Guerrilla Marketing
From Nike to Dr Dre Headphones to Virgin Atlantic to Extinction Rebellion, all have successfully used guerrilla marketing to grab attention. However, while guerrilla marketing can be a useful “shock and awe” tactic as per Ristevska-Jovanovska, S. (2017). By itself, the initial results of guerrilla marketing quickly fade. To sustain results, firms need to integrate guerrilla marketing’s “shock and awe” tactics with traditional and new media marketing. Marketing, editorial, social and PR teams need to be engaged and brought into the guerrilla marketing campaign to amplify and sustain results.
Social media is an excellent tool for disseminating and amplifying messages at high speed. Digital word of mouth (WOM) via social media will spread messages in multidirectional channels quickly. However, the news cycle is constant, and it is not long before the next story comes along and drowns out the original guerrilla marketing message. Hence, why engaging traditional marketing activities is so important. Irish bookmaker Paddy Power is infamous for its guerrilla marketing campaigns often boarding the barriers of taste. They have sustained the original “shock and awe” message from their guerrilla marketing by coordinating unconventional activity with traditional marketing elements for maximum impact. Moth (2014)
In conclusion, guerrilla marketing in isolation will generate initial attention. That attention will be quickly drowned out by our 24/7 new media schedule. To amplify and increase the attention grabbed by a guerrilla marketing campaign, supplement the campaign with brand building and consistent integrated marketing communications. Make use of traditional and new media approaches to isolate and target desired market segments and encourage WOM activity between the firm and consumers, and consumers and other consumers.
References
Moth (2014) “Why Paddy Power’s marketing is all about mischief, PR and press coverage”, Econsultancy, September 04 2014, Available: https://econsultancy.com/why-paddy-power-s-marketing-is-all-about-mischief-pr-and-press-coverage/
Ristevska-Jovanovska, S. (2017) ‘Guerrilla Marketing as an Unconventional Marketing Activity’, Research in Physical Education, Sport & Health, 6(1), pp. 43–50. Available at: https://search-ebscohost-com.liverpool.idm.oclc.org/login.aspx?direct=true&db=s3h&AN=124632832&site=eds-live&scope=site
