The real investment here is creative, intellectual, but its implementation does not have to be expensive.
And this is because guerrilla marketing works by repurposing your audience's current environment. You need to assess it and find out which segments of it can be repurposed to include your brand.
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History of Guerrilla Marketing
By 1960, campaigns focused on heavy advertising spending on various media channels such as radio and newspapers.
It wasn't until the late 1980s and early 1990s that cable television began displaying advertising messages.
The most memorable pioneer during this time was MTV, where they focused on getting the consumer to tune in to advertising rather than being a byproduct of a featured show.
Agencies, meanwhile, struggled to make an impression on consumers, who were tired of being constantly bombarded with advertising.
This is how in 1984, the businessman Jay Conrad Levinson introduced the formal term in his book called “Guerrilla Marketing”.
Levinson was a senior vice president at J. Walter Thompson and a creative director and board member at Leo Burnett Advertising.
In Levinson's book we see unique ways to approach and combat traditional email lists uk forms of advertising.
The goal of guerrilla marketing was to use unconventional tactics to advertise on a small budget.
During this time, radio, television and print were on the rise, but consumers were tired of it all, so Levinson suggests that campaigns need to be shocking, unique, outrageous and clever.
Therefore, small businesses began to change their ways of thinking and approached marketing in a whole new way.
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Guerrilla Marketing, like many other types or styles of marketing, is also divided into subcategories, among which the following can be found below.
Outdoors: Add some element to pre-existing urban environments, such as putting something removable on a statue, or putting temporary artwork on sidewalks and streets.
Indoors: Like outdoor guerrilla marketing, it only takes place in enclosed locations such as train stations, shopping malls, and college campus buildings.
Ambush Event: Taking advantage of the audience at an ongoing event to promote a product or service in a conspicuous way, usually without the permission of the event sponsors.