Choosing an optimal marketing to develop anti-cafe

In dynamically developing world people constantly are in search of better types of satisfaction of the requirements. It forces businessmen to offer new ways of satisfaction of these requirements and a natural way leads to emergence of new forms and kinds of activity with non-standard marketing.

One of such forms of activity are anti-cafes. They are socially directed public institutions which distinctive feature is payment for time in which free entertainments, food and drink are included. They have appeared in Russia not so long ago, and respectively as any novelty need high-quality marketing strategy. This place, where people come for impressions and emotions, traditional types of marketing are not always suitable for development of institutions of this sort.

Therefore it is necessary to understand how to build the advertising campaign most optimally and what type of marketing particularly is necessary to be drawn on. For this purpose it is necessary to understand the conceptual device and understand what types of marketing may interest us.

For the analysis we have chosen the following types of marketing:

• 1.    The hidden marketing is a method of sending a commercial message in the way that the consumer does not realize himself as an object of marketing manipulations. For example, the company can pay the actor or the person who is powerful in a certain social group, for public use of any product. Also the actor can tell about this product, even distribute it if it is beneficial economically. Thus, consumers do not notice that they have become the object of advertising’s effect [1].

• 2.    Social marketing is the marketing consisting in development, realisation and control of the social programs which are aimed at increasing level of perception of certain social ideas, movements or practical actions by certain layers of the public. Usually social marketing is used by state and public organizations [2].

• 3.    Touch marketing is a type of marketing which main objective is to impact on feelings of buyers, on their emotional condition to increase the sales [3].

• 4.    Empirical marketing is a creation of communications between a brand and consumers by granting to the latter emotional and intellectual involving experience [4].

• 5.    Guerrilla marketing was introduced by known American

  advertisement maker Jay Levinson in 1984 when his first book with the same name was published. He described in details low-expensive methods of advertising for small business and convinced readers that even with small budgets it is possible to achieve magnificent results. And though there was no term “guerrilla marketing” in the book, it has received great popularity and began to be used by advertisement makers actively [5].

Having analyzed these types of marketing, we can make a choice proceeding depending on the capacities of the company. Taking into account the fact that every year cost of usual advertising increases, and efficiency, on the contrary, decreases, we come to a conclusion that it is necessary for us to involve clients with a minimum of expenses, using thus a non-standard approach to advertising. "Guerrilla marketing" suits these purposes very well, its main task is to be remembered by the potential customer, to induce him to force a certain action.

It should be noted that for the companies which are not possessing big budgets on advertising and promotion, the use of this type of marketing gives the chance to establish themselves as reliable.

One of the main instruments of application of this marketing today are social networks which are the universal channel providing long-term communication in a dialogue format with users, after all, advertising in networks is the creation of the content, which user will consume with pleasure.

Within "guerrilla marketing" it is necessary to make contact with the consumer directly. In this case the human factor prevails as people have got used to trust the feedback from of each other. Therefore through specially created account it is necessary to communicate actively with other users gradually gaining image, popularity and a certain degree of trust and at some point advertising "guerrilla" will express his view on an institution.

The main advantage of this method is minimum monetary expenses and possibility of giving an advertisement in the non-standard positive context. After all, the only necessary investments which will serve us are time and the independent way of thinking.