Guerrilla marketing types are the subject of this article, which we will introduce below. Guerrilla marketing is an irregular and unorthodox way of doing promotional activities on a very low budget, which was first proposed by J. Conrad Levinson.
Different types of guerrilla marketing
– Ambient marketing
– Grassroots marketing
– viral marketing
– Presence marketing
– Wild postings
– Tissue-pack advertising
– Undercover marketing/ buzz marketing
– Astroturfing
– Alternative Marketing
– experiential advertising
Features of guerrilla advertising
One of the obvious and key features that every guerrilla ad should have is to be unexpected and creative. In fact, this feature, or better to say, the other advantage, is waiting, which leads to emotional reactions such as laughter, shock, and sadness. By using gorilla marketing, it can be used completely for the benefit of a business and help promote a particular brand. Advertising agencies create reactions such as crying, laughing, wondering, etc. in the audience through creative ideas, etc., which wonderfully relate a specific product to people’s daily life, and use these natural reactions for the benefit of a specific brand. Guerrilla advertisements have a lot of diversity, which we will examine all types of.
Ambient marketing
Environmental partisan evaluation is a type of guerrilla advertising and is very suitable for businesses that are in the brand awareness stage. Through environmental marketing, a specific brand can be introduced without specifically and directly promoting the product.
Grassroots marketing
As the title suggests, this type of guerilla marketing is completely people-based. In fact, the feeling of popularity and interest in a brand should be conveyed through popular campaigns. Some grassroots campaigns or grassroots guerilla marketing have characteristics of face-to-face marketing or viral marketing. In fact, successful grassroots marketing is based on creating and forming relationships with contacts, which only emphasizes personal communication, not spreading a message and hoping that potential customers will see it.
viral marketing
One of the most widely used and significant methods of guerrilla marketing is viral marketing. Viral marketing cannot be planned or predicted. A successful viral ad uses existing communication networks without requiring many other resources and is almost unstoppable and can circulate among people for long periods of time. (You tell two of your friends, those two tell a few others, and the message is passed between people in the same way)
Presence marketing
In general, the possibility of forgetting the brands that have a constant presence among the audience and are always exposed to their eyes is very low. One of the advantages of face-to-face guerilla marketing is keeping a brand name alive or helping a new business to enter the market. Examples of ambient marketing include placing products in movies and TV shows, sharing ideas at local festivals and markets, regularly updating Twitter or any other activity that causes the product name to be seen daily and frequently, or repeated. be, pointed out. Small businesses and entrepreneurs with low marketing budgets believe that the return on investment of face-to-face marketing is very significant.
Wild postings
This style of guerrilla marketing is old and it can almost be said that it has disappeared. However, a limited number of indie groups and products are still engaged in it to maintain their indie image. Among the partisan posters (wild) advertisements, we can mention the installation of different and large posters on the walls in order to advertise concerts or theaters or very special designs on the walls of the city.
Tissue-pack advertising
This method of guerilla marketing is very simple but clever, and was first developed by the Japanese with the idea that “Who would want something free?” was used. In fact, offering an item to people for free, while advertising your brand on its cover, will make your brand name seen and repeated until the last moment of consumption. Marketing through a paper napkin package was a creative and catchy idea that was later changed to the packaging envelope of other products, such as match boxes, not just paper towels, and went out of Japan and into other countries. It is interesting to know that, now all over Japan, packs of paper towels are always available for free for advertising purposes.
Undercover marketing/buzz marketing
One of the most interesting and effective types of guerrilla marketing is hidden marketing, which is also known as word-of-mouth marketing. In fact, hidden marketing is all about selling a product/service to a person without the person himself realizing that he was witnessing a sales pitch until a few moments before being persuaded to buy. Stealth marketing is almost the same as content marketing. A good example of this type of guerilla marketing is the advertisement of Miele household appliance brand vacuum cleaner.
Astroturfing marketing
This type of guerrilla marketing is similar to viral marketing, with the difference that people are not involved in publishing the ad, and a series of blogs and social networks affiliated with the brand owner indirectly publish and make it viral.
Alternative Marketing
Alternative guerilla marketing occurs when we create a buzz for our business by doing something unexpected, resulting in more sales or exposure. It should be noted that in this type of guerilla marketing, if people find out that the organization itself was directly involved in the campaign, the alternative advertising campaign will become a disaster. Examples of alternative guerilla marketing include the hacking of Paris Hilton’s Sidekick brand and, as a result, a significant increase in its sales.
experiential advertising
In this type of marketing, we provide an opportunity for the audience to understand the sense of using the product. It can almost be said that this type of guerrilla marketing is acceptable in all companies. Among the examples of experiential guerrilla marketing, we can mention the IKEA brand, which by placing its sofas in bus stations, gave the audience the opportunity to experience its products and made this ad viral.
The common opinion about partisan propaganda
A very common and conventional opinion regarding partisan advertising is that this type of advertising is only for small and start-up businesses that have a small financial budget. But this is a wrong thinking and there are many big and well-known businesses that have gone to guerrilla marketing and have been successful. Coca-Cola can be mentioned among these prominent brands. In 2010, the Coca-Cola brand used guerilla advertising for the first time, and by installing a vending machine in a university, which, apart from giving cold drinks, did other attractive things, such as giving pizzas, sandwiches, many drinks, drinks with ice glasses, and glasses. He also did fantasy and…, surprised the students and provided a happy atmosphere for them. For this reason, the name of this campaign or guerrilla advertisement is called “Happiness Machine”.