Guerrilla Marketing
Guerrilla marketing is an advertisement strategy to promote
products or services on the streets or other public places with little
money. This involves getting the attention of the public. Guerrilla marketing is done in public places such as shopping centers, parks or beaches to attract a big audience. It is an alternative strategy and is about taking the
consumer by surprise to make a big impression about the brand, this in turn creates buzz
about the brand or product being marketed. It is a way of advertising
that increases engagement with the product or service, and is designed
to create a memorable experience for the consumer. By creating this
memorable experience for the consumer, it also increases the likelihood
that a consumer, or someone who interacted with the campaign will tell
their friends about it and via word of mouth the product or service
being advertised reaches a lot more people than initially anticipated,
and means it has more of a mass audience.
This style of marketing is extremely effective for small businesses to advertise their product or service, especially if they are competing against bigger companies as it is inexpensive and focuses more on reach rather than frequency. For guerrilla campaigns to be successful companies don’t need to spend large amounts, they just need to have imagination, energy and time. Guerrilla marketing is also an effective way companies who do not provide a tangible service can advertise their products through the non traditional channels as long as they have an effective strategy.
As opposed to traditional media Guerrilla marketing cannot be measured by statistics, sales and hits but is measured by profit made. It is designed to cut through clutter of traditional advertising and have no mystery about what is being advertised. The message to consumers will be clear and concise, the business will not diversify the message to the consumer and focus will be maintained. This type of marketing also works on the unconscious mind, as purchases quite often are decided by the unconscious mind. To keep the product or service in the unconscious mind means repetition is needed, so if a buzz is created around a product and it is shared among friends it enables repetition.
Two types of marketing encompassed by guerrilla marketing are viral marketing and buzz marketing.
Unlike typical public marketing campaigns that use billboards, guerrilla marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers. One of the goals of this interaction is to cause an emotional reaction in the clients and the final goal of marketing is to get people to remember brands in a different way than they are used to . The technique involves from flyer distribution in public spaces to creating an operation at major event or festival mostly without directly connecting to the event but using the opportunity. The challenge with any guerrilla marketing campaign is to find the correct place and time to do the operation without getting involved in legal issues.
Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as "word-of-mouth", "creating a buzz", "leveraging the media", "network marketing", But on the Internet, for better or worse, it’s called "viral marketing".
Similarly, buzz marketing uses high-profile media to encourage the public to discuss the brand or product. Buzz marketing works best when consumer’s responses to a product or service and subsequent endorsements are genuine, without the company paying them. Buzz generated from buzz marketing campaigns is referred to as "amplified WOM" (word-of-mouth), and "organic WOM" is when buzz occurs naturally by the consumer.
ADVANTAGES:
DISADVANTAGES:
o Guerilla Marketing works - but it is not completely fail safe. It is, after all, advertising; which is far from an exact science. The number of variables involved in advertising guarantees that nothing is 100 percent effective.
This style of marketing is extremely effective for small businesses to advertise their product or service, especially if they are competing against bigger companies as it is inexpensive and focuses more on reach rather than frequency. For guerrilla campaigns to be successful companies don’t need to spend large amounts, they just need to have imagination, energy and time. Guerrilla marketing is also an effective way companies who do not provide a tangible service can advertise their products through the non traditional channels as long as they have an effective strategy.
As opposed to traditional media Guerrilla marketing cannot be measured by statistics, sales and hits but is measured by profit made. It is designed to cut through clutter of traditional advertising and have no mystery about what is being advertised. The message to consumers will be clear and concise, the business will not diversify the message to the consumer and focus will be maintained. This type of marketing also works on the unconscious mind, as purchases quite often are decided by the unconscious mind. To keep the product or service in the unconscious mind means repetition is needed, so if a buzz is created around a product and it is shared among friends it enables repetition.
Two types of marketing encompassed by guerrilla marketing are viral marketing and buzz marketing.
Unlike typical public marketing campaigns that use billboards, guerrilla marketing involves the application of multiple techniques and practices in order to establish direct contact with the customers. One of the goals of this interaction is to cause an emotional reaction in the clients and the final goal of marketing is to get people to remember brands in a different way than they are used to . The technique involves from flyer distribution in public spaces to creating an operation at major event or festival mostly without directly connecting to the event but using the opportunity. The challenge with any guerrilla marketing campaign is to find the correct place and time to do the operation without getting involved in legal issues.
Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as "word-of-mouth", "creating a buzz", "leveraging the media", "network marketing", But on the Internet, for better or worse, it’s called "viral marketing".
Similarly, buzz marketing uses high-profile media to encourage the public to discuss the brand or product. Buzz marketing works best when consumer’s responses to a product or service and subsequent endorsements are genuine, without the company paying them. Buzz generated from buzz marketing campaigns is referred to as "amplified WOM" (word-of-mouth), and "organic WOM" is when buzz occurs naturally by the consumer.
ADVANTAGES:
Great for a low budget
The key to guerrilla marketing is using unconventional promotional methods to engage with consumers in new and exciting ways. Many experiences are interactive and can occur in unexpected places, providing a cost-effective way to build brand awareness.Go viral
We live in a world shaped by technology, with smartphones, social media and ‘selfie’ culture meaning most people’s day-to-day activities are documented online. Guerrilla marketing companies can tap into this trend, making fascinating campaigns that go viral and quickly rack up millions of views.Build partnerships
Guerrilla marketing relies on everyday situations for full effect. As such, you’ll often collaborate with local businesses, organizations and charities to produce a campaign, whether it’s a coffee chain, university campus or hotel. This means you can build partnerships and target your ideal audience more easily.Unique and memorable
A successful guerrilla marketing campaign can elicit strong emotions in consumers by tapping into experiential advertising techniques for a more memorable experience. Some ads may even shock or frighten people – temporarily, of course – in order to have the desired impact.DISADVANTAGES:
o Guerilla Marketing works - but it is not completely fail safe. It is, after all, advertising; which is far from an exact science. The number of variables involved in advertising guarantees that nothing is 100 percent effective.
o
As with any advertising campaign, you will not be able to pinpoint
exactly what works and what does not. Obtaining measurable results is
difficult (but not impossible, unlike other marketing techniques).
o
Guerilla Marketing requires a greater level of dedication and energy
than traditional advertising venues, which often consist of throwing
large amounts of money at other people to do the work for you.
o
If you are looking for a quick fix, Guerilla Marketing is not your
solution. You will not see instant or overnight results stemming from
your efforts. An investment of time is required in order to achieve your
business sales goals.
o
Guerilla Marketing is not for the thin-skinned or faint of heart. At
the very least, you will have a few detractors who find fault in your
methods. At worst, you may be threatened with legal action (which is why
it's so important to check your local laws before engaging in a
Guerilla Marketing campaign)
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