Question

Describe what is meant by “guerrilla marketing.” Give examples of products and/or services that you know have employed this strategy, or that you discovered from search the Internet

Answer 1

Guerrilla marketing is a type of publicity and marketing strategy to promote products or services on the streets or other public places with little money.

Guerrilla marketing is done in public places such as shopping centers, parks, or beaches to attract a large audience. One of the goals of marketing is to get people to remember products or brands in a different way than they are accustomed to. Guerrilla Marketing creates a buzz and a big impression in the minds of the public. It also increases the likelihood that a consumer, or someone who interacted with the campaign, will tell their friends about the product.

This is a relatively inexpensive method and only requires imagination, energy and time.

There are various Types of Guerrilla Marketing such as:

1. Ambient marketing-  Ambient communication is advertising on elements of the environment, including nearly every available physical surface.

2. Ambush marketing- Ambush marketing is a form of associative marketing, used by an organization to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property.

3. Buzz marketing- buzz marketing uses high-profile media to encourage the public to discuss the brand or product. This is also referred as Word Of Mouth as the buzz comes in naturally from the consumers.

Examples of Products/ Services that have employed this strategy are:

1. Axe's guerrilla marketing stickers show women chasing the men on Exit signs.

2. The IKEA ad on staircases reminds users of how IKEA furniture works to save space in ones home.

3. Mr. Clean great guerrilla marketing gag on a city crosswalk.

4. Tyskie beer turned a regular door handle into a call for a cold brew.

5. Cover Girl makes clever use of a city turnstile to mimic their Lash Blast Mascara application comb.

6. Colgate creates toothbrush-shaped wooden popsicle sticks to inset into ice cream bars, reminding children (and adults) of the importance of brushing.

7. One of the usual places to create guerrilla marketing actions are the zebra crossings, McDonald’s simulates that the lines are French fries coming out of the typical package of the hamburger brand.