Guerrilla Marketing or Guerrilla Marketing, if you prefer to call it that, is a term that is generally confused with other activities or that, due to its involvement with war tactics, generates some confusion among marketers and advertisers unfamiliar with the trends current and that ends up causing some rejection in a prejudiced way.
In reality, it is not a defense or an evangelization of the term. Like most of the marketing activities, the development of strategies and the implementation of Guerrilla tactics must be justified by a series of events in the market and by the current conditions of the brand and the conception of a product.
From the common confusions of the term, we can quickly deduce 5 things that some agencies (of any size) and specialized media are considering as Guerrilla Marketing activities without being:
1. Guerrilla Marketing is not a simple flyer or delivery of samples of products with attractive costumes in crowded places.
The Guerrilla is based on segmentation / targeting, either by a specific profile or by the geographical location of the activity in relation to the point of sale. Almost any massive activity should be dropped from the category.
2. Guerrilla Marketing is not an invasion of sellers and / or consumers evangelizing a brand at points of sale.
The true guerrilla invasion represents the presence of a brand in places and events where another competitor (generally with a higher budget and awareness) is the leader.
3. Guerrilla Marketing is not only using alternative advertising media.
This is only a tactic; The true strategy begins by defining a very specific niche with which to establish a true brand experience.
4. Guerrilla Marketing is not an exclusive strategy for large advertisers.
In reality, guerilla marketing was born for small companies due to the relative low cost of their activities. However, large companies have exploited these concepts better, where the highest costs are those related to creativity (read as payment to highly renowned agencies), not to the activity itself.
5. Guerrilla Marketing is not just another label for Below the Line (BTL).
BTL is a term totally linked to advertising practice and not something implicitly related to a business model; Brands based on guerrilla marketing or "traditional marketing" can use this type of media interchangeably.
