The Leading Source Of Original Research And Insights On Business Model Strategy, Digital & Tech Business Models
What Is Guerrilla Marketing And Why It Matters In Business
Guerrilla marketing is an advertising strategy that seeks to utilize low-cost and sometimes unconventional tactics that are high impact. First coined by Jay Conrad Levinson in his 1984 book of the same title, guerrilla marketing works best on existing customers who are familiar with a brand or product and its particular characteristics.
Guerrilla marketing may appear to be relatively specialized at first glance, but there are several sub-types.
Outdoor marketing adds a surprise element to existing urban environments. For example, Volkswagen hung cartoon thought bubbles over parked cars of various competitor models in Dubai.
The thought bubbles read “I wish I was a Volkswagen.” Numerous cancer awareness organizations have also placed morgue toe-tags on sleeping sunbathers to start conversations about sun protection.
Indoor guerrilla marketing is most commonly seen in shops, train stations, and public thoroughfares and can be more targeted than outdoor marketing.
Guinness created custom advertising that wrapped around pool cues in pubs, reminding players to make the very natural association between pool and beer.
A Swiss skydiving school also used stickers on the floors of public elevators to simulate the view a consumer might have while plummeting to the ground.
Experiential guerrilla marketing involves the design of immersive or pop-up experiences that allow consumers to get a “feel” for the brand.
These experiences are usually sensory in nature and foster emotional bonds between brands and consumers. Energy drink Red Bull partnered with extreme athlete Felix Baumgartner to document the world’s highest skydive, solidifying the catchphrase “Red Bull gives you wings” among loyal fans.
Paper towel company Bounty left giant, edible popsicles on the streets of New York to melt in the sun with an accompanying billboard reading “Makes small work of big spills.”
Strictly Necessary Cookies
Strictly Necessary Cookie should be enabled at all times so that we can save your preferences for cookie settings.
If you disable this cookie, we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.