Guerrilla word is used to describe those activities which are done / performed in a very impromptu way, without being planned. The word was used for a kind of irregular warfare where small military groups used to fight with each other. The term originated from a book “Guerrilla Advertising” by Jay Conrad Levinson in 1984. Though the term was influenced by the same warfare tactics. The word is used to some actions where the input is less and the output is high with less efforts and consumptions. The word has been adopted in business also. When guerrilla marketing came into existence, it got a jump start by small businesses. Soon this technique of advertisement got spread all over and became a marketing focus on low cost unconventional tool with maximum outputs. It makes the customer surprise by putting and indelible impression resulting in copious amounts of social buzz. The main target is to hit the customer in more personal and memorable manners. It is different from other forms of traditional marketing, being cheaper and depending upon personal interactions with the customers. The soul of this technique is less consumption, less time, less effort, less resource, less budget etc. The companies use this tool for with help of viral marketing leading to maximum reach. Though it is not designed for all the products and service, yet it targets the young customers who quickly respond towards spreading buzz.
Types of Guerrilla Marketing:
Astroturfing: This marketing technique is used to create artificial grassroots buzz for any brand with help of blogs, message boards, podcasts, wikis, vlogs, chat rooms, social media sites etc.
Viral Marketing: Click on the link to study about viral marketing: http://www.ozassignmenthelp.com.au/viral-marketing/#PrettyPhoto/2/
Wild Posting: This form is less expensive with high attention and exposure. Postings are placed in such places where there is mass reach of people.
Experiential Marketing: This mainly helps the consumers experience a brand.
Pressure Marketing: This marketing makes the consumers feel about the product. It depends upon the thoughts.
Ambient Marketing: It is used to create impact and surprise, by placing business cards and ad posts on the place where people can recognize easily, such as in public transports.
Undercover Marketing: This type influences the buying decisions of consumers. It is also known as Buzz marketing or Stealth marketing. This type targets the customers without making them aware that they are being observed.
Presence Marketing: It a used to promote the product with help of already present social media networks
Tissue Packing Marketing: This is famous in Japan where companies use some portable and small tissues packages which are given to customers directly to spread the buzz about the product.
Alternative Marketing: This is a low cost strategy. It is basically used to focus a group of customers like specific age, communities etc.
Decades back (1970s), the advertisements used to high profit focused with less creativity and innovative approach. By the 20th century the mail motive of advertising turned out to be more educative and informative for the customers. It became the main focus to educate the audience about the product or service instead of just entertainment and engagement. 1960s experienced a change in the marketing due to the boom of radio, televisions and prints. By 1980s and 90s cable TVs were over flooded with advertising messages. The most significant example is of MTV, where consumer had to tune in to know about the advertisement information. The marketing tool is based on imagination, energy and time investment instead of investing money.
The most famous and pioneering example of guerrilla marketing are:
– Coca Cola’s Happiness Machine: One of the most famous all time guerrilla marketing campaign.
– I’m loving it – Boardwalk by Mac D.
– Coca Cola’s “New Grip” Bus stop advertisement
– The Blair Witch Project: A documentary thriller movie made by five graduates of University of Central Florida Film Program with a single camera and minimal budget producing and promotion of $50000 which grossed $250 million.
– Nestle: Benchvertising
– Nivea: Goodbye cellulite Sofa
– National Treasure: The Movie
– True Blood: The Movie
– Quintuples Natural Drink
– Medecins du Monde
– Acclaim Entertainment
– Obey: Andre the Giant Has a Posse
The recent four or five years experienced a book in the marketing driven by guerrilla marketing. Companies used new innovative ways of promotion and advertisements including QR Codes, Augmented Reality, and 3D Projection Mapping etc. Few companies use large 3D billboards to advertise their products. This type of marketing is becoming more personalized. Digital marketing has also significant contribution to its popularity. Companies now conduct social advertising campaigns (Bacardi). A famous example is Facebook Social Campaign. Facebook itself as well as others companies on Facebook conducted these campaigns. Many companies have greatly integrated the offline and online marketing (General Motor’s Cherry Sonic). In this campaign, the users were asked to log onto LetsDoThis.com. When they logged onto it, the image of car would appear closer and closer. It got mass attention was 2.4 million likes. The street installations are still in use though some may consider them out dated. These are still the founding principles of guerrilla marketing. The OOH concept (Out of Home) is in mainstream use of advertising.
The social media is really a phenomenon of 21st century, which connected the world. According to a report by Facebook Official Statistics of November 2011, around 350 million Facebook users access their accounts with their mobile phones and tablets, adding to the frequency of using Facebook which is higher than those who access Facebook on computer. This social media website is a hub for marketing. It has provided a platform for guerrilla marketing with a mass attention.
Guerrilla marketing is used to generate a mass awareness for the business with low cost and in less time. It needs new ideas and innovative imagination which can drive the attention of people in just one look. In the words of Jay Conrad Levinson, “Guerrilla Marketing works, because it’s simple to understand, easy to implement and outrageously inexpensive.