Originality has always been the key to a successful marketing campaign. And a successful marketing campaign makes a strong impression in the minds of the audience. In today’s competitive marketplace, seeking attention by cutting through the white noise of every cognitive functioning of brands and services has become crucial. The current consumer has become passive of unadventurous marketing techniques which blares the same old message through the conventional channels. And as the consumer becomes more selective, marketing communication needs to have that newness factor which can drive results.
Enter guerrilla marketing. An unconventional marketing strategy that yields maximum results. Brought to life by Jay Conard Levinson in the 1980s, guerrilla marketing was designed for small businesses as a marketing strategy with ‘high impact-low investment’ tactics. Going outside the traditional medium, the aim is to engage the audience through emotions and emphasise on different communication strategies so that the message reaches the right customer. It is the creation of such surprise element which attracts the attention from the clutter, thus making an impact in the customer’s mind.
Guerrilla marketing is more of a strategy executed with a well-planned approach. The innovative notion of guerrilla marketing is crucial in an integrated marketing communication framework. It can entice the consumer’s curiosity, thus facilitating better consumption of products and services than traditional advertising. In today’s advertising age, creating relevance in the post-modern demands of the business has led to influencing the customer’s opinion about the brands that have tactfully implemented as a means of communication. This form of contemporary marketing technique is more niche which is in juxtaposition than the traditional form which is all about gaining competitive advantage in the market. The effectiveness of guerrilla marketing is in its core elements namely the surprise and low-cost factors. Today, it’s all about creating an experience closely connected with the product and maybe that’s why brands are opting for unconventional means to connect with its audience.