Simply Just Fascinating: Guerrilla Promotions
Promotion agencies for alternative forms of marketing, “Only the change is resistant” already knew of the Chinese philosopher Lao Tzu and has thus in the 6th century BC, something like the still valid basic law of marketing defines: effective sales promotion is simply impossible without continuous change of marketing tools according to the conditions of the market. What is now considered to be innovative, must be under circumstances tomorrow on the test bench and adjusted to, because it require new developments and trends. This also applies to the concept of guerilla marketing. Jay Conrad Levinson had targeted optimized the also already in the 1960s idea of the maximum advertising success with minimal resources in the 1980s with unconventional marketing actions specifically effective to help at the time strongly suffering from the crises impact small and medium-sized companies. Target each guerrilla promotion should be according to Levinson, exceptionally original ideas efficiently in surprising, often spectacular Actions to implement. So, the attention should be achieved by consumers, who were thus saturated with advertising via supplied. The founder of that Marketing Association International guerrilla along with his 1984 published guerrilla marketing Handbook, has until today a standard work, several more books on the topic written, where he further developed the guerrilla promotion strategy according to the current requirements. Guerrilla marketing is an integral part of so-called below-the-line marketing, which includes all “non-classical” advertising and communication measures today for many promotional agencies who have made also the lateral thinking in the interest of the customer to the duty.
(Unlike the above-the-line marketing, ATL called.) But always it comes to attract the attention of the consumer (to attract them), to awaken desires in him (create desire) and to provide him with information (provide information). Like its predecessors are days designated by the guerrillas attributed to also guerrilla promotions of our Properties: they use the surprise effect and their detailed knowledge of the area as “Weapons”, are unconventional, fast and efficient. But while were used 30 years ago guerrilla promotions especially by smaller companies, they are the drug of choice today also for larger companies. Even global corporations use of guerrilla marketing, when it comes to atypical to promote products and to experience brand worlds. The guerrilla marketing has become a basic strategy, which usually far off the beaten using a variety of means and methods from the marketing mix marketing paths – online, offline, mobile or multiple media involvierend. It continues: the creative, unusual, humorous or provocative idea is the a, a minimum use of resources in the implementation of the other. So “hats off” before any promotion agency, which manages the balancing act between genial brainstorm, predictability and cost effective realization of the guerrilla marketing campaign and in this way a lot of direct contacts and positive image transfer generated for the brand. Only a few sympathetic guerrilla promotions should be mentioned here as an example: the projecting of logos or “Key-Visuals” these image messages of an advertising campaign on house walls, attaching self-adhesive foil on car Windows or “Blocking” parked cars with oversized shoe figures at the wheels, mark planned Street promotional spots prior to start the action by chalk marks on sidewalks, for example the placement of a new car model in the viewer stands at a top sports event with TV coverage… Public effective guerrilla promotions like these are clearly under the motto “low budget – high impact!”.