In this blog, I would like to comment the topic of Toni Candini’s paper, which is Guerrilla Marketing. Although I am pretty sure he is going to carry out a very good paper, my main objective is to analyze some points I have already discussed with him in order to expose some different ideas.
Guerrilla marketing can be described as an innovative marketing technique to appeal customers and persuade them. What differentiates Guerrilla marketing from other “traditional marketing techniques” is that relevant issues to success are imagination, creativity and energy rather than huge marketing budgets.
As Toni clearly explains in his blog, Guerrilla marketing is a very useful marketing tool for small businesses. Budgets needed to develop this kind of marketing campaigns are easily affordable and if it is designed properly, impact on potential customers can generate substantial improvements in brand awareness. Nevertheless, small firms are not the only ones which can take advantage of Guerrilla Marketing. From my point of view, I think that big companies can be even more effective using it because they have enough power and financial resources to use it as a complementary tool to other marketing campaigns. Thus, by using Guerrilla Marketing or other cheap marketing techniques such as viral marketing, big firms can enhance and enforce the message they want to transmit in their “more traditional campaigns”.
In his blog, he literally comments that “new generations are immunized against TV, radio or newspaper marketing campaigns, so we need to take different roads, use different tools and convince these generations by using other techniques”. Although this is a real tendency, traditional advertising channels must be taken into account for all companies, even when they want to appeal new generations because using TV, radio or newspaper marketing campaigns does not mean that these campaigns will not be appropriate to have a clear influence on new generations’ purchasing decision-making process. One clear example of what I am trying to explain is the last Heineken’s TV advertising campaign (http://www.youtube.com/watch?v=nb2nnkai_Hg) because by being creative, Heineken has been successful in convincing its target.
Another important point to highlight is the effectiveness of Guerrilla Marketing. From my point of view, companies must be careful about when they can use this technique or not because depending on the product and the target, results of a Guerrilla Marketing campaign could have a bad impact on any company’s performance. For instance, if ROLEX wanted to improve its brand awareness, Guerrilla Marketing would not be the right method to use because the niche market ROLEX wanted to appeal would never be attracted by this kind of marketing technique. Therefore, before using Guerrilla Marketing, companies need to analyze their target in order to see if its use is coherent with their objectives or not.
Summarizing, Guerrilla Marketing can be useful to all kind of companies; small ones can be more easily recognized while big ones can use it as a complement of other marketing campaigns. However, companies must understand that although its benefits are commonly recognized, this is just another marketing tool that should be used only when it is required.
Guerrilla marketing can be described as an innovative marketing technique to appeal customers and persuade them. What differentiates Guerrilla marketing from other “traditional marketing techniques” is that relevant issues to success are imagination, creativity and energy rather than huge marketing budgets.
As Toni clearly explains in his blog, Guerrilla marketing is a very useful marketing tool for small businesses. Budgets needed to develop this kind of marketing campaigns are easily affordable and if it is designed properly, impact on potential customers can generate substantial improvements in brand awareness. Nevertheless, small firms are not the only ones which can take advantage of Guerrilla Marketing. From my point of view, I think that big companies can be even more effective using it because they have enough power and financial resources to use it as a complementary tool to other marketing campaigns. Thus, by using Guerrilla Marketing or other cheap marketing techniques such as viral marketing, big firms can enhance and enforce the message they want to transmit in their “more traditional campaigns”.
In his blog, he literally comments that “new generations are immunized against TV, radio or newspaper marketing campaigns, so we need to take different roads, use different tools and convince these generations by using other techniques”. Although this is a real tendency, traditional advertising channels must be taken into account for all companies, even when they want to appeal new generations because using TV, radio or newspaper marketing campaigns does not mean that these campaigns will not be appropriate to have a clear influence on new generations’ purchasing decision-making process. One clear example of what I am trying to explain is the last Heineken’s TV advertising campaign (http://www.youtube.com/watch?v=nb2nnkai_Hg) because by being creative, Heineken has been successful in convincing its target.
Another important point to highlight is the effectiveness of Guerrilla Marketing. From my point of view, companies must be careful about when they can use this technique or not because depending on the product and the target, results of a Guerrilla Marketing campaign could have a bad impact on any company’s performance. For instance, if ROLEX wanted to improve its brand awareness, Guerrilla Marketing would not be the right method to use because the niche market ROLEX wanted to appeal would never be attracted by this kind of marketing technique. Therefore, before using Guerrilla Marketing, companies need to analyze their target in order to see if its use is coherent with their objectives or not.
Summarizing, Guerrilla Marketing can be useful to all kind of companies; small ones can be more easily recognized while big ones can use it as a complement of other marketing campaigns. However, companies must understand that although its benefits are commonly recognized, this is just another marketing tool that should be used only when it is required.
