The term Guerilla marketing is easily traced to guerilla warfare which utilizes unusual tactics to achieve a goal in a competitive and callous environment. The term, “Guerilla marketing” was coined by Jay Conrad Levinson (1983) in his book, “Guerilla Marketing”,. The term has since entered the popular vocabulary and marketing textbooks.
The business environment is highly competition and in recent times marketers have evolved several approaches and strategies to stay above board. Guerilla marketing is one of such strategies. The aim of guerrilla marketing is to reach more people with a limited budget and a more effective message. This unit introduces you to the concept of Guerilla marketing, some of the key elements of guerilla marketing, the principles of guerilla marketing, the risks involved and the associated marketing trends.
The Concept and Definition of Guerilla Marketing
The concept of Guerilla Marketing was invented as an unconventional
system of promotion that relies on time, energy and imagination rather than a
big marketing budget. Typically, guerrilla marketing campaigns are unexpected
and unconventional, potentially interactive and consumers are targeted in
unexpected places.
Guerilla marketing is an advertising strategy in which low-cost unconventional means for example graffiti, sticker bombing and flash mobs are used, usually in localized fashion or large network of individual cells to convey or promote a product or an idea. Customers are shocked and surprised in guerilla marketing as it involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts or any unconventional marketing intended to get maximum results( by way of reaching more people) from minimal resources. With this type of advertising strategy, customers are able to remember the things that surprised them.
The main objective of guerilla marketing is to create a unique engaging and thought provoking concept to generate buzz and consequently turn viral. Viral (Buzz) Marketing is a marketing technique that encourages people to spread your message to others to make a difference in a short time. The message quickly spreads like a virus from one person to another.
Some key
elements of guerilla marketing are
The pictures
below, Figures 3.1.1 and 3.1.2 are perfect examples of guerilla marketing, the
firs t is that of pasta firm and the other, a beverage firm. In order to keep a
place in the mind of its customers, the pasta company created a huge sticker of
a faces turned ships into permanent pasta nibblers. The Beverage Company also
created replicas of ice cream and coffee on the roundabout in the high ways.
This
technique of marketing breaks the traditional marketing rules; it is unique,
highly visible, unexpected and sort of shocking. It is very successful in
attracting a lot of attention as evident in the pictures of figures 3.1.2 and
3.1.2b of guerilla marketing by the Beverage Company.
Principles of Guerilla Marketing
Levinson (1983)
identified the following principles as the foundation of guerilla marketing and
these are:
i.
The first principle is that guerilla marketing
is specifically geared for the small business and entrepreneur- who need to
make an impression in the industry as there are already existing players in the
industry.
ii.
It should be based on human psychology rather
than experience, judgment and guess work
iii.
The primary statistic to measure your business
is the amount of profit, not sales
iv.
The marketer should also concentrate on how many
new relationships are made each month
v.
Create standard of excellence with an acute
focus instead of trying to diversify by offering too many diverse products and
services.
vi.
Instead of concentrating on getting new
customers, aim for more referrals, more transactions with existing customers
and larger transactions
vii.
Use current technology as a tool to build your
business
viii.
Messages are aimed at individuals or small groups, the smaller the
better.
Risk involved in Guerilla Marketing
i. There
is the risk of misrepresentation of the brand image intended to
be
promoted as word of mouth does not always present the brand image decided.
In
many situations, Guerilla marketing is not very definitive if it tries to
promote brand image thoroughly and creates false rumours about the brand.
iii. There are also times that the
devices used might be misunderstood, for example, in a particular case of
guerilla marketing around Boston, USA, several magnetic boxes used to promote
animated series of teen Aqua Hunger Force were mistaken for possible explosives
and this led to the closure of bridges, several subway station as the police
examined, removed and destroyed the devices.
Associated Marketing Trends
The
term Guerilla Marketing is now often used more loosely as a description for
non-traditional media such as :
1.
Live-in Marketing- This involves real life
product placement
2.
Undercover Marketing- This involves subtle
product placement
3.
Experiential
Marketing- This occurs when a customer meets with a product
and uses it. They play a vital role
while making the purchase decision. They provide greater interaction between
firm and consumer
4.
Tissue-pack Marketing- This involves hand to
hand marketing.
5.
Reverse Graffiti: This refers to clean pavement
adverts
6.
Undercover Marketing: This involves subtle
product placement
7.
Viral Marketing: This is done through social
networks
8.
Grassroots Marketing: This involves tapping into
the collective efforts of brand enthusiasts
9.
Buzz Marketing: This is word of mouth marketing
Conclusion
Guerilla Marketing is an inexpensive but non conventional way of promoting goods and services. It is highly visible, spontaneous and highly successful for attracting a lot of attention. It is highly recommended for small businesses or new entrants into any industry as a way getting attention from people or customers.
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