Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level. Some large companies use unconventional advertisement techniques, proclaiming to be guerrilla marketing but those companies will have larger budget and the brand is already visible. The main point of guerrilla marketing is that the activities are done exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum people access so as to attract a bigger audience.
Guerrilla marketing is a concept that has arisen as we move from traditional media to more online and electronic media. It is a concept that was created by Jay Conrad Levinson when he wrote the book Guerrilla Marketing in 1984. Traditional advertising media are channels such as print, radio, television and direct mail (Belch & Belch, 2012) but as we are moving away from these channels the marketers and advertisers have to find new strategies to get their commercial messages to the consumer. Guerrilla marketing is an alternative strategy and is about taking the consumer by surprise to make a big impression about the brand (What is Guerrilla Marketing, 2015), 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 (Bourn, 2009). 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 amongst friends it enables repetition. (Bourn, 2009)
Two types of marketing encompassed by guerrilla marketing are viral marketing and buzz marketing.
Unlike typical public marketing campaigns that utilize 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.
According to Marcel Saucet, 2013, the different types of guerrilla marketing are ambient, ambush, stealth, viral and street marketing.
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