Guerilla Marketing
Be smart, effective, and undercover. Learn about nontraditional ways of getting out the OVX message.
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What is Guerilla Marketing?
- Guerilla Marketing is making a personal and passionate connection with the consumer.
- It creates opportunities that are relevant to someoneís decision-making process and lifestyle choices (when, where and how).
- Its goal is to be memorable, unexpected and unique, High Impact, High Results.
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Grassroots Equals a Groundswell
- Example: street marketing by the rap music industry or Truth dropping body bags at tobacco companies.
- The fans or customers become your brand's evangelists.
- More and more, individuals are the brand's real spokespeople (or anti-brand).
- It may begin as a company creation (artificial) but if itís done well, it becomes organic and user-led and fed.
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When Do You Go Guerilla?
- When your goal is word-of-mouth and publicity.
- When you want to create excitement around your brand or extend the brand.
- When you want to be very targeted and have an actionable outcome.
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Use it Wisely
- Integrate Guerrilla into your total marketing mix. It should be part of the marketing plan, not the only tactic.
- Remember it's more than just clever "stunts," it's a way to make a compelling connection to your brand.
- It can infuse an existing brand relationship with new energy or new meaning.
- It can be just as expensive as traditional marketing programs.
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