\u0131r?<\/strong><\/h2>\n\n\n\n<p>Gerilla pazarlama, ama\u00e7lar\u0131n\u0131za ula\u015ft\u0131\u011f\u0131 takdirde markan\u0131za pek \u00e7ok fayda sa\u011flar. Bu s\u00fcrece <strong>hedefleri tespit ederek<\/strong> ba\u015flaman\u0131z gerekir. Ard\u0131ndan s\u0131ra, hitap edilecek kitleyi belirlemeye gelir. Daha sonra s\u0131ras\u0131yla \u015fu ad\u0131mlar izlenir:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Yarat\u0131c\u0131 bir fikir geli\u015ftirmek<\/li>\n\n\n\n<li>\u00c7evresel fakt\u00f6rleri incelemek<\/li>\n\n\n\n<li>Fikrin viral olma potansiyelini \u00f6l\u00e7mek<\/li>\n\n\n\n<li>Stratejinin detaylar\u0131n\u0131 belirlemek<\/li>\n\n\n\n<li>Olas\u0131 riskleri de\u011ferlendirmek<\/li>\n\n\n\n<li>Harekete ge\u00e7irici bir \u00e7a\u011fr\u0131 yapmak<\/li>\n<\/ul>\n\n\n\n<p>\u00d6te yandan, stratejinin <em>sonu\u00e7lar\u0131n\u0131 \u00f6l\u00e7mek ve analiz etmek<\/em> de \u00f6nemlidir. Bu i\u015flemler, kampanya ba\u015far\u0131s\u0131n\u0131 belirlemenizi sa\u011flar. Ayn\u0131 zamanda sonraki gerilla pazarlama stratejilerine de \u0131\u015f\u0131k tutar.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>D\u00fcnyada Dikkat \u00c7eken Yarat\u0131c\u0131 Gerilla Pazarlama \u00d6rnekleri<\/strong><\/h2>\n\n\n\n<p>Gerilla pazarlaman\u0131n \u00f6nemini bilen <strong>markalar ve kurulu\u015flar<\/strong>, kampanya s\u00fcre\u00e7lerinde bu y\u00f6nteme s\u0131kl\u0131kla yer verir. \u00d6rne\u011fin ALS Derne\u011fi, viral olan \u201cbuz kovas\u0131\u201d ak\u0131m\u0131yla geni\u015f \u00e7apl\u0131 bir fark\u0131ndal\u0131k yaratm\u0131\u015f ve 115 milyar dolar ba\u011f\u0131\u015f toplam\u0131\u015ft\u0131r. Nike ise logosuna yer veren banklardaki oturma k\u0131s\u0131mlar\u0131n\u0131 kald\u0131rarak bireyleri harekete ve bu s\u0131rada \u00fcr\u00fcnlerini kullanmaya y\u00f6nlendirmi\u015ftir.&nbsp;<\/p>\n\n\n\n<p>Baz\u0131 markalar, dijital gerilla pazarlama taktiklerini kullan\u0131r. Mesela Burger King, McDonald&#8217;s&#8217;\u0131n hamburgerlerinin \u00e7\u00fcr\u00fcmedi\u011fi iddias\u0131na yan\u0131t olarak sosyal medya hesaplar\u0131nda bir ayl\u0131k k\u00fcfl\u00fc Whopper&#8217;\u0131n foto\u011fraflar\u0131n\u0131 yay\u0131mlam\u0131\u015ft\u0131r. B\u00f6ylelikle marka, g\u00fc\u00e7l\u00fc bir <em>rakibinin pazarlama arg\u00fcman\u0131n<\/em>\u0131 kan\u0131tl\u0131 \u015fekilde ge\u00e7ersiz k\u0131lm\u0131\u015ft\u0131r.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Campaign Manager ile Kullan\u0131c\u0131 Odakl\u0131 Pazarlama Stratejileri Geli\u015ftirerek Kampanyalar\u0131n\u0131z\u0131 Olu\u015fturun!<\/strong><\/h2>\n\n\n\n<p>Gerilla pazarlama gibi alternatif stratejilerle markan\u0131z\u0131n ba\u015far\u0131s\u0131n\u0131 art\u0131rmak i\u00e7in SmartMessage\u2019\u0131n kapsaml\u0131 \u00e7\u00f6z\u00fcmlerinden destek alabilirsiniz. \u00d6rne\u011fin <a href=\"https:\/\/smartmessage.com\/tr\/platform\/urunler\/campaign-manager\/\">SmartMessage Campaign Manager<\/a>, kampanyalar\u0131n\u0131z\u0131 \u00e7ok kanall\u0131 ve kullan\u0131c\u0131 odakl\u0131 h\u00e2le getirmenize yard\u0131mc\u0131 olur. <a href=\"https:\/\/smartmessage.com\/tr\/platform\/urunler\/audience-manager\/\">SmartMessage Audience Manager<\/a> ise birle\u015fik m\u00fc\u015fteri profilleri olu\u015fturarak <strong>hedefli ve tutarl\u0131<\/strong> kampanyalar y\u00fcr\u00fctmeniz gerekli verileri sa\u011flar. SmartMessage\u2019\u0131n bu ara\u00e7lar\u0131 sayesinde pazarlama stratejilerinize profesyonellik katabilirsiniz.<\/p>\n\n\n\n<div class=\"hs-cta-embed hs-cta-simple-placeholder hs-cta-embed-84294991298\"\n  style=\"max-width:100%; max-height:100%; width:1080px;height:350px\" data-hubspot-wrapper-cta-id=\"84294991298\">\n  <a href=\"https:\/\/cta-eu1.hubspot.com\/web-interactives\/public\/v1\/track\/redirect?encryptedPayload=AVxigLJy%2FMdCsfwpaNOMbU60%2BioisvVATqmsvab%2BrM%2B7u3FM%2BEk1PX9pDud5zQaPf6nxT7COWYBcclc%2F8l2xMyoUhS5RoMX9xU19E1Ww8xwcEV9BfVkTXKFUxTcENt0MpxJ9%2FrOqorp3G%2B%2BVUCH7Mj6bALh5jk2K5PlMh3xQC1zelpsoKNIxpO5V2g%3D%3D&#038;webInteractiveContentId=84294991298&#038;portalId=25324306\" target=\"_blank\" rel=\"noopener\" crossorigin=\"anonymous\">\n    <img decoding=\"async\" alt=\"CTA-TR (1)\" loading=\"lazy\" src=\"https:\/\/hubspot-no-cache-eu1-prod.s3.amazonaws.com\/cta\/default\/25324306\/interactive-84294991298.png\" style=\"height: 100%; width: 100%; object-fit: fill\"\n      onerror=\"this.style.display='none'\" \/>\n  <\/a>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Farkl\u0131 \u00f6l\u00e7ekteki ve nitelikteki stratejiler, markalar\u0131 pazarlama hedeflerine g\u00f6t\u00fcr\u00fcr. Yani markalar hem b\u00fcy\u00fck \u00e7apl\u0131 hem&#8230;<\/p>\n","protected":false},"author":2,"featured_media":41063,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[506],"tags":[],"class_list":{"0":"post-41062","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marka-pazarlamasi"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.2 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Gerilla Pazarlama Stratejileri | SmartMessage Blog<\/title>\n<meta name=\"description\" content=\"Gerilla pazarlama, markan\u0131n kendisini ve \u00fcr\u00fcn\u00fcn\u00fc ya da hizmetini tan\u0131tmak i\u00e7in al\u0131\u015f\u0131lmad\u0131k etkile\u015fimleri kulland\u0131\u011f\u0131 bir pazarlama takti\u011fidir.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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