In a world where traditional marketing techniques have become outdated, something extraordinary is needed to capture attention. You need something unique, unconventional, and out-of-the-world to be in the headlines. This is where a concept called guerrilla marketing enters. It's been everywhere in the news, and top brands have been practicing the same to stand out.
Hearing the words guerrilla marketing for the first time and wondering what it is? Then this one is for you!
The term guerrilla marketing was first penned by Jay Conrad Levinson, a marketing expert, in 1984 in his book Guerrilla Marketing, which focuses on different strategies to engage consumers. The concept is also about using creativity, surprise contexts, memorable experiences, etc, rather than spending thousands or a large budget.
To explain briefly, guerrilla marketing is a groundbreaking, creative, cost-effective marketing strategy designed to create a buzz and leave a lasting impression.
To understand the term deeply, let us understand the types of guerrilla marketing.
Basically, there are different types of guerrilla marketing, each focusing on a distinctive approach to reach its goal. Let us understand the popular ones with examples:
1. Ambient Marketing:
It is where advertisements are placed in unusual or unexpected locations with a surprise hint to make it more intriguing. It ensures a memorable customer experience and ticks off the goal of being unforgettable.
Example:
Coca-Cola, known for its brilliant Ambient marketing strategies, came up with one such campaign called the "Happiness Machine". For this, they had set up a vending machine that dispensed Coca-Cola. But to the passer-by’s surprise, it also dispensed gifts like pizza, flowers, sandwiches, and much more. This created an unforgettable experience for the people and perfectly aligned with the brand message of spreading happiness. This is what is called a clever ambient marketing strategy.
2. Experiential Marketing:
Second comes experiential marketing, which focuses on live, memorable experiments in which the brand directly speaks to its audience. This is something beyond conventional and the best way to connect with your consumers.
Example:
The perfect, creative, and best example of the experiential guerrilla is Red Bull's "Stratos Jump". For this, Red Bull sponsored Felix Baumgartner's record-breaking jump from the edge of the space. The campaign did two things here – they attracted millions of live viewers and also demonstrated the brand's values of thrill, adventure, and going beyond the limits. This live stream created enormous buzz worldwide and redefined the brand's image as an energy brand for wild sports.
3. Ambush Marketing
Ambush marketing literally means to "ambush" any huge event with creative tactics. Any brand associating itself with any huge international event without being the official sponsor is what Ambush Guerrilla is about.
Example:
The classic example of an ambush guerrilla is Nike's "Write the Future" campaign during the 2010 FIFA World Cup. Nike released an advert featuring a star-studded cast of footballers, including Cristiano Ronaldo, Wayne Rooney, and others. The advert's clever release timing grabbed massive attention, overshadowing the official sponsor, Adidas. It is one of the most successful and effective guerrilla marketing campaigns.
4. Viral Marketing
It is all about creating content that is funny, entertaining, and thought-provoking and is likely to be shared on online social media platforms. This form of marketing has been popularized through online platforms like YouTube, Instagram, Facebook, etc.
5. Street Marketing
Street marketing includes advertising in public places like flash mobs, street performances, or creative sign boards. It helps grab unexpected attention and some live interaction with the brand.
6. Stealth Marketing
Stealth marketing is a modern-day marketing concept where influencers or common people subtly promote a product or service without making it an obvious marketing effort.
Example: Sony's "PlayStation Portable" campaign was a successful stealth marketing effort. When Sony launched the PSP, they hired actors to subtly promote the PSP in public places like restaurants, cafes, libraries, etc. The actors carried the PSP with them regularly but did not directly advertise it, sparking curiosity amongst the onlookers. This created a buzz, and suddenly, people wanted to learn about the product. Smart, isn't it!?
Summarizing
Guerrilla marketing is an effective and powerful tool for carving a niche in the competitive market at a low cost while creating lasting connections with consumers. So if you are looking for a standout marketing strategy in this crowded marketplace, guerrilla marketing is the impactful solution.
Guerrilla marketing is cost-effective, generates consumer engagement, and ensures your brand leaves a lasting impression on its audience.
Absolutely! It is the best option for small businesses as it is cost-effective, creates a high impact, and can generate the required attention for the brand's early days.
It depends. If your brand requires a more conventional marketing approach, it may not suit you, but overall, it works for most sectors.
