Post on 18-Aug-2015
GUERILLA MARKETING
WHAT IS IT?
Coined by Jay Conrad Levinson and defined as
“achieving conventional goals, like profit and joy
with unconventional methods, such as investing
energy instead of money”
It is a promotional tactic used by small
businesses.
It is often known as “Stealth Marketing.”
Highly suitable for businesses with tight budget.
Guerilla marketing uses unconventional but
creative promotional techniques within a limited
budget.
The target audience is often unaware that they are
being marketed.
Small business favour it as they cannot afford the
mainstream marketing like use of television or
newspapers.
This kind of marketing can achieve big results at
times.
WHY USE IT?
They are highly effective in fostering AIDA
Considering Pareto principle (80/20), 80% of
revenues come from 20% of marketing
activities.
It leads to viral marketing (word-of-mouth).
Less expensive compared to other ATL
promotional techniques.
Promotes creativity and healthy competition.
CASE OF MOZILLA FIREFOX
In 2004, Mozilla Web browser was unknown
until the company used guerilla marketing
technique. The firm used a fan base of
volunteers to generate 13 million downloads in
just 45 days!! It was basically the use
of peer persuasion and recommendation that
played the game.
Guerilla marketing techniques
Bagvertising (use of carrier and luggage bags)Bra-vertising (use of female models dressed in underwear)
Head-vertising(using adverts placed on fore heads of sales people)
Fancy Dress(use of extravagant outfit
Stickers Usage
Graffitti
Use of merchandise goods like pens, wrist bands
Buzz-marketing or word-of-mouth
Use of Prominent displays Automobi
les(use od adverts or signs in trucks, vans)
PROBLEMS Does not always reach the target markets.
The invasive nature d unethical methods
can cause negative publicity at times.
Large opportunity costs might be involved.
Sometimes guerilla marketing can take the
shape of advertising clutter.
Controversial ads can create negative
publicity
TO CONCLUDE…..
Though guerilla marketing may not work
always yet, the increase adoption of
technology has made it more accessible.
However, it is unlikely to work in isolation. It
can be used with other marketing strategies
to reap the maximum benefits.