Aakriti BansalManagement Student at IMT Ghaziabad, Brand Marketing Professional
The term ‘Guerilla’, as the personality of the word suggests, comes out as intense and full of conflict. The concept of Guerilla Marketing has been borrowed from Guerilla Warfare that used an element of surprise and strategic tactics to bout the counterpart.
Guerrilla Marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It focuses on low cost marketing methods that intend to yield maximum output.
Let us take an example to make it clearer:
One of the best advertisements that I have ever come across is depicted as follows. Honestly, it did catch me when I looked at it the first time.
The company ‘Frontline’ has used exceptional creativity and an imaginative vision to put forth its idea and product. Anyone, who would see this in the mall, would be caught by surprise creating a long-lasting impression. Not would this just cause your sale figures to go up but would create an organic social media buzz, thus attracting more focus.
Let us look at some more, small yet impactful, examples of Guerilla Marketing.
Axe has very subtly and strategically placed its product in one of the busiest and most crowded places across the city, that is, metros. Here, this small board targets the right audience, catches them by surprise when they least expect it and portrays that exact brand messaging that they have been promoting for years. For those who know the brand, this small advert would account to a great recall element.
Here the beer café, very efficiently, implants an image into the consumer’s mind the moment they enter the café. As soon as you enter the café, opening the door through those handles, you automatically make a positive image about the café in your mind as a result of their ‘out of the box’ thinking. They cared enough for their customers to put in an effort to stand out from the rest of the cafés on the street. Small yet significant.
In the post COVID-19 era, the times would be such that the businesses would need to know their customers more than ever before. Accordingly, they would need to explore unconventional ways to attract cutomers to win back customer trust and loyalty. They would need to sensitize themselves to the fast changing consumer requirements and evolve dynamically.
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