Guerrilla Marketing is created with the clear intention of being a competitive alternative for small companies and startups since although it requires a lot of creativity and taking some risks, it does not need large budgets, however it can be a very good way to achieve differentiation and brand awareness. Consumers of all generations love that brands are fun and different, therefore, beyond small companies and as you can see in the images in this article, Guerrilla Marketing has been used by large firms such as Coca-Cola, Sony, Lego or Ikea. The fusion of ingenuity and Marketing can give rise to brilliant creations, with a great capacity to captivate the audience, leaving a memorable mark on it, it is about putting creativity at the service of the consumer. Guerrilla Marketing was popularized in 1984 by Jay Conrad Levinson , after Central African Republic Email List coining the name and writing the first book on the subject. “Instead of investing money in the marketing process, invest time, energy and imagination” Jey Conrad Levinson You can find some of the most brilliant Guerrilla Marketing campaigns in a post I recently wrote: 10 Inspiring Guerrilla Marketing Campaigns Another topic that I love is billboards. You can run a campaign with a traditional promotional ad, or you can invest a little more and transform it into a great guerilla campaign. Each and every one of the proposals that you will see below have been conceived to generate a great impact on the viewer, who feels an irresistible attraction towards the advertising proposal. Obviously it is not a modern Marketing proposal, since there is no possible interaction with the brand, however, Guerrilla Marketing is still very much alive. One of the things that has evolved the most since Levinson coined the concept of Guerrilla Marketing is the way in which users share experiences. The Internet has opened new paths in communication, and projects have begun to connect offline and online activity to continue to conquer the hearts of consumers.
The growing popularity of viral marketing is due to the ease of execution of the campaign, its relatively low cost compared to other Marketing techniques and a high response rate from the consumer, which means that we can essentially consider it Guerrilla Marketing. From this point, I would like to highlight some examples of campaigns that combine different Marketing tools and techniques, giving special prominence to the connection between Btoc Database off and on, The Blair Witch Project One of the most successful modern guerrilla marketing campaigns, it arises from a few film students with a minimal budget and a camera. Marketing The documentary-style thriller could have turned out to be a ridiculous B-movie, however, the film’s creators defined an innovative marketing strategy by creating an Internet campaign dedicated to spreading rumors about the fictional legend of “the witch Blair’s “, the creators of the film generated” Buzz “out of nowhere, which became the interest of the audience and a more than remarkable collection. The film grossed nearly $ 250 million, according to CNN after a modest $ 50,000 ad spend.
We are therefore facing a magnificent example of guerrilla techniques in the internet age. Guerrilla marketing strategies have continued to grow outside the corporate world and have been adopted by non-profit organizations, politicians, or public figures. Pills against the pain of others This campaign was carried out in Spain in 2010 by the international organization Doctors in Borders (MSF), a non-profit humanitarian organization founded in France in 1971 by a group of doctors and journalists. The most successful campaign in the advertising history of Spanish NGOs was developed from the offices of Doctors without Borders in Barcelona, with a team led by Andrea Aguilar and in the office of creative Jorge Martínez, Creative Director of Germinal , in Murcia. He managed to raise about 5 million euros by selling peppermint candies in pharmacies. Something that may seem simple and that obviously is not. We could discuss for hours whether or not it is a guerrilla, and we would find arguments to defend both positions, what is not debatable is that it is a brilliant and groundbreaking example of Marketing.