What Is Guerrilla Marketing?

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!

Links for inspiration:
16 Creative Ads in Unusual Places
More Guerrilla Marketing examples

Amnesty International Human Trafficking Viral, it’s in German, but the images tell all you need to know;

The Web Is A Window To You

It’s shocking how bad some business websites are, almost like they are an after thought, or have been in operation since the early part of this decade with few updates since. In my experience this isn’t just confined to the less technologically orientated businesses. I have seen a lot of websites for firms that work in the technology sector which also suffer from poor design. Too much function, too little design, too much of the wrong information, or aimed at the high tech user and not the ‘average’ customer. There are 372 billion Google searches per year and your website has one click to deliver the desired image or perception you wish to portray.

So why is perception important?

Think of it like this, you hear a certain restaurant has excellent food. But walking past it one Saturday night you can’t help but notice how empty the place is, for what should be the busiest night of the week. The place also looks a bit unclean. So what are your impressions of this restaurant? Probably it’s unhygienic, you might assume it has so few customers because it isn’t very good, and at that point it’s written off forever.

Now change the passer by to be a browser on the net, the restaurant window to be the website. What is critical here how aligned your website is to your product or service offering. A terrible website and great product might survive, a great website and poor product will more than likely fail. So if the offering and website aren’t aligned, question which side needs to be worked on. Lets hope it’s the web side.

Most Valubale Football Game In The World?

25/05 – Most Valubale Football Game In The World? Based on a bit of research I did last year, the most valuable single game in world football is the English Championship play-off final taking place today. Promotion to the top flight brings with it a share of the TV rights revenue from broadcasters such as BSkyB and Setanta. By far the largest financial injection that any team can receive from winning one game.

Karen Coleman On Newstalk

25/05 – Karen Coleman On Newstalk: Did anybody catch yesterday mornings show? Several victims of the industrial school’s abuse scandal made for some of the most harrowing radio I have ever heard broadcast. Its a damning insight into how this state was run, children ‘abducted’ by the state and tried as criminals, sent to industrial schools where they were abused, tortured and murdered. Then a systematic cover up by the church, christian brothers and politicans. What kind of country do we live in? Here’s a link to the Newstalk podcasts, hopefully yesterdays show will be added soon.

How Would You Destroy You?

Ah dear blog, its been nearly three weeks since I posted anything of worth. And I haven’t been dossing, nope, quiet the opposite in fact. I have been so busy that once last Monday arrived, when the college dust had settled and my hangover from the ubiquitous post exam celebrations had cleared, I found myself with literally nothing to do. It’s been a long time since I had that feeling and I have to admit I’m enjoying it, for the moment.

I did come across some interesting academic articles as part of my study in the last few weeks. One of the first was Day and Schoemaker (2005) ‘Scanning The Periphery’. Scanning the periphery is trying to take a reasoned and abstract view of what future trends are in a particular industry to identify opportunities and threats. As they rightly point out there has almost always been antecedents to major changes. One only has to look at the music industry and what kind of mess that is in now. No matter what happens now or in the future, the music industry will have to realise that there will never be a value put upon music as there was in the 90′s. Let that be a lesson to the TV industry, Film, Books and so on, without scanning the periphery and realising in your current format you are not invincible.

TV has made the effort. Versions of the I-Player providing the service VHS tapes once provided and removing the need to download shows from other free sources. Big shows like Lost being broadcast within days of their US release. The film industry has cinema as its big trump card, hard to beat the big screen. Although, I do recall doing research for a project last year and reading an article about Sky looking to broadcast films on the day of their cinema release for an inflated fee. Considering how high tech the home viewing experience has become how much would you pay to view the next big blockbuster without having to brave the rain, pushy Q’s, and ignoring the people who always seem to talk during films?

I must admit to knowing very little about the literary industry mechanics. But products like the E-Book or Kindle although new, were frontpage stories on Newsweek back in 2007. These products can potentially move the value creation element of the industry from bookstores to online electronic book distributors. I get a sense the industry believes no one will desert the book. Who would of thought people would have deserted the vinyl? tape? CD?

The article threw up a few interesting ideas; in the 1970′s researchers at Bell Labs were told to pretend the Bell Labs phone system was destroyed. How would they redesign it from the ground up – they dreamed up features like voicemail, call forwarding, automated dialling and voice commands.

Scanning is about assessing the past and reactions to past events, the present and exploring the possibilities of the future. As all trends have antecedents. One point related to the latter I enjoyed was ‘if you were a new industry competitor, how would you compete against your own company?’. In other words how would you destroy you?

Food for thought.

Did You Know 3.0

Pretty interesting video from Scott McLeod and Jeff Brenman, certainly puts a new perspective on how fast the world is changing. China the biggest english speaking country on the plant? 31 billion google searches a month? And this video is a year old already…

Quiet Blog Week

06/05 – Quiet Blog Week: Its been quiet round these parts for the last week. Been busy studying for exams which start this week until the end of next week. I probably won’t (or shouldn’t) be posting until I get them out of the way.