Gerillamarketing | Weboptim
Today, thanks to changing consumer behaviour, traditional marketing tools are no longer as effective as they once were. People are exposed to so much new stimuli and information (e.g. advertising) that they are unable to respond to it, and most consumers have become advertising-averse and do not respond in any way to, for example, a television advertisement. Marketers need to come up with advertising that stands out from the rest.
In America, a more alternative method appeared decades ago, called guerrilla marketingis called. Guerrilla marketing is has an almost infinite range of tools, you can use it on any surface that is not conventional, so the emphasis is on creativity!
So the concept of guerrilla marketing can best be defined as a new way of advertising in consumer communication that uses innovative and often surprising methods to get the advertising message across to consumers.
What is the basis?
In most cases, guerrilla marketing is based on word of mouth. So the aim is to reach the masses in the shortest possible time and in the most cost-effective way.
A well-developed guerrilla campaign can reach huge crowds in a short time by word of mouth alone, because if people get hold of it, they will pass it on to their friends and family, e.g. share it on various social networking sites.
Would you have guessed that Red Bull, the best-known and most popular energy drink of our time, has also achieved huge success through word of mouth around the world? But it has. At the time it was released, there were a lot of negative and positive rumours about it, and it was banned, but the result is that it is still available today, and almost all young people like to drink it on the morning of one or two exams.
Types of guerrilla marketing
Four main types of guerrilla marketing Buzz, Viral and Ambient marketing
Buzz marketing
Also known as Word Of Mouth (WOM), it means word of mouth, word of mouth marketing. It is a type of guerrilla marketing that uses human networks, word of mouth, to communicate and deliver a marketing message.
To spread the word quickly, the best way is to start spreading the word on the most visited social networking sites, such as blogs.
Virus marketing
The "contagious" type of Buzz marketing that works on online channels. This message is nothing more than some kind of service or valuable product. This sector effectively creates communication conditions towards the online society. It is one of the latest advertising tools in marketing communication.
Viral film
A well-made viral film has strong creative qualities. Its main characteristic is its groundedness, which is to be punchy. These films are usually short, rarely longer, shocking, sometimes astonishing and shocking, they can be stomach-churning, but they are usually humorous, but whichever of these qualities predominates, they are attention-grabbing.
Ambient marketing
Mostly a provocative guerrilla advertising method that grabs the eye and exploits special and unavoidable media surfaces. In the huge media noise, any unusual media choice can be effective in creating astonishment. Almost anything can become an ambient surface, be it the asphalt of a train station, a toilet seat, a door handle, a bus handrail, etc.
Examples
Viral films: