Guerrilla Marketing

Guerrilla Marketing is an unconditional system of promotion that relies on time, imagination rather than big marketing budget. Guerrilla Marketing campaigns are unexpected and unconventional and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz. Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources.

Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage instead of a disadvantage. Small organizations and entrepreneurs are able to obtain publicity more easily than large companies as they are closer to their customers and considerably more agile.

A Few Guerrilla Marketing Principals Guerrilla Marketing is specifically geared for the small business and entrepreneur. Instead of money, the primary investments of marketing should be time, energy, and imagination. Guerrilla Marketers should use a combination of marketing methods for a campaign. Messages are aimed at individuals or small groups, the smaller the better. Technology should be used at its best.

The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as: Reverse Graffiti — clean pavement adverts Viral marketing — through social networks Undercover marketing — subtle product placement

Reverse Graffiti Reverse graffiti, also known as clean tagging, dust tagging, grime writing or clean advertising. It is a method of creating temporary images on walls or other surfaces by removing dirt from a surface. The duration of adverts lasting in the street ranges from weeks depending on the footfall intensity and weather conditions of any given advertising location. Because the work is temporary, biodegradable, and no hard materials such as ink or paper are wasted in its production, many consider reverse graffiti to be an environmentally friendly way of advertising.

Viral marketing Marketing phenomenon that facilitates and encourages people to pass along a marketing message. The buzzwords viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness or to achieve other marketing objectives Viral marketing depends on a high pass-along rate from person to person. If a large percentage of recipients forward something to a large number of friends, the overall growth snowballs very quickly. If the pass-along numbers get too low, the overall growth quickly fizzles.

Undercover Marketing Undercover marketing is a subset of guerrilla marketing where consumers do not realize they are being marketed to. For example, a marketing company might pay an actor or socially adept person to use a certain product visibly and convincingly in locations where target consumers congregate. While there, the actor will also talk up their product to people they befriend in that location, even handing out samples if it is economically feasible. Eg: Sony Ericsson