The changes in the advertising market force a completely different view on the communication aspect. Huge crunches, or even sometimes the attack of advertising makes the message ignored, more and more traditional advertising is no longer successful and sometimes annoying (such as banner ads). The most important criterion for finding new forms of advertising is the ability to reduce costs, which in consequence improves effectiveness and increases the memorability through an innovative marketing tool. (1)
Guerrilla marketing, which attracts customers with innovation and uniqueness, is a solution that meets these criteria.
One of the definitions cited in the book M.R. Solomon says that the essence of guerrilla marketing is the promotion of goods and services using unconventional methods and techniques, taking into account the specificity of the target group.
Guerrilla marketing requires the involvement of the authors, but the advantage is that it is characterized by a small amount of financial resources, which, however, allow a significant marketing response. The main idea is to convey the brand information without its direct and direct advertising. (2)
Media coverage can be literally everything, the most important factor causing the ad to be interesting is the audience’s amazement.
How look like Guerrilla marketing?
Here you have some examples of really nice ideas.
An amazing example of the marketing of a guerrilla advertising zoo. (Quelle)
Frontline has shown a great imagination and creativity by making its advertising in a mall in Jakarta, Indonesia. People could see a giant dog image where the passing people looked like fleas.
IWC, a Swiss watch manufacturer, gave you the opportunity to see how you look in their watch. Is it not a brilliant idea?
As you see the recipient responds to the unconventional message with greater attention. The main feature is intensity, variability, diversity. Partisan marketing activities are often supported by viral marketing techniques to help spread the information.
The guerrilla marketing activities fit perfectly into the contemporary model of marketing activities and the modern consumer. Attributes of partisan marketing, ie speed and efficiency, creativity as well as ability of rapid reaction acquire measurable meaning. (3)
Guerrilla marketing uses gossip, rumors spread across the Internet, leaflets, graffiti, and other often non conventional methods. Additional elements, such as reference lists, virtual space, online forums, sales training, competition analysis, marketing plans, partnerships, and satisfied clients are also helpful.
The guerrilla marketing uses a variety of techniques: elary birds, flash mob, teaser release, urban games, ambient events, lifestyle insert, viral marketing.
Also worth mentioning is the shocking message, sometimes used in guerrilla marketing. Studies indicate that anxiety or nervousness in the subconscious are considered a threat, which leads to alertness, focus on the source of the threat, which in turn causes a better recall of the stimulus, which caused nervousness. Emotional stimuli have a certain degree of precedence in processing information, controversial actions cause curiosity, increased vigilance, better memorization of message content, and as a result, increase the effectiveness of advertising.(4)
As technology evolves, the marketing industry changes and evolves. The pace of change requires advertisers to work hard and research into their effectiveness and new approach to advertising campaigns. The main purpose of marketing in recent years is to optimize marketing communication to improve the effectiveness of reaching the client and optimizing the credibility of the message.
Guerrilla marketing seems to work very effectively, because its essence is to strive for conventional goals with unconventional methods.
(1) Janiszewska K., Kall J., Advertising strategy.
(2) Levinson J.C. Mastering Guerilla Marketing, Houghton Mifflin Company, Boston 1999, p.24.
(3) Scott D.M., Marketing and PR in real time.
(4) Grochowska A., Wiechecka A., Emotional cognitive determinants of the effectiveness of controversial advertising