Guerrilla marketing: what it is, what benefits it brings and how it can be linked to other communication strategies to ensure that your message reaches the right audience.
What is the purpose of advertising? The answer is simple: to boost brand awareness and highlight benefits, generally, if it is not about promoting a particular product or service. It uses creative, visual, textual and auditory methods to convey a specific message linked to an advertiser. It has different formats: public, digital, audiovisual, among many others.
However, many times, and due to the saturation of users and advertising spaces, and other phenomena such as when there is an important event and all the brands start using the same message, advertising loses its effectiveness. It becomes monotonous, goes unnoticed, can be invasive and, sometimes, even a nuisance for the audience.
In these (everyday) cases, guerrilla marketing is one of the most interesting replacements. It is a communication style based on a novel, creative and enhanced use of advertising resources such as, for example, the public highway. It works with specific actions that are much more artistic and innovative than traditional communication. Starting from a disruptive format, guerrilla marketing tries to generate amazement in the audience, under the same objective as traditional advertising: brand awareness and communication of features or benefits.
Who uses it?
In the past, this type of resource was widely used by small companies, since colombia phone number advertising was very expensive and was co-opted by large advertisers, but with the paradigm shift brought about by social networks and the Internet, this has changed completely. Now it is very common to find guerrilla marketing actions in large companies: the advantages of using it and the effects it has are enormous and large organizations want to take advantage of them.
What are its advantages?
Let's imagine a case: a film production company is about to launch a suspense and action film. To communicate it to the masses, it turns to a guerrilla marketing agency. The film does not stand out for having big Hollywood personalities or a famous director: that is why, probably, a creative and disruptive resource is the best option to attract the attention of the audiences and expand awareness. The agency then proposes an action in public spaces: an action scene will be recreated in the middle of the city, with real actors and situations from the film that seem not to be acted.