Branding and Guerrilla Marketing
Usually we consider guerrilla marketing to be good for one main issue: creating BUZZ. And I’m not saying the contrary, I just want to expand on this specific marketing tactic.
Guerilla marketing is a great way to build brand buzz, consumer engagement, and in my opinion an extraordinary way to accomplish brand personality and brand character objectives. With a well-thought and executed guerilla campaign a brand is able to:
- Get up close and (very) personal with their target consumer.
- Choose the right setting (neighborhood, business, city, country, club, etc) to execute the campaign.This helps to personalize the brand.
- Create a brand character and brand personality. They can be developed by the way the campaign is executed; not only by the campaign itself.
- Keep the brand in context with their target audience and market. If you’ve done the appropiate reaserch, you know who your market is, and what they’re expecting from you. Taking this insight and developing the guerilla stunt around it helps you stick to your objectives and keep the message in a cultural context your target will understand.
- (Probably, I can’t guarantee this..) Get a spot on the 6 ‘o clock news !! I’m just kidding with this one; no, but seriously, you actually might get media (tv, radio, internet, newspaper) exposure for ‘free’.
Just today Coolzor blogged on a Portuguese guerrilla campaign for FOX’s tv show Prison Break. (Link) Go ahead and take a look at the stuff they did. I personally like the idea, but I would’ve probably done it in a more grungy way. Scaring the audience to watch the show…
