The fascination of guerrilla marketing

In the world of marketing, where traditional tactics are often blurred into a monotonous background, guerrilla marketing emerges as a beacon of creativity and innovation. At its core, guerrilla marketing is an unconventional strategy that focuses on surprise, creativity, and ingenuity. It is about making a big impact with limited resources and creating an unforgettable experience through the element of surprise that resonates with the audience.

In this blog post, we'll explain the basics of guerrilla marketing. In a later article, we will then show you the best examples from business practice.

Types of guerrilla marketing

In Ambient Marketing, advertising is placed in public spaces in order to achieve a high level of attention and impact among the target group. Various techniques can be used, such as projections or stencil art. The creative and unconventional implementation should make the advertising messages stick in the memory of the target group and achieve a high level of virality.

Sensation Marketing is an effective way of arousing strong emotions among the target group through spectacular presentations and leaving a lasting impression. Sensation marketing thrives on eye-catching productions in public places, whose unexpected and surprising actions are intended to trigger a WOW effect. In contrast to ambient marketing campaigns, which often stay in one place over a longer period of time, sensation marketing campaigns are often unique and of shorter duration.

Viral Marketing aims to disseminate advertising messages quickly and extensively, mostly via the Internet or social media. Viral marketing is particularly suitable for companies and brands that want to address a young and social media savvy target group. The content must be designed in such a way that the target group sees it as original, entertaining or useful in order to encourage sharing and forwarding within the network.

Buzz Marketing should increase awareness of a product through targeted word of mouth and initiate positive discussions. This strategy is based on the conviction that recommendations are valuable and can be promoted with the use of Buzz Agents. Buzz Agents are enthusiastic customers who love a product or service and are ready to actively promote and recommend it. Buzz Agents are particularly valuable as they can help spread the word quickly and effectively.

Ambush Marketing is a marketing tactic in which a company tries to attract the attention of customers by creating a connection to an event without actually acting as a sponsor of the event. The tactic aims to benefit from the attention that the event generates without bearing the high costs associated with an official sponsorship partnership. Ambush marketing offers several benefits, but it can also be ethically questionable and have negative effects.

In Mosquito Marketing, weaknesses in the competitors' marketing concept are targeted and exploited by adapting one's own advertising message in a creative and unconventional way. When using this marketing tactic, care must be taken to ensure that the advertising message is not perceived as too intrusive or unpleasant.

Pros and cons of guerrilla marketing

Advantages:

• Cost effective: Often reliant on creativity more than on budget, guerrilla marketing can be a boon for companies that want to make a significant impact without large investments.
• High impact: The element of surprise can leave a lasting impression and make the campaign memorable, which is likely to lead to further dissemination and discussion.
• Engagement: These campaigns often promote direct interaction with the brand and create a deeper connection with the audience.

Disadvantages:

• Risk of misinterpretation: Without proper execution, the intended message can be misunderstood, potentially leading to negative publicity.
• Unpredictability: The viral nature of guerrilla marketing can be a double-edged sword. While aiming for positive attention, the response can sometimes be unexpected.
• Legal and ethical considerations: Some guerrilla marketing tactics can touch ethical lines or even break local laws, particularly when public property is used without permission.

Guerrilla marketing isn't just about being different; it is about being bold, innovative, and engaging. It challenges marketers to think outside the box and integrate creativity and surprise effects into the concept. Whether it is a small start-up or an established company, the essence of guerrilla marketing is universal. It is a reminder that in the fast-paced world of marketing, sometimes the most unexpected steps have the biggest impact.