Learn the definition of guerrilla marketing and its various strategies with campaign types and techniques necessary for business success.
The Definition of Guerrilla Marketing
There are different methods marketing followed by business marketers to advertise products and services to the potential clients. Guerilla marketing is one such marketing method that has been growing in popularity and is followed by a number of marketers. It is not the traditional marketing method. “So what is guerrilla marketing, anyway?” you might ask. Simply said, it is an advertising strategy that targets to achieve maximum results by focusing on low cost unconventional marketing tactics.
This term started from a book titled ‘Guerilla Marketing’ by Jay Conrad Levinson. Guerrillas are group members of a small group that take part in warfare. Some of their tactics include raids, sabotage, ambushes and elements of surprise when attacking people. As the concept of guerrilla marketing has similar tactics as guerrillas, hence the name guerrilla marketing.
Guerrilla Marketing Campaign Strategies
There are a number of guerilla marketing strategies involved that one should follow in order to get desired results. We will discuss them briefly as follows:
Firstly, one should clearly define his target audience to understand who will be the prospective customers. There are different groups of customers divided on the basis of age, gender, race, culture and economical condition. So it is important to target the right ones.
Secondly, the niche and selling point of the business should be underlined. The business person should find out the unique benefits of his products in a creative manner that would appeal his prospective customers.
Thirdly, the business marketer should prepare a budget plan and allocate the amount for different tasks. It is important to decide how much to spend each for online promotion, flyers and brochures, building websites and other marketing methods.
Fourthly, the most important strategy is to hire talented people who will successfully execute the marketing plan in a cost effective way.
Marketing Campaign Types and Techniques
Check out these marketing campaign types and strategies that businesses employ to achieve the desired success for their product or brand.
At its most basic, a marketing campaign refers to a collection of specific activities aimed at promoting a brand or product. This is for the purpose of attracting new buyers as well as reinforce the company’s positioning in the market. It typically follows a series of well-planned and coordinated steps.
Types of marketing campaigns
1. Relationship Campaigns
These seek to building strong relationships between the large or small business and its customers rather than exclusively trying to convince them into buying products. If customers love a particular brand more, there’s likelihood that they will spend more money on that brand.
2. Email Campaigns
Email marketing is a key marketing strategy among Internet marketers. In fact, it’s often employed as the primary way to connect with clients. Campaigns will often involve collecting, organizing and sending emails to potential prospects on a list to invite them to take an action like trying out products.
3. Newsletter Campaigns
Another method is the newsletter which involves writing a newsletter that highlights the most important things that have or will happen for the company. The newsletters create a sense of participation with the members and, if used appropriately, can be a key driver for an organization’s growth.
4. Social Media Campaigns
Facebook, Twitter and other major social sites offer businesses a unique opportunity to engage with closed and prospective customers. Yes, social media marketing may still be in its infancy but the fact is that it’s growing up, and really quickly. Business can interact with customers by sharing content, replying to feedback and so on.
What Campaign techniques are used
A company can employ advertising in its strategies in which case it uses conventional mediums such as radio, television and print. It can also use more contemporary mediums like the internet . But campaigns don’t have to rely advertising only. They can include word of mouth, demonstrations or other interactive techniques. Their choice will depend on the goals of the campaign, nature of products and so on.