Definition of Guerrilla marketing: -
Guerilla marketing can be defined as a primitive form of marketing strategy, by the aid of which cost-effective, unconventional measures were typically used in the localized manner, so as to grab the attention of the consumers in a localized manner. This includes flyer posting, street art, excessive of stickers, or graffiti usages. These days, guerrilla marketing will also indicate promotional activities, through a network of individuals, organizations or groups who can familiarize the product or services among the group of target customers. The idea may be conveyed through extensive digital marketing, flash mobs, or huge marketing campaigns, but without involving huge expenditure.
Textbooks on Guerrilla marketing: -
Even though you may find several books on the internet, some of the basic textbooks on guerrilla marketing will increase your knowledge on the practical applications of guerrilla marketing strategies:
- Guerrilla marketing on the internet, Levinson, Jay Conrad., Levinson, Jeannie. And Levinson Amy., 2007.
- The guerrilla marketing handbook, Levinson, Jay Conrad. And Godin Seth, 1994.
Examples of Guerrilla marketing:-
Example 1: Undercover Marketing:
Undercover Marketing is a form of guerrilla marketing, when the consumers are not aware of the fact that they are being marketed to. They might reach out to customers who are not even connected with the world through media or conventional networking. An example can be stated from the 2002 campaign of Sony Ericsson, who hired about 60 actors across 10 various cities, who asked strangers to click pictures for them, to show them about the usefulness of their amazing device.
The 2010, the coca cola company used guerrilla marketing policy to raise the number of consumers successively. The company placed a coca cola surprise machine in the middle of a reputed collage campus, in United States, where every student who operated the machine received wonderful surprises.
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