Guerrilla marketing research paper
The students received goodies ranging from extra coke, pizza, flowers, to even a twelve-foot hero sub. A seemingly normal vending machine surprised students by dispensing items that were more than they bargained for.
Facing this permanent flooding of attempts of persuasion, many people feel constricted in their freedom to make independent consumption decisions Kalliny and Gentry, He had a glass slipper and even got to try the shoe on some people. Finally, there is a strategy called "team selling" that consists of conforming groups of people, the majority of them young, who go knocking the doors of different houses in a neighborhood.
Several different unconventional advertising instruments have evolved i. Left-brained persons tend to be logical, right-brained ones tend to be emotional, and the rest combine the two.
These instruments are subsumed under the umbrella of the guerrilla concept. Inthe term guerrilla marketing was introduced by Leo Burnett 's creative director Jay Conrad Levinson in his book Guerrilla Marketing.
For big companies it is a high risk, high reward strategy. They released an ad campaign showing people they were fully aware of the recession, yet, in a dramatic way, showing 'that regular people are coming here and having a blast'.
Impact of guerrilla marketing on consumer buying behavior
Off the Internet, viral marketing has been referred to as "word-of-mouth", "creating a buzz", "leveraging the media", "network marketing", But on the Internet, for better or worse, it's called "viral marketing". This is the one in charge of making decisions. The goal is to create awareness on the customers about what the enterprise is doing. For example, Nike during the London Olympics created 'find your Greatness' spots where they featured athletes from several locations called London but without showing the real London or referring to the Olympic games which was intended to build a strong association between London Olympics and Nike. Many online marketing strategies also use social media such as Facebook and LinkedIn to begin campaigns, share-able features and event host events. The people who first sent a text message with the required information would get free tickets to go on a trip. It lets people know what they are going to choose, as well as what they are going to buy. Due to the imprecise concept notation, it is still under-researched whether guerrilla marketing is an effective tool of communication and persuasion. The book appeared during the corporate crisis in the US, when the competitive situation had become tough because of numerous foundations of SME.
The concept reached wide popularity after Levinson had published the first comprehensive book on guerrilla marketing which provided guidelines for small businesses.
But the literature still lacks a scientific contribution which directly focuses on the guerrilla concept.
Research on guerilla marketing
However, with the passage of time, companies have developed more unconventional techniques to catch the attention of the clients. When a company decides to do a guerrilla marketing campaign which could be anything out of viral, ambient, ambush, street or stealth, the focus for them is to meet the objectives. Ries and Trout outlined success drivers of guerrilla marketing e. According to Jay Levinson, guerrilla marketing emphasizes strongly on customer follow-up rather than ignoring customers after their purchase. The people who first sent a text message with the required information would get free tickets to go on a trip. Viral videos are an incredibly popular form of guerrilla marketing in which companies film entertaining or surprising videos that internet users are likely to share and enjoy, that subtly advertise their service or product. One such example is the Blair Witch Project. The brand ambassadors may be accompanied by a kiosk which contains the product samples or demonstration materials, or they may be wearing a "walking billboard". The purpose is to increase the value of the campaigns and get potential consumers' attention.
The method they applied consisted of distributing denims, as well as denim accessories, on the different streets of the neighborhood.
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