This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. Guerrilla Marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz. Guerrilla marketing is said to make a far more valuable impression with consumers in comparison to more traditional forms of advertising and marketing. This is due to the fact that most guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level.
Guerrilla advertising examples:
Pros of Guerrilla Marketing
- Cheap to execute. Whether using a simple stencil or a giant sticker, guerrilla marketing tends to be much cheaper than classic advertising.
- Allows for creative thinking. With guerrilla marketing, imagination is more important than budget.
- Grows with word-of-mouth. Guerrilla marketing relies heavily on word-of-mouth marketing, considered by many one of the most powerful weapons in a marketer’s arsenal. There’s nothing better than getting people to talk about your campaign on their own accord.
- Publicity can snowball. Some especially noteworthy or unique guerrilla marketing campaigns will get picked up by local (and even national) news sources, resulting in a publicity powerhouse affect that marketers drool over.
Cons of Guerrilla Marketing
- Mysterious messages can be misunderstood. There’s often an air of mystery to guerrilla marketing campaigns, and while it’s this sense of mystery that can often propel a campaign’s attention and notice, the lack of clarity can also skew audience interpretation.
Confusion associated with guerrilla marketing campaigns can have extreme implications, such as in 2007, when flashing LED circuit boards promoting a new animated series, Aqua Teen Hunger Force, were quietly installed around the city of Boston. The objects were mistaken for explosive devices, causing citywide panic as bomb squads were brought in to examine and remove the unknown devices.
The hired installers were even arrested for mounting “hoax devices,” but were later released. While it’d be easy to label this campaign as a disaster, the story got picked up on major media networks across the country, so despite whole ordeal, some would probably call it a success.
- Authority intervention. Some forms of guerrilla marketing, such as non-permissioned street graffiti, can result in tension with authorities.
- Unpredicted obstacles. Many guerrilla marketing tactics are susceptible to bad weather, thrown timing, and other small instances that could easily threaten to undermine an entire campaign.
- Potential backlash. Savvy audiences may call out businesses who are implementing guerrilla marketing campaigns they don’t approve of. This is especially true of undercover marketing campaigns – if you’re caught, prepare to face the wrath.
http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing. http://www.wordstream.com/blog/ws/2014/09/22/guerrilla-marketing-examples. http://www.creativeguerrillamarketing.com/guerrilla-marketing/122-must-see-guerilla-marketing-examples.