GUERILLA MARKETING

WHAT IS GUERILLA MARKETING?

It certainly is no gorilla, as the most common misconception might suggest.

Guerrilla Marketing is an unorthodox marketing and advertising strategy, used by creative and marketing teams to penetrate a difficult market or gain awareness through the power of ideas. Guerrilla Marketing campaigns are a brave and indirect method of promotion that relies on a smaller budget to generate a massive effect. It may include the use of creative disruption, “in-your-face” tactics, viral video marketing, word-of-mouth [WOM], or public displays [such as flash mobs, hidden cameras, interactive installations], to create engagement with an audience, otherwise difficult or costly to reach.

WHAT DOES IT INVOLVE?

Through originality, a strong message, and a clever way of delivery, the unconventional methods of Guerrilla Marketing, are capable of reaching large international audiences for free. Relating to the emotions of a target consumer group is key in executing a successful Guerrilla Marketing campaign. The use of this state-of-the-art marketing know-how is hardly suitable for universal application, tailor-made for a specific product or service with a more “edgy” tone of voice and within relevant and innovative industries.

WHAT'S THE GOAL?

Of course, there are no rules, when disrupting the status quo, and history confirms that just about anything is possible in today’s world of business. Naturally, a positive engagement to a Guerrilla Marketing campaign and the “viral effect” is never guaranteed and relies on the perfect timing of execution [in tune with current trends, pop culture, world news, for example]. But when it does succeed, Guerrilla Marketing delivers groundbreaking results at ridiculously low costs. Risk vs Reward. It has the power to change industries, dethrone monopoly and put new players on the map overnight.

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