Guerrilla marketing: features and benefits
For the first time this term has become famous after, in 1984, came the eponymous book written by Jay Conrad Levinson. In his creation he introduced the most affordable, do not require huge investments options for promoting products and services to the market. The increase in the number of customers and increased profits are achieved with minimum material investment or none at all.Guerrilla marketing becomes an excellent solution for small and medium-sized businesses, who usually do not have the opportunity to conduct an expensive advertising campaign.
What does Levinson mean by guerrilla marketing?
The author of the book himself attributed to partisan marketing unusually designed business cards, booklets, leaflets that are left in places where representatives of the target audience are supposed to be located. For example, organizations that produce and assemble window design, you can leave your promotional materials in new buildings, and the sellers of bouquets to put their business cards in confectionery, 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;
a non-trivial feature that attracts the attention of representatives of your target audience, making you stand out from the crowd of competitors;
virality, which consists in the rapid spread of information among people.
Nowadays, partisan 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
Hidden marketing is, in fact, veiled advertising. The main goal pursued by a businessman is not to make a direct sale, but to prepare an information field around the item, which increases interest in it. In fact, we are talking about creating rumors about a product or offer based on artificially launched discussions, prepared comments, and reviews.
Please note that artificial does not mean bad or unnatural. Thing is that your advertising goals have been veiled, hidden. Great platforms for this are forums, social networks, thematic blogs, etc.
Results of applying 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 to it.
inciting interest in your organization, brand;
studying the target audience;
stimulating demand for certain goods and services;
establishing contacts with potential customers and buyers.
If we talk about the modern understanding of guerrilla marketing, its main features are secrecy, affordability and naturalness.
Practical application of guerrilla marketing
To better understand how guerrilla marketing works, it is worth considering examples of its practical application. Let’s say you need to inform the public that you are releasing a new product. Let them become a means to reduce weight. There is no money for an advertising campaign, and you are afraid to aggressively promote the product because of possible negative perception.