What is guerilla marketing during a pandemic?
Marketing is one of the most important departments in any organization. Without an effective marketing function, it is hard for the business to beat the competition. Marketing could be classified into two broad categories. We have conventional advertising and guerilla marketing. In this article, we focus on guerilla marketing. So, what is guerilla marketing, and how effective is guerilla marketing?
Definition of Guerilla Marketing
Guerilla marketing is a low-cost unconventional marketing tactic that focuses on generating higher profits. Coined in the 20th century, the term guerilla marketing was to assist businesses with a limited marketing budget. Over time, it became clear that guerilla marketing helps larger organizations.
Therefore, through guerilla marketing, businesses can leverage limited resources and eventually achieve a high return on investment. Ideally, the marketing approach maximizes the limited time and budget, applying greater creativity to come up with advertising methods that yield greater potential. Eventually, the marketers gain a wider audience, with a high conversion rate to achieve improved profitability.
Why Guerilla Marketing is More Effective and how it is Changing Advertising During the Pandemic
1. Reach a broader Target audience
While traditional adverting methods like adverts on subway or billboards may not reach the target audience, guerilla marketing has the potential to deliver the advertisement with greater accuracy when it comes to the target audience. Therefore, the advertising method is much more effective and delivers the message to the target audience.
2. Low-Cost Generating Higher Returns
Advertising through creative approaches like pizza topers does not involve a huge cost, as it is the case with advertising on billboards. Therefore, the advertising method features an economical and a more effective advertising method, with a potential to deliver higher return on the investment involved.
3. Leaves a Lasting Effect
Guerilla advertising is all about creating a surprise, to capture the attention of target audience. Therefore, there is a high potential for leaving a lasting effect on the target audience. Eventually, the customers will keep buying a brand that makes them happy.
4. It is All about Establishing Lasting Relationships
Imagine an advertisement method that will establish a lasting relationship with the target audience. That is all the guerilla marketing is about! Ideally, the advertisers focus on using unconventional approaches while the overall goal is to leave an impression in the heart of the customer. Overtime, a lasting relationship is established. Therefore, guerilla advertising has a high potential for generating a reliable buyer.
Why Guerilla Marketing is The Best Approach During Pandemics
With Coronavirus pandemic, the top health experts are advising people to stay indoors to control the spread of the deadly virus. Governments have come out to enforce the advise, and we are seeing lockdowns, curfews and other restrictions. These measures are all about taking care of the health of the citizens and cannot be overlooked. Unfortunately, Covid-19 measures are having a negative effect on the advertising industry. This is because the traditional advertisement methods like billboards and adverts on subways no longer have a wide reach. Therefore, marketers should focus on guerilla marketing, an advertising method that focuses on reaching the target audience through unconventional approaches.
Examples of Guerilla Marketing
Having looked at what is Guerilla marketing and summarized why it is an effective approach compared to conventional advertising, we now focus on the examples of guerilla marketing. Here are the top five examples of guerilla marketing methods to reach your target audience.
Advertising on Coffee Sleeves: As the phrase suggests, this involves printing logos and custom advertisement messages on coffee sleeves that are used to protect the coffee lovers from the hot coffee cups. The branded coffee sleeves are then distributed to the selected coffee shops. The method ensures that the target audience will be reached.
Adverts on Pharmacy Bags: The pharmacy bags, is a method that works similarly to coffee sleeves. Ideally, the advertiser prints the adverts on pharmacy bags and distributes the bags to selected pharmacies. As the target audiences purchase from the pharmacy, the pharmacist will package the medications in the branded bags.
Advertising on Bar coaster: This is an advertising method that targets the patrons who frequent the relaxing environments. Therefore, the bar coasters are branded and placed on different seats. The advertisement message reaches the target audience effectively.
Pizza Tops: Pizza boxes are printed with the relevant adverts or logos and the boxes are distributed to selected pizzerias. Therefore the pizza deliveries are made in boxes bearing the advertiser’s message or logo.