Guerrilla Marketing campaign

The guerrilla marketing which is used in the form of campaign experiences an increasing importance in the advertising wold, which stands for an surprising effect. Its aimed to create hype and awareness of a brand by using unique and original advertising techniques . It's popular because you can create a whole marketing campaign on a very small budget as long as the concept is good. It creates a buzz, attracting attention, promoting an interactive experience with customers and now through social media it has the potential to rival more familiar standard advertising. The strategy is used to raise money with amount of profit, and establish new relationship above and beyond sales as result in awareness for product and services. It does not necessary mean that companies with low budget have a disadvantage compared to financially strong competitors. The top priority of Guerrilla marketing is to use the capital efficient and focussing on local culture with its geographical, sportive, social network, its needs, habits, traditions etc.

Guerrilla marketing is a different form of marketing strategies, but it use the same channels to bring it message to its potential customers through advertising, sales promotion, direct mail etc. The pricing in the guerrilla marketing plays little role, although the companies can different themselves from the rest of the competition. For some companies this might play important role, but in overall 10% is focus on price. Distribution can tremendously increase the experience of the customers and increase the demand of the product. Harry potter books, is a great example of it. As well the product packaging and brand increase the experience. Kellogg’s introduced a drink crunch in which the cup with milk could make a snack, resulted in great experience.

Guerrilla marketing is a solution for companies of all sizes and all budgets. Little tricks and years of experience make a successful start for an each company possible. Even though the budget of the companies vary widely, there is always a way to get through to their customers. The main differences between the small size company and bigger firms companies can be maid the way Guerrilla marketing is used. Larger companies do not have to pitch on Guerrilla marketing like smaller companies sometimes have to. The guerrilla marketing can be successful with low budget if the campaign is used, creative and flexible with unexpected surprise effect.

Benefits of Guerrilla Marketing

Guerrilla marketing campaign is relatively cheaper than traditional methods of creating brand awareness. If one unique promotional event can reach a large audience, it can draw more positive attention than a sustained advertising campaign. The success of a guerrilla campaign depends on the public and traditional media keeping the buzz created by a single promotional event alive long after their completion. Overall, an effective guerrilla marketing campaign will end up saving your business a lot of money in the long run, and every dollar saved is a dollar made.

Increase Brand Awareness

One of the reasons that make guerrilla marketing so effective is that it bombards consumers with the company's message while they are vulnerable and least expects that. The main objective is to be super creative and create an interaction that the customer will not forget. For example, a hair salon might hire college students to hand out flyers at a local shopping mall. Think about it. Would you forget the name of a hair salon after being handed a flyer by a guy with a purple Mohawk?

Low Cost

Another positive aspect of Guerilla Marketing is that it is low cost. Traditional marketing approaches advertisements or campaigns can be very costly. Each year, companies spend billions of dollars on commercials, print ads, internet campaigns, billboards, and radio broadcasts. For starting entrepreneurs money is a precious resource. Therefore to save money but at the same time make an impression with less Guerilla Marketing is best commercial tool to use. Typically, you will only need to pay for the workers who run the campaign and basic marketing materials such as flyers. This gives small businesses to opportunity to easily reach thousands of customers for a few hundred dollars.

Few examples on brand awareness of Guerrilla marketing by several companies.

Nikon Guerilla Marketing Campaign

 

 

Wii Guerilla Marketing Campaign

 

  

IKEA 

 

 Cesviamo Stop Aids

Non-profit organizations also use Guerrilla marketing campaign.

World biggest non-profit organization such as Unicef and Greenpeace also join the trend of using Guerrilla marketing tactics to promote their messages. Both companies’ uses creative pictures and words to delivered their messages to its audience.

Unicef:

We all know water is very important for our body. Doctors always recommend to drink at lease, “eight glasses of water a day.” Having access to clean water in the developed countries is easy. But, according to UNICEF, nearly 900 million people worldwide lacks access to clean drinking water. Almost half of them are children and everyday almost 4,100 children die of water-related diseases.

UNICEF created an interesting guerrilla marketing campaign in the developed world to let audience know the existing issues that, not everyone have access to clean drinkable water. The result was a huge success.

Greenpeace created also an interesting guerrilla marketing, to let its target group experience the campaign. Imagine you are walking on the street, a nice shinny day, and maybe you are with your friends or your kids. There are many people around you. Suddenly everyone collapses on the ground. They look as if they are dead, but you are still standing, seemingly okay. How do you feel? What do you do?

Greenpeace of Switzerland’s launch a campaign against the nuclear plants. A scary flash mod emulation exploded as if a nuclear cloud spread over the country. The result was very successful, on the YouTube, ‘The Zoning Plan,’ was viewed over 770,000 times since it was uploaded to YouTube on May 25, 2010.

The video is available at the bottom.

Greenpeace

Multi-faceted car in Denmark

New Opel Adam having many aspects  !

Great event and effects.

What if the solution was to communicate differently?

Guerilla Marketing deceives the place and the street furniture using theses structures as an additional exhibit space in order to communicate better . It is one of the nicest peculiarities of this wild Marketing, because it is often necessary to take into account specificities of the place to optimize its campaign.

Posters are no longer enough and are all more or less competitive anymore, people pass by without even noticing or taking the time to contemplate.

Many advertisers understood that by playing on the appearance and/or the contact with bus handles or subway bars, they got a lot more available brain time from people than when passing in front of a poster. Standing people in public transports get hooked during the journey because the transport is often shaken by rails or road or simply out of curiosity.

From left to right: IWC campaign for its "Big Pilot Watch" (by Jung von Matt / Alster agency), the campaign for the beer "Baltica" (Sepia Agency) and finally beer Indus Pride (by Ogilvy & Mather).


Plus, most of people using public transport are bored during the trip and it is therefore easier to catch their attention and curiosity. A major strength of Guerrilla Marketing is to advertise where it is not usually done, no more plasticized frames but floor, doors or bars.

Street Marketing Campaign of Google Maps in the metro of New York (2008)

Guerilla marketing in a digital age

Since the arrival of the digital age, the world of marketing has gone through a massive change. The art of online marketing has taken a raise in popularity and what can be noticed nowadays is that the original marketing techniques are combined, or in total taken over by the online marketing techniques.

The change in the importance of gaining online media attention due to the change towards the ‘digital society’ has been noticeable in the modern guerilla marketing campaigns. The campaigns still serve the same purpose of gaining additional brand awareness and media attention, but the change lies most of all in the aftermath of the guerilla campaigns.

Since the digital globalization a majority of the world population has access to the global news and information resources and the guerilla campaign media attention as conducted in one country, spread out over the world. When the campaign is conducted rightfully, the brand awareness and global attention is of high value to the company, but what could be the pitch falls of this world spread awareness?

The biggest pitch fall is the business ethics that should be taken in mind way more carefully in order to not offend anyone and generate bad publicity. As there is a global reach, there are also global ethical issues that should be thought of. Therefore conducting a little marketing research in order to prevent bad publicity is very much reasonable.

Also due to the global reach a major positive trend is to combine a CSR (Corporate Social Responsibility)  message with the guerilla marketing campaign. A good example is the Coca –cola campaign, as can be viewed below, where the message of connecting people through their product shines through.  

 

So what can be concluded is that since the rise of the ‘digital society’, the benefits of gaining brand awareness through guerrilla marketing is sky high. However conduct some research and take ethical issues in mind in order to prevent disaster.