The twenty-first century is a time of dominance of technology, science and an abundance of information. Every day there are more and more people who want to express themselves and convey the main idea of the target audience. With each passing day, it is becoming increasingly difficult to gain customer confidence and a favorable position in the selected market. This question will help to solve the right marketing strategy and all the necessary tools. Well, guerrilla marketing in action - speedy promotion with minimal cost.
History of occurrence
The term "guerrilla marketing" originated in the twentieth century and is co-created by renowned American advertiser Jay Conrad Levinson. Jay worked as a creative director for an advertising agency called Leo Burnett.
In 1984, the young man published a similarly named book, which was first addressed to small businesses and revealed the features of low-cost advertising methods. Outlining effective tools, the writer did not reveal the very concept that this is partisan marketing.
Despite the lack of an author’s explanation, many companies have used the basic techniques and still apply them. For example, business cards, flyers, booklets and other cheap advertising media.
Concept and characteristic
There are several interpretations of this definition. Partisan marketing is:
- Low-budget advertising methods that allow you to highly efficiently promote a particular product, attract new consumers and increase profit levels, without making large contributions to the activities of advertisers.
- An extensive concept that includes ideas and ways to promote using a non-standard approach and minimal financial costs.
- Tactics of brand promotion in a low-budget or free way, in which the influence on customers is due to creative thinking or hidden subtext.
So, summing up the common explanations, we can derive a universal formula. Partisan marketing is: extraordinary solutions + low costs (their absence) = fast and excellent results.
Guerrilla Marketing Principles
To achieve the desired effect, you should pay special attention to compliance with all principles:
- creativity of thinking (exceptionally unique ideas can cause admiration and memorization);
- modesty of the budget (maximum income with minimal investment);
- impact on the psychology of the target audience;
- lack of strict moral and ethical boundaries (often guerrilla marketing is something shocking and provocative);
- single repetition.
Performing all of the above, one can observe an increase in visits and purchases. A similar strategy should be used in many areas. The most popular partisan marketing in tourism, sales, social networks and all areas of service.
Main functions
Regardless of the application, guerrilla marketing aims to solve the following key tasks:
- Advertising without cash costs (ads on boards or mailboxes, flyers and booklets).
- Productive work with cheap channels (promoters, contextual advertising, shop windows, advertising on public transport).
- Increasing social interest in offers.
- Increasing recognition and improving the reputation of the company.
- Improving positions in search engines.
- Low-cost increase in the effectiveness of marketing policies.
- Local impact and point impact on potential customers.
- Attraction of new regular customers.
The performance of these functions does not always pay off. Therefore, it is worth familiarizing yourself with the possible flaws of the chosen marketing strategy.
Advantages and disadvantages
Partisan marketing, like any phenomenon, has negative and positive sides. Among the advantages can be identified:
- low cost in comparison with standard methods of promotion;
- Word of mouth;
- speed of results;
- a wide range of tools and special techniques;
- large coverage of the target segment.
But not with just kind words. Before proceeding to direct use, it is recommended to familiarize yourself with the minuses:
- high requirements for the manifestation of creativity and originality of an idea;
- a complex mechanism for using individual techniques;
- possible negative effect that spam and hidden impact.
Thus, when choosing guerrilla marketing, you need to inquire about the riskiness of such an undertaking. And only then it is necessary to determine what type or complex of types of marketing it is worth applying in business.
Classification
Depending on the target audience and the product or service offered, there are several types of guerrilla marketing.
- Outrageous. It usually focuses on young people and by any means attracts the attention of consumers. It can be sexual jokes, provocative phrases and catchy words (even mistakes in them).
- Viral. The fundamental difference between the species is its emphasis on psychology. We are talking about posts on social networks, advertising banners and other pieces of guerrilla marketing on the Internet. If a person likes a picture, text, sound, animation, then he will definitely share it with friends - and that's it. Funny videos with animals are especially popular.
- Hidden. Here, the potential client does not understand and does not realize that the company influences his choice. This includes reviews, references to services in clips or films, etc.
They can be used both separately and in combination. The main thing is to skillfully combine guerrilla marketing methods online or offline.
Offline Methods
Among the tools for guerrilla marketing live, many can be identified. Only in time-tested and giant companies such:
- Word of mouth. Here we are talking about some "dummy buyers." So, people who are happy with a purchase recommend this store to their loved ones, relatives and just acquaintances.
- Deviation from tradition. In this case, crazy creativity takes over. For example, Nike created benches without seats that say Run or Just do it.
- Conducting public events. As large sports complexes do, a celebration is held at the opening of a new building, to which everyone is invited.
Associations with major world holidays or important dates are also widely used.
On-line methods
The 21st century, as was said before, is characterized by an incredible amount of information, so you need to use this. Partisan network marketing works with:
- Viral content. It carries an entertaining and informative wave with inconspicuous advertising subtext, which causes positive emotions and pleasant feelings. Such tools are mini-books, sketches, clips, melody, etc.
- Hidden marketing. So, the company creates its own blog or website, where it tells customers all sorts of usefulness, interesting information or gives practical advice. And between the lines the product is advertised.
- Using trends and hot news. The product is being tied to a specific topic, which now excites the target audience.
Only the integrated use of network and live methods will help achieve high results.
Tools
The methods of guerrilla marketing are quite diverse. In order for the full realization of the goals set to go, it is worth using:
- cooperation and partnership with companies that have the same target audience, but offer a different product;
- the creation of a specific place for communication between customers and employees (a separate forum, website or application);
- organization of targeted mailing of special offers, hot discounts or promotions;
- search for advertising media among the environment (trees, roads, walls of houses, etc.);
- placement of non-standard advertising in taxi cars or public transport;
- the use of extravagant tricks;
- offer related services;
- active design of branded souvenirs.
The list is not limited solely to these methods. Fantastic flight and crazy ideas that appear after ready-made examples of guerrilla marketing are welcome here. A well-designed, interesting and even exciting story about creating a product, about the company itself and about employees will help to lure a customer. When the company tells the buyer about its life, a thread of trust and desire to acquire something arises.
Channels in guerrilla marketing
This type of marketing tactic should not impose a product on people, but rather, lightly push them to purchase or cooperation. Excellent guerrilla marketing is supposedly an independent decision of the consumer about communication with your company. To achieve this, you need to use the channels:
- Social network. Ideal alternative for viral content. Facebook advertising is aimed at people from 25 years old, on Instagram - from 15. If the target audience lives in the CIS countries, then the well-known VKontakte site is suitable.
- Thematic forums and pages. Here you can leave positive feedback about your company or negative about competitors on behalf of ordinary people.
- Advertising by bloggers. Sometimes famous media personalities request payment for advertising or spend it on barter.
- Video materials. Creation of interesting video clips that will bring the public pleasure, good mood, new useful data; simple clips that are remembered and leave an imprint in the memory.
Sources for detailed study
Partisan marketing course is obligatory for those entrepreneurs who care about the success of their own business and wish to develop in an accelerated mode. To do this, it is recommended to study a special selection of materials that will help to find answers to all questions and delve into the concept of guerrilla marketing.
- Jay Conrad Levinson. Partisan marketing. Simple ways to get big profits at low cost. (2012)
- Igor Borisovich Mann. No budget. 57 effective marketing techniques. (2009)
- Alexander Mikhailovich Levitas. More money from your business. Partisan marketing in action. (2012)
- Jay Conrad Levinson, Paul Henley. Partisan marketing. Welcome to the marketing revolution!
It remains only to use the knowledge acquired wisely and surprise the target audience with the limitlessness of their own imagination. At the same time, buyers will surprise you with their desire to cooperate and share good reviews with others.