Question

Why has the use of guerrilla marketing been on the increase? Take a position as to whether or not this form of marketing has become controversial, and explain whether or not this criticism is warranted.

Answer 1

Guerrilla marketing refers to a collection of low-cost, high-impact marketing strategies resembling the ambush-and-run tactics of guerrilla warfare. Rather than spending large sums of money to create one-way messages, guerrilla marketers develop creative ways to put their marketing messages and collateral right in front of consumers in the real world. Popular guerrilla strategies include discreetly leaving marketing collateral all around large events, putting on public displays that arouse people's curiosity, displaying temporary, unauthorized banners and signs in high-traffic areas, and doing anything newsworthy that will gain free media coverage for a brand. The tactics are always evolving, but there are certain underlying elements that remain constant to make guerrilla marketing successful for small businesses.

Cost Advantages

Guerrilla marketing tactics cost a fraction of the amount required for traditional marketing strategies such as television and radio advertising. The cost-efficiency of guerrilla tactics allows small businesses with small marketing budgets to achieve larger impacts than they could going head-to-head via traditional media. Although the total reach of these tactics may not compare to high-budget campaigns, their proven effectiveness can help a small business to maximize the productivity of every dollar spent on marketing.

Standing Out

By definition, guerrilla tactics are fundamentally different than traditional marketing messages. Thus, guerrilla marketing messages have the ability to stand out among the endless barrage of marketing that consumers see on a daily basis. The ability to do something unique that truly catches people's attention can be more effective than the ability to fund a multi-million-dollar campaign that people will subconsciously ignore. A guerrilla marketer for a small snack brand may walk around large events wearing a costume made entirely of free samples, for example, whereas a major brand might simply run a television advertisement. The costume would be almost guaranteed to attract attention and get products in people's hands, whereas only a fraction of the ad viewers would even pay attention.

Brand Building

Guerrilla marketing strategies themselves can help to develop an edgy or "hip" brand image. The very act of going against tradition and the sheer creativity of guerrilla tactics can label a company as "cool" in consumers' minds. This can be especially advantageous when marketing to young people trying to establish a unique identify for themselves. Anything that makes people want to share their experiences with others can also lead to free word-of-mouth advertising within your target market.

Lasting Impressions

Much of guerrilla marketing relies on face-to-face interaction with potential customers. The personal nature of these interactions -- whether it be handing out free samples, giving away branded collateral or simply talking to people whose curiosity is aroused by what you are doing -- can leave greater impressions on people than the inorganic experiences of watching or listening to advertisements. When guerrilla marketing tactics on the street are tied with social-media-driven promotions, the bond between a company and its new customers can grow even stronger.

There’s often an air of mystery to guerrilla marketing campaigns, and while it’s this sense of mystery that can often propel a campaign’s attention and notice, the lack of clarity can also skew audience interpretation. Confusion associated with guerrilla marketing campaigns can have extreme implications, such as in 2007, when flashing LED circuit boards promoting a new animated series, Aqua Teen Hunger Force, were quietly installed around the city of Boston. The objects were mistaken for explosive devices, causing citywide panic as bomb squads were brought in to examine and remove the unknown devices. The hired installers were even arrested for mounting “hoax devices,” but were later released. While it’d be easy to label this campaign as a disaster, the story got picked up on major media networks across the country, so despite whole ordeal, some would probably call it a success. Some forms of guerrilla marketing, such as non-permissioned street graffiti, can result in tension with authorities. Many guerrilla marketing tactics are susceptible to bad weather, thrown timing, and other small instances that could easily threaten to undermine an entire campaign. Savvy audiences may call out businesses who are implementing guerrilla marketing campaigns they don’t approve of. This is especially true of undercover marketing campaigns – if you’re caught, prepare to face the wrath.

There’s no doubt that guerrilla marketing can provide fantastic results while allowing marketers to exercise their creativity in a unique way, but it will only work for businesses who aren’t afraid of risk-taking.