Go Guerrilla

Manal had gone for a ride in his brand new car, but you know how it is in Mumbai! He had to occasionally stop their car because of the blinking red light! During his journey Manal came across a unique sight, a traffic junction’s zebra crossing was painted in actual zebra stripes! Unable to control his excitement he got down from his car. He stared at the zebra crossing and tried to figure it out, there was something written at the side, he looked closer to see what it was! “It’s closer than you think” SOUTH AFRICAN TOURISM. Manal, amused, returned to his car. MANAL wasn’t the only one who was flattered, many Mumbaians were impressed by this unique marketing technique. This creative yet cheap marketing technique has been lifted off straight from the book of “Guerilla marketing”

It costs a lot to market even a small product these days (a several million dollars), Multi-national companies  have whole teams devising strategies to attract bigger crowds. Then there is this unconventional technique called as “Guerrilla Marketing.” It caught the eyes of several small scale marketers back in 1980s, but only recently, bigger companies instigated this modus operandi. All a guerrilla marketer has to do is to simply employ a three Cs policy.

He has to devise the advertisement such that it should be creative, cheap and crowd-pleasing. It involves unusual approaches; sometimes graffiti, stickers and bombing and most unusual of all flash mobs are employed. New Yorker’s had seen the most unique advertisement, when they happened to see an everyday fumes emitting sewer hole converted to an exotic coffee (the drainage hole had been painted to look like the top of a cup of coffee, and the fumes emitted from the drainage added the effect and made it look realistic ) The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984), the father of this technique, the term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment Here are few points given by Levinson for effective guerrilla marketing.

“Human psychology, should be the ultimate weapon for devising strategies. You definitely have to forget about the competition and cooperating with other businesses. The smaller the target the better Risks Included.”

The package comes with a default risks, there is a change of misinterpretation of your message, you have to be quite clear while devising a plan to attract crowds, there is always chance that you might attract the wrong crowd. “Aqua Teen Hunger Force”, an animated series established several magnetic boxes across the city, but they were mistaken for bombs and were destroyed. Risks apart, guerilla marketing is still and unique technique and is quite a good crowd magnet. Do you think you have what it takes to be a guerilla marketer? Check the link given below http://www.gmarketing.com/

haneesha thanati

a juvenile ,who trying to understand the miracles of universe.

Leave a Reply