The twenty-first century is a time of dominance of technology, science and an abundance of information. Every day there are more and more people who want to express themselves and convey the main idea to the target audience. Every day it becomes more and more difficult to win the trust of customers and an advantageous position in the chosen market. This question will help to solve the right marketing strategy and all the necessary tools. Well, guerrilla marketing in action - high-speed promotion at minimal cost.
History of occurrence
The term "guerrilla marketing" originated in the twentieth century and its creator is the famous American advertiser Jay Conrad Levinson. Jay worked as a creative director for an advertising agency called Leo Burnett.
In 1984, a young man published a similarly titled book, which was first addressed to small businesses and revealed the features of low-cost advertising methods. Outlining effective tools, the writer did not reveal the very concept that this is guerrilla marketing.
Despite the absence of the author's explanation, many companies have taken advantage of the basic techniques and still use them. For example, business cards, flyers, booklets and other cheap advertising media.
Concept and characteristics
There are several interpretations of this definition. Guerrilla Marketing is:
- Low-budget advertising methods that allow you to highly effectively promote a certain product, attract new consumers and increase profit levels, without large investments in the activities of advertisers.
- An extensive concept that includes ideas and ways to promote using a non-standard approach and minimal financial costs.
- A low-budget or free brand promotion tactic that influences shoppers through creative thinking or hidden undertones.
Thus, summing up common explanations, we can derive a universal formula. Guerrilla marketing is: out-of-the-ordinary solutions + low costs (no costs)=fast and great results.
Guerrilla Marketing Principles
To achieve the desired effect, you should pay special attention to compliance with all principles:
- creativity of thinking (exceptionally unique ideas can cause admiration and memorization);
- budget modesty (maximum income with minimumattachments);
- impact on the psychology of the target audience;
- lack of strict moral and ethical boundaries (often guerrilla marketing is something outrageous and provocative);
- repeat once.
Following all of the above, you can see an increase in visits and purchases. A similar strategy should be used in many areas. Guerrilla marketing is most popular in tourism, sales, social media and all service industries.
Main Functions
Regardless of the application, guerrilla marketing has the following key objectives:
- Advertising without spending money (ads on boards or mailboxes, flyers and booklets).
- Productive work with cheap channels (promoters, contextual advertising, shop windows, advertising on public transport).
- Increase social interest in offers.
- Increasing awareness and improving the reputation of the company.
- Improving positions in search engines.
- Low-cost improvement in marketing performance.
- Local impact and targeted impact on potential customers.
- Attract new loyal customers.
The performance of these functions does not always justify itself. Therefore, it is worth familiarizing yourself with the possible flaws of the chosen marketing strategy.
Advantages and disadvantages
Guerrilla marketing, like any other phenomenon,has both positive and negative sides. Pros include:
- low cost compared to standard promotion methods;
- word of mouth;
- speed of results;
- wide range of tools and special techniques;
- large coverage of the target segment.
But not just kind words. Before proceeding to direct use, it is recommended to familiarize yourself with the cons:
- high requirements for the manifestation of creativity and originality of the idea;
- a complex mechanism for using individual techniques;
- Possible negative effect of spam and hidden influence.
Thus, when choosing to guerrilla marketing, you need to be aware of the riskiness of such an undertaking. And only then it is necessary to determine which type or set of types of marketing should be applied in practice.
Classification
Depending on the target audience and the product or service offered, there are several types of guerrilla marketing.
- Outrageous. Usually focuses on young people and by any means attracts the attention of the consumer. It can be sexual jokes, provocative phrases and catchy words (even errors in them).
- Viral. The fundamental difference of the species is the emphasis on psychology. We are talking about posts on social networks, advertising banners and other chips of guerrilla marketing on the Internet. If a person likes a picture, text, sound, animation,then he will definitely share it with his friends - and all along the chain. Funny animal videos are especially popular.
- Hidden. Here, the potential client does not understand and does not realize that the company influences his choice. This includes reviews, mentions of services in clips or films, etc.
They can be used both separately and in combination. The main thing is to skillfully combine guerrilla marketing methods online or offline.
Methods off the Internet
There are many tools for live guerrilla marketing. Only in time-tested and giant companies are:
- Word of mouth. Here we are talking about some "dummy buyers". So, happy with the purchase, people advise this store to their relatives, friends and just acquaintances.
- Deviation from tradition. In this case, crazy creativity takes over. For example, Nike created benches without seats that say Run or Just do it.
- Holding public events. As large sports complexes do, when a new building is opened, a celebration is held to which everyone is invited.
It is also widely used to associate with major world holidays or important dates.
Methods on-line
The 21st century, as mentioned earlier, is characterized by an incredible amount of information, so you need to use it. Online guerrilla marketing works at:
- Viral content. Carries an entertaining and educational wave with an inconspicuousadvertising subtext, which causes positive emotions and pleasant sensations. Such tools are mini-books, sketches, clips, melody, etc.
- Subtle marketing. So, the company creates its own blog or website, where it tells customers all sorts of useful things, interesting information or gives good advice. And between the lines the product is advertised.
- Using trends and breaking news. There is a binding of the product to a certain topic, which excites the target audience now.
Only the integrated use of network and live methods will help to achieve high results.
Toolkit
The ways of guerrilla marketing are quite varied. In order for the full implementation of the goals set, it is worth using:
- collaboration and partnership with companies that have the same target audience but offer a different product;
- creating a specific place for communication between customers and employees (a separate forum, website or application);
- organization of direct mailing of special offers, hot discounts or promotions;
- search for advertising media in the environment (trees, roads, house walls, etc.);
- placement of non-standard advertising on taxis or public transport;
- using extravagant tricks;
- offer related services;
- active design of branded souvenirs.
The list is not limited to these methods only. Herethe flight of fancy and crazy ideas that appear after ready-made examples of guerrilla marketing are welcome. A well-thought-out, interesting and even exciting story about the creation of the product, about the company itself and about the employees will help to lure the client. When a company tells a customer about its life, a thread of trust and desire to purchase something arises.
Channels in guerrilla marketing
This type of marketing tactic should not impose a product on people, but on the contrary, gently push them to buy or cooperate. Great guerrilla marketing is all about the consumer's supposedly self-decision to associate with your company. To achieve this, you need to use channels:
- Social networks. An ideal alternative for viral content. advertising on Facebook is aimed at people over 25 years old, on Instagram - from 15 years old. If the target audience lives in the CIS countries, then the well-known site "VKontakte" will do.
- Thematic forums and pages. Here you can leave positive feedback about your company or negative about competitors on behalf of ordinary people.
- Advertising from bloggers. Sometimes famous media personalities request payment for advertising or barter it.
- Video materials. Creation of interesting video clips that will bring pleasure to the public, good mood, new useful data; simple clips that are remembered and imprinted in memory.
Resources for detailed study
The Guerrilla Marketing course is a must for those entrepreneurs who care aboutthe success of their own business and wish to develop in an accelerated mode. To do this, it is recommended to study a special selection of materials that will help you find answers to all questions and delve into the concept of guerrilla marketing.
- Jay Conrad Levinson. Guerrilla Marketing. Simple ways to get big profits at low cost. (2012)
- Igor Borisovich Mann. No budget. 57 effective marketing techniques. (2009)
- Alexander Mikhailovich Levitas. More money from your business. Guerrilla marketing in action. (2012)
- Jay Conrad Levinson, Paul Henley. Guerrilla Marketing. Welcome to the marketing revolution!
It remains only to apply the acquired knowledge wisely and surprise the target audience with the boundlessness of your own imagination. In due time, buyers will surprise you with their willingness to cooperate and share good reviews with others.
