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Guerrilla Marketing

In: Business and Management

Submitted By Sabatogz
Words 5025
Pages 21
Elements of Guerrilla Marketing According to Drew Neisser, CEO of Renegade Marketing, guerrilla marketing “…is a state of mind. It simply isn’t guerrilla if it isn’t newsworthy”. Brett Zaccardi of Street Attack Media said it is “unauthorized and disruptive, and sticky”. I think these 2 quotes can really instill what the elements of guerrilla marketing really are. It is more than a simple marketing plan; instead GM is unconventional with creative marketing techniques that pinpoint on a specific niche market and uses the power of publicity to spread like wildfire. Guerrilla marketing is more than just a simple commercial or an advertisement, they are unique campaigns that don’t just sell the products, but they are entertaining and unique. From my research the elements that I have found that make guerrilla marketing successful are unique/disruptive, brand building, and they leave a lasting impression. Unique/Disruptive
Simply by definition guerrilla tactics are fundamentally different than traditional marketing messages. Therefore guerrilla marketing has the ability to stand out from the endless barrage of marketing that we as consumers see everyday. The company’s capacity to do something cheap and simple that can catch people’s attention can be way more effective than to fund an expensive media campaign that most people just ignore. A great example is instead of just putting a car insurance ad on a billboard a company could make the billboard stand out by having two cars crash in to each other with the company’s information. It is a simple idea that catches people’s attention rather than them just ignoring it because it is just like any other billboard.
Brand Building The best example I could find of a company using guerrilla marketing to help build a brand was Coca-Cola with their happiness campaign. They used GM strategies to develop a more “hip” image, and…...

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