Guerrilla marketing is a unique, unconventional intriguing way to surge brand exposure and sales by generating impactful buzz that people can’t resist exploring. The Aesthetics of this type of marketing is that it survives on creativity and out of the box thinking. Guerrilla marketing often intend a ‘Physical’ 4D approach. Be it for business with small budgets or big, Guerrilla marketing works for all
Heena Shah, the famous online marketing consultant says, Guerrilla marketing works on three effects:
- Low cost effect- Minimizing marketing expenditures by influencing a large number of people.
- Surprise effect- The unconventional methods used in guerrilla marketing is an element of surprise that attracts the attention of the audience.
- Diffusion effect- A large target audience is involved.
Types of Guerrilla Marketing
Viral Marketing – Type of marketing a service or product, where the users helps in spreading the advertiser’s message through social media. It helps in reaching the ad to maximum people.
Ambient Marketing – The approach of placing ads at unusual places or on unusual objects, where you won’t usually expect to see an advertisement. Projections or stickers in roads, pathways, advertising on telephone boots, beer maths etc.
Presume Marketing – The method of increasing the exposure of certain products or services through networking and public events.
Ambush Marketing – The strategy in which an advertiser, riding in to coattails of a major event without the permission, or without paying for it. For eg – selling music merchandise outside the venue of a music concert without the permission of the event authority.
Marketing against their competitor under the limelight of competitor’s advertisement!
Experiential Marketing – marketing strategy which directly involves customers, making them experience the brand. It was also known as engagement marketing. More than promoting the product, companies try to build an emotional connection to customers with the brand – by making them interact with the business in a real world situation.
Wild Posting – The advertising strategy of placing static posters in urban areas to attract maximum attention. It may be placed in high traffic areas, outdoor shopping centres, on the walls of buildings etc.
Presence Marketing – The advertising strategy of being simply there, anywhere there is people! By being active on social media, in blogs or through product placement in your favorite tv show.
Astroturfing – The practice of making people, organizations to comment good reviews about a product in social media and among the public. The review occurs to be natural to the public, but actually was paid and scripted by the company.
Tissue pack Marketing – Companies give people small, portable tissue packages free, with their name on the cover. It’s one of the cheapest and most effective marketing strategies.
Pros & Cons of Guerrilla marketing
Going through the different types of guerilla marketing, you can see it’s interesting. What about its pros and cons?
- Inflate Profits
- Very Efficient
- High Credibility
- Low Costs
- Word of mouth plays a key role
- Legal issues
- The messages that was meant to be conveyed maybe misunderstood by your target audience.
- Obstacles like harsh weather, unwarranted displacement of ads etc. may affect your work.
- It often works slowly.
Guerrilla Marketing Ideas
- Sticker takeovers
- Flash mobs
- Urban instalments
- Street art
- Treasure hunts
- Pop-up shops
Thanks to Guerrilla marketing, you no longer need to spend countless advertising dollars to get your brand noticed. A creative as does more than drive its viewers to the sales floor, it engages them, makes them think, laugh and triggers their nostalgia. Most importantly its gets them talking about your brand.