While you are trying to skip every advertisement on the internet there are people who has to make them more attractive to keep your full attention. So, what is interesting for consumers? How companies can make them buy their production or be interested in their activities? What advertisement techniques business should use?
What about Guerrilla marketing? Today I will answer very important questions considering it: What? Why and where? How?
First question: what is guerrilla marketing?
Jay Conrad Levinson, who is considered to be one of the first person who used guerrilla term explains it as ‘’achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money’’. This type of marketing can be defined as suitable for small business, highly targeted promotional campaign and moreover, shocking, memorable and very unexpected.
As individualism is very important in nowadays, every business company has to treat their customers as individuals. As many of products or services are very similar to each other the only difference is in their advertisements or promotional campaigns. So every company tries to impress customers with special effects, fancy commercials, discounts, etc. But is it possible to grab people attention without big budget and limited edition products?
There goes the second question: why and where guerrilla marketing?
Because small business is very popular nowadays. Let’s start from the beginning. As smaller business companies don’t have very big budget they have to think about different ways of advertising. It is really necessary to focus not on the budget or resources that you have, but on what works for the customer, what grabs his attention.
Internet is a very useful platform for guerrilla marketing. E-marketing can be defined as an achievement of marketing objectives using internet and other digital technologies. Internet is useful because it is interactive, easy to use and moreover, it reaches a lot of people. But the problem is that people don’t want to spend their time watching boring advertisements. As you already know, we want to be entertained. People use Adblocker and other similar programs in order to avoid irrelevant advertisements and to save their time from being bored.
The most important thing is the idea. As mentioned earlier, it is not about the big budget, it’s about finding what works for the target audience. Internet is useful here. Marketers can be creative in creating company website, using social networks, e-mail in order to reach their target audience. They can post videos, pictures, important messages, besides, people can quickly respond to it, comment, share and rate. Interaction with target audience helps to know if the guerrilla marketing campaign was successful, moreover, to get immediate response. Also don’t forget about word-of-mouth power, when people are sharing promotional campaign impressions.
Of course, I can’t speak about guerrilla marketing only from positive side. It is necessary to mention that these kind of campaigns can be misunderstood or badly interpreted due to lack of clarity. Also, if company decides to use guerrilla marketing tactic and for example draw graffiti, it is necessary to check is it legal in that area.
Third question: how guerrilla marketing works?
The best way to answer this question is by showing examples. You can find a lot of them on the internet, but let’s focus on few. These viral videos are incredibly popular form of guerrilla marketing where companies film entertaining videos that internet users are sharing.
A dramatic surprise on a quiet square:
Guerrilla marketing – flashmob ”Pastilhas Tic Tac”:
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What do you think? Was it successful? Just use your imagination it is way more important than your budget!
There’s no doubt that guerrilla marketing can be very successful and give amazing results for a company, but not all companies are not afraid of taking risks and trying to engage their loyal or potential customers.
Check out http://www.gmarketing.com/, you can find very good and informative articles about guerrilla marketing in one place!