Guerrilla Marketing

 

Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.

History

Guerrilla marketing is a product of the shift to electronic media from traditional print, radio, and television marketing. 

The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’.

Jay Conrad Levinson was an American business writer, known as author of the 1984 book Guerrilla marketing. He was born in Detroit, raised in Chicago, graduated from the University of Colorado. 

The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.

Reason for growing popularity of Guerrilla Marketing:

Guerrilla marketing refers to a collection of low-cost, high-impact marketing strategies resembling the ambush-and-run tactics of guerrilla warfare. Rather than spending large sums of money to create one-way messages, guerrilla marketers develop creative ways to put their marketing messages and collateral right in front of consumers in the real world.

When Guerrilla Marketing is to be done?

Guerrilla Marketing is basically done :

 1) To get media attention;  and 

2) To make a positive and memorable connection with your target audience. 

Guerrilla Marketing is often called Guerrilla Warfare as this strategy is considered more as a preparation for war than the actual war.

Some Examples of Guerrilla Marketing which became viral: 

1. Coca-Cola.

In January 2010, The Coca-Cola Company created the “Happiness Machine” video with the help of interactive marketing agency, Definition 6. The video featured a Coca-Cola vending machine that dispensed a lot more than just a cold beverage. The film was shop at St. John’s University in Queens, New York, using 5 strategically placed hidden cameras. The reactions from the students were completely unscripted.

The video went viral and now has over 4.5 million views on YouTube. In May 2010, it won a prestigious CLIO Gold Interactive Award. The film had the highest penetration in Brazil, Mexico, Japan and Russia.

Thus, Coco- cola uses Viral Marketing technique to attract the consumers.

2.  Mc Donalds

Mc Donalds uses the Street Guerrilla Marketing technique to attract the attention of the people. This helps to create a good recall value of the brand Mc Donalds in the mind's of the people crossing through the 'Mc Donalds logo Zebra Crossing'.

3.  Puma

Puma uses Presume Guerrilla Marketing technique which means display a product in a unusual way. Puma hung a shoe in the middle of the footpath in the air to show that it's shoes are  very light in weight.

4. Duracell

Duracell uses Wild Posting Guerrilla Marketing technique. In this add campaign Duracell puts the photo of it's batteries on the meter boxes along the road and writes a quote " Danger 440 volt".

5. Kit-kat

Kit-kat uses Ambient Guerrilla Marketing technique. In this add kit-kat covers a chair by painting half in it's chocolate and half in it's wrapper and places them at different places like parks, metro station,etc.

6. Amul

Amul uses Rub- off effect Guerrilla Marketing technique. In this add Amul uses the hit poster of the movie of Salman Khan's and makes it's own add campaign by converting Bajrangi Bhaijan to 'Butterangi Bhaijan' 

These are some interesting facts about Guerrilla Marketing technique and if you want to know more you can visit http://www.domtpanicolondon.com there u will get some more examples of Guerrilla Marketing and also visit the you tube link for better understanding which I have provided below:

https//youtu.be/-dviHPwFuYI

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