If
you are still using Traditional Marketing then you are definitely missing a lot
of potential clients, what if I tell you there are many other ways in which you
can market your product or service viz. Social Media Marketing, Memes Marketing
etc. But in this article I am going to talk about Guerilla Marketing. Many of
you might have not heard of it before but I am sure you might have seen or
experienced it in some point of your life, if not then maybe at the end of this
article you might figure out what Guerilla Marketing is all about.
To
be honest Guerilla Marketing is not a new concept but it is still
misunderstood, underused or underrated. It was first coined in 1984 by Jay
Conrad Levinson who published the book with the same name as an alternative to
traditional marketing, he termed that this marketing strategy is focused on
taking the viewer by surprise, creating a strong impression and creating
massive influence through the word of mouth or in today’s social media
platform.
Guerilla
Marketing is all about being clever, creative and thinking out of the box. It
is a set of unconventional ways to convey your Brand/Product/Services to your
customers. In today’s competitive market many Brands are fighting head to toe
so that they may gain some space in your mind and they have many weapons in
their arsenal like hard-selling, jingles or brainwashing a customer in such a
way that when s/he feels a particular need for anything they many choose a
product sub-consciously without even thinking or blinking. Guerilla Marketing
makes the companies go through the extra mile to obtain this advantage through
exceptional creativity. It is a super-duper marketing package that incites
confusion, interest or even excitement into the prospects, it may be a street
art, optical illusion or social awareness with common words and uncommon social
activity using unconventional approach which can be found in text, image,
video, signage etc.
So
what exactly gives Guerilla Marketing a competitive edge against Traditional
Marketing here are few points:
1)
Surprise Element
2)
Creativity
Another
element which differentiates Guerilla Marketing from Traditional Marketing is
out of the box thinking or creativity. Thus, guerilla marketing should have the
ability to stand out among various marketing gimmicks that customers see on
daily basis.
3)
Inexpensive
Guerilla
Marketing requires a fraction of amount required in traditional marketing such
as in TV ads. This cost effectiveness of the strategy enables the marketer to
deliver his/her message to wider audience and create a stronger impact on
customer more than they could achieve with traditional marketing.
4)
Guerilla Marketing tends more to B2C
Unlike
traditional marketing which can be used for B2B or B2C, Guerilla Marketing
strategies tend more towards B2C. Therefore it is always a good idea to
research out the audience before creating and executing the idea.
Examples of Guerilla Marketing:
1) Stealth Marketing
Also called as undercover marketing. It involves celebrities, movies and product placement. It is a renowned tactic which uses movies, series and TV in marketing a particular brand. Coca Cola is a good example of product placement in movies.
2)
Stickers
It
may be a common trick which every business can take part in. Also the
implementation and creativity makes it a superb marketing tactic.
3)
Creative Billboard
Billboards
combined with guerilla marketing become an awesome way to advertise a product.
These levels of creativity have surpassed the traditional way of marketing.
4) Street Marketing
This
is an outdoor guerilla marketing tactic. It involves taking the marketing
action out on the streets; it can be a street art aimed for public welfare or
for entertainment.
5)
Viral Marketing
It
involves marketing campaigns with high creativity and cleverness that can spread
like wildfire, word of the mouth plays a crucial role in going viral.
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