What Is Guerilla Marketing?
What is guerilla marketing? Let’s look at it another way: how does ‘greatest impact with the least possible investment’ sound for your business? Read on and we’ll explain…
The main idea behind any guerilla marketing campaign is to create marketing benefits that are cost-effective, particularly winning media attention without having to pay for the advertising exposure.
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Guerilla Marketing Definition
Entrepreneur says that Guerilla marketing attempts to achieve the same goals as massive paid advertising campaigns without the need for such an incredible expense. This is the basis of what is Guerilla attack in marketing. In essence, it is about getting attention without having to pay that much for it.
Sometimes guerrilla marketing is much more effective than traditional advertising, so it is important for entrepreneurs to learn what is an encirclement attack in marketing in order to benefit the most from this strategy.
Encirclement Attack in Marketing
An encirclement attack in marketing is a method to surround competition in all major ways possible. The idea is to analyze the weaknesses and strengths of the competitors and launch an attack in multiple ways simultaneously.
Guerilla Marketing Examples
Here are some real-life examples of guerilla marketing techniques that have been used successfully:
Throw a Party at a Convention Instead of Having a Booth
If a start-up company wants to get a much attention as possible at a conference or a convention, they might consider throwing a party. The marketing director learns that to have a major presence on the convention floor will cost a small fortune. Having a tiny booth will not be effective and paying for a larger booth is in a prominent position is cost prohibitive.
At a major convention, the cost of a high-profile booth may be in the many tens of thousands of dollars. This amount can far exceed what a start-up company is capable of paying for.
In light of this fact, the marketing director decides instead to rent a suite in a hotel near the convention and throw a party with an open bar for special invitees. The marketing director pays for the entry to the convention of attractive people who are tasked with the effort to hand special invitations to the party, directly to certain people from specific companies.
Many conference attendees like to go to a party after spending all day at a convention center. A party atmosphere is more casual and gives the staff of the company that is throwing the party the chance to network with influential persons that can help advance their product launch and create more awareness about their products and/or services.
The cost of throwing such a party can be far less than the cost of having a booth at the convention. Moreover, throwing a cool memorable party is one way to get more attention.
Get Local Media Attention
Getting media attention is not always easy for positive events. In general, the media likes to cover disasters and horrific news, more than positive stories. However, on occasion, the media, especially the local news, will cover certain significant events, such as the opening of a new store, the start of a big construction project, or other things that might really benefit a community. Having a positive news story about a company and its efforts is much more powerful than any advertisements that the company may run. This means it pays to have public relations efforts to get local news coverage for significant things that any company is doing.
Getting viral attention can be very beneficial. Viral attention means that viewers of the content forward a link to it, re-tweet it, or send a copy of the content to many others. Oftentimes, this happens by accident. However, companies can create viral content intentionally as well. There is a fine art to doing this that requires having the sensitivity to guess what will be popular and what people will like to share with others.
Street art and wall murals can be a powerful way to advance guerilla marketing efforts. The best way for companies to do this is to have permission to paint graffiti on public walls and to make the street artwork representative of what the company wishes to promote without it appearing to be an overt advertisement.
The idea behind using street art is that it attracts more attention than commercial billboards. Guerilla marketing is all about getting attention for the company’s product or services in unusual and more cost-effective ways.
Guerilla marketing benefits may be more effective than traditional promotional campaigns because everyone is so saturated with advertising that most of the traditional advertising is ignored. The idea behind an effective guerilla marketing campaign is to make it stand out and be different from the rest as well as cost less than other ways to advertise.
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