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Guerilla Marketing

Updated: Jul 4, 2023

Guerrilla marketing is a type of marketing strategy where a business uses unconventional

events to market a good or service. Guerrilla marketing is totally different from traditional marketing in that it frequently relies on one-on-one communication, has a smaller budget, and primarily focuses on a smaller group of promoters who are responsible for spreading the word in a specific place rather than through extensive media campaigns.

Guerrilla marketing relies on its overt advertising to spread via viral marketing or word-of mouth, which allows it to reach a larger audience for free. Guerrilla marketing relies on emotional connection with consumers. This strategy is not intended to be used for all products and services; rather, it is frequently employed to market to younger consumers who are more likely to respond favourably and to market more "edgy" things.

Streets, concerts, public parks, sporting events, festivals, beaches, and retail malls are just a few examples of the public spaces where guerilla marketing is done. Choosing the appropriate time and location to launch a campaign in order to prevent potential legal concerns is a crucial component of guerilla marketing. Guerrilla marketing, which aims to engage customers with a company, might take place indoors, outdoors, as an "event ambush," or as an interactive campaign.

Ambush marketing is one Guerilla marketing techniques that has been criticised for being unethical or even unlawful. Ambush marketing refers to when a business tries to link itself to a significant event or sponsor without having to pay for the right to do so.

Types of Guerrilla Marketing includes a variety of subcategories:

Outdoor Guerrilla Marketing – the practice of introducing something novel into an outside setting. Typically, this is carried out in densely populated urban areas.

Indoor Guerilla Marketing – uses confined public areas to create buzz. This might apply to college campuses, railway terminals, or museums.

Event Ambush Guerilla Marketing – involves uninvited promotion of a good or service at an already-held event, like a festival, athletic event, or concert. When something uncommon happens, this sort of marketing surprises guests at the event.

Experiential Guerilla Marketing – involves the public in the interaction with the brand can occur anyplace (indoors, outdoors, or during an event).

In conclusion, guerrilla marketing is a low-budget, high-impact method that employs imagination and creativity to promote goods or services using unconventional methods.

However, it requires careful evaluation of risks and ethical issues. It creates buzz and raises brand awareness. Targeting specific areas and depending on word-of-mouth marketing work best for larger brands.

Other marketing strategies, including display advertising and social media marketing, can benefit from guerrilla marketing.

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