Guerrilla marketing

Guerrilla marketing is a neologism of the marketing expert Jay C. Levinson from the mid-1980s, the so called unusual marketing campaigns that promise with little funding a big impact. The term guerrilla derives it from the special nature of warfare from, be applied to the atypical tactics to achieve the objectives in the hinterland of the opponent. According to Hutter / Hoffmann ( 2011) includes guerrilla marketing " different communication policy instruments aimed at comparatively low cost to achieve a surprise effect in the largest possible number of people, so a very high guerrilla effect (ratio of advertising benefits and - cost ) to achieve ".

Description

With a very small budget, the medium or the sales channel is selected, which is to get each cheap. Examples include cooperation business with large, laterally in a market company, the purchase of remaining seconds of advertising in the media, writing letters to the editor or the holding of panel discussions and the formation of political initiatives with the aim to highlight its own offer. The limit on controversial or misleading methods - for example Astroturfing - is often blurred.

The basic idea of ​​guerrilla marketing that Levinson in his book Guerrilla Marketing - published Attacking Advertise for small and medium-sized enterprises in the 1990s, was further modified. Because especially the serious change of the target groups and media landscape presented the strategy entirely new challenges. Nowadays Thomas Patalas positioned his theory of guerrilla marketing that places the customer at the center: " The customer wants in your communication, to see featured matching him 'real' benefits including in your guerrilla marketing campaign. " for this reason, in his opinion focused on mass advertising campaigns are never to be called guerrilla marketing activities because they only degrade the customer to consumer advertising, rather than demanding a reaction from him, so enter into an interaction.

According to Levinson Guerrilla Marketing defined mainly by the following principles:

  • Guerilla marketing is primarily aimed at small businesses and self-employed.
  • It is essentially based on common sense and less on experience, ratings and conjecture.
  • The primary measure is profit rather than revenue shares.
  • Another focus is on the client relationships newly established monthly.
  • A specialization is preferable to a wide diversification of products or services.
  • Instead of building new customer relationships is to first create customer recommendations and other statements with existing customers value.
  • The cooperation with other companies is preferable to an intense competition observation.
  • For more marketing campaign are to combine instruments.
  • To company building an existing technology should be used.
  • Sales pitches are especially post individually. The smaller the target customer group, the better.
  • The concentration should rather be on the consent of the client to be able to send him more information to force instead of a direct sale.
  • One should stay true to his campaign. An effective rhythm is to be used, rather than to develop a new advertising slogan for each campaign.

Characteristics of guerrilla marketing aiming eg from the creative implementation of an advertising message. Since advertising of prescription medicines among consumers in Germany - as in most other countries around the world - is illegal here too guerrilla marketing has become widely used in various forms. Especially patient organizations have been subjected in recent years about the grippy methods of guerrilla marketing. Guerrilla marketing is feasible regardless of the advertising and promotional material.

In recent years, guerrilla marketing is increasingly being operated illegally on public land, are often mounted on which large numbers of stickers or posters. The advertisers assume the relatively small fines in purchase that are usually out of proportion to advertising success. Guerrilla marketing also comes under the protection of the anonymity of the internet forums used, in which advertising messages are interspersed targeted in appropriate thematic communities.

Guerilla Marketing Tactics

In the guerrilla marketing, there are many unconventional marketing tactics, so the following examples represent only a small selection:

  • Word of mouth
  • Reach consumers in their daily activities, for example by E -mail
  • Stickers and poster campaigns by Charged and therefore self-adhesive films
  • "Face / Headvertise " campaigns
  • Bluejacking: sending a personal message via Bluetooth
  • Vehicle Advertising
  • T -Shirts
  • Surreptitious
  • Advertising on the receipt
  • Street Branding: introducing negative template images in dirty roads or walls
  • Projection of images, text or videos on public land with a video projector or laser

Originally had used small and medium-sized enterprises guerrilla marketing; nowadays also draw large companies through publicity campaigns back to it.

The four most frequently encountered in an advertisement and literature communication-based instruments of guerilla marketing is viral marketing, ambush marketing, ambient media and marketing sensation. Hutter / Hoffmann ( 2011a) organize various guerrilla measures three basic strategies: freeloaders marketing ( eg mosquito marketing and ambush marketing ), referral marketing (eg Viral Marketing and Buzz Marketing ) and living environment marketing ( eg Ambient Marketing and sensation - marketing).

Jay Conrad Levinson Sixt Gesundbrunnen (Berlin) Kevin-Prince Boateng Visual Marketing Seth Godin
284844
de