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Guerilla Marketing

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Guerilla Marketing

Guerilla marketing aims to achieve traditional marketing and advertising goals such as exposure, frequency, awareness and reaching out to consumers but by employing unconventional methods. The strategy of guerilla marketing is to target small and specialized customer groups in such a way that bigger companies would not find it worthwhile to retaliate. The word ‘guerilla' stems from the concept of ‘guerilla' warfare, which is a tactic whereby infantry divisions wait for their enemy and attack them by surprise instead of approaching the enemy line lacking subtlety and having little regard for fatality. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. …show more content…

A redundant but successful tactic is ‘stickering' (Fig. 4), small independent businesses will order stickers in bulk and post them anywhere and everywhere in hopes that their brand or logo will become recognizable to the public. This technique is quite inexpensive and defiantly promotes brand awareness but there are some set backs as well, ‘stickering' is a fairly time consuming process, there are some legal implications depending where you are posting the stickers but more importantly you have no way of targeting a group or a defined market because you have know idea who will walk past the sticker.
An unconventional approach, if you have the means to do so is a large graffiti art advertisement (Fig. 5). This would work if you owned property and were permitted by city by-laws to paint the side of the building. This would be an inexpensive tactic because you could hire art students or any aspiring artist who would be more than thrilled to have their work displayed. This would be considered a guerilla-style strategy because other, larger businesses would be discouraged from retaliating to this approach because they have many other means of advertising and this one would simply be over-looked. Furthermore, this tactic would be able to target a specific group as the art work would primarily attract the attention of a younger audience, this of course would only be beneficial if your product or service was

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