What is Guerilla Marketing?
Guerrilla marketing is a creative, unconventional, and minimal-cost marketing technique that uses imaginative tactics to promote a product or service. Guerilla marketing is most effective when used with the element of surprise, humour, or shock value to grab the attention of the audience. The term is coined from the word “guerrilla”, which refers to the strategy used by small, agile, and mobile forces to take their larger, better-equipped opponents by surprise.
In the world of marketing, guerrilla marketing aims to achieve similar results by using unique techniques and low-budget methods that stand out in the crowded advertising world. This way, businesses can differentiate themselves from their competitors and connect with potential customers in a memorable way.
History of Guerrilla Marketing
Guerrilla marketing can be traced back all the way back to the 1980s. The concept was introduced by Jay Conrad Levinson in his book “Guerrilla Marketing.” Being a marketing consultant, he believed that small businesses could compete with larger companies by using marketing strategies that didn’t require a big budget. He created the term “guerrilla marketing” to describe these tactics, which he believed were more effective than traditional marketing approaches that relied on big budgets and mass media.
Some Examples of Guerilla Marketing Campaigns
Examples of guerrilla marketing tactics are everywhere if you look out for them. From viral videos to street art to flash mobs and pop-up shops. Contra Vision has adopted some guerilla marketing techniques, as seen on the Sky Bridge on Milwaukee River Bridge. Contra Vision was tasked by the Milwaukee Bucks basketball team to create an eyecatching campaign to promote the team making it to the NBA playoffs. Contra Vision film was placed on the bridge reading “#FearTheDeer”, as well as turning the river green – to let anyone visiting the city know that something large was happening.
Another example of guerrilla marketing was The Dazzle Ship Wrap, commissioned by Liverpool Biennial. Contra Vision was tasked to create vehicle graphics on the Snowdrop Ferry launched on Mersey River in Liverpool. The vessel was decorated with a multi-coloured ‘dazzle’ pattern designed by Sir Peter Blake – who has a long connection with Liverpool. The Snowdrop or “Dazzle” Ferry stayed wrapped for two years continuing to bring a brilliantly colourful element to the famous Liverpool waterfront, giving tourists and locals an amazing sight to see on the river.
In conclusion, guerrilla marketing is a marketing strategy that aims to create unconventional, low-cost, and high-impact marketing campaigns that reach a large audience. It involves using creativity, imagination, and out-of-the-box thinking to promote a product or service in unexpected and memorable ways. While it can be a highly effective way to generate buzz and increase brand awareness, it’s important to be mindful of the risks and potential ethical issues associated with guerrilla marketing.
Like the campaigns that Contra Vision have produced? Check out the blog for more news.
In conclusion, guerrilla marketing is a marketing strategy that aims to create unconventional, low-cost, and high-impact marketing campaigns that reach a large audience. It involves using creativity, imagination, and out-of-the-box thinking to promote a product or service in unexpected and memorable ways. While it can be a highly effective way to generate buzz and increase brand awareness, it’s important to be mindful of the risks and potential ethical issues associated with guerrilla marketing.
Like the campaigns that Contra Vision have produced? Check out the blog for more news.
