OUGD601 Practical Further Research (Guerrilla marketing)

RESEARCH

Guerrilla marketing:
The idea that I have been suggested to take forward is a form of guerrilla marketing, therefore it is important to do some research into what exactly that is.

'Guerrilla marketing is an advertisement strategy concept designed for businesses to promote their products or services in an unconventional way with little budget to spend. This involves high energy and imagination focusing on grasping the attention of the public in more personal and memorable level.'

(https://en.wikipedia.org/wiki/Guerrilla_marketing)

Guerrilla techniques mostly play on the element of surprise, It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines.

Examples:

Frontline - Flea and tick spray

A large scale ad was printed onto the floor of a shopping centre giving the illusion from above that the people were the fleas. It creates a form of interaction and because of the playful nature it is memorable as well.

Discovery Channel - Shark week promotion

To promote Discovery Channels 'Shark Week' they placed bitten surf boards along the beach to help grab attention.

King Kong 3D - film promotion

The shocking and attention grabbing nature of this campaign had people taking photo's and they were sharing it on social media.

IBM - Smart ideas for smarter cities

IBM created a campaign which created useful solutions in cities such as benches, shelters and ramps. As these things were useful it helped connect it to IBM and became memorable.

Guerilla marketing pros:
- Cheap
- Grows with word of mouth
- Publicity can snowball

Guerilla marketing cons:
- Confusion of message, too mysterious
- Authority intervention
- Potential backlash if campaign isn't approved of.


Creative use of stickers:

Batman Begins

Unicef - landmine stickers

Manchester - Keep our city clean campaign

Stickers are cheap and easy way to promote a message and create a memorable campaign.

Sticker considerations:

- Add call to action - encourage people to use the sticker how I would want it to be used - if the action is clearly defined it will have more overall effect.

- Use the back - ideal spot to put a call for action, tips for distribution, social media etc.

- Stick them up myself - so I can control the location of where the stickers will be found and then I will be able to mock-up a social media campaign more effectively.

- Make sure the sticker design resonates with the audience so that they are encouraged to share.

- Stimulate engagement - run a contest where people stick them in creative places, take a photo, and send it in.