Effective marketing drives sales and hence, it’s one of the most important departments in an organization. Implementing a marketing technique depends on various factors, such as.
- Demographics
- Target Market
- Product and Services
- Purchasing Power
However, the above-mentioned factors only hold importance when traditional marketing is at play. Unconventional marketing strategies, such as guerrilla marketing, don’t depend on these factors. Such techniques work like a double-edged sword. They can be either very successful or fail miserably.
In this article, we’ll explore one such unconventional marketing technique; guerrilla marketing.
Without any delay, let’s get started.
Contents
What is Guerrilla Marketing? 1
How is it Different from Traditional Marketing? 2
The Impact of Guerrilla Marketing? 2
How to Create Guerrilla Marketing Campaigns? 3
Advantages of Guerrilla Marketing: 3
Possibility of Breaking the Internet 3
Disadvantages of Guerrilla Marketing 3
Possibility of Misunderstanding 4
What is Guerrilla Marketing?
To put it simply, guerrilla marketing is a marketing technique companies use to add a surprise element to their campaign. It’s an unconventional way to take over the market by surprise.
Ever recall seeing a burger truck wandering pointlessly around the roads or graffiti over the walls. You may think what sort of marketing it is, right? It’s an uncustomary way to instill your brand image in people’s minds.
How is it Different from Traditional Marketing?
Traditional marketing techniques tend to follow a rational approach. There seems to be a connection between the ads and products. Rarely, there’s a hidden message for customers to decode in such marketing campaigns.
On the other hand, guerrilla marketing doesn’t follow any of those rules. You may think of an ad as illogical whereas it may contain a cryptic message, waiting to be decoded. Moreover, guerrilla marketing doesn’t take a fair share of expense like traditional marketing strategies. It likes to keep things simple, with a bit of a twist. An experiential marketing agency often employs guerrilla marketing techniques to create unique and engaging brand experiences.
Furthermore, most marketing strategies are independent of external factors such as politics, socio-economic dynamics, and religion. However, for guerrilla marketing, such aspects act as complementary tools to promote the business products and services.
The Impact of Guerrilla Marketing?
Companies using the guerrilla approach tend to be more cautious when designing marketing campaigns. There’s a thin border between being ethical and unethical when it comes to guerrilla marketing.
Moreover, talking about the impact, guerrilla campaigns tend to target public places, where there’s a high footfall. Places like streets, malls, parks, concerts, or sports events are perfect to run guerrilla ads. This way, guerrilla campaigns don’t cost much and capture more eyes.
In addition, guerrilla marketing aims to target the young generation. As young people are more likely to understand the hidden messages in such campaigns, they may react more positively to guerrilla campaigns than any other age group.
Furthermore, companies don’t use guerrilla campaigns for every product or service they offer. Products and services that fall in the “gray” area are marketed using guerrilla campaigns.
While implementing guerrilla campaigns, companies have to be mindful of the legalities involved. For some, guerrilla ads may become too much to swallow. Consequently, companies may face some legal issues if they’re not careful enough while designing guerrilla campaigns.
How to Create Guerrilla Marketing Campaigns?
Unlike traditional marketing campaigns, guerrilla campaigns are short-lived and depend on the ever-changing scenarios. Guerrilla marketers have to be on their toes most of the time. Simply because they can’t miss any opportunity to hit the pain points of the audience.
Traditionally, extensive research is done by guerrilla marketers to shape up their content. A lot of brain goes into selecting the right tagline, place, and timing of the ads. However, using the right tools, guerrilla marketing can become a lot easier.
But to use such tools, an ordinary internet connection won’t suffice the needs. A highly stable and fast connection is pertinent to make guerrilla campaigns run on time. Otherwise, such delayed campaigns are of no use.
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Advantages of Guerrilla Marketing:
Budget-Friendly:
The attractive thing about the guerrilla campaign is the low cost. Companies can spend as low as they want, providing they have quality ads. Moreover, guerrilla campaigns can provide better returns on investments.
Creativity:
Usually, marketers are creative. However, in traditional marketing, certain guidelines become a hindrance to realizing their creativity. But in guerrilla marketing, marketers can experiment with different concepts to make it successful.
Possibility of Breaking the Internet:
Guerrilla campaigns have more chance to go viral than any other marketing campaign. Simply because the content created is unique and attracts a lot of people.
Disadvantages of Guerrilla Marketing:
High Risks Involved:
Guerrilla marketers need to be highly cautious when it comes to making guerrilla campaigns. A minor mistake can lead them to trigger people’s emotions.
Possibility of Misunderstanding:
Some guerrilla campaigns may fail to deliver the encrypted message as they would’ve liked. Or people may not perceive the message that was meant to be delivered to them. In such cases, guerrilla marketing can go badly wrong.
Can Attract Authorities:
A guerrilla campaign may incite or hurt a community’s emotions. Or it may be seen from a different angle as well. In such cases, companies may face some legal action against them.
Bottom Line:
Guerrilla marketing, if done correctly can be a great weapon. However, as a lot of experiments are involved in guerrilla marketing, chances of things going south are always present. Nevertheless, having a lasting impact within a minimal budget is only possible with guerrilla marketing.
