Marketing is too broad to define. Some people think it’s about selling. Partly it is true because that is the ultimate goal of marketing; however, it is more than just selling. It’s about strategies in getting the attention of target customers. Apparently, it is focused on effective advertising more than just effective selling. When we hear of advertising, we tend to think of companies that are advertising their products on mass media such as television and radio programs. Street billboards are also what we may think of advertising. These are advertising campaigns on a large scale but for most brands, there are other forms of marketing that don’t carry such a large commitment and outlay.
What about giving away promotional products? This is just one example of a different type of marketing strategy and can be very effective if used correctly within the marketing mix. It can also be used creatively in conjunction with the so-called guerrilla marketing.
What Is Guerrilla Marketing?
Guerrilla marketing was adapted by the author Jay Levinson in his book Guerrilla Marketing published in 1984, and it became popular. Since then, all strategies similar to what he wrote are called guerrilla marketing. Over the years, guerrilla marketing has evolved into a professional marketing strategy. In the past, mass media was dominated by big companies that could afford to spend so much money on advertising. Because of that, small companies were pushed away in market competition until guerrilla marketing came into being. Guerrilla marketing is an unconventional way to advertise a product or a service. This type of advertising strategy is more focused on helping small companies and entrepreneurs to advertise their products and services without spending a large amount of money.
Guerrilla marketing works very simply. If you want to apply it in your business, you don’t have to design a very complicated marketing program just to do it. The motive behind guerrilla marketing is to spread your word at low cost. Imagine a big company spending millions of pounds to remind a thousand of customers within an hour. This is through conventional advertising. With guerrilla marketing, you don’t need to a large budget to remind the same number of customers within the same period of time. In other words, guerrilla marketing means working behind the camera in order to capture the attention and imagine of a vast audience of people going about their daily routine. For example a clever graphic on a park bench or side of a lorry or a clever piece of point of sales within a shopping centre in fact anything that will get a brand seen and remembered, don’t forget it can be seen by a hand full of people but if good enough could be shared by millions on social media. The only question is how you can implement it. Well, It depends on your business. Creativity matters for guerrilla marketing because it has to be unique all the time. It is not any more guerrilla marketing when the strategy is very common. To use it more effectively, always think of an easy way to advertise at low cost. And when you think of an easy way, make sure only a few are doing such strategy in your product or service category. This means you can also apply common strategies used in some product categories but are still not used in your product’s category.
The future of guerrilla marketing is very positive. In fact, it is the future of marketing. It is because online marketing is also a type of guerrilla marketing, which is now very popular among modern marketers. Therefore, you should expect more and more unique marketing strategies to be introduced in the coming years as guerrilla marketing is democratizing the whole advertising industry today and in the years to come.