What is guerrilla marketing?
Guerrilla marketing is a special and very unusual marketing campaign. The campaign aims to reach a large number of people with a surprise effect and create a good guerrilla effect, which represents the ratio of advertising costs to advertising benefits.
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 emphasized here. Despite the low investment, a well-designed campaign achieves a great effect.
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 favorable 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. In the case of such mass advertising, viewers and interested parties are merely directed to consume advertising, but are not encouraged to interact. This is a big difference to the Guerrilla marketing-measures.
In principle, guerrilla measures are preferably aimed at the creative implementation 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 practiced illegally. For example, posters or stickers may be affixed to public spaces without permission. 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 advertising 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.
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