What is Guerilla Marketing?
Guerrilla marketing is a marketing tactic in which a business uses surprising or uncommon techniques and dealings to promote a product or service. Guerilla Marketing usually depends on individual interaction, has a less budget, derives from an original idea to engage the target audience, and focuses on smaller sets of advocates to get the term out in a particular location.
Guerilla Marketing uses uncommon techniques to increase sales or attract interest in a brand or company. These techniques are usually lower and or no-cost and involve the use of personal interactions. These marketing technique can use technologies to focus on the target sets of consumers.
Types of Guerilla Marketing
1. Ambient Marketing
Ambient marketing refers to the uncommon or random sites to place advertisements, combining the ad with the surrounding surroundings in a way that it catches attention. The goal is to surprise individuals by placing the brand message where individuals would not normally expect to see it, making it stand out in their regular surroundings.
This type of guerrilla marketing can include innovative uses of street furniture, walls, floors, or digital features combined into the physical world. The influence of ambient marketing lies in its capability to be seen as creative and fun, letting the brand to break through advertising and connect with consumers in a refreshing, amazing way.
2. Ambush Marketing
Ambush marketing is a technique in which a company capitalizes on the visibility of a main event without being an official sponsor of that event. It involves grabbing the attention that a famous event already has, often with creative tactics that associate the business or brand.
By engaging in ambush marketing, businesses avoid usually expensive sponsorship fees. While still benefiting from the media coverage and public attention. However, ambush marketing can sometimes be controversial, especially if it’s sensed as damaging official sponsors, but it’s effective in reaching a large audience with limited expense.
3. Buzz Marketing
Buzz Marketing (also known as Viral Marketing) aims to create content that distributes rapidly across social media, blogs, and other online channels through organic reach. The content is usually created to be highly engaging, appealing, encouraging for audience to share it with their network.
The win of buzz marketing lies in its capability to generate attention without minimal marketing spend. When the content relates with the audience, it can reach millions views in a short time. Buzz marketing focuses on generating hype about the brand or campaign. Buzz Marketing heavily relies on the audience to share content. As it makes it crucial that the message is made to appeal to the interests and emotions of the target audience.
4. Stealth Marketing
Stealth marketing involves marketing a product or service in a way that consumers don’t directly get aware that they are being marketed. The purpose is to create a product awareness without expressly advertising the brand. This include tactics such as product placements in movies, TV shows and social media content where the product is part of the story rather than being directly marketed.
Another form of stealth marketing is influencer marketing. Here influencers market a product in a way that feels like a natural part of their lifestyle. Stealth marketing is effective because it feels original and engages with the environment without letting audience directly know it is an advertisement.
5. Stunt Marketing
Stunt marketing involves performing a dramatic and one-time event designed to capture the public’s and media’s attention. Marketing stunts are attention-grabbing as seeking to generate influential media coverage. Stunt marketing includes anything from an hard act to large-scale public performances or highly unique events.
Successful stunt marketing the ability to shock, assuring that people remember the brand and that the stunt generates conversation or media coverage. Whereas stunt marketing requires careful planning as it can be an incredibly effective way to reach a broad audience quickly and leave a lasting impression on the brand or the campaign.
Examples of Guerilla Marketing
1. Coco Cola’s “Happiness Machine”
Coco Cola’s “Happiness Machine” is one of the most remembered guerilla marketing campaign. They placed a vending machine in a collage campus where dispensing gifts like pizza and flowers and oversized sandwiches. It was filmed successfully, showcasing joy and excitement on the students faces. The campaign went viral and generated millions of views and emotionally connected consumers. It was a low cost and high impacted guerilla marketing campaign which went successful. As it associated customers which the brand.
2. Burger King’s “Whopper Detour”
Burger King’s “Whopper Detour” campaign made their app downloads boom. Burger King launched a clever campaign as burger king offered whopper for just one cent. Therefore, you will get it for one cent if you order whopper through burger king’s app near a McDonald’s location. This boosted the burger king’s app downloads and got media buzz. This fantastic campaign boosted online engagement of burger king and got to see a playful rivalry between two food giants.
3. Red Bull’s “Stratos”
Red Bull’s “Stratos” campaign created a great buzz in the world. Red Bull featured Felix Baumgartner jumping from the edge of the space and making a worldwide record for the highest freefall of the world. This guerilla marketing stunt campaign showed sports and adventure and matching to its slogan ‘Red Bull gives you wings’. This successful campaign gained a worldwide publicity and gained millions of viewers on the live stream. Moreover it created an extraordinary Cult of Red Bull in front of the public globally.
Conclusion
Guerilla Marketing are the campaigns which make companies or brands go to their next level. It shows innovation, creativity, boldness and create a memorable impact in the audience’s mind. The examples shown here are the greatest examples of guerilla marketing which are globally famous. A great guerilla marketing strategy can definitely give a big impact on your business.
