Guerrilla Marketing
Marketing
has been one of the most expensive aspects of running a business. While the entrepreneurs
stress over how to make the most out of their advertising budget as the
competition is fierce, some businesses get people’s attention even with a minimal marketing budget. But how?
One effective strategy is Guerrilla Marketing. It is an innovative and highly effective marketing strategy that helps you to stand out from the competition.
What is Guerrilla Marketing?
Guerrilla
marketing is an innovative and highly effective marketing method to boost sales
or attract interest in a brand or business. It was introduced and popularized
by Jay Conrad Levinson in the 1980s. He wrote several books and articles on
guerrilla marketing.
These
methods are often low-cost and involve the use of personal interaction. It is
quite different than traditional marketing and focuses on smaller groups of
promoters that are responsible for getting the word out in a particular
location. It is disruptive, provocative and memorable.
Some Famous Guerrilla Marketing Strategies
1. Street Marketing
This
strategy uses street art to make a statement. It advertises the product or
brand on the streets or in public places to gain customers' attention.
As
seen in the picture, McDonald’s substituted Zebra crossing with “McFries
Pedestrian Crossing” for marketing.
Now,
Imagine a family passing a road and their children spot this crossing, they’ll
immediately want to grab a happy meal and some French fries. So, Mission
Accomplished!
2. Ambient Marketing
It is about placing your ad in an unusual
place that might surprise people who are seeing those ads. It is created to
make brands memorable.
3. Ambush Marketing
It is one of the techniques where marketers
take advantage of the audience present in an event and use it to promote their
products. For Example: In 2010, ambush marketing took place between Adidas and
Nike. Adidas was the official sponsor of the game but still Nike was
successfully able to create a lot of buzz for its products around the globe in
2010. Nike was running TV commercials and advertisements through football stars
like Ronaldo, Rooney due to which it was able to promote its products during
the FIFA world cup.
Conclusion
While
businesses plan on coming up with Guerrilla techniques for marketing, they need
to make sure that they have done enough research about their competitor’s ads
history and that their plan is innovative and creative enough to gain user’s
attention.
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