Contents
- What is Guerrilla Marketing?
- Why is Guerrilla Marketing Needed?
- Features of Guerrilla Marketing
- Who is Guerrilla Marketing For?
- Types of Guerrilla Marketing
What is Guerrilla Marketing?
Guerrilla marketing is an innovative approach to promoting goods and services with minimal monetary costs, based on creative ideas and psychological impact on the target audience. This term was introduced by Jay Conrad Levinson, author of the book "Guerrilla Marketing." In his work, he describes strategies that allow achieving maximum effect from inexpensive forms of advertising, such as business cards, flyers, and signs. The main concept of guerrilla marketing is to invest not money but time and creative ideas in promotion.
Why is Guerrilla Marketing Needed?
Guerrilla marketing offers many advantages, especially for small and medium-sized companies. Some key aspects include:
- Creating effective advertising campaigns with limited budgets.
- Increasing the effectiveness of existing advertising channels.
- Precise and local interaction with the target audience.
Features of Guerrilla Marketing
The main task of guerrilla marketing is to maximize the effectiveness of inexpensive advertising methods. Various techniques are used for this:
Creativity
Guerrilla marketing campaigns are remembered for their vivid imagery and original solutions. Creativity helps to stand out against competitors and attract consumer attention.
Emotionality
To be memorable, it is necessary to evoke emotions in consumers. This is achieved through surprise, joy, and even provocation. An emotional connection with the audience helps create a memorable advertising experience.
Psychological Impact
Guerrilla marketing does not aim for direct sales of goods. Instead, it influences the decision-making process through triggers and psychological techniques, appealing to the subconscious with images and carefully chosen words.
Technological Aspect
The use of new technologies and methods that have not been used before allows for the creation of unique advertising campaigns. For example, the use of 3D screens in public places attracted user attention and increased reach on social media.
Exclusivity
It is important that ideas and methods are used only once. Repetition can reduce interest and effectiveness of the campaign, so it is worth drawing inspiration from various sources.
Who is Guerrilla Marketing For?
Guerrilla marketing is primarily beneficial for small and medium-sized companies that do not have large budgets but need to compete with larger players. Bright images and original approaches help stand out against larger brands.
However, large companies also use guerrilla marketing techniques to expand their audience and enhance brand reputation. In such cases, cost savings are not the main priority; it is more important to create a memorable and attractive image.
Types of Guerrilla Marketing
There are several main types of guerrilla marketing:
- Viral Content — materials that users spread on their own, such as memes or videos.
- Word of Mouth — recommendations from loyal customers who suggest the product to friends and acquaintances.
- Ambient Marketing — using elements of the environment to attract attention.
- Provocation — using provocative messages to create discussions around the brand.
- Collaborations — joint advertising campaigns between non-competing companies.
- Product Placement — unobtrusive advertising that highlights the benefits of the product.
- Life Placement — natural placement of the product within the consumer's environment.
- Ambush Marketing — associating with other brands without official sponsorship.