Effective guerrilla marketing is newsworthy, creative, and emotive.
Guerrilla Marketing utilizes unconventional strategies to get consumers’ attention and create buzz about the product or brand being marketed. It’s disruptive, provocative, and memorable.
Good guerrilla marketing campaigns take consumers by surprise and create an emotional reaction. Charged emotions lead people to take action, tell their friends, and get involved in the campaign in some way. In turn, the campaign message spreads far and wide. Ideally, these emotions will be shock, surprise, delight, curiosity, and admiration.
The possibilities are endless: Stickers, FREE Samples, opening a Pop-Up Shop, Geo-fencing with Snapchat or Instagram, Graffiti on the walls, Flyers, Posters! It all depends on what the situation calls for.
We approach it like seeing a Gorilla.
You know you have to take action or that thing is going to rush you...
Be Seen! ;)
Guerrilla marketing exploits services which already exist, such as social networking sites, to create brand awareness. This could be spread by word of mouth or by exploiting social media. Guerrilla marketing targets those who are more likely to share the message with others. Within Guerilla Marketing there is a host of different types, methods and disciplines. However, we're against such methods as Astroturfing and do not condone or recommend such Guerilla Marketing methods.
Ambient Marketing is advertising presented on elements of the environment, including every available physical surface. It is a compilation of intelligence, flexibility, and effective use of the visible ambience. These kinds of ads can be found anywhere and everywhere from hand dryers in public bathrooms and petrol pumps through to bus hand straps and golf-hole cups.
Ambush Marketing is a form of associative marketing, used by an organizations to capitalize upon the awareness, attention, goodwill, and other benefits generated by having an association with an event or property, without that organization having an official or direct connection to that event or property. Can typically be seen at major events where rivals of official sponsors attempt to build an association with the event and increase awareness for their brands, sometimes covertly.
For example, Nike during the 2012 London Olympics created 'find your Greatness' spots where they featured athletes from several locations called London, but without showing the real London or referring to the Olympic games, which was intended to build a strong association between London Olympics and Nike.
The term astroturfing is derived from AstroTurf, a brand of synthetic carpeting designed to resemble natural grass, as a play on the word "grassroots". The implication behind the use of the term is that instead of a "true" or "natural" grassroots effort behind the activity in question, there is a "fake" or "artificial" appearance of support. Astroturfing is the practice of masking the sponsors of a message or organization to make it appear as though it originates from and is supported by grassroots participants. It is a practice intended to give the statements or organizations credibility by withholding information about the source's financial connection.
Astroturfing is among the most controversial Guerrilla Marketing strategies, and has a high risk factor for the company marketing the product or service. Astroturfing derives from artificial “turf”, often used in stadiums or tennis courts - also known as fake grass. Hence, fake endorsements, testimonials and recommendations are all products of Astroturfing in the public relations sector. Astroturfing involves generating an artificial hype around a particular product or company through a review or discussion on online blogs or forums by an individual who is paid to convey a positive view. This can have a negative and detrimental effect on a company, should the consumer suspect that the review or opinion is not authentic, damaging the company's reputation or even worse, resulting in litigation.
In this form of marketing, the attempt is to allow a prospective consumer to experience the product in question, so that they have something tangible to connect with. The company allows people to experience the product in question. It is often stated that this form of marketing allows the consumer to make a more informed and intelligent decision.
For example, auto makers offering test drives or driver experiences. Also when you're at the mall and low and behold there's a car in your way on the way to your favourite shop, that car is parked there so you can get in and experience the interior and exterior design features to pique your interest in buying one. Clever.
Instead of launching a message you hope will appeal to many people, you target your efforts to a small group and hope the group will spread your message to a much larger audience. Grassroots campaigns aim to win customers over on an individual basis. A successful grassroots campaign is not about the dissemination of the marketing message in the hope that possible consumers are paying attention, but rather highlights a personal connection between the consumer and the brand and builds a lasting relationship with the brand.
For example, endorsements by professional athletes of athletic apparel is an example of Grassroots Marketing. The advertiser spends their money on getting an endorsement from the athlete of their product. The athletes' followers disseminate the message from posts by the athlete. They idolise the athlete and therefore spend their money on products the athlete endorses. #InfluencersRule
This is the form of Guerrilla Marketing where the company aims at making people realize the presence of the product. They try to achieve this by placing products in those places where they are bound to get a lot of recognition and exposure.
For example, product placement in movies and television shows is often considered to be a type of presume marketing. Or when on the Internet you place notes or photographs on different websites you are indulging in presume marketing.
Stealth marketing is a deliberate act of entering, operating in, or exiting a market in a furtive, secretive or imperceptible manner, or an attempt to do so. Similarly, buzz marketing uses high-profile media to encourage the public to discuss a brand or product. Buzz marketing works best when consumer's responses to a product or service and subsequent endorsements are genuine, without the company paying them. Buzz generated from buzz marketing campaigns is referred to as amplified word-of-mouth, and organic word-of-mouth is when buzz occurs naturally by the consumer.
For example, do some research as to how Sony marketed their T68i phones in 2002, which was one of the first phones with a built-in camera. They hired 60 actors to pose as tourists, placed them in public spaces to ask passers by to take photos of them using the T68i. Thereafter the T68i became one of the best-selling phones of 2002.
Street marketing uses unconventional means of advertising or promoting products and brands in public areas. The main goal is to encourage consumers to remember and recall the brand or product marketed. As a division of guerrilla marketing, street marketing is specific to all marketing activities carried out in streets and public areas such as parks, streets, events etc. Street marketing also encompasses advertising outdoors, such as on shopping trolleys, public toilets, sides of cars or public transport, manhole covers, footpaths, rubbish bins, anywhere that's on the street.
For example, one technique is to place advertisements such as billboards and static ads in unexpected or random locations, such as down alleys or behind large buildings. Although the ad itself is conventional, the unexpected placement is intriguing and people may take an extra moment to ponder the ad.
Viral marketing is a business strategy that uses existing social networks to promote a product. Its name refers to how consumers spread information about a product with other people in their social networks, much in the same way that a virus spreads from one person to another. It can be delivered by word of mouth or enhanced by the network effects of the Internet and mobile networks.</p><p>Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Like viruses, such strategies take advantage of rapid multiplication to explode the message to thousands, to millions.
Unlike other types which tend to be subtle, this form involves over-the-top promotion of your product by placing posters wherever they can be placed and making the message hard to miss. Of course, the cost factor involved in this form of marketing is very less which makes it effective in the long run.
For example, especially DSTV installers use Wild Posting on every damn pole that has space you'll see the little DSTV poster with the phone number. We're convinced it's part of their marketing training with Multichoice somehow. Too obvious.