Guerrilla marketing is a non conventional marketing technique . As it is a non traditional way of marketing the product, it can be developed using the latest digital technologies. The Word ‘Guerrilla’ come from the Guerrilla warfare where the enemy was attacked in an unexpected fashion at an unexpected location. As we use creative and innovative techniques to meet reach the large mass and to send them a message about the product, it was named as Guerrilla marketing.
Guerrilla marketing promotion strategy was first identified by” jay Conrad Levinson” in his book “Guerrilla marketing”. The book describes hundreds of “guerrilla marketing weapons” in use at the time. In order to sell a product or service, a company needs a relationship with the customers. It should build trust and faith in the company and should meet the customer needs . A company, to build its businesses needs customer satisfaction and attraction towards their brand. This guerrilla marketing helps them in attracting people towards their product in a creative, innovative and cost effective manner.
Earlier, it was used by small scale and medium scale businesses but now it was extended to large scale businesses too. Now it has become the most often used marketing technique. It is not easy to implement the guerrilla marketing campaigns . It should satisfy the methods and principles to meet the success.
Primary elements that should be satisfied by guerrilla marketing are
- One-time use
- Cost effective
- Trust and faith
Unexpected things attract peoples attention very easily. It can be done by placing unusual things in public places.
It meant to gain the attention of large mass with minimum budget. The main aim of the campaign is to get large message receivers.
It is the most important thing to be remember in the campaign because it makes up large mass and the entertainment makes this campaign different from others.
The concept used in the marketing technique should be used only once and cannot be reused by the same or the others and can be used for a limited period of time.
Earlier, Guerrilla marketing was meant for entrepreneurs and small scale businesses, as it attracts large mass with less cost. Now it is for Large scale too.
Trust and Faith
This guerrilla marketing campaign should be in a such a way that it should create a brand value to the product and creates trust and faith in the company .
Below are some successful Guerrilla marketing examples. One common thing of all these campaigns is to grab the customers attention immediately.
KitKat chocolate campaign
This can grab the attention of people on to that immediately as it is an unusual thing in a common place.
Swiss Skydive Guerrilla Marketing Campaign
GoldToe branded underwear campaign
Here is another example where statues throughout New York City were dressed in GoldToe-branded undershirts and underwear creating a considerable street presence and media coverage. Consumer captured photos and video of the unusual guerrilla marketing stunt, plus it was documented by local press and bloggers. This campaign was run by AltTerrain
A bag that catches your eye
If you are interested in looking at few more marketing campaigns like this, visit Creative guerrilla marketing site.
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Hope this post is informative and helpful.