Guerrilla marketing

What is guerrilla marketing?

[fusion_dropcap color="var(--awb-color4)" class="fusion-content-tb-dropcap"]G[/fusion_dropcap]uerilla-Marketing ist eine besondere und sehr ungewöhnliche Vermarktungsaktion. Mit einem Überraschungseffekt der Kampagne sollen zahlreiche Personen erreicht werden und einen guten Guerilla-Effekt, welcher das Verhältnis von Werbekosten zu Werbenutzen darstellt, mit sich bringen.

What is the aim of guerrilla marketing?

A surprise effect is always a good idea and should help this marketing variant to be successful. The relatively low use of resources should be particularly emphasised here. Despite the low investment, a well-designed campaign will have a big impact.

How does guerrilla marketing work in practice?

Companies or promotional campaigns have a very low budget available for advertising measures. A medium is chosen that is available at favourable conditions. According to the guerrilla marketing concept, customers should interact with the campaigns.

Traditional mass advertising is not to be regarded as guerrilla marketing campaigns. When it comes to such mass advertising, viewers and interested parties are merely directed to consume advertising, but are not encouraged to interact. This is a major difference to guerrilla marketing measures.

In principle, guerrilla measures are preferably aimed at the creative realisation of advertising. Such campaigns are possible regardless of a specific advertising medium or advertising media.

Is guerrilla marketing legal?

Guerrilla marketing does not have to be illegal, but it can be. It depends entirely on how a campaign is carried out. In the past, it has become apparent that guerrilla marketing is increasingly being practised illegally. For example, posters or stickers are put up in public spaces without authorisation. However, advertisers must expect fines, although these are relatively low.

How are advertising messages disseminated?

In addition to the sticker and poster campaigns mentioned above, the internet is another way of spreading advertising messages. Anonymity is protected in Internet forums, so that adverts can be posted in the communities without any problems. The following marketing tactics are also used:

• Word of mouth
• E-mail marketing
• Vehicle advertising
• T-shirt advertising print
• Surreptitious advertising

The possibilities in this area are wide-ranging, so that the desired effect can be achieved and more sales generated.