Guerilla marketing

Guerrilla marketing:

Guerrilla marketing's whole intent is to create marketing and advertising campaigns that are innovative, disruptive, unconventional, and give a wow feeling to the audience.

 In 1989 Jay Conrad Levinson observed a transition/shift from traditional media print, radio, and television to digital, viral marketing, interactive public events, and sports shows and highlighted the importance of Guerilla marketing.

 A well-executed limited-budget campaign will create a memorable impact and lead to strong brand awareness, association, recall, and eventually purchase and higher ROI

In the early 2000s, marketers recycled strategies, ideas, and concepts and came up with ground-breaking marketing concepts

Types of Guerrilla marketing:

1)Outdoor guerrilla marketing:

Graffiti, temporary artworks on the sidewalks and roadside streets putting something on famous statues

2)Indoor guerrilla marketing:

It is similar to outdoor marketing which happens in railway stations, Malls, Movie theatres, University campuses, shops, etc...

3)Event ambush guerrilla marketing:

This happens at concerts, sporting games, even where the products or services are placed in a noticeable without permission of event sponsors

4)Experiential guerrilla marketing:

The campaign will be designed in such a way the public will have interacted with the brand

Advantages:  Spend less, have fun, gain insights, go viral, build partnerships

Disadvantages:  Risk of failure & loss, one negative move will lead to huge social embarrassment and wrong brand perception

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