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Eine Empfehlung für alle, die bei einem Science-Fiction Film auch mal auf Action verzichten können und sich tiefer mit dem Thema Künstliche Intelligenz auseinandersetzen wollen. Kein Genre hat den Blockbuster-Markt so sehr in der Hand wie der Actionfilm. Dementsprechend viele, meist gleichförmige Werke gibt es aber auch. Kreativagentur Kreativagentur Berlin Werbeagentur Kommunikationsagentur Agentur BSR Werbung Agentur Nachhaltigkeit Werbung Agentur Agentur Klimawandel Guerillamarketing nachhaltig kommunizieren Wie kommuniziere ich nachhaltig? politische Kommunikation Agentur politische Kommunikation Full-Service-Agentur 360° Agentur Agentur green marketing Marketing Nachhaltigkeit Agentur Kampagne Agentur Magazin B2C Agentur Social-Media-Marketing Social-Media-Agentur Agentur online Events nachhaltige Kommunikation Kommunikation gesellschaftlicher Wandel Kommunikation Nachhaltigkeit Das ist vor allem für kleinere Unternehmen eine wirkungsvolle Möglichkeit, sich gegenüber den großen, überlegenen Wettbewerbern zu behaupten. Für eine Moskito-Marketing-Aktion müssen Sie die Schwächen der Konkurrenz analysieren und daraus eine passende Idee entwickeln. Dabei kommt es manchmal auch darauf an, schnell auf aktuelle Ereignisse zu reagieren. Das gelang z. B. dem Autovermieter Sixt, der als Antwort auf den Bahnstreik GDL-Chef Claus Weselsky zum Mitarbeiter des Monats kürte. Wie Guerilla-Marketing funktioniert und wie unterschiedlich die Aktionen sein können, lässt sich am besten an erfolgreichen Beispielen erkennen. Dabei gehen besonders kreative Ideen automatisch viral. Holen Sie sich Anregungen anhand der im Folgenden vorgestellten Guerilla-Marketing-Aktionen. Stellen Sie sich vor, es ist tiefster Winter und Sie werden auf originelle Weise mit Werbung für warme Urlaubsziele konfrontiert. Das war das Erfolgsrezept einer Werbekampagne des Münchner Reisebüros Giller aus dem Jahr 2006. Man schrieb Urlaubsangebote einfach in den Schnee auf zugeschneiten Fahrzeugen und hinterließ eine Karte des Reisebüros. PEPERONI Werbe- und PR-Agentur GmbH, Friedrichstraße 23A, 10969 Berlin, 03025771771Reverse Graffiti: Bei dieser etwas anderen Methode der bildlichen Darstellung werden verschmutzte öffentliche Flächen partiell gereinigt, sodass ein Bild oder eine Botschaft sichtbar wird. Projektionen: Ob als Video, Bild oder Schatten, große Projektionen auf Wände oder auf den Weg sind auf jeden Fall ein Blickfang. Arbeit mit Schauspielern: Die Darsteller können bestimmte Figuren repräsentieren oder auch kleine Szenen spielen, was die Aufmerksamkeit der Passanten ganz sicher bindet. Flashmob: Bei organisierten Flashmobs führen mehrere Personen vorher abgesprochene, aber von den Passanten als spontan empfundene Aktionen aus, was einen großen Überraschungseffekt zur Folge hat. Mitmach-Aktionen: Je mehr die Leute im Rahmen einer Guerilla-Marketing-Aktion interagieren können, desto besser, da solche Erlebnisse sehr gut in Erinnerung bleiben. Plakate: Auch Plakate und Banner können so ungewöhnlich und originell gestaltet sein, dass sie sich dem Guerilla-Marketing zuordnen lassen. Anzeigen: Selbst Anzeigen eignen sich für überraschende Kampagnen, wobei es eine jedoch sehr kreative Idee braucht, um wirklich aufzufallen. Videos: Videos haben den Vorteil, dass Sie diese sowohl im öffentlichen Raum als auch im TV und im Internet veröffentlichen können. Sie sehen, dass sich auch klassische Werbemittel wie Plakate, Anzeigen und Videos für das Guerilla-Marketing eignen. Ausschlaggebend ist immer die ungewöhnliche, überraschende Umsetzung. Guerilla-Marketing bedeutet zwar nicht automatisch, dass sich die Aktionen kostengünstig durchführen lassen. Denn mittlerweile setzen auch große Unternehmen auf diese Methode, um Aufmerksamkeit zu gewinnen, und das zum Teil mit sehr viel Aufwand! Trotzdem bleibt der Grundsatz bestehen, dass Kreativität oft mehr bewirkt als ein hohes Budget. 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