The word “Guerilla” often has a negative shade of meaning. But as such it need not be as Guerilla can also mean an unconventional, aggressive and deep reaching methodology when it comes to marketing strategies. Few other characteristics of guerilla marketing are off the beat ideas to have better impact, attractive thought provoking ways to attract business and lower budgetary allocations.

Guerilla marketing always revolves around the innovative and attention grabbing concepts in marketing. Simplest of such strategies are business stationeries like brochures, post cards and tri folders. If you think a step ahead, depending on your product, you can attach a sample of your product along with the brochure for delivering it to the targeted customer. Even the brochure design can be different from the rest and strategies like inserts and invoices form an image in customer’s mind about your product and company.

INNOVATION: Graffiti can also be used as part of economical marketing, but should be filtered to make it look classier with innovations and ideas. Care should be taken as graffiti can sometimes even spoil the play if standards and innovations are not filtered and streamlined.

INTERACTION: Guerilla marketing is meaningless if there is no interactive and relevant element along with fresh innovative ideas. Relate to your customer’s mind set and provide something to grab the attention. Never include something in your campaign which is false or does not exist. Your customer will never trust you and will lead to your opponent’s gain.

DEEPER PENETRATION: Always remember that guerilla marketing should be streamlined to make a deeper penetration into the market and reach the bottom most part of the business pyramid. Therefore, localize your marketing campaign to suit the region in specific. The same strategy can’t be used for all regions/sections of the world. So make necessary changes to the campaign to suit the scenario.

OUTSOURCE: Few strategies adopted by companies can involve outsourcing campaigns to guerilla agencies who manage to deliver the promised results. Few of the larger organizations even hire guerilla firms to collect strategies, plans and related information of opponent’s organization in order to counter attack the opponent in the market. This methodology is not much profitable for small businesses as they are more localized with market base and business turn over much lesser than the multinational companies.

TIE UP: Another guerilla strategy for small business involve tie ups with many other small businesses of the same or slightly different fields in order to pool in the resources, capital and infrastructure to give a tough fight to the larger and much established companies.

Finally there is no boundary for formulating guerilla marketing strategies. Suiting the business requirement, market scenario and innovation in reaching to the targeted customer, you can come up with your own guerilla strategy.

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Several subway stations of the city have been furnished by IKEA with lamps and sofas for 2 weeks. Thus the passengers can wait for the trains on IKEA new collection furniture.

The key idea behind the stunt is to demonstrate the quality and durability of IKEA products via the ‘bum test’ of thousands of Parisians. To me, this campaign, other than durability,  also reflects the affordability, for which the company is known around the globe.

The pictures below show that the walls are also decorated with IKEA advertising materials.

Very smart idea from IKEA Just can’t imagine this working anything close to smooth here in Russia…

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Just come across an interesting move from an advertising agency here in Russia, in Saint-Petersburg.

Loki & Bartleby agency sent some sort of a ransome note to the companies they saw a potential to cooperate with. The note was written in a style you see in crime movies – letters cut out of some printed media. A courier would deliver a black envelope to the potential clients. The ransom note was inside, with the text saying: We know where the ad idea you are looking for is. If you want the idea in life call this number. Do not try to call other agencies or else your idea will only suffer more.

The difference is just that the note is not anonymous

The black envelope would add to the mystery of the situation.

Very nice idea, not really sure how efficient in the end but a very amusing and eye-catching one…

The agency reports, 30% to 40% of the receivers called without any further action from the agency. Here below is the ransom note.

Loki & Bartleby ransom note

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