The warfare marketing.

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.

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4 Responses to The warfare marketing.

  1. Wayne says:

    Guerrilla marketing is a fascinating concept and practice. While it has become more publicized in recent years, your post points out that it existed in the 60’s. Actually, when I think about it, the egalitarian aspects of guerrilla marketing agrees with the flower and people power mentality of the peace, love, and hippie era. Then there is the era’s counterculture stance that coincides with guerrilla marketing’s gutsy challenge to the mainstream marketing of corporate giants. Another 60’s refrain connected to the term, guerrilla, is the Vietnam War and the guerrilla armies and tactics that frustrated American efforts to defeat Hanoi’s expansion efforts into Saigon. You explained that with descriptions of guerrilla warfare in marketing. When you wrote that guerrilla marketing can backfire, it reminded me of the CMGT 500 readings about the dangers of banks and other traditional and staid institutions engaging in guerrilla tactics. I can see how some of those type of organizations would attempt such a surprising tactic to reach a certain target demographic. However, the irony surpasses the opportunities as they could appear somewhat like people experiencing a mid-life crisis who dress and behave like teenagers. Plus, the irony of an established, mainstream enterprise playing the guerrilla seems contrived. I imagine guerrilla marketing has attained a certain hipness, not unlike Che Guevara, that makes it attractive to commercial enterprises and marketers (Che’s popularity and market potential are classic cases of irony — a committed communist and anti-capitalist has become an iconic commodity in a post-communist and capitalist world). Guerrilla marketing is an interesting subject. Thanks for the informative post!

    • pchoksi says:

      Guerrilla marketing has questioned several basic principles of traditional marketing.There are so many sharp edges to this form of marketing which can easily turn the entire stunt into a failure. It represents pop culture, a tributary that has expanded into a stream of its own.

  2. Graham says:

    Terrific subject! I was fascinated by how marketers adopted Guevara’s military tactics for low cost, effective mindshare. Technological innovation will transform the landscape of this strategy too. Particularly location-enabled messaging (SMS and Push notifications) and augmented reality (google glass and oculus rift) could be game changers for the right, savvy brands.

    • pchoksi says:

      Yes Graham, technology is fast changing the face of marketing as a whole. The variety of ideas that guerrilla marketing has to offer has expanded wide horizons by the use of technology and continues to surprise us.