Guerrilla marketing was originally a marketing strategy in which low-cost, unconventional means (including the use of graffiti, sticker bombing, flyer posting, etc.) were used in a (generally) localized fashion to draw attention to an idea, product, or service. Today, guerrilla marketing may also include promotion through a network of individuals, groups, or organizations working to popularize a product or idea by use of such strategies as flash mobs, viral marketing campaigns, or internet marketing.
Modern advertising has saturated itself with the use of Guerrilla Marketing — to the point where it’s presence is not-so-unconventional anymore. Marketers have often used contrived and unoriginal forms of the method, causing it to lose some of it’s potency.
Now with the advent of social media like Facebook, Twitter, and most recently Instagram, marketing with an edge and with a minimal budget has become easier. Yet, successfully engaging consumers with this approach and [wowing] them with originality has become nearly impossible, as they are inundated with adverts on a consistent and aggressive basis.
Companies who choose to utilize Guerrilla Marketing as a tool for advertising should first qualify their target markets and capitalize on momentous events — much like Nike does surrounding big events like the World Cup.
Jay Z cleverly put together an advertising campaign, that in actual ad dollars wouldn’t necessarily classify as Guerrilla Marketing, but was nonetheless incredibly clever. It was more than likely huge luring point for consumers who were intrigued and inclined to purchase the book.
Guerrilla Marketing is most definitely not just for small or medium-sized businesses anymore.
Guerrilla Marketing can be seen being used to promote a wide-variety of products and brands. Some would consider the methods crass at times or even vulgar but most would argue that’s the whole point.
Advertising with Guerilla Marketing often requires interaction from the consumer before a purchase is decided upon. Many times the interaction is unintentional by the consumer and can even be a surprise, or shock, depending on how you look at.
Politics and even religion have ruffled quite a few feathers using Guerrilla Marketing tactics. Who said were just selling consumer product?
Even when the call to action isn’t there and the product line isn’t clear, many would argue as long as the brand is communicated, the impact is made.
Global initiatives have benefited from the use of Guerrilla Marketing and continue to implore its use.
Because of the nature of guerrilla marketing, the message and objective must be clearly defined in order to avoid being misunderstood. Misinterpretation by the targeted audience of the message intended to be promoted is a risk.
Word-of-mouth advertising does not always stay focused enough to present the intended message. The rumor-like spread of word-of-mouth marketing is uncontrollable once released, and can result in a misrepresentation of the message or confusion about a brand.