Guerilla marketing

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Guerrilla marketing is a word creation by marketing expert Jay C. Levinson from the mid-1980s, who uses it to describe unusual marketing campaigns that promise a great effect with little use of funds. The term guerrilla is derived from the special type of warfare, in which atypical tactics are used to achieve targets in the enemy's hinterland. Zerr (2003) was one of the first to deal with the term guerrilla marketing from a scientific perspective in German-speaking countries. He defines guerrilla marketing as an overarching marketing mix basic strategy in the sense of a basic marketing-political attitude of market cultivation, which consciously looks for new, unconventional, previously disregarded, perhaps even frowned upon, ways of using instruments outside of the well-trodden paths. According to Zerr, guerrilla marketing is surprising, ideally spectacular, rebellious and contagious. According to Hutter / Hoffmann (2011), guerrilla marketing comprises "various instruments of communication policy which aim to achieve a surprise effect for as large a number of people as possible at comparatively low costs, in order to achieve a very high guerrilla effect (ratio of advertising benefits and advertising costs) ".

description

Plastic advertising installation of car rental of Sixt AG in Dusseldorf airport , recording 2,011

With a very small budget, the medium or sales channel is chosen that is cheap to obtain. Examples include cooperation deals with large, lateral companies in the market, buying up remaining advertising seconds in the media, writing letters to the editor or holding panel discussions and setting up political initiatives with the aim of highlighting one's own offer. The line between controversial or misleading methods - for example astroturfing - is often blurred.

The basic idea of ​​guerrilla marketing, which Levinson also published in his book Guerilla Marketing - Offensive Advertising for Small and Medium-Sized Enterprises in the 1990s, was further modified. In particular, the serious change in the target group and media landscape presented the strategy with completely new challenges. Today, Thomas Patalas positions his theory of guerrilla marketing, which puts the customer at the center: "The customer wants to see the 'real' benefits that suit them in your communication, including in your guerrilla marketing campaign." For this reason, in his opinion, campaigns aimed at mass advertising can never be described as guerrilla marketing measures, because they only degrade the customer to the consumer of the advertising, instead of demanding a reaction from him, i.e. entering into an interaction.

According to Levinson, guerrilla marketing is primarily defined by the following principles:

  • Guerrilla marketing is primarily aimed at small businesses and the self-employed.
  • It is essentially based on common sense and less on experience, judgment and guesswork.
  • The primary measure is profit rather than revenue.
  • Another focus is on the monthly newly established customer relationships.
  • Specialization is preferable to broad diversification of products or services.
  • Instead of building new customer relationships, it is important to first of all attach importance to customer recommendations and further deals with existing customers.
  • Cooperation with other companies is preferable to intensive observation of the competition.
  • Several marketing instruments must be combined for a campaign.
  • Existing technology must be used to build a company.
  • Above all, customer approaches must be written individually. The smaller the target customer group, the better.
  • The focus should rather be on the customer's consent to be able to send him further information, instead of forcing a direct sale.
  • You should stay true to your campaign. Use an effective rhythm instead of developing a new advertising slogan for each campaign.

Features of guerrilla marketing target e.g. B. on the creative implementation of an advertising message. Since advertising for prescription drugs among end consumers in Germany - as in most other countries worldwide - is illegal, guerrilla marketing has spread in various forms here too. Patient organizations in particular have been exposed to the aggressive methods of guerrilla marketing in recent years. Guerrilla marketing can be implemented regardless of the advertising medium and advertising material used.

In the last few years, guerrilla marketing has become more and more illegal in public areas, on which stickers or posters are often affixed in large numbers. The advertisers accept the relatively low fines, which are mostly disproportionate to the advertising success. Guerrilla marketing is also used to protect the anonymity of the Internet forums, in which advertising messages are specifically interspersed in corresponding topic-related communities.

Guerrilla Marketing Tactics

Street branding of the sporting goods manufacturer Nike on a fire wall in Berlin-Gesundbrunnen : 3 United - Grown on concrete (wall graffito with portraits of the brothers Jérôme , George and Kevin-Prince Boateng , photo 2013)

There are numerous unconventional marketing tactics in guerrilla marketing, so the following examples are only a small selection:

Originally, small and medium-sized businesses used guerrilla marketing; Nowadays, even large companies use it for advertising campaigns .

The four communication-based instruments of guerrilla marketing most commonly found in advertising campaigns and specialist literature are viral marketing , ambush marketing , ambient media and sensation marketing . Hutter / Hoffmann (2011a) assign various guerrilla measures to three basic strategies: free rider marketing (e.g. mosquito marketing and ambush marketing), recommendation marketing (e.g. viral marketing and buzz marketing) and Living environment marketing (e.g. ambient marketing and sensation marketing).

  • Ambient Marketing : Here the living environment is surprisingly changed. In places where the consumer does not expect it, the ambience is redesigned. In the physical world, examples can often be found at high-traffic locations, such as bus stops, subways or house walls. But there are also good examples of surprising website changes on the Internet that grab the viewer's attention.
  • Ambush Marketing : Ambush Marketing uses the media attention on a certain topic and brings the advertising message into context. This automatically increases interest because the advertising appears "more relevant".
  • Buzz Marketing : Product samples (including services, software, etc.) are made available that people can test in order to then discuss them with private friends. Sharing on social media, such as Facebook , makes buzz marketing in a disorganized form (in contrast to Tupperware parties or some structured sales) an omnipresent advertising tool.
  • Mosquito Marketing : In mosquito marketing, you act as a free rider on the back of your competition, whose brand awareness or expertise you use for your own company. Mosquito Marketing identifies the weaknesses of the competition and uses them in a creative way or offers additional services. It represents the original guerrilla marketing idea because it is primarily a way for small businesses to get better known.
  • Sensation marketing : A mostly only faked sensation is staged in order to achieve a faster and more extensive dissemination of the advertising message. The direct reference to the product to be advertised is not necessary in the initial phase, it can suddenly be established in a later phase or gradually becoming more clear in several later phases. A good example is the Bluewater affair .
  • Viral marketing : Viral marketing relies on the spread of an (advertising) message through word of mouth . In addition to e-mails and short message services, social media also play an important role here. Group dynamic processes are the basis for the virality of a campaign, which is primarily based on the conversion rate and the fastest possible throughput time.

literature

  • Florian Berg, Stefan Hampel, Hajo Hippner: Guerilla Marketing . In: WISU , No. 3, 2010, pp. 351-356.
  • Nada Carls: Guerrilla Marketing in the Cultural Industry . VDM, Saarbrücken 2007, ISBN 978-3-8364-0871-4 .
  • Katharina Hutter, Stefan Hoffmann: Guerrilla Marketing: The Nature of the Concept and Propositions for Further Research . Asian Journal of Marketing, 2011b.
  • Kai H. Krieger : Guerilla Marketing: Alternative forms of advertising as techniques of product staging. Springer Gabler Research, Wiesbaden 2012, ISBN 978-3-8349-4044-5
  • Jay C. Levinson : Guerrilla Marketing of the 21st Century - Smart Advertising on Any Budget . Campus, Frankfurt am Main 2008, ISBN 978-3-593-38708-6 .
  • Jay C. Levinson: Guerrilla Marketing Remix: The Best of Guerrilla Marketing . Mcgraw-Hill Professional, New York 2011, ISBN 1-59918-422-2 .
  • Johannes Monse: The Marketing Guide - Guerrilla Marketing for Authors . Edition Octopus, Münster 2008, ISBN 978-3-86582-763-0 .
  • Thomas Patalas: The professional 1x1: "Guerrilla Marketing - Ideas Beat Budget" . Cornelsen, Berlin 2006, ISBN 3-589-23500-4 .
  • Thomas Patalas: Guerilla Marketing inside - Between MacGyver and Socrates . In: Anne Schüller, Torsten Schwarz (Ed.): WOM Marketing Guide: Acquiring new customers online & offline through recommendation marketing, viral marketing, social media marketing, advocating and buzz . Marketing-Börse, Waghäusel 2010, ISBN 978-3-00-030470-5 .
  • Tobias Pieper: Potential uses of guerrilla marketing in small and medium-sized companies illustrated using the example of an optician . GRIN, Munich 2011, ISBN 978-3-656-08879-0 .
  • Thorsten Schulte: Guerilla Marketing for Entrepreneur Types - The Compendium . 3rd, completely revised and expanded edition, Wissen & Praxis, Sternenfels 2007, ISBN 978-3-89673-435-8 .
  • Paulo Shakarian, Sean Eyre, Damon Paulo: A Scalable Heuristic for Viral Marketing Under the Tipping Model . West Point Network Science Center Sept. 2013
  • Christian Wollscheid: Guerrilla Marketing - Basics, Instruments and Examples . GRIN, Munich 2010, ISBN 978-3-640-66095-7 .

Web links

Individual evidence

  • Paulo Shakarian, Sean Eyre, Damon Paulo: A Scalable Heuristic for Viral Marketing Under the Tipping Model . West Point Network Science Center Sept. 2013
  1. ↑ Jay C. Levinson: Guerilla Marketing - Offensive Advertising and Selling for Small Businesses , 5th Edition. 1990 edition.
  2. ↑ sJay C. Levinson, Seth Godin : The Guerrilla Marketing Handbook , 1st Edition, published by Heyne Campus., 1996
  3. ↑ Konrad Zerr: Guerrilla Marketing in Communication - Features, Mechanisms and Dangers . In: Applied Marketing . Springer Berlin Heidelberg, Berlin, Heidelberg 2003, ISBN 978-3-642-62392-9 , pp. 583-590 , doi : 10.1007 / 978-3-642-18981-4_53 ( springer.com [accessed February 12, 2020]).
  4. ^ Zerr K .: Guerrilla Marketing in Communication . In: Practice-oriented brand management . Gabler Verlag, Wiesbaden 2005, ISBN 978-3-409-12516-1 , p. 463–472 , doi : 10.1007 / 978-3-663-07856-2_24 ( springer.com [accessed February 12, 2020]).
  5. ↑ Hutter, Katharina; Hoffmann, Stefan: Guerrilla Marketing - a sober consideration of a much discussed form of advertising . In: der markt - International Journal of Marketing . No. 2, pp. 121-135.
  6. ^ Sixt Guerilla Marketing: Installation Düsseldorf Airport . Accessed in 2015-30-01.
  7. ^ Medical Communities: "Guerrilla Marketing in the Online Pharmaceutical Business" . Archived from the original on June 18, 2012. Info: The archive link was inserted automatically and has not yet been checked. Please check the original and archive link according to the instructions and then remove this notice. Retrieved April 12, 2013. @1@ 2Template: Webachiv / IABot / www.krischenowski.de
  8. ↑ ZEIT ONLINE: “Pharmaceutical Industry, Give and Take” . Retrieved April 12, 2013.
  9. ↑ Blickwinkel Münster: "Defend the beginnings - Münster in the hands of the advertising guerrilla", archive June 2008, p. 13
  10. ↑ 222x ingenious guerrilla marketing: This is how it's done !, January 2015, chapter 2