Know the Definition, Types, and Examples of Guerilla Marketing

In the business world, marketing is one of the spearheads of the company to make a profit. Various marketing strategies are not only aimed at selling products, but also to dominate a larger market share.

Often, companies have difficulty being able to sell their products in a highly competitive and saturated market. Guerilla Marketing is one way to be able to market your products in the midst of fierce competition.

What is Guerrilla Marketing?

The term Guerilla Marketing was first popularized by Jay Conrad Levinson in 1984. Levinson has served as Creative Director of a leading advertising agency, Leo Burnett. An agency that has created legendary marketing campaigns like “Marlboro Man.”

Guerrilla Marketing is a marketing strategy that uses unique ways to promote a product. This strategy uses the elements of surprise to attract the attention of the target consumer. Guerilla Marketing campaigns are quite flexible because they can be done online, offline, or hybrid.

Guerrilla Marketing is still used today by many agencies and big brands. Because Guerilla Marketing does not require a large fee. The main element in this marketing strategy is a creative campaign idea.

Types of Guerrilla Marketing

In actual implementation, the practice of Guerilla Marketing generally does not require a large amount of money. Guerilla Marketing consists of various types that you can use according to your needs and target consumers.

1. Ambush Guerrilla Marketing

As the name suggests, this type of marketing is an ambush for an ongoing event that is attended by many people. Such as concerts, sports competitions, fashion, and the like. At this event, you can promote your product to visitors, although generally without asking the event organizer's permission.

2. Undercover Guerrilla Marketing

This type of marketing is used to promote your product to potential customers, in a more subtle way and not openly known. The goal of this tactic is to get your product talked about by many people.

3. Ambient Guerrilla Marketing

This type of marketing is most widely used by various companies. In general, it is done offline in a specific or scattered place. You can put your ad campaigns with surprising text or images in unexpected places.

4. Experiential Guerrilla Marketing.

This type of marketing is a combination of all the types of Guerilla Marketing above. This tactic emphasizes the consumer experience and the consumer's direct interaction with your product.

Guerilla Marketing Example from Brand

To help you understand Guerilla Marketing better, here are some examples to study:

Fiji Drinking Water: #FijiGirl

When the 2019 Golden Globes were watched by millions of viewers worldwide, Fiji's bottled water brands took the moment well. They use a female model who always stands behind the celebrities on the red carpet. This woman did not just stand still, but carried a tray containing several bottles of Fijian water.

The unidentified woman wore a blue dress, which matched the Fiji bottle. He repeatedly did celebrity photobombing on the red carpet session. Where the fiji bottle comes with famous celebrities. His actions were caught on camera and widely discussed on social media. Through this marketing strategy, the public knows the existence of the Fiji brand.

The Fijian strategy combines the types of Ambush Guerilla Marketing and Undercover Guerilla Marketing at the same time. This tactic is capable of harnessing the power of visuals and social media.

UNICEF: Bottled Dirty Drinking Water (Dirty Water Campaign)

As an institution that aims to collect donations from the public for social issues, UNICEF is encouraged to conduct campaigns that attract attention. In 2009, they installed several vending machines in New York.

This vending machine "sells" bottles filled with dirty water with various labels, namely cholera, malaria, dengue fever, dysentery, and so on. This is done to provide information about the dangers of disease caused by dirty water. The drinking bottle filled with dirty water was sold for 1 dollar. For every purchase of a drinking bottle, the community has donated to provide access to clean water for a child for 40 days.

Through the combination of Ambient and Experiential Guerilla Marketing, people are aware of the importance of access to clean water. At the same time, UNICEF can raise funds to help many children in the world.

The application of the strategy applied by a brand will show the identity/identity of the product, service, even the company. That's why, you also have to really create a unique strategy when doing Guerilla Marketing.

Through the Strategic Brand Management program, you can learn the importance of the elements of a brand and how to form a strong brand identity. Not only that, the training will be carried out in an interactive way so that it is easy to apply in conditions in the field.