Guerilla marketing is a concept of advertising strategy designed for businesses to promote their products or services in an unusual way with a small budget to spend. It involves high energy and imagination that focuses on capturing the public's attention on a more personal and memorable level. Some large companies use unconventional advertising techniques, which claim they are guerrilla marketing, but those companies will have bigger budgets and the brand is already visible. The main point of guerrilla marketing is that activities are conducted exclusively on the streets or other public places, such as shopping centers, parks or beaches with maximum people access so as to attract larger audiences.
Guerilla marketing is a concept that arises when we move from traditional media to online media and electronics. This is a concept coined by Jay Conrad Levinson when he wrote the book Guerrilla Marketing in 1984. Traditional advertising media are channels such as print, radio, television and direct mail (Belch & Belch, 2012) but as we move away from these channels, marketers and advertisers must find new strategies to deliver their commercial messages to consumers. Guerilla marketing is an alternative strategy and about taking consumers by surprise to make a big impression about the brand (What is Guerilla Marketing, 2015), this in turn creates rumors about a brand or a marketable product. It's an advertising way that increases engagement with a product or service, and is designed to create an unforgettable experience for consumers. By creating a memorable experience for consumers, it also increases the likelihood that a consumer, or someone who interacts with a campaign will tell their friends about it and by word of mouth the advertised product or service reaches more people than originally anticipated. , and means it has more mass audiences.
This marketing style is very effective for small businesses to advertise their products or services, especially if they compete with big companies because it is cheap and focused more on reach than frequency. In order for a guerrilla campaign to become a successful company does not need to spend large sums of money, they just have to have imagination, energy, and time (Bourn, 2009). Guerilla marketing is also an effective way companies that do not provide real services can advertise their products through non-traditional channels as long as they have an effective strategy.
Unlike traditional media, guerilla marketing can not be measured by statistics, sales, and blows but is measured by the resulting profits. It's designed to cut off traditional advertising chaos and has no mystery about what is being advertised. The message to the consumer will be clear and concise, the business will not distinguish the message to the consumer and the focus will be maintained. This type of marketing also works on the unconscious mind, since purchasing is often decided by the unconscious mind. To keep the product or service in the subconscious mind means repetition is required, so if buzz is created around the product and shared among friends, it enables repetition. (Bourn, 2009)
The two types of marketing covered by guerrilla marketing are viral marketing and buzz marketing.
Unlike general marketing campaigns that use billboards, guerilla marketing involves applying various techniques and practices to build direct contact with customers. One of the goals of this interaction is to cause an emotional reaction in the client and the ultimate goal of marketing is to get people to remember the brand in a different way than usual. This technique involves the distribution of leaflets in public spaces to create operations at major events or festivals mostly without connecting directly to the event but using the opportunity. The challenge with a guerrilla marketing campaign is to find the right place and time to perform the operation without engaging in legal issues.
According to Marcel Saucet, 2013, various types of guerrilla marketing are ambient, ambush, stealth, viral and street marketing.
Video Guerrilla marketing
Type
The ambient marketing
Environmental communication is a complex form of corporate communication that uses environmental elements, including virtually every available physical surface, to convey messages that engage customer engagement. This is a compilation of intelligence, flexibility, and effective use of the atmosphere.
Ambient marketing, which can be termed as presence marketing can be defined as:
"Placement of ads in unusual and unpredictable places (locations) is often by unconventional methods (execution) and into the first ad execution or just to do so (temporarily)"
The ambient marketing can be found anywhere and everywhere from hand dryers in public bathrooms and gas stations to bus hand straps and golf-hole cups and can often interact with consumers.
Marketing ambitious
Ambur marketing is a form of associative marketing, which is used by an organization to utilize awareness, concern, goodwill, and other benefits generated by having relationships with events or property, without organizations having an official or direct connection to the event. or property.
This is usually seen in major events where official sponsor rivals use creative and sometimes covert tactics to build relationships with events and raise awareness of their brands. For example, Nike during the London 2012 Olympics, Nike created the point of 'Discover Your Greatness' where they feature athletes from several locations called London (but without a real London show or an Olympic match) that helps build a strong relationship between the London Olympics and Nike.
Stealth marketing
Stealth marketing is a deliberate act of entering, operating, or leaving the market in a tacit, secret or invisible way, or an attempt to do so. People engage with the product without them actually knowing that they are part of an advertising campaign. This needs to be carried out in great confidence because if the participants become aware of the campaign, it will have a negative effect on the brand that leads to ethical doubts about its use.
Viral marketing/buzz
Viral marketing describes every strategy that encourages individuals to convey marketing messages to others, creating exponential growth potential in the exposure and influence of messages. Like viruses, such strategies make use of quick replicas to blow up messages to thousands, to millions. From the Internet, viral marketing has been called a "word-of-mouth", "creating buzz", "utilizing the media", "network marketing", but on the Internet, for better or worse, it's called "viral marketing".
Similarly, buzz marketing uses high-profile media to encourage the public to discuss brands or products. Buzz marketing works best when a consumer's response to a product or service and subsequent support is genuine, with no company paying for it. Buzz generated from buzz marketing campaigns are referred to as "word-of-mouth", and "organic WOM" is when buzz occurs naturally by consumers.
In 1976, biofeedback and manufacturer of psychophysiological instruments, Thought Technology Ltd. is one of the earliest organizations to use this practice and define it by name. Ten years before the official use of the term, Thought Technology implements buzz marketing at the New International Inventions and Techniques Exhibition in Geneva. Though unable to afford traditional marketing, the small company was featured in a news article across from Canadarm after winning a silver medal for their GSR biofeedback instrumentation. This high profile association creates a rumor around the product, because authentication is genuine. The resulting organic WOM generates personal congratulations from the 15th Prime Minister of Canada, Pierre Trudeau. In 1984, the use of this marketing strategy in the future included a 3-page article in Prevention (magazine) that garnered quite a lot of sales for the company to pay off all debts. This organization is an early example of how to use the press and media in marketing breakthroughs.
Guerilla projection ad
Guerilla projection ads are a digital billboard projected at night to the side of the building without permission from the governing body (ie board permit), or permission from the building owner. Displays are projected on buildings in high traffic locations (ie people walking and in vehicles). Guided projection ads are an effective addition to campaigns of considerable size, such as product launches, new movie launches, retail promotions, etc. Like some guerrilla marketing techniques, guerilla projection ads may be subject to fines or penalties for advertising without the consent of the building owner. This poses a risk to the company and/or brand. The advantages and disadvantages of this guerrilla marketing form should be carefully considered before proceeding to avoid unwanted expenditures.
Grassroots marketing
Grassroots campaigns aim to win customers individually. Successful grassroots campaigns are not about spreading marketing messages in the hope that consumers may be concerned, but rather highlighting personal connections between consumers and brands and building lasting relationships with brands.
Wild post
Wild posting (also referred to as flyposting or bill posting) is a fundamental guerrilla marketing campaign that uses a cost-effective static poster campaign in which posters are obeyed without permission to urban areas with high traffic such as the side of buildings, walkways or alleys, shopping malls, lampposts , university campus, on café announcement board or skate park etc. Wild marketing postings can include a variety of types including paper posters, tear posters, guerrilla poster guides (static-plasted plastic posters that stick to the smoothest surfaces), magnets, stickers and vinyl labels. There may be legal issues around wild posts, however, if the screen is not posted in the paid ad space because it is illegal to advertise on private property without prior consent.
Astroturfing
Of all the guerrilla marketing strategies, Astroturfing is one of the most controversial and has high risk factors for companies that market their products or services. Astroturfing comes from artificial "grass", often used in stadiums or tennis courts - also known as fake grass. Therefore, false support, testimonials and recommendations are all products of Astroturfing in the public relations sector. Astroturfing involves generating artificial sensations around a particular product or company through reviews or discussions on blogs or online forums by paid individuals to convey a positive outlook. This can have negative and detrimental effects on the company, if the consumer suspects that the review or opinion is not authentic, damages the company's reputation or even worse, resulting in litigation.
Street Marketing
Street marketing uses unconventional advertising or promotes products and brands in public areas with the primary goal of encouraging consumers to remember and remember the brand or product being marketed. As a division of guerrilla marketing, street marketing is specialized for all marketing activities conducted in roads and public areas such as parks, roads, events etc. Street marketing is not limited to the area because it also includes outdoor advertising such as shopping trolleys, public toilets, side cars or public transport, manhole covers, walkways, trash cans, etc.
Street marketing is not limited to fixed ads. It is a common practice for organizations to utilize brand ambassadors who can distribute product samples and discount vouchers and answer product questions while emphasizing brands. Brand ambassadors can be accompanied by a bike kiosk containing product samples or demonstration material, or they may be wearing a "walking billboard". Physical interaction with consumers has a greater impact than traditional passive advertising.
According to Marcel Saucet and Bernard Cova, street marketing can be used as a general term covering six main types of activities:
Distribution of leaflets or products
This activity is more traditional and the most common form of street marketing used by brands.
Product animation
This form of operation consists of high traffic space personalization using brand image. The idea is to create a micro-universe to promote new products or services.
Human animation
The purpose of such actions is to create a space where brand messages are communicated through human activity.
Road show
This form of mobile presentation is based on the development of means of transportation: Taxi, bicycle, Segway, etc.
Unread action
This activity involves the adjustment of road elements.
Action events
This activity is in the form of glasses, like flash mob or contest. The idea is to promote a product, service or brand value through a public event organization.
Marketing presence
This is a kind of guerrilla marketing that goes along with ambient marketing. The product is to maintain a constant presence through product placement, street advertising, kiosks at festivals and local markets.
Maps Guerrilla marketing
Etymology and origin
The term "guerrilla marketing" is traced to guerrilla warfare, which uses unusual tactics to achieve a goal. In 1984, the term guerilla marketing was introduced by Leo Burnett's creative director, Jay Conrad Levinson in his book Guerrilla Marketing. The term itself stems from the inspiration of guerrilla warfare which is an unconventional warfare by using different techniques than the ordinary and small tactical strategies employed by armed civilians. It involves the imagination and high energy to carry out a guerrilla marketing campaign. This kind of marketing is purely focused on surprising consumers, creating a bigger impression and ultimately leading to a buzz through word-of-mouth or social media platform. Guerilla marketing is perfect for small or medium businesses to bring their products or services to consumers without investing more money for advertising. It has also been used by big companies to show the difference from its rivals and utilize social media campaigns. Lately, individuals use unusual hunting methods of work or work more. As a result, the concept of street marketing was born. This has evolved from only the application of activities on the streets, to the development of innovative promotional practices. For example, one of the methods used by many companies to promote their products or services on the street is the distribution of leaflets. This activity does not focus on creativity, but to create publicity on the streets. However, with the passage of time, the company has developed more unconventional techniques to attract the attention of clients.
Street marketing
Street marketing is part of guerrilla marketing. Like guerilla marketing, street marketing has unconventional characteristics. However, it is limited to roads or public places. Another form of guerrilla marketing uses media and other processes, such as the Internet, to establish communication with customers.
Guerilla marketing is really understood more and more as mobilizing not only space from the streets but also street imagination: that is street culture and street art. Generation Y, which is broadly made up of urban youth (15 - 30 years old), is often proposed as the most vulnerable target for campaigns due to its relationship with street culture. Success in a guerrilla marketing campaign lies in the relationship between advertisers and agencies. Both parties will feel the need and work it out for the same purpose. The desire for instant gratification of internet users gives way to guerrilla marketing by allowing businesses to combine wait marketing with guerrilla tactics. A simple example consists of using a 'loading' page or an image alt text to display entertaining or informative messages to a user waiting to access the content they are trying to get. Because users do not like to wait without a job on the web, it's important, and easy, to get their attention in this way. Other website methods include interesting web features such as landing pages of interest.
Street marketing, unlike traditional media like a flyer or an ordinary billboard, uses a different technique that tries to engage with the target audience. It was born when the company wanted to take steps to get customers interested in the brand rather than waiting for them to come. This is especially true for small and medium enterprises. Levinson, in 1984 mentions that guerilla marketing can be done on the street but street marketing itself was created by Saucet in 2013. The different types of street marketing, according to the Cova and Saucet models are: Street/Ambient; Ambush/Parasitic; Stealth/undercover; Viral/Buzz. The difficulty with street marketing campaigns is to plan, organize, and carry out operations. The agency or advertiser should always identify unique and creative ideas, integrating advertiser-required messages in operation in such a way that the majority of the target audience understands them clearly and potentially makes them viral. If campaign intent is unclear or abstract, viewers will fail to notice the effects and their message.
General procedure
First, the company identifies public places where campaigns can be developed such as beaches, cultural events, close to schools, sporting events and recreation areas for children. Furthermore, companies must develop plans to approach different media and target markets. To attract attention, street marketing activities involve not only unusual activity, but using technology as part of the show. The goal is to increase the value of the campaign and gain the attention of potential consumers.
In addition, the plans developed by the company take into account that guerrilla or street marketing involves global communication and interaction not only with customers or the media. They are also developed to identify opportunities and gather enough information about products, markets, and competitors. For example, for a business, it's important that customers stay with them, rather than choosing a competitor's offer. They apply innovative strategies by which they will not lose their position in the market, and they consider supplementing with other ads through other media, such as radio and television, while using street marketing.
There are various examples of strategies used in guerrilla marketing. One is to offer to increase sales. In many cases, businesses not only supply their products or services to be recognized, but they also offer other things for free. Another example is presenting fundraising offers. The essence of this strategy is to help other organizations, such as schools, by offering them money. Most companies apply this method not only to increase their sales, but to enhance their reputation and image among the community. Finally, there is a strategy called "team sales" which consists of self-adjusting groups, the majority of them young, who go knock on doors of various houses in the neighborhood. They do this to help companies promote and sell their products or services.
When conducting guerrilla marketing or street marketing, the organization also considers focusing on psychological approaches. For many companies, this means if they are successful or not. Street marketing focuses on some psychological aspects of knowing customer behavior and preferences. For example, certain psychological areas study how the human brain is divided: 45% left-brained, 45% right-brained, and 10% balanced. People with left brain tend to be logical, right-brained tend to be emotional, and the rest combine the two. Then, according to the company's products or services, as well as the types of customers, businesses decide how they will manage their street marketing campaigns. In addition, almost all companies base their street marketing campaigns by repeating the messages they distribute among their customers. Repetition deals with the unconscious part of the mind. It's responsible for making decisions. It lets people know what they will choose, and what they will buy. Business follows the principle that, the more people who pay attention to the campaign, the more likely that campaign can remember.
When a company decides to conduct a guerrilla marketing campaign that can be anything from viral, ambient, ambush, street or stealth, the focus is to meet the goals. Their main goals are:
- To create enough buzz to serve word of mouth, helping the brand to build well with its products.
- Touches most of the five sensory identities of customers/consumers that enhance their personal experience with brands and build a good reputation.
- To reach the target successfully by bringing the brand to them in their daily routine.
Through momentary experiences and feelings shared between companies and targets, advertisers and agents generate a feeling of intimacy that resonates outside the meeting. This feeling of closeness becomes more enduring when the affected individual relives this encounter on the internet through social media.
Strategy
The guerrilla marketing promotion strategy was first identified by Jay Conrad Levinson in his book Guerrilla Marketing (1984). This book explains the hundreds of "guerrilla marketing weapons" used at the time. Guerrilla marketers must be creative in designing unconventional promotional methods to maintain public interest in a product or service. Levinson writes that when applying guerrilla marketing tactics, smaller organizations and entrepreneurs actually have an advantage. In the end, however, guerrilla marketers must "deliver goods." In the Guerrilla Marketing Handbook, the authors write: "... to sell products or services, companies must establish relationships with customers.This should build trust and support customer needs, and must provide products that provide benefits that promised... "
Online guerrilla marketing
The Web is full of examples of guerrilla marketing, to the point that many of us are unaware of its presence - until a very successful campaign emerges. The desire for instant gratification of internet users gives way to guerrilla marketing by allowing businesses to combine wait marketing with guerrilla tactics. A simple example consists of using a 'loading' page or an image alt text to display entertaining or informative messages to a user waiting to access the content they are trying to get. Because users do not like to wait without a job on the web, it's important, and easy, to get their attention in this way. Other website methods include interesting web features such as landing pages of interest.
Many online marketing strategies also use social media like Facebook and LinkedIn to start campaigns, shareable features, and event host events. Other companies run competitions or discounts based on encouraging users to share or create content related to their products. Viral videos are a very popular form of guerrilla marketing where companies record entertaining or surprising videos that may be enjoyed and enjoyed by internet users, who subtly advertise their services or products. Some companies like Google even create interactive elements such as Google's themed logo games to spark interest and engagement. This dynamic guerrilla marketing tactic can become global news and provide considerable publicity to the business.
Related marketing trends
The term, guerrilla marketing, is now often used more loosely as a descriptor for non-traditional media use, such as street art, graffiti (or "reverse graffiti"), post-fliers, ambush marketing, and fore-advertising. It can also be a powerful component of promotion involving related strategies, such as:
- Grassroots marketing and astroturfing - disguise corporate messaging as an authentic grassroots movement;
- Line marketing or "network packets" - hand-to-hand marketing;
- Wait for marketing - served when and where the consumer waits (such as a medical office, urinal, or gas station).
- Internet marketing - having a presence on the site, subliminally encouraging its users (thus creating a "buzz" through a combination of viral and secret marketing);
- Viral marketing - through social networking.
- Stunts of publicity - A publicity stunt is defined as a pre-planned event designed to attract public attention and attention, to create sensations about the topic, event, or service.
Secret marketing
Secret marketing (also known as "stealth marketing", or, by its critics, "roach roots") is where consumers do not realize they are being marketed. Buzz campaigns can reach consumers who are isolated from all other media, and unlike conventional media, consumers tend to trust them more often, as they usually come from a friend or acquaintance. Overall, people who do marketing should look and sound like their target audience colleagues, with no sign of a hidden motive to support the item.
Example
There are various organizations that have implemented guerrilla strategies and street marketing. The majority of them are small companies, but there are also large companies involved in guerilla and street marketing environments. Most examples of strategies run by small and large companies include costumes, ticket distribution, people who set an example, among others. As stated earlier, conventional guerrilla marketing methods used by many businesses are providing brochures. The goal is to create awareness about the customer about what the company does. One example of this occurred in Montpelier, Vermont, where the New England Culinary Institute (NECI) sent a group of students to the cinema to distribute 400 leaflets. They have a coupon where NECI invites people to go to Dinner Theme monthly. Another company, Kung-Fu Tai Chi Club in Boston, opted for an option to distribute flyers instead of placing its advertisement in newspapers. The purpose of the brochure is to promote a company's self-defense class for women.
Other businesses apply the technique of sending people undercover to promote things on the streets. For example, Match.com organizes street marketing activities at "Feria del Libro" ("Book Fair") in Madrid. It consists of a man dressed like a prince walking in the crowd looking for his "true love". She has glass shoes and even has to try them on some people. A woman behind her gives a bookmark to people who contain messages like "Time has changed, how to find love too" or "You've read the love story all your life, experience yours on Match.com". Also, in Madrid and Barcelona, ​​Nokia developed a campaign called "Avestruz" ("Ostrich") to promote 5500 and 5700 mobile phones. In the campaign, a group of real-sized ostrich dolls try to interact with young people to let them know that this phone provides high quality MP3 playback. The dolls hold their own phones and listen to music. When a young man appeared, the doll tried to catch his attention to show the quality of his cell phone. The reason why Nokia decided to use ostrich is that they are big animals, so people can easily see them.
There are companies that distribute tickets or tickets to various events. For example, Sony invests to join a promoter and tells them they need to infiltrate public meetings. What they have to do is distribute free tickets to concerts and other music events sponsored by the company. Another example is the Spanish company, Clickair (an extension of the Iberian airline), which developed a campaign in which a group of five people had to walk through the streets of Barcelona dressed as Euro. The group supplies about 3,000 tickets to promote Clickair's various purposes. The first people to send text messages with the necessary information will get a free ticket to travel. In the end, the company received a total of 3,390 messages. Along with these examples, there are other, even more unusual, street marketing techniques. Lee Jeans, a French company dedicated to the sale of jeans, promotes the opening of their new store on rue des Rosiers in Paris. The methods they employ consist of distributing denim, as well as denim accessories, on different streets of the neighborhood. Furthermore, in Italy, Nintendo company members are in action campaigns where they use post-it to promote the Wii console. They attach some post-it to the form of several characters from various video games. The pictures were placed as if they were billboards on the streets. "Wii do not forget", the name of the campaign, and a brief explanation, are the words written on his post. In some cases, some street marketing can trigger the anger of local authorities; as in Houston, Texas, when the BMW Advertising Agency (Street Factory Media in Minneapolis) attaches replication, made from Styrofoam, from Mini-Cooper to the side of the building downtown. For a small fine fee incurred by a small town, the company received front-page advertisements in the Houston Chronicle.
Sony Ericsson used an incognito campaign in 2002 when they hired 60 actors in ten major cities and asked them to meet strangers and asked: "Will you take my photo?" The actor then hands the target of a new image phone while talking about how cool the new device is. "And thus the act of decency is transformed into a branding event.
Guerilla marketing is not just exclusive to small companies. For large corporations, this is a high and risky reward strategy. When successful it can capture more market share, but if it fails it can damage the company's brand image. One of the successful guerrilla marketing campaigns is Coca-Cola's 'Happiness Machine'. In January 2010, Coca-Cola, with the help of Definition 6, filmed a reaction video from a Coke vending machine that gave 'dose' of happiness to unsuspecting students on St.. John University. A seemingly ordinary vending machine surprised students by sharing more items than they bargained for. The students receive items ranging from extra coke, pizza, flowers, to sub hero twelve feet. "Coke's goal is to inspire consumers through moments of small happiness," says Paul Iannacchino Jr., Creative Director, Definition 6. With a budget of just $ 60,000, the video generates 500,000 views in the first week. It has now more than 7 million views to date. The campaign was so popular that up to 30 seconds of recordings were shown during the end of the American Idol season. Coca-Cola's "Happiness Machine" also went on to receive the prestigious CLIO Interactive Gold Award at the 51st annual dinner awards held in New York City. After the success of the campaign, Coca-Cola decided to continue with the theme 'Happiness' and has released similar videos since then.
Strategic risk
Because of the nature of guerrilla marketing, messages and objectives must be clearly defined to avoid being misunderstood. Misinterpretation by the target audience of messages intended to be promoted is risk. Word-of-mouth advertising is not always focused enough to present the intended message. The spread of word-of-mouth marketing as uncontrollable once released, and can result in erroneous messages or confusion about a brand.
Another risk involves a misplaced event (or incorrect placement), which is actually considered to be in conflict with the consumer's interest. For example, in a misunderstanding campaign that occurred on January 31, 2007, several magnetic circuit boards - each with a flashing LED cartoon character - attached to the metal surfaces in and around Boston, Massachusetts to promote the animated series, Aqua Teen Hunger Force . Circuit board is mistakenly taken for explosive device. Several subway stations; bridge; and part of Interstate 93 closes when the police check, move, and (in some cases) destroy the device.
Some guerrilla marketing can trigger the anger of the local authorities. Then the risk is assessed and may still be considered beneficial. As in Houston, Texas, when the BMW Auto agency, Street Factory Media, attaches a Mini-Cooper replica (made from Styrofoam), to the side of the building in the city center in January 2013. For a small fee Fines issued by the city, front at the Houston Chronicle.
Another problem arises if the marketer fails to properly implement the incognito campaign. They face the risk of counterattack. This example can be found in Sony Entertainment's online disaster with Zipatoni. The company sought to promote Zipatoni through a secret marketing campaign, which was quickly detected by the internet community, so Sony soon experienced a counterattack of video game fans.
Therefore street art is a subversive activity, hijacking public places and creating somewhat paradoxical forms of expression that formulate ways of communicating, all of which inform street marketing practices. Thus marketing on the road, given that it is inspired by the work of the artist, brings with it the legal constraints and risks that agencies and advertisers are generally unprepared for. The main problem is that, by definition, street mobilization campaigns require the use of public space, and that use should be authorized by government authorities to be legal. This also applies to simple operations such as distributing leaflets such as to mobilize products or people and, of course, to covert campaigns.
The authorization required to carry out such a campaign is often very difficult to obtain within the time required to realize the plan. Many potential operations fail to obtain authorization for security reasons, and in certain urban areas are even strictly forbidden to conduct guerrilla marketing campaigns. In such cases, many agencies and advertisers will only continue operations, which means that they choose to act without authorization. How are such choices achieved, and on what basis? How is that justified? What impact does this choice have on performance and operating costs? What transformation does this choice bring to the advertiser's agency relationship? This is the main question posed in the development of current street marketing operations.
Low cost
In a declining economy, guerrilla marketing is an ever-increasing solution to give companies a comparative advantage over others. During times when companies downsize and cut costs, firms view guerrilla marketing as a cheaper strategy than conventional marketing. Instead of investing money in the marketing process, guerrillas instill energy, time, and creativity. If successful, the company will be able to achieve conventional goals to gain profit and growth with smaller marketing budgets. One example is the Blair Witch Project . A group of film students filmed an amateur horror movie. By setting up an internet campaign aimed at spreading rumors about the fictional 'Blair Wizard', it created a lot of interest for this movie. With a $ 50,000 budget, the film grossed $ 250 million worldwide.
According to Jay Levinson, guerrilla marketing places great emphasis on customer follow-up rather than ignoring customers after their purchase. Focusing on customer follow-up is a cheaper strategy because the cost of selling to a new customer is six times higher than selling to an existing customer. During a difficult economy, it is important to focus on building relationships rather than sales, and targeting individuals, not groups. This drives repeat sales, leads, and purchase size increases. Use of the phone as a follow-up tool is helpful in improving customer relationships. Email is also an inexpensive tool for maintaining relationships. Email can be used to direct people to the company website. This site can then be used to provide information and promote sales.
Honesty is an important attribute when marketing to customers during difficult times. When companies show that they are fully aware of the economic situation and why they are priced according to their products, this generates customer respect. Describes the current situation and the risks and steps taken by the company to customers will provide customer assurance and also maintain their trust. One example is the Las Vegas tourism board. During the 2008 recession, Las Vegas was one of the hardest hit cities. They released an advertising campaign that showed people that they were fully aware of the recession, dramatically, showing 'that ordinary people come here and have fun'. It intrigued many interests which in turn led to an increase in tourism to Las Vegas during the recession.
See also
- Customer experience management
- Acquisition of media
References
Source
- Bach, Benjamin (2007). Investigation to the Relevance of Guerrilla Marketing to Small and Medium Enterprises . Munich: GRIN Verlag. ISBNÃ, 9783638874052 . Retrieved June 26 2015 .
- Serazio, Michael (2013). Your ad is Here: Cool Guerrilla Marketing . New York: New York University Press. ISBNÃ, 9780814724590 . Retrieved June 26 2015 .
External links
- Gotcha! Push the Envelope Ads ; CNN/Money Articles
Source of the article : Wikipedia
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