Commercial Ink - Guerilla Marketing

Guerilla Marketing

Guerrilla marketing; many people have heard the term but are not quite sure what it means and what it entails. The term guerrilla marketing was first introduced by marketing expert Jay Conrad Levinson in his book Guerrilla Marketing, published in 1984. Essentially, guerrilla marketing is an unconventional way to promote a product or service that relies on time, energy, and imagination rather than a large marketing budget. Typically, these guerrilla marketing campaigns are interactive, and consumers are randomly targeted in unexpected places. They are relatively less expensive because companies do not need to spend money to secure media spaces like commercials or magazines. They can be a very effective and unique way to promote and advertise if used correctly. Guerrilla marketing was originally geared toward small businesses. It gave them a better chance to compete against the larger corporations even if they did not have the budget to do so. However, it did not take too long for large companies to catch on and begin to implement guerrilla marketing campaigns themselves. Non-Profit companies have also started to participate in guerrilla marketing as a way to advertise their business with minimal costs. So, the question becomes, what exactly is the difference between guerrilla marketing and traditional methods of marketing?

First of all, there is no guesswork involved in guerrilla marketing. It relies on an understanding of the science of psychology. Guerrilla marketing focuses more on building a relationship with the customer and establishing trust in order to sell a product or service. It also sometimes involves giving away samples of products, in order for the potential customer to "try it out" before they purchase it. Also, guerrilla marketers usually target a smaller group of consumers, whereas traditional marketing targets a larger market. Guerrilla marketers do not rely solely on a single marketing weapon, they combine several different types of marketing tactics.

There have been many successful guerrilla marketing campaigns. Some of the most recognizable include Red Bull and the truth campaigns (against tobacco). According to CNN.com, the most successful guerrilla marketing campaign was that of The Blair Witch Project. Before releasing the movie, which was presented to the audience as being a true story, in order to boost credibility the film makers created a web site devoted to the Blair Witch; a fictitious character who had been kidnapping and killing Maryland children for the last century. Even though these claims were completely made up, people began to by it, and then went to see the movie to "see for themselves." It wasn't until the actors of the movie started showing up alive in interviews did people begin to realize that it was a big hoax. But by then, the movie had already turned a serious profit.

Marketing and advertising must change with the times. More and more companies, large and small, are beginning to implement newer and more creative marketing tactics, like guerrilla marketing, and it isn't going to end anytime soon. Whether a cause or effect of new advertising strategies, consumers views of advertising are changing as well. For a company to become or remain successful, it must be open to emerging tactical strategies, like guerrilla marketing, and be one step ahead of their competitor's marketing efforts.

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