What Is Guerrilla Marketing?
Guerrilla Marketing was first coined by a Jay Conrad Levinson in the 1980’s to identify a new form of marketing that uses unconventional methods to deliver marketing messages. It was intended to be the marketing format for the underdog, where big budget campaigns were outshone by creativity in delivery and execution. It was for David in the face of a Goliath with a mountain of cash to throw at advertising.
While that analogy holds true today, there is another Goliath facing marketers and perhaps this is why methods like GM should be taken more seriously. The Goliath is the consumer and the consumers avoidance of practically every single marketing message. These ‘avoidance strategies’ are the conscious and subconscious methods of filtering out practically every single marketing message by the individual, and who can blame them? Reasearch shows that in the mid 1990’s the average person was exposed to anything from 3,000 promotional messages per week up to 3,600 per day, yes I did say ‘per day’.
The unconventional delivery method of Guerrilla Marketing is a means of sticking out from other competing messages. This lo-fi approach has been gaining momentum in recent years, a lot of it has to do with the internet. Guerrilla Marketing is often site specific, meaning it is hard to replicate due to its unique nature, there’s some examples below. However the ability to share on the web has created a ‘viral’ effect as investment in such methods can gain a second bout of interest.
The techniques have not proved popular in Ireland at all, with most firms seeking to go down the tried and tested route that is, well, just a bit too safe for my liking. The point of marketing is to stand out from the crowd, yet most brands play it safe, to try and fit in with the crowd
Brands take note, do something different for a change!
Amnesty International Human Trafficking Viral, it’s in German, but the images tell all you need to know;