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Guerilla Marketing is a marketing strategy that focuses on low-cost unconventional marketing tactics to produce the maximum results.
The initial term of Jay Conrad Levinson in his 1984 "Guerrilla Advertising 'coined. Guerilla marketing concept, inspired by guerrilla warfare is a form of irregular warfare tactics and strategies with little used by armed civilians connected. Many of these tactics are ambush, sabotage , attacks and the element of surprise. Just like guerrilla warfare, guerrilla marketing uses the same kind of tactics in the marketing industry.
This alternative ad style relies heavily on unconventional marketing strategy, high energy and imagination. Guerilla marketing it comes to surprise the consumer, what a lasting impression and create abundant Social Buzz. Guerilla marketing is said to create the impression of a much more valuable to the consumer compared to traditional forms of advertising and marketing. This is due to the fact that most guerrilla marketing campaign attacking consumers on a more personal level and aim impressive.
Guerilla marketing is often ideal for small businesses that need to reach a large audience without breaking the bank. It is also used by major companies in a grassroots campaign to compliment the ongoing campaign of the mass media. Individuals also have this type of marketing to find a job as a way to work or accepted.
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History of guerrilla marketing
Ads can be up to 4000 BC, papyrus used in the early Egyptians, are dated to make advertising messages and posters. What we think of classical advertising and marketing developed slowly over the centuries, but until the early 1900s never really boomed.
It was at this time that the main purpose of advertising is to educate the consumer about the product or service, rather than to entertain and with them.
In 1960, the campaign focuses on heavy advertising spending in various media channels such as radio and print media.
Not until the late 1980s and early 1990s that the cable television began to see an advertising message. This pioneer is memorable for MTV, where she focused on getting consumers to listen to advertising messages and it is not a byproduct of the leading event.
What is guerrilla marketing?
Agencies struggled to make an impression on consumers and consumers are tired, placed on the market. It is time for a change.
In 1984, the marketer Jay Conrad Levinson, the official designation resulted in his book entitled "guerrilla marketing".
Levinson comes from a background as a senior vice president at J. Walter Thompson and Creative Director and Board Member at Leo Burnett Advertising. In the book, Levinson, he proposed a unique way to approach and combating traditional forms of advertising. The objective of guerrilla marketing is the unconventional tactics to use to advertise on a budget. During this time, radio, television and print are increasing, but consumers are growing tired. Levinson suggests that the campaign should be surprising, unique, outrageous and intelligent. Need to create a buzz.
Small businesses began to change their way of thinking and approach to marketing in new ways. The concept of guerrilla marketing continue to grow organically and to develop.
You can find more information about Jay Conrad Levinson Guerrilla Marketing at the official website.
How Big Business are with guerrilla marketing
Guerilla marketing is a concept that originally intended for a small business with a small budget, but that does not mean that the same ideology stop the big business.
Large companies have to compliment with conventional marketing their advertising campaigns. Some marketers argue that, if a large company with guerrilla marketing tactics, guerrilla not true. Large companies have much larger budgets and they are already generally established brands.
It can also be much more risky to perform for big business to guerrilla marketing tactics. In some cases they may guerrilla stunts flop and eventually became a public relations nightmare. Small businesses do not have much to risk, because most people just write it off as another failed action.
An example of the famous 2007 Boston Bomb Scare of Turner Broadcasting on January 31, 2007. was what caused a guerrilla marketing campaign to promote switched in a bomb scare a new film with appearances Cartoon Network called Aqua Teen Hunger Force, the whole city become. Turner Broadcasting placed with the help of guerrilla marketing agency, Interference, Inc., battery-powered LED plaque similar to the characters 'Mooninite' in an animated series. LED billboards placed around Boston, Massachusetts and the surrounding towns.
What is guerrilla marketing? Guerrilla marketing placed PhotoThe panel at random locations and remain dark during the day. At night, the light panel is to the characters 'Mooninite' show put up his middle finger. The device resembles some of the properties of explosives and immediately scare cause.
"No one can understand that the Lite-Brite cartoon characters will generate the fear of bombs. After you take the feeling out of it, it is a campaign truly innovative. That's what people will remember. Many the brands we work with ask us for a guerrilla marketing campaign, with elements of mystery, but they do not really understand what it means from Ewen can this experience into something for the industry, advice about what it means to learn to improve he will have to be there to talk about it to the industry group ".. -. Donna Sokolsky, Co-Founder of Spark PR in San Francisco
Now it seems that many companies learned from past successes and failures. One of the big brands that have done a good job, is Coca-Cola.
In January 2010, The Coca-Cola Company created the "Happiness Machine" video using the interactive marketing agency, Definition 6. The video featured a vending Coca-Cola shared more than just a cold drink. This movie store in St. John in Queens, New York, strategically placed with five hidden cameras. The reaction of the students completely improvised.
After seeing the ROI is amazing in this video, decided Coca-Cola, the "happiness" theme by releasing some of the other video that uses the same concept continue.
More importantly, Red Bull deserves a lot of attention on this great action. On this day, but also broke the record of social media as to reach them over 8 million confirmed the same view on YouTube. The team achieved this with some great effort on their social media team. By visiting the website of Red Bull Stratos, users can tune in live jump to keep in motion by the flow twitter and connect with others on Facebook.