Guerrilla marketing

Guerrilla marketing 

is an advertisement strategy concept designed for small businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.

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

it is awesome way to get you noticed, set you apart from your competition and earn you a reputation for being fun and different--all tailored to whatever budget you have available.

the most important ways guerrilla marketing is different from traditional marketing :

·         "Instead of investing money in the marketing process, you invest time, energy and imagination."

·         "Instead of ignoring customers once they've purchased, you have a fervent devotion to customer follow-up."

·         "Instead of believing that single marketing weapons such as advertising work, guerrillas know that only marketing combinations work."

Types

Ambient marketing

Ambient communication is a complex form of corporate communication that uses elements of the environment, including nearly every available physical surface, to convey messages that elicit customer engagement,  It is a compile of intelligence, flexibility and effective use of the atmosphere.

Ambush marketing

Ambush marketing is a form of associative marketing, utilized by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organization having an official or direct connection to that event or property,  Essentially, a company or a product seeks to ride on the publicity value of a major event without having contributed to the financing of the event through sponsorship.

It is typically seen at major events where rivals of official sponsors use creative and sometimes covert tactics to build an association with the event and increase awareness for their brands. For example, Nike during the 2012 London Olympics, Nike created ‘find your Greatness’ spots where they featured athletes from several locations called London (but without showing the real London or referring to the Olympic games) which helped in building a strong association between London Olympics and Nike.

Stealth marketing

Stealth marketing is a deliberate act of entering, operating in, or exiting a market in a furtive, secretive or imperceptible manner, or an attempt to do so People get involved with the product without them actually knowing that they are the part of advertisement campaign. This needs to be done very carefully because if the participants are made aware of the campaign, it will have a negative effect on the brand and, because of this, can be ethical doubts about its use.

Viral marketing

Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions. Off the Internet, viral marketing has been referred to as “word-of-mouth,” “creating a buzz,” “leveraging the media,” “network marketing.” But on the Internet, for better or worse, it’s called “viral marketing

Street marketing 

street marketing can be used as a general term for some activities as : Distribution of flyers or products , Product animations , Human animations , Road shows, Event actions .

 

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