Guerrilla Marketing: Features and Benefits
The author of the book himself attributed to guerrilla marketing unusually designed business cards, booklets, leaflets, which were left in the places where the representatives of the target audience are supposed to be. For example, organizations that produce and install window structures can leave their advertising materials in new buildings, and flower sellers can put their business cards in pastry shops, etc. Such advertising does not require a significant budget.
Distinctive features of guerrilla marketing:
affordable price, which is one of the main advantages of this tool;
non-triviality that attracts the attention of representatives of your target audience, distinguishing you from the crowd of competitors;
virality, which consists in the rapid dissemination of information among people.
Nowadays, guerrilla marketing is understood not only as low-budget solutions, but also as hidden advertising, which is created so professionally that everyone perceives it, but no one notices.
A few words about hidden marketing
Covert marketing is essentially a covert advertisement. The main goal pursued by a businessman is not the implementation of a direct direct sale, but the preparation of an information field around the subject, which increases interest in it. In fact, we are talking about the formation of rumors about a product or offer based on artificially launched discussions, prepared comments, and reviews.
Note that artificial does not mean bad or unnatural. The main thing is that your advertising goals should be veiled, hidden. Excellent platforms for this are forums, social networks, thematic blogs, etc.
The results of the application of guerrilla marketing in practice
If you use such a marketing tool, you can achieve the following results:
informing the target audience about a new product or service, creating a positive image of the product and forming a loyal attitude towards it;
inciting interest in your organization, brand;
study of the target audience;
stimulation of demand for certain goods, services;
establishing contacts with potential customers and buyers.
If we talk about the modern understanding of guerrilla marketing, then its main features are stealth, affordability and naturalness.
Practical application of guerrilla marketing
To better understand how guerrilla marketing works, it is worth looking at examples of its practical application. Let’s say you need to inform the public that you are releasing a new product. Let them be a means to reduce weight. There is no money for an advertising campaign, you are afraid to aggressively promote the product because of a possible negative perception.
The best solution is to find a platform where you can find representatives of your target audience, women aged 25 to 40.
Then you need to prepare the text. Let it be a recipe for a weight loss cream that you can make with your own hands. But! To do it only in theory, because in practice it is very difficult, the ingredients cannot be found, and the process itself is confusing.
If suddenly the recipe does not suit you, you can prepare an article about the difficulties and ways to deal with excess weight and post it on the site. Then you can launch partisan commentators who should start a discussion. One claims that the cream helps, the other denies this and suggests other effective methods.
It is advisable to back up the words with photographs. Complaining about the weight problem, one guerrilla launches a snapshot and asks for advice, while another provides a link to the product in response.
After some time, the partisan, who allegedly lost weight, uploads a photo of the results, which, of course, are amazing.
Thus, the advertising of the product was unobtrusive, many people read about it and perceived the information naturally, as advice or feedback. You didn’t have to pay, because everything happened within the framework of communication on the thematic site. You can share the material by retargeting in social networks.
This example is simple, but it gives you an idea of how guerrilla marketing works.
Guerrilla Marketing Case
For a deeper understanding of the mechanism of guerrilla marketing, let’s consider a more complex example of using this tool – promoting a culinary portal. The main task is to increase the awareness of the website. Crowd marketing is not suitable for a site where simple homemade recipes are posted, it is better to trust the partisans here.
First of all, in such a situation, you should go to the forum. True, not for a culinary one, but for some other one, otherwise it will turn out that we went to Tula with our own samovar. On online platforms, you can raise the topic of what to cook tonight or how to make a romantic dinner at home.
Another important step is to prepare reviews on special sites. The best way to do this is to test drive a recipe.