When we do not have the money to carry out large-scale campaigns. The key to impacting our audience is through very brief attacks, of enormous originality and high viral capacity. This is how many types of guerrilla marketing works.
When one works for Coca-Cola, IKEA or El Corte Ingles, getting funds for an ambitious marketing campaign is not usually complicated. This class of companies manages millionaire budgets with which to carry out omnichannel strategies. Which to reach their potential clients, attract new lines of business or retain their current consumers.
However, the painting differs a lot from that when we talk about SMEs or new business projects. Where scraping a euro for an online advertising campaign is already a major achievement. Ironically, it is precisely these small companies that most need these practices to make themselves known. To make the world aware of its mere existence.
Thus arises guerrilla marketing (also known as “radical marketing”, “extreme marketing” or “feet on the street” ), an umbrella of low-cost techniques that make it easier for companies without resources to make the media noise they need to reach to your potential audiences.
Data from the Research Department of Merca2.0 show that the percentage of investment that goes to guerrilla marketing grew 39 percent last year. This is characterized by making a brand -or a product- shine in unusual spaces, such as pedestrian crossings, shopping plazas, and means of transport.
4 TYPES OF GUERRILLA MARKETING
1. Ambient marketing
It takes place in unusual places and moves the product to its maximum dimension based on different scenarios. This differs from other practices because it does not take external elements into account and makes use of the ones available in the space for which it opted.
2. Street marketing
One of the most basic is brochures distributed on the street or some type of print advertising. The stands and dynamics in open spaces are also part of street marketing. It should be noted that the better the creative qualities, the better the result. This one is best types of guerrilla marketing.
3. Ambush marketing
Its objective is to take advantage in relation to another brand, where said the commercial firm is the protagonist. An example of this is inserting your own advertising in an event sponsored by another company. This practice is very common in sporting events.
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4. Event types of guerrilla marketing
It is the second discipline to which greater capital is allocated, according to the Merca2.o Research Department. Its purpose is to publicize products or give them greater relevance. This within events that can be carried out in different places, such as auditoriums, salons, nightclubs, etc. This one is best types of guerrilla marketing.
The value of time
The main source of guerrilla marketing, along with its original component, lies in the management of time. Experts in the field recommend attacks of very short duration, also using schedules different from those used by market leaders.
“The actions are quick, they are carried out with speed, too soon re-develop an action that surprises the public as much or more than the previous one”, added from the business school. “The aim is to surprise at times of maximum public attendance or at those times that are most convenient for the target audience and that are usually not used by the competition.”
Objectives of guerrilla marketing
The guerrilla marketing can have many uses: attacks on competition, price reductions, comparative advertising product alliances short – lived with other companies
also seeking a “viral” effect, so that the originality of the action is discussed and reaches other potential customers without the need to increase the budget.
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