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Guerrilla Marketing
Often customers fail to notice advertisements as an abundant flow of advertisement materials hits our eyes and minds from weak-up to sleep. We quickly scroll our smartphone when any advertisement peeps on the screen as well as ignore the billboards, printed materials mostly come with newspaper or by post. Our minds become immune to such regular events. To overcome this a new concept applied which is Guerrilla Marketing. Do we really notice a dog, bird or a big cow and horse which roam around us and we get used to it? On the contrary, just imagine a Guerrilla suddenly come to your way. We not only notice but your body, nerves and mind respond at their best as well as we shall remember it for a long time. This is the reason the new concept of reaching to a customer and registering in their mind Guerrilla Marketing concept came. Guerrilla marketing also linked with the concept of Guerrilla Warfare which employed atypical tactics to surprise the opponent to win the war.
Guerrilla marketing term was first popularised by Jay Conred when he wrote a book on Guerrilla Marketing in 1984 explaining the new concept. Guerrilla marketing is an advertising strategy that uses unconventional ways to promote brands. The goal is to generate buzz and get people talking about a product or service. Guerrilla marketing can reach a wide audience without spending a lot of money. Guerrilla marketing focuses on taking the consumer by surprise to make a dramatic impression about the product. It is inexpensive as the event spread as funny news by word of mouth.
Learn By Examples
Let me bring some interesting and successful Guerrilla Marketing events before I explain what the different types of Guerrilla Marketing are.
Coca-Cola Happiness Vending Machine
This is one of the most popular examples. They put a special Coke vending machine in a college canteen. When a student went there and put a coin to dispense one Coke bottle of his/her choice, the machine started dispensing one after another and the student kept on handing it over to others. In this way, everyone present in the canteen had a jamboree. They install several such machines in popular marketplaces.
In some of the machines, they hid a person inside the machine and the person started dispensing Pizzas, ice cream, flowers etc along with a Cola bottle.
The news spread over the city and country like an inferno and was treated as one of the best Coca-Cola marketing strategies.
A toothbrush inside a candy
The Colgate Cavity Campaign used Popsicle sticks that resembled toothbrushes inside chocolate and cake. It was to remind whoever ate the cake to brush after enjoying a sweet delicacy.
The campaign was designed to eliminate cavities manifestation. The sticks were placed in the cakes of unsuspecting people who then posted pictures of the strange cake on social media. The campaign went viral and was successful in raising awareness about dental health.
Break the glass and get money
A glass manufacturing company made a unique campaign to show how strong and trustful is their security unbreakable glasses. They kept 3 million dollars in a large cube made of their unbreakable glass in a bus stand. A sticker on it says, take the money if you can break the glass. Many people tried with bricks, stones and hammers but could not for months. The news spread over social media across the globe and it was almost a no-cost advertisement that got attention of the potential customers across the globe which a billion-dollar marketing campaign can not achieve.
AK47 shoot on CEO
President and CEO of Texas Armoring Corporation sat in the driving seat of a Mercedes-Benz and a person fired from an AK47 machine gun on the windscreen targeting him from a short distance outside. Multiple rounds of bullet shots could not break the screen. It became exemplary of leading from the front and the ultimate trust in his own product. The video became viral worldwide and they kept no option to doubt the quality of their bulletproof car.
As you can see, Guerrilla marketing is all about innovation, and out-of-the-box thinking. So, it is one of the most loved marketing for me. There are several good events and as it is my own blog I shall try to add more stories here and you can check later again.
You must have enjoyed reading these stories. I shall explain, what are the different types of Guerrilla marketing techniques in my next post.
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