GUERILLA MARKETING

WHAT IS IT?

Coined by Jay Conrad Levinson and defined as

“achieving conventional goals, like profit and joy

with unconventional methods, such as investing

energy instead of money”

It is a promotional tactic used by small

businesses.

It is often known as “Stealth Marketing.”

Highly suitable for businesses with tight budget.

Guerilla marketing uses unconventional but

creative promotional techniques within a limited

budget.

The target audience is often unaware that they are

being marketed.

Small business favour it as they cannot afford the

mainstream marketing like use of television or

newspapers.

This kind of marketing can achieve big results at

times.

WHY USE IT?

They are highly effective in fostering AIDA

Considering Pareto principle (80/20), 80% of

revenues come from 20% of marketing

activities.

It leads to viral marketing (word-of-mouth).

Less expensive compared to other ATL

promotional techniques.

Promotes creativity and healthy competition.

CASE OF MOZILLA FIREFOX

In 2004, Mozilla Web browser was unknown

until the company used guerilla marketing

technique. The firm used a fan base of

volunteers to generate 13 million downloads in

just 45 days!! It was basically the use

of peer persuasion and recommendation that

played the game.

Guerilla marketing techniques

Bagvertising (use of carrier and luggage bags)Bra-vertising (use of female models dressed in underwear)

Head-vertising(using adverts placed on fore heads of sales people)

Fancy Dress(use of extravagant outfit

Stickers Usage

Graffitti

Use of merchandise goods like pens, wrist bands

Buzz-marketing or word-of-mouth

Use of Prominent displays Automobi

les(use od adverts or signs in trucks, vans)

PROBLEMS Does not always reach the target markets.

The invasive nature d unethical methods

can cause negative publicity at times.

Large opportunity costs might be involved.

Sometimes guerilla marketing can take the

shape of advertising clutter.

Controversial ads can create negative

publicity

TO CONCLUDE…..

Though guerilla marketing may not work

always yet, the increase adoption of

technology has made it more accessible.

However, it is unlikely to work in isolation. It

can be used with other marketing strategies

to reap the maximum benefits.