A 3 Month Feature
From the onset, it must be stated that Guerrilla Marketing is not ‘Marketing’ in a true sense of the word because there are many other components of ‘Marketing ’ that are not covered in Guerrilla Marketing. Nevertheless, to the extent that this practice has become associated with the use of the term ‘Marketing’, it became necessary to use the same term.
This is an advertising strategy that is designed for business to promote their products and/ or services making use of uncommon, unusual, and unconventional methods having a very little budget at hand aimed at achieving maximum profits therefrom. To this extent, Guerrilla Marketing [GM] is mainly about advertising and promotions. To understand the concept it is necessary to understand its basis. A Guerrilla is generally defined as a member of a small, independent group, taking part in irregular fighting, typically against larger regular forces making use of activities like harassing the enemy by surprising raids, that are quick, effective, and short-lived. After such attacks, a Guerrilla disappears. Then a Guerrilla re-appears after some time to make a follow-up on the effectiveness or otherwise of his attack. In the business world, this is exactly how Guerrilla Marketing is executed. A company (that is usually small in size) decides to ‘think outside a box’ to send its message across to the consumers challenging larger companies that have larger budgets for marketing.
The Essence of Guerrilla Marketing;
Ordinarily, its essence is to deviate from traditional forms of media channels of marketing like print, radio, television, direct mail and the like to occupy spaces on the streets and/or any other public space that is available to the company to send the message across. Notwithstanding that GM requires a little budget, however, it requires a lot of focus, energy, and great imagination from its creator failing which the exact opposite (a flop) may be achieved if is done recklessly.
Central to GM is to take the consumer by surprise, make an indelible mark on the consumers' mind to change the consumer’s perception of the company and its products and/or services by creating a huge amount of social buzz. These campaigns need to be ‘unique’, ‘shocking’, ‘outrageous’, ‘disruptive’ but very clever to can twist the consumer buying behaviour within a very short space of time. To this extent, the types of strategies used in GM are unlimited.
To the extent that GM does not have prescribed rules, as such it is then incumbent upon the creator to do a thorough research about what strategies are likely to work well in their respective environments. Failure to prepare well is preparing to fail well.
The growth of internet business has also led to GM being used on-line going beyond the streets as it usually was the case before. Several strategies have been used successfully online to send the message across. GM is a golden opportunity for the companies, especially small businesses to market their goods and/or services on a regular basis to maximize their profits. Marketing is one of the fundamentals that are necessary to ensure the continued profitability of a company because marketing connects the company to the consumer community. To this extent, companies need to ensure that they engage in marketing their goods/ services almost on a daily basis. As the world is dynamic, so is marketing. Hence, whatever Guerrilla Marketing strategies that one needs to use, one must ensure that they will appeal to the relevant consumers that are targeted having due consideration to time, area, and space.
IN OUR COMING FEATURES, SOME OF THESE ISSUES, BUT NOT LIMITED TO THEM, WILL BE ADDRESSED THUS;
Disadvantages of GM;
How to execute GM effectively; Different types of GM strategies that you can use;
Online Guerilla Marketing; Different Case Studies that we have in our company database;
Major Pitfalls to avoid, and many more.