What is « Guerilla Marketing » ?
According to Isaac Belmar, expert in Marketing and Communication, the Guerilla Marketing is a marketing philosophy which is defending a non-traditional use of the media… Actually, its technique is to add another element to the media: a different and innovator one, which have a strong impact on the target appeal.
The key of Guerilla Marketing is to catch the attention… Which is possible if you manage to differentiate yourself from the dozens of competitors who are struggling to fill their clients’ mailbox with tasteless promotions…
Usually, the so-called Guerilla marketing seeks the same goals than the classical marketing, but it uses other means, like a guerillero! This kind of Marketing wants to catch the attention with actions and ideas out of the ordinary, stunning, original and always great. All this at a low cost!
At the beginning, Guerilla Marketing was a method mostly used by the Small businesses to live through the big businesses. They were carrying out a real anti-marketing in order to obstruct the competitor in his business.
Along with time, the guerilla marketing has become an option and a strategy, not only for the Small Businesses but also for the big ones. The courage to present something non conformist, awsome but simple is the plot!
Guerilla Marketing is concentrated on practice. Many times, decisions are directly taken by instinct. However, not every actions of the guerilla marketing are successful: hit your target with few shots is much more difficult than to shot with rapid fire!
● Unusual promotional statements
● New promotional means
● Relatively low costs
● Creativity and few rules
● Great impact on targeted people minds.
● Tends to fuel conversations and create controversy
Source: Portail PME SUISSE
Some examples of Guerilla Marketing:
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