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The Art of Guerilla Marketing

In a world where consumers are increasingly becoming tired of traditional methods of PR and advertising – and to a large extent have built up immunity to such campaigns – creative professionals are being pushed to explore innovative and some what unorthodox alternatives for raising brand awareness and the profiles of their clients. While some businesses – particularly in the Middle East, as reported in a recent article published in The National (Middle East consumers are being targeted by stealth advertising – The National) – are opting for more ‘covert’ methods of marketing to break through this barrier, others are taking a more aggressive approach.

One example of this is guerilla marketing; a philosophy which harnesses thinking ‘out of the box’ in order to generate a buzz, it encourages companies to implement ‘shock tactics’ to leave lasting impressions.

We are no longer fazed by the benefits of a product or service communicated to us through conventional mediums. In this modern age, we seek something different and if a brand wants to remain at the forefront of our minds, they are going to have to do something big to really get their message across. Unfortunately many companies, particularly small and medium enterprises, don’t always have the budget to accommodate grand gestures – for them, guerilla marketing can be a cheap yet highly effective method of promoting their brand in the most unexpected of places.

Interestingly, these unexpected places usually manifest themselves in everyday situations. Here are a few examples of quirky campaigns which have been implemented by a range of small-scale entities such as a local radio station to larger widely-recognized brands such as Mercedes:

By injecting a little bit of humour into your campaign, you can not only brighten up someone’s day but also get people talking about your brand. Particularly with the boom of social media outlets in recent years, the internet has become an ideal platform for such campaigns to ‘go viral’, making even one individual’s opinion potentially very influential – something that brands need to both be wary of and learn to use to their advantage.

Of course, guerilla marketing campaigns are not limited to low-budget alternatives; sometimes an effective marketing tool can come at a price and going extreme can pay-off. The aim is to make people slowdown from their busy lifestyles and look twice, and the modern consumer is wired to appreciate it when you do. So, if you have the budget, invest a little extra time and effort and go down the creative route to really make it count.

The images were taken from the following websites: