| The strategy of distinctive outlook |
– Diya Bisht
Did the Title just make you go back to “ The Ugly Duckling” story we read as kids? Well, that’s what this type of marketing strategy brings to you with its unique and creative approach among all other types of marketing just like “A Swan Among Ducklings“, it could also be misunderstood at times by its abstract ideas but never fails to amaze its audience, popularly known as the “guerrilla marketing”!
AN ANALYTICAL WARFARE: A Swan AMONG DUCKLINGS
Guerrilla marketing is a marketing strategy that was introduced dated back to 1984 by marketer Jay Conrad Levinson introduced this formal term in his book called, “Guerrilla Marketing” reshaping how small companies contemplate promoting themselves. Similar to guerilla warfare which had a great analysis of the objectives to be achieved with the total military situation and the overall ways of reaching their objectives, guerrilla marketing is admired for its use of unconventional tactics that are intended to get maximum results from minimal resources in view of the warfare.
GUERRILLA VS TRADITIONAL MARKETING
Guerrilla Marketing is also known as Non-Traditional Marketing for its ways to drive publicity so the best way to understand this type of marketing is to see it in contrast with traditional marketing to interpret all the aspects that it may include and what may or may not work out for you.
|It helps small businesses with big dreams.
|It is mainly for big businesses.
|Requires time, energy, and imagination.
|Requires investment of money to work out
|It aims at targeted messages to small groups and customer relationships.
|It aims at broad messages to large groups and sales for growing stats.
|Needs a graphic to communicate its idea.
|Needs a logo to brand and represent its business.
|Medium – Numerous marketing weapons (most are free).
|Medium – Mass media usage (television newspaper, radio, direct mail, etc.)
IS IT WORTH THE HYPE
The question which intrigues every investor and customer invested in the business or marketing makes them ponder over the choices they make. No one could stop the train of thoughts but ‘you’ that’s why we have some benefits and flaws of guerrilla marketing that will make you feel at ease and trust your choice.
- Provides the freedom of creativity
- Increases the brand awareness
- Budget-friendly and cheap to execute
- Leaves that jaw-dropping lasting impression
- The benefit of a high return on investment
- Might deliver the wrong message
- Facing potential backlash
- Contains High Risk of Failure
- Cause Intervention from authorities
- Unpredicted obstacles ex: bad weather
LOOKING FROM A DIFFERENT PERSPECTIVE
The awaited ‘WOW’ factor is finally here! These are some of the successful brands that opted for guerilla marketing and made everyone awestruck by their influence.
The Cavity Campaign – COLGATE
We all know Colgate, a company that makes toothpaste and toothbrushes. They used toothbrush-shaped popsicle sticks to remind anyone who is eating to brush their treat after having a sweet treat and eliminate cavities.
Piano Staircase – VOLKSWAGEN GROUP
Their main objective is to encourage people to take stairs instead of the escalator and make it more fun. They transformed a plain staircase into a piano as walking up and down stairs is a lot healthier.
Bus Takeover – COPENHAGEN ZOO & NAT GEO
They put the squeeze onto visits through their advertisement on the bus. While Copenhagen zoo depicted a giant snake crushing the bus, national geographic put the mouth of the great white sharks on the bus doors.
Have a Break, Have a KitKat
Taking the advantage of their bar-shaped chocolate, Kitkat utilized the street benches to advertise the chocolate. They even once installed hammocks near bus stops to highlight their theme to ‘have a break.’
CONCLUSION: A SWAN AMONG DUCKLINGS
In today’s competitive time where it is hard to stand out and make an impression as a brand among various others, guerilla marketing is a unique way to accomplish with techniques that can be adapted to the digital world and reach its audiences in unexpected ways. It is one of your best bets that won’t bust your budget and still provide you the unlimited space for creativity. A concept that is being adopted by companies of all sizes, Guerilla marketing provides you with a faster and more innovative way of marketing.
Also Read: “THRIVING WITHOUT AN AD!?“