Guerrilla marketing works outside of the mainstream, making a disruptive impression that gets a brand or business noticed, and in an extended period of economic downturn, that gets even more important. Why Guerrilla Marketing is More Relevant Than Ever: Nothing has a better chance of zooming directly in onto the target consumer or demographic than guerrilla marketing and its various techniques (outdoor postering, street teams, video projections).
Guerrilla social media tactics can be targeted, inexpensive, and very personalized, and coordinated with offline street team work.
Guerrilla marketing has always delivered at a lower price-point than traditional advertising and marketing efforts, and that makes it an even more critical element of marketing when you need to stretch your dollar.
Guerrilla tactics are designed to punch through the noise and be disruptive. Guerrilla stops people in their tracks, whether it be outdoor postering, projections, mock protests or flash mobs. Guerrilla is the new frontier for influence.
Responsibility for a brand goes beyond the marketing department—it’s everyone job. You cannot stifle branding by slotting it into the same outdated organizational paradigms. New social technologies have mandated a fundamental shift in brands, but this shift can provide unparalleled opportunities if companies can harness its power. Agile businesses able to think outside the proverbial box should easily succeed in today’s environment. Businesses that lead through internal collaboration among all departments will develop a competitive advantage in brand value in today’s fast-moving world.
New research from Econsultancy and Adobe found that two-thirds of businesses (67%) agree that social media is integral to their marketing mix, while 66% say social is integral to their overall business strategy.
The survey of 650 marketing professionals also found that 64% of businesses use social for brand awareness, 44% for marketing campaigns and a quarter (25%) for customer service.
This Infographic includes some of the other interesting findings from the research.
The first ad shows a couple sharing heart-shaped offering through the hole in a boy's stomach. Then just as he gobbles up a biscuit, the hole fills up in no time! The second ad, shot in an office, shows colleagues throwing curled up paper in a bin, through a colleague's empty stomach. Their fun ends when the pale-looking man gobbles a Parle 20-20 cookie to fill his empty stomach. I liked the second one more.
Making a comeback after two years, the new campaign for Fevicol Marine shifts focus from the functional aspect to create an emotional connect, in line with Fevicol's tone and humour.
The ad shows a boatman rowing a boat filled with wooden chairs. An old man waves for a ride. The boatman gestures a refusal, citing lack of room. The old man clarifies that it's his young daughter. After a look, the boatman offers her a ride. He gradually kicks stacks of chairs into the water to make room for her, her goat and her stack of hay, and continues the journey with the chairs in the water, fastened to the boat with a rope. At the end, the film reinforces the promise of a strong bond with a voiceover, "Fevicol Marine, wohi mazboot jod, paani mein bhi."
This campaign captures the spirit of India, borrows from India and therefore becomes a part of the fabric of India like all Fevicol ads have been.
"The reputation of a thousand years may be determined by the conduct of one hour” -Japanese proverb As time goes by, the same level of service becomes less effective. The lure of competitors will encourage customer to reevaluate their loyalty to existing vendors or service providers. A question that needs to be asked is, “What is the incentive for customers to stay for three, five or ten years?” Here comes the concept of customer engagement which has been the savior in today's cut throat marketing competitions.
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