What is Guerilla Marketing?
Guerrilla marketing is a low-cost, high-impact marketing strategy that involves using unconventional tactics to promote a product or service. Guerrilla marketing can be used to generate buzz and interest in a new product or business or to increase sales of an existing product.
Some common guerrilla marketing tactics include holding impromptu street events, distributing free samples, and using guerilla-style advertising (such as graffiti or street art). Guerrilla marketing is all about being creative and thinking outside the box.
Guerrilla marketing can be an effective way to reach consumers who are bombarded with traditional advertising messages every day. By using unconventional tactics, businesses can grab attention and create a lasting impression. Guerrilla marketing is not for every business, but it can be a powerful tool for businesses that are willing to think outside the box.
Definition
Guerilla marketing is defined as unconventional methods that use low-cost, creative marketing to generate maximum exposure for a product or service. Guerrilla marketing tactics are often used in grassroots campaigns and can include everything from street performances and flash mobs to viral videos and social media platforms.
Guerrilla marketing is all about thinking outside the box and using creative methods to get attention. A good guerrilla marketing strategy can help a business to stand out from the competition, build brand awareness, and generate leads.
Description
Guerrilla marketing is a type of marketing or advertising strategy that uses unconventional methods to promote products or services. Guerrilla campaigns are often designed to surprise the target audience and generate word-of-mouth buzz. Street marketing is one such example of guerrilla marketing. This involves promoting products or services in public places such as on the street or in parks.
Coca-cola is one company that has used guerrilla marketing to great effect. In 2013, the marketing team of Coca-Cola decided on a social media campaign called the “Share a Coke” campaign. This involved giving away free cans of coke with people’s names on them. The campaign was a huge success and generated a lot of positive word-of-mouth buzz for the company.
Some of the popular types of guerilla marketing are Viral or buzz marketing, Ambient, Pop-up retail, Projection advertising, Stealth marketing strategy, Astroturfing, Wild posting, Ambush, Grassroots, etc. From big businesses to small businesses to new startups, all can use guerilla marketing quite effectively.
Guerrilla Marketing History
Guerrilla marketing is a term that was first coined in Guerrilla Marketing by Jay Conrad Levinson, first published in 1984.
The term Guerrilla Marketing was inspired by the book Guerrilla Warfare by Che Guevara, which discusses the use of small military units to ambush and defeat larger enemy forces.
Types of Guerilla Marketing Campaigns
Some of the guerrilla marketing types are
1. Outdoor Guerrilla Marketing
Outdoor guerrilla marketing tactics are typically public, visible, and interactive.
Common outdoor guerrilla marketing tactics include street art, wild posting, flash mobs, and guerilla projections.
2. Indoor Guerrilla Marketing
Indoor guerrilla marketing tactics are typically less obtrusive than outdoor tactics.
Common indoor guerrilla marketing tactics include product placement, ambient marketing, and viral marketing.
3. Event Ambush Guerrilla Marketing
Event ambush guerrilla marketing is a tactic where businesses set up shops near or within high-traffic events, such as concerts, sporting events, and festivals.
Businesses will often give away free samples or offer special deals to event attendees.
4. Experiential Guerrilla Marketing
Experiential marketing is a tactic that involves creating an immersive experience for consumers.
Businesses will often create pop-up shops or temporary installations to give consumers a taste of what they can expect from the product or service.
5. Ambient Marketing
Ambient marketing is a type of guerilla marketing that uses everyday objects and surroundings to create an advertising message.
Common ambient marketing tactics include using street furniture, such as benches and rubbish bins, to display advertising messages.
6. Viral Marketing
Viral marketing is a guerilla marketing tactic that involves creating content that is designed to be shared and circulated online.
Common viral marketing tactics include creating meme-able content, developing social media campaigns, and creating viral videos.
Guerilla Marketing Strategies
Some of the popular guerrilla marketing ideas are
1. Graffiti
Graffiti is a type of street art that can be used as a guerrilla marketing tactic. Guerrilla marketers will often use stencils or stickers to create their graffiti messages.
2. Undercover marketing
Undercover marketing, also known as buzz marketing or stealth marketing, is a guerilla marketing tactic where businesses disguise their marketing messages as something else. Common undercover marketing tactics include product placement, ambush marketing, and astroturfing.
3. Stencil graffiti
Stencil graffiti is a type of Guerrilla Marketing that uses stencils to create repeating images or patterns. Guerrilla marketers will often use stencils to create their graffiti messages.
4. Stickers
Stickers are a type of Guerrilla Marketing that can be used to create repeating images or patterns. Guerrilla marketers will often use stickers to decorate public spaces or to promote their products or service.
5. Reverse graffiti
Reverse graffiti, also known as clean graffiti or grime writing, is a type of Guerrilla Marketing that involves cleaning dirt or grime off of surfaces to create images or messages. Guerrilla marketers will often use reverse graffiti as a way to clean up public spaces while also promoting their product or service.
6. Flash mobs
Flash mobs are a type of Guerrilla Marketing that involve large groups of people converging in a public space to perform a coordinated activity. Guerrilla marketers will often use flash mobs to promote their products or service.
7. Publicity stunts
Publicity stunts are a type of Guerrilla Marketing that involves creating a spectacle to generate attention from the media. Guerrilla marketers will often use publicity stunts to promote their products or service.
Guerrilla Marketing Examples
Guerrilla Marketing for a cause by Greenpeace
https://www.youtube.com/watch?v=4XpF04nximI
Guerrilla marketing can be used to raise awareness for a cause.
In 2012, the nonprofit organization Greenpeace used guerrilla marketing to raise awareness of the dangers of oil drilling in the Arctic.
Greenpeace placed a life-sized polar bear in London to symbolize the threat that oil drilling poses to polar bear populations.
Nike
Nike, a multinational corporation that manufactures and markets athletic footwear, apparel, and equipment, has used guerrilla marketing to market its products.
Nike stole the Olympics with Michael Johnson’s shoes. It was the 1996 Summer Olympics in Atlanta. Nike had invested millions of dollars in signing the world’s fastest man, Michael Johnson, to wear its new line of running spikes.
The company also rolled out a massive global marketing campaign leading up to the games that positioned Johnson as the face of Nike’s Olympic efforts.
While Reebok was the official outfitter of the 1996 Summer Olympics, Nike’s Guerrilla Marketing campaign upstaged its rival and put Johnson and his gold medal-winning shoes on the map. The campaign was a masterclass in Guerrilla Marketing, and it ultimately helped Nike become the global powerhouse it is today.
Twentieth Century Fox’s Mystery Spies
With the release of Jennifer Lawrence’s 2018 film Red Sparrow, Twentieth Century Fox Canada wanted to create some buzz. So they teamed up with Zenith Media and Eat It Up Media.
Together, they sent twenty models dressed as Lawrence’s Russian spy character out into the streets of Toronto to hand out business cards with showtimes for the movie.
And it worked! The movie grossed over $151 million in box office sales.
Guerrilla Marketing Pros
1. Generates awareness and excitement for a product or brand
Guerrilla marketing is a great way to generate awareness and excitement for a product or brand. By using techniques such as flash mobs and placing life-size replicas of products in public places, companies can create a buzz that will get people talking about their products.
2. It’s cost-effective
Guerrilla marketing is often more cost effective than traditional marketing techniques. This is because it doesn’t require a large advertising budget to execute.
3. It’s flexible
Guerrilla marketing is flexible in that it can be adapted to any budget and location.
4. It’s attention-grabbing
Guerrilla marketing is attention-grabbing by nature. This is because it uses techniques that are designed to surprise and shock people.
5. It can be used to target specific audiences
Guerrilla marketing can be used to target specific audiences. For example, a company might use Guerrilla Marketing to target young adults if it is launching a new product that is aimed at that demographic.
Guerrilla Marketing Cons
1. It can be disruptive
Guerrilla marketing can be disruptive, especially if it is done in a busy public place. This can sometimes anger people and create negative publicity for a company.
2. It can be dangerous
Guerrilla marketing can be dangerous, particularly if it involves stunts that could potentially harm people.
3. It can be difficult to control
Guerrilla marketing can be difficult to control, particularly if it involves a large number of people. This can sometimes lead to unexpected and undesirable outcomes.
4. It’s not always effective
Guerrilla marketing is not always effective. Sometimes, people just don’t respond to it.
5. It can be expensive
Guerrilla marketing can also be expensive in a few cases, particularly if it involves costly stunts or hiring professional performers.
Guerrilla Marketing Mistakes
1. Not having clear objectives
Before starting a Guerrilla Marketing campaign, it is pivotal to have specific objectives set; otherwise, the entire campaign could be fruitless.
2. Not doing your research
Guerrilla Marketing campaigns can be great for marketing to your target audience, but only if you take the time to do your research first.
This way, you know that the campaign will actually be effective and not a waste of time or money.
3. Not having a budget
Marketing without much money? Guerrilla Marketing might be for you–but only if done correctly.
Make sure to set a marketing budget before starting your campaign; otherwise, it probably won’t work out well.
4. Being too creative
Guerrilla marketing is all about being creative. However, it is important to ensure that your creativity does not come at the expense of effectiveness.
Otherwise, the campaign may not be successful.
5. Not measuring results
It is important to ensure that you measure the results of your Guerrilla Marketing campaign.
Otherwise, you will not be able to determine whether or not the campaign was successful.
Conclusion!
Guerrilla Marketing is a great way to get your business noticed without breaking the bank. It is all about being creative and thinking outside the box.
There are endless possibilities when it comes to Guerrilla Marketing, so get out there and start brainstorming! Guerrilla marketing is a great way to market your business on a tight budget.
What do you think of Guerrilla Marketing? Let us know in the comments below!
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