Social Intelligence Information about the use of social media in PR

7Feb/12Off

Guerrilla Marketing

To many, guerrilla marketing may sound like a description for door to door salesman. It may be an alien concept, but unless you’ve been cooped up indoors for the past five years (and even then you could have been sat watching YouTube videos) you will have undoubtedly seen some form of guerrilla marketing. The mass of people who all started dancing in the T-mobile advert  at Trafalgar Square Station and amazingly, all knew the routine – what we now know to be called a ‘flash mob’ – is probably the most famous example of guerrilla marketing.

 

It is effective, interactive and cost effective, and now with the increasing power of the internet and social media, sites like YouTube can guarantee these stunts, even if they aren’t created for or by an organisation, go viral. The term was official coined by Jay Conran Leveson in his 2007 book, ‘Guerrilla Marketing’. Since then many marketing executives and PROs have adopted these tactics.

The beauty of guerrilla marketing, which Leveson highlights in his book, is its low-cost and high profile. Campaigns must be creative, interactive, innovative and implemented at the right time and place. And these tactics aren’t just for large, global corporations; small businesses can do them too.

One of my personal favourite examples of guerrilla marketing is UNICEF’s dirty water campaign. It was simple and effective. UNICEF took an everyday vending machine and put it on the streets of New York. The twist was the bottles that were expelled from the vending machine were filled with disease ridden dirty water – the same water that millions in the developing world drink every day. With a choice of malaria, cholera and typhoid, it’s no surprise no one drank the dirty water. It did however, draw a lot of attention.

Guerrilla marketing, when successful, can promote itself, by grabbing the public’s attention. With the use of Smartphones, it is quick and easy for people to capture such campaigns and share via the internet and social media channels. Brands can post and link to these videos via their own, branded pages such as on Facebook, Twitter and YouTube. With technology constantly evolving, campaigns can become more and more sophisticated.

Guerrilla marketing is about being creative and innovative, not expensive. Truly unique and clever campaigns will capture the public’s eye.