Guerrilla Marketing

" Everyone loves a story about the little guy who takes on the bigger, more heavily armed opponent and wins. When the little guy uses unconventional tactics and surprises the opponent, it’s called guerrilla warfare. When some starry-eyed startup shocks the world with an underground marketing campaign that costs nothing but causes shockwaves for months, it’s called guerrilla marketing."

" This iconic and often controversial form of advertising didn’t come into popular existence until the late 1970s. Before that time, advertising was mostly about big budgets, big exposure, and catchy jingles. Advertisers were all about the profits and bringing in new customers by the truckload (...)

(...) " from the beginning of the 20th century until the 1940s or 50s, the main goal of advertisements seemed to be to educate the target audience rather than entertain or engage them. Ads centered on telling the consumer something that they didn’t know before. From posters on public fences to newspaper ads to radio and, later, television spots, advertisers assumed that the consumer needed to be taught."

" Over time, though, advertisers noticed that their advertising techniques were getting less effective. Consumers could spot a pitch and were too jaded to fall for advertising the way they had a generation before. By the 1970s, the advertising world was ready for a revolution."

(...) the attraction of guerrilla marketing is that it’s not educational or preachy. It makes the viewer think that they’re in on a secret. The more creative and jarring a campaign is, the more attention it gets. Some of the most memorable guerrilla marketing events have made bystanders feel lucky to be there to witness them."

" The goals of guerrilla marketing are relatively simple: use unconventional tactics to advertise on a small budget. Forget about TV and radio ads - think outside of those boxes. Create a trapezoid instead of a box. Make your campaign so shocking, funny, unique, outrageous, clever, or creative that people can’t stop talking about it. Back up your claims and make sure that whatever you’re advertising is worth all of that buzz."

Para quem quiser saber mais:

Guerrilla Marketing 1: History of Guerrilla Marketing
Guerrilla Marketing 2: Origins and Evolution of Guerrilla Marketing
Guerrilla Marketing 3: Major Corporations Go for Guerrilla Marketing
Guerrilla Marketing 4: Guerrilla Marketing versus Viral Marketing
Guerrilla Marketing 5: Guerrilla Marketing for Good Causes
Guerrilla Marketing 6: 10 Types of Guerrilla Marketing
Guerrilla Marketing 7: Is Guerrilla Marketing Right for You?
Guerrilla Marketing 8: The Future of Guerrilla Marketing

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