“We can’t solve our problems by using the same kind of thinking we used when we created them.” Albert Einstein

Today is the world of vehement competition where companies continuously strive to differentiate themselves from the competitors. Every now and then consumers are encumbered with ample of advertisements and marketing campaigns by various firms. Hence, for a firm the challenge is not just differentiating itself and get noticed and identified in the midst of the competitors, but also break through the clutter. Generic competition leaves the firms fighting for the common customer wallet. Thus, traditional marketing approaches no longer remain the powerful tools for the firms, steering to the emergence of guerrilla marketing concept.

Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than big marketing budget. Guerrilla Marketing has more to do with promotional advertising than strategic marketing, although Guerrilla tactics are strategic in and of themselves. The main objective of guerrilla marketing is to create unique, engaging and thought provoking ideas; target consumers in unexpected places; thus, making the ideas memorable to generate buzz and consequently turn viral. It is about using ordinary marketing resources to achieve extraordinary results to make impact on the target audience the firm is communicating with. It is all about brains than money – at least budget and money, higher advertising or marketing impact through creativity and uniqueness. It does not always require extra time or effort but it always requires a creative personal touch.

Guerrilla marketing subsumes unusual approaches such as intercept encounters in public places, street giveaway of products, PR stunts, or any unconventional marketing intended to gain customer attention and make the brand, idea or company memorable for the customers which in turn will generate the word of mouth publicity. It emphasizes fully utilizing the marketing budget creating maximum impact on the customers. It offers a way to engage highly targeted audiences, to develop a street wise identity, and simply to jar consumers who are so deluged with the advertisements.

Principles of Guerrilla Marketing:

Bold, creative, unexpected and engaging are the characteristics that can be associated with Guerrilla marketing. Underneath are the principles underlying the Guerrilla marketing:
=> Presence – This principle asserts finding ways to make the firm known at all times – may be the      chat rooms, forums, discussion boards, e-mail, radio, magazines, blogs, Yellow Pages, streets,      everywhere. Make your presence feel!!!!
     Multiple-unit franchising strategy of the franchisors like Pizza Hut, Start Bucks can be correlated      with this principle – where by the strategy of the firm is to have multiple outlets in close proximity      attracting consumer attention and discouraging would-be competitors. They are making their      presence felt by the consumers in particular geography by setting up multiple units in the given      geography.
=> Activity – This principle asserts the firm to be aware of opportunities to make the product known at      all times and act on them.
     A Charity Awareness Campaign by ITC – There are still millions who only dream of school - ITC      fulfills its corporate social responsibility by helping some of them realize this dream. For every four      ITC – Classmate notebooks bought, ITC contributes Re. 1 to its rural development initiative that      supports, among other projects, primary education in villages. ITC motivates the consumers by      evoking the spirit in them that they can be proud that their contribution is a part of serving the      dreams of millions.
=> Energy – Guerrilla marketing emphasizes on continual marketing – ‘360⁰ Marketing’. It emphasizes      on creating tremendous marketing and sales results by using creativity instead of money.
=> Networks – It asserts always looking to make contacts and develop networks – an emphasis on      importance of relationship.

IWC Big Pilot Watch Bus Guerrilla Marketing

The more number of consumers who will get into the bus will get exposed to the handles in the bus carrying the dummy prototype of IWC Big Pilot watch which will be a memorable brand experience, they in turn will generate buzz to others.

=> Smart – Smart tactics should be adopted by the firm not to offend the customers or turn them off.      It emphasizes usage of smart sales and marketing without resorting to the loud, tacky and even      obnoxious marketing that inundates today's consumers.

Some tips for doing Guerrilla Marketing:

=> Be Bold
     It emphasizes on standing out from amongst the crowd of messages, the advertising clutter the      customers are faced with. It is all about differentiating the message and how it is delivered. Being      bold doesn’t imply that the message and the way it is delivered be intrusive, pushy or annoying,      rather it should be passionate and noticeable.
=> Be Creative
     Apply the power of creativity to create a lasting impression on the audience/customers which will      in turn do viral marketing.
=> Be Unexpected
     Average customers are inundated with thousands of messages exposed to them and most people      thus ignore vast majority of advertising directed to them. This is thus important for the sales and      marketing efforts be unexpected by being innovative, unique, new and fresh in how the message is      presented.
=> Be Engaging
     Interactive marketing encapsulates customer involvement in the sales and marketing process.      Guerrilla marketing emphasizes on this so as to hold customers’ attention and allow them to absorb      the message.

Some of the advantages of Guerrilla Marketing are enlisted underneath:

=> It is flexible; because of it small scale nature it can be adapted very quickly, it is relatively easy to      respond to change.
=> Low cost is one of its founding principles. It is ideal for the firms who do not possess massive      marketing budget. It best utilizes the marketing dollars smartly and effectively.
=> It is targeted to reach the target market thus, reducing waste and ineffectiveness.
=> Many of its methods are simple and easy to use and implement.

Some of the non-conventional advertising methods encompasses, use of internet, pop-up ads, use of internet technology, word of mouth, stickers, badges, blogs, demonstration, free consultation, SMS messaging, peer marketing, generating mystery or intrigue or other illegal methods like graffiti ads, spray paint logos, bill stickers.

Examples of Guerrilla marketing are depicted underneath:

Anando Milk, from India, wanted to increase milk consumption among children, so the McCann Erikson Agency came up with this amazingly creative ad placed on one of Mumbai’s buildings, where you can see a child strong enough –a benefit of the milk, of course– to move part of the building itself.

To demonstrate Pantene’s claim of “really strong hair”, three rapunzel-style stunts were staged in downtown Toronto for two days, where live male climbers went up over three different oversized ponytails.

Big Bazaar’s guerrilla advertising smartly targeting Westside by giving the message in the hoardings – Keep West-aside, Make a smart choice.

Thus, firms can opt for bold, innovative, engaging, unique, marketing strategies to differentiate them and become noticeable in the clutter, so as to catch the attention of the audience, make the message and the brand name memorable and repercussionally inducing viral marketing. Guerrilla marketing is thus, the smart choice!!!!!!!

References:
=> http://en.wikipedia.org/wiki/Guerrilla_marketing
=> http://www.sales-and-marketing-for-you.com/what-is-guerilla-marketing.html
=> http://www.entrepreneur.com/encyclopedia/term/82168.html
=> http://www.gmarketing.com/articles/4-what-is-guerrilla-marketing
=> http://www.creativeguerrillamarketing.com/guerrilla-marketing/10-guerrilla-building-examples/#