GUERRILLA MARKETING & AMBUSH MARKETING

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Guerrilla Marketing Objectives Principles

WHAT IS GUERRILLA MARKETING?

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

The History of Guerrilla Marketing

In

1984, marketer Jay Conrad Levinson introduced the formal term in his book called, Guerrilla Marketing. in Levinsons book, he proposes unique ways of approaching and combating traditional forms of advertising. The goal of guerrilla marketing was to use unconventional tactics to advertise on a small budget. During this time, radio, television and print were on the rise, but consumers were growing tired. Levinson suggests that campaigns need to be shocking, unique, outrageous and clever. It needs to create buzz. Small businesses started changing their ways of thinking and approached marketing in a brand new way. The concept of guerrilla marketing continues to develop and grow organically.

Few Objectives:
Guerrilla marketing creates 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.

Principles:

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.

Methods of guerrilla marketing

The term Guerrilla Marketing is now often used more loosely as a descriptor for nontraditional 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 8 - 16 weeks depending on the footfall intensity and weather conditions of any given advertising location.

Reverse graffiti

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

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.

Undercover marketing

Advantages
Flexible because of small scale nature can be adapted quickly, relatively easy to respond to change Low Cost one of the founding principles ideal for firms who do not have massive marketing budgets Targeted designed to reach the target market reduces waste and ineffectiveness Simple many of the methods simple and easy to use and implement ideal for the smaller busines

Ambush marketing

Defined as: a Promotional Strategy Whereby a Non sponsor Attempts to Capitalize on the Popularity/Prestige of a Property by Giving the False Impression that It Is a Sponsor Often Used by Competitors of the Propertys Official (Actual) Sponsors

Some features

Ambushing techniques

Sponsoring media coverage of the event (including broadcast) and/or purchasing advertising in and around broadcast. Sponsoring subcategories within the event and exploiting this investment aggressively. Engaging advertising space at locations that are close to the event. Thematic advertising and implied association

Thats ambush marketing

Cases of ambush marketing

Bavaria vs. budweiser case

advantages

High Cost of Rights Fees is avoided It Has Been Shown to Work Consumers Not Offended by Ambushers