Guerrilla marketing is the use of novel or unconventional methods to drive sales and attract interest in a brand or business. The objective is to cause the users themselves and the media to give it media coverage.
It is different from traditional marketing, which is often based on personal interaction. Additionally, it has a smaller budget and focuses on smaller groups of advocates who are responsible for getting the word out in specific channels rather than through generalized media campaigns.
Outdoor guerrilla marketing
This type of marketing adds value to pre-existing urban environments, such as placing something removable on a statue or leaving temporary artwork on sidewalks and streets.
It is possibly the most popular subcategory and works in a similar way to traditional offline ads. The goal is to attract attention with an object or image in a highly visible outdoor area. The message is placed in an unexpected place whose context does not look like a typical ad space.
Photo uploaded by tectonics
Indoor guerrilla marketing
Similar to outdoor guerrilla marketing, it is only done indoors, such as train stations, stores, and college campus buildings.
Photo property of Frontline
This type of marketing is one that seeks to create interest and potential purchases, mainly in the digital world. The objective is that it is the audience itself that decides to share and publicize the action that has been carried out. They are based on creativity.
The case of The Dollar Shave Club
His product: razor blades for a dollar a month.
His video on YouTube has more than 27 million views. This content revolutionized the networks: its spontaneity, absurd sense of humor and a direct message focused on the benefits penetrated the users.
The protagonist of the video is the director of the company himself who knew how to take advantage of his limited resources like no other. Ultimately, the company was acquired by Unilever.
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Ambush Marketing is a strategy where brands try to generate a relationship with sporting, social, musical or cultural events without being official sponsors or making expensive investments. With this, they make the public associate that brand with a particular event.
They can be a real headache, by the way, both for the organization of the events, as well as for the brands that officially sponsor activations, which see their investment fall for a more skillful and cunning “stranger” who captures the eyes without even having been part of the organization of the events.
One of the most famous examples of this activity was what AX did, when he broke in with a person who got over him just before the start of a women’s marathon, spraying his body with deodorant and within seconds thousands of women were running away. behind him, all transforming into the staging of the Ax brand, using the context of the start of a race through the streets of the city.
Brands that use performance marketing strategies hire actors to be part of the staging. Flashmobs would come in here, for example, which are a group of people who came out of nowhere to dance a choreography. They became very fashionable a few years ago and came to work very well.
This video that you can see below is a bit old, but a clear example of the impact of this type of action.
Experiential guerrilla marketing
All of the above but executed in a way that requires the audience to interact with the brand. For a good experiential guerrilla marketing strategy, it is necessary to identify a good location that allows you to interact with consumers and think about the interactive action that will encourage them to participate.
Have you worked in class or did you know about any of these campaigns? Leave us a comment.