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Guerrilla marketing
It is a body of unconventional ways of pursuing
conventional goals.
Definition
Guerrilla Marketing
Unconventional marketing intended to get maximum results from
minimal resources.

Guerrilla Marketing relies on time, energy and imagination, rather
than big dollars.

It offers a way to engage highly targeted audiences, simply to jar
consumers who are so inundated with advertisements
The Guerrilla Advertising
Advertising designed so that the target audience is left unaware they have
been advertised to, while leaving the desired impression for the product.
GM
Guerrilla
Marketing
C
haractoristics
A
dvantages
G
uerrilla Instruments
Unexpected
Drastic
Humorous
GM
Guerrilla
Marketing
One-shot
Cheap
Customers
Benefit
C
haractoristics
A
dvantages
G
uerrilla Instruments
Guerrilla Marketing Characteristics
•
Completely Unexpected: Guerrilla campaign must include a
surprise situation. That situation can be created by using usual objects
in an unusual place and vice versa or by staging an event that people
were not prepared to take part in. Either way, the surprise factor will
help raise participants’ attentiveness to the campaign and its
messages.
•
Drastic: Extremeness intensifies the surprise and is helpful when
trying to reach a large audience without spending a lot (by creating a
word-of-mouth effect). However, alongside the potential of achieving a
high degree of interest and exposure, drastic behavior can also lead
to rejection and outrage
•
Humorous: Humor can help break the barriers between the company
and the consumer, just as it often does in regular human interaction.
Humor also plays a role in turning campaigns viral, which means
reaching a larger audience. Mixing surprise with humor is a key
strategy to a successful guerrilla campaign
Guerrilla Marketing Characteristics
•
One-Shot Game – Due to the importance of the surprise factor in it, a
certain guerrilla-marketing concept can only be executed during a
limited period of time and should not be used twice on the same target
market.
•
Cheap: Sticking to a minimal budget is just as important as creativity
and innovation to the design of the campaign. With that said, the
budget should realistically match the size of the target market.
•
Goodwill and Customer Benefit: Guerrilla marketing campaign
should always include an act of goodwill on the part of the company in
order to make consumers feel satisfied and valued. The benefit can
be tangible—for example, giving away something for free as part of
the campaign—or intangible, such as something that makes
customers laugh, feel smarter, or feel more valued
Flexible
Low Cost
Targeted
Simple
GM
Guerrilla
Marketing
C
haractoristics
A
dvantages
G
uerrilla Instruments
Guerrilla Marketing Advantages
• Flexible – because of small scale nature, it
can be adapted quickly and relatively easy
to respond to change
• Low Cost – one of the founding principles
– ideal for firms who do not have massive
marketing budgets
• Targeted – designed to reach the target
market – reduces waste and ineffectiveness
• Simple – many of the methods simple and
easy to use and implement – ideal for the
smaller business
GM
Guerrilla
Marketing
C
haractoristics
A
dvantages
G
uerrilla Instruments
Guerrilla Instruments
 Undercover Marketing
or Roach Baiting or Stealth Marketing– also known as ‘buzz
marketing’ – getting the company message/brand across by the
use of an ‘actor’ behaving as a normal consumer in the hope of
getting the message passed on to actively promote the
product/brand in a variety of situations or leaving products in high
profile places to get them seen/used/noticed.
Guerrilla Instruments
Illegal Methods
o Bill stickers
o Spray paint logos
o Graffiti Ads
(Some of these may not
be strictly illegal but may border
on being so)
Guerrilla Instruments
 Stickers
can be put
anywhere
especially in
the target area
Popular Guerrilla Instruments
• Viral Marketing, Buzz Marketing
• Ambient Marketing
Viral vs Buzz Marketing
• Both of them are marketing techniques that engage people in
discussing a business in light of some event, news, incident, rumor
etc.
• These discussions eventually improve the search engine visibility (for
online) of business and so provide a chance to a business to develop
and evolve from this visibility.
• Consumers tend to diffuse the advertising message through various
media channels voluntarily because they are thrilled by guerilla action
http://www.examiner.com/article/viral-marketing-vs-buzz-marketing
Alena, K. (2012). Guerilla Marketing: New Concept in Practice.
Viral Marketing
Buzz Marketing
• Viral marketing aims at the spreading of messages or
information from person to person, while buzz marketing is
aimed at creating content which excites or draws attention and
interests people.
• After effect of viral marketing campaign lasts long and rather its
popularity grows exponentially whereas, in case of buzz
marketing, it’s only about a duration or period of time. A
sensational news can attract large amount of individuals but
not for too long.
• News distributed or discussed in viral marketing may or may
not be provocative, rumor or exciting but absolutely matches
the interest of users. On the other hand, buzz marketing
content is drafted to create a sensation so as to draw the
attention of as many as users it can. News may or may not be
useful to the user but is exciting.
Ambient Advertising
Ambient marketing is the
guerilla version of outdoor advertisement.
The goal of this instrument is to surprise
customers by placing advertisements at
different unusual places where they do not
expect to see them.
(Hoffmann and Hutter, 2011).
The effectiveness of the medium lie in the
creativity of the ad placement.