Guerilla marketing

Guerrilla marketing promotes a product or service. This type of marketing approach relies on personal interaction and focuses on a small group of promoters and this is cheaper than traditional marketing.  There are many different types of guerrilla marketing like ambush, stealth, ambient and many others.  The ultimate goal of making an emotional connection with the consumer. 

The term guerrilla marketing was developed in 1984 by a marketer named Jay Conrad Levinson. The term was based on guerrilla Warfare which was popularized during the Vietnam War. It was depicted by the sneakiness of Vietnamese soldiers. He Published a book suggesting the new wave of marketing campaigns needed to be discrete, shocking, unique, outrageous and clever, while also using a smaller budget. Guerrilla marketing can be whatever you want it to be. It is up to your imagination and ingenuity

Guerrilla marketing is mainly used by small to medium-sized company for two main reasons:

• It is more cost effective to plan a guerrilla marketing campaign than it is to use traditional marketing methods.
• Small and medium-sized companies are concerned with brand awareness so if guerrilla marketing campaigns are successful it can be a creative way to reach New customers and grow the brand.

But now this marketing has set its flight off beyond boundaries. All sized companies started adapting guerrilla tactics.

The five keys to Gorilla marketing success

1. Instead of investing money you want to invest imagination time and energy
2. You need to find out the core message of your business or product
3. Message must be condensed into a meaningful 5 second exchange between you and your customer
4.  you need to understand that marketing combinations are more effective than single streams advertisements therefore your Gorilla tactic might not be enough on its own
5. Don’t say something that could upset your customers

What are the pros and cons of guerilla marketing?

Pros

• Inexpensive advertising: it can get really expensive to market your business using traditional advertising like on Facebook or television. what Gorilla marketing can be really cheap if done right 
• It stands out: an edgy guerrilla marketing campaign can really differentiate your brand from using other revenues 
• You can capitalize on location:  if there is a place you know your audience hands out at or a place that gets a lot of traffic you can run your campaign there.
• Audience participation: getting your audience engaged in what you are doing is a great way for them to remember you.

Cons

• This kind of marketing strategy needs time to snatch people’s attention.
• Incase if a brand fails to grab people’s attention then the same campaign can become annoying.
• It is never sure whether the campaign will go viral or not.
• This campaign sometimes can lead a brand into legal trouble (depends where the graffiti and stickers are placed)
• If the campaign fails to reach the audience then there are chances that people may start backlashing and boycotting your brand.

Types of Guerrilla Marketing

There are some of a few sub-categories of guerrilla marketing:

1. Outdoor Guerrilla Marketing: Adding something to an already existing urban environment, like putting something removable onto a statue, or putting temporary artwork on sidewalks and streets.
2. Indoor Guerilla Marketing: This is the same as outdoor guerrilla marketing. It takes place in indoor locations like shops, train stations, and university campus buildings.
3. Event Ambush Guerilla Marketing: Taking advantage of the audience of an in-progress event like a concert or a sporting game to promote a product or service in a noticeable way, often without permission from the event sponsors.
4. Experiential Guerilla Marketing: Accomplished in a way that needs the public to interact with the brand.

Some of the examples of guerrilla marketing

So leave aside the normal business strategies and grasp guerilla marketing and use it in an appropriate way.

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