Guerrilla is a Spanish word, which means a battle fought by small army against a giant military. It depicts the practice of using forceful measures to accomplish philosophies practiced by a category of people . A guerrilla fighter will always have an edge, as he would be the only one who knows the time and type of attack unlike its rival who could be more vengeful. Guerrilla warfare is rampant today and has been in practice since decades. Most of the times, this type of warfare is used when a minority of people are suppressed or opposed, which could be unfair or for the greater good. The foes are unaware of the type and time of attack against them as the minorities revolt to benchmark their theories.
The guerrilla warfare concept seemed like a good idea to create a lasting impression on people, therefore the marketers in the 1960s started adopting it as a promotional tool (Baltes and Leibing, 2008). The spawning of corporations has made it more difficult than ever to gain attention of the right audience, in such times guerrilla marketing, with its modest budget and facile operation, has proved to be an efficient tool of marketing. The idea of applying the ‘guerrilla’ concept on the audience is not something that all companies would adopt as it is a brave attempt to capture the attention of the audience and it can easily fall flat if not planned and executed cautiously. In comparison to other promotional ideas, guerrilla marketing is taken as a very attractive strategy as it has the advantage of triggering surprised emotions from the audience (Lautenslager, 2007). Assuredly, if people are to experience a sudden change in an ordinary part of their routine, they will be amazed and take notice of what is happening around. It is very well said that guerrilla marketing spreads like love “You will find it at the moment you do not expect it at all. And at the moment you notice the advertisement and start thinking about its message they have what they want – your attention and interest” (Adeniyi, 2013, p. 44).
Look up https://www.youtube.com/watch?v=dInhX6ED15Y for a successful example of guerrilla marketing. Wait for the next blog for further discussion. Till then, Fight On!
Adeniyi, A. (2013). Guerrilla marketing: A sustainable tool for entrepreneurs andmarketing practitioners. Journal of Science and Science Education, Vol. 4(1), pp. 44 – 54.
Baltes, G. and I. Leibing, 2008. Guerrilla marketing for information services. Newlib.World, 109: 46-55.
Lautenslager, J.A (2007). Guerilla Marketing, Los Angeles, London Pres.