Guerrilla Marketing and other types of Marketing

1. Types of Marketing
By:
Simerjeet Singh Bawa
Asst Prof, Chandigarh Group of Colleges

2. Marketing
Marketing is the activity, set of institutions, and
processes for creating, communicating, delivering, and
exchanging offerings that have value for customers,
clients, partners, and society at large.

3. Types of Marketing
Everything you need to know about the types of marketing. Marketing as a discipline is
constantly evolving.
The existing concepts are analyzed and updated to suit the current economic and social
trends. Newer concepts also emerge as a result of technological innovations and
marketing research.
The older marketing theories which were widely accepted a few decades ago are no
longer relevant in today’s scenario.
Marketing revolves round the needs of consumers. All marketing efforts are put to meet
manifold needs of the customers.
Consumer is the king in modern marketing concept. Consumer needs are shaped by
culture, society, family, work group or the like. Any change in surroundings will affect the
need and consumption pattern of consumer.

4. • Guerrilla Marketing : is an advertisement strategy in which a
company uses surprise and/or unconventional interactions in order
to promote a product or service. It has different types like.
• Ambient marketing
• Ambush Marketing
• Viral / Buzz Marketing
• Street Marketing
• Grassroots Marketing
Some of the types of Marketing are:

5. Guerrilla Marketing
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional
marketing tactics that yield maximum results.
The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla
Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a
form of irregular warfare and relates to the small tactic strategies used by armed
civilians. Many of these tactics includes ambushes, sabotage, raids and elements of
surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in
the marketing industry.
This alternative advertising style relies heavily on unconventional marketing strategy,
high energy and imagination. Guerrilla Marketing is about taking the consumer by
surprise, make an indelible impression and create copious amounts of social
buzz. Guerrilla marketing is said to make a far more valuable impression with
consumers in comparison to more traditional forms of advertising and marketing. This
is due to the fact that most guerrilla marketing campaigns aim to strike the consumer at
a more personal and memorable level.

6. Example

7. Types of Guerrilla Marketing
As niche as it might seem, there are actually a few sub-categories of guerrilla marketing, as outlined by the
firm
•Outdoor Guerrilla Marketing. Adds something to preexisting urban environments, like putting something
removable onto a statue, or putting temporary artwork on sidewalks and streets.
•Indoor Guerilla Marketing. Similar to outdoor guerrilla marketing, only it takes place in indoor locations like
train stations, shops, and university campus buildings.
•Event Ambush Guerilla Marketing. Leveraging the audience of an in-progress event -- like a concert or a
sporting game -- to promote a product or service in a noticeable way, usually without permission from the
event sponsors.
•Experiential Guerilla Marketing. All of the above, but executed in a way that requires the public to interact
with the brand.

8. Ambient Marketing/ Advertisement
It is a part of Guerrilla Marketing.
Ambient marketing (also known as "Out of Home", abbreviated "OoH") is a particular form of
outdoor advertising. Ambient marketing was developed in the 1990s and can be classified as
guerrilla marketing as it aims to stand out from conventional methods of advertising.
Reasons for the development of ambient marketing
For a long time, classical advertising methods have not been able to reach their target groups
easily, and this is not just because of outdated or old-fashioned advertising formats that don’t
convince or inspire people. People come into contact daily with countless advertising messages that
have a negative effect on attention and willingness to deal with them positively. With the internet
age, the flood of advertising has reached a new quality which is still increasing today. People's
reactions amount to rejection and indifference, and wherever people can avoid advertising (both in
analogue and digital life), they will seize this opportunity. Right from the start, ambient marketing
focused on forms of advertising that deliberately stood out from conventional campaigns. This is
done, for example, through visual attention (such as the in the example with the French fries). It
can also happen through provocations, which in a sense rely on the "fascination of horror".
Campaigns designed in this way can have a repulsive effect and arouse anger, but the attention
balances out these (intended) negative reactions.

9. What is Ambient Advertising anyways? It is certainly harder to classify because the term is
so loosely defined as advertising that can be found in our surroundings. Ambient
Advertising or Ambient Marketing can be anything from a creative billboard advertisement
to a strategically placed object. In this article, we examine some very creative ambient
advertising concepts that are certainly larger than life!

10. Ambush Marketing
A marketing technique in which advertisers work to connect their product with a particular event in the minds of
potential customers, without having to pay sponsorship expenses for the event. An example of ambush
marketing might involve selling music merchandise just outside the grounds of a concert without the consent or
awareness of the concert promoters, relying on association with the concert to drive sales.

11. An advertisement by Jung von Matt/Alster for watchmaker IWC. Bus
straps have been fashioned from images of IWC’s Big Pilot’s Watch to
allow bus travelers near the airport to try before they buy at Berlin,
Germany. 16 more advertisements after the jump.

12. Viral / Buzz Marketing
Viral Marketing is that which is able to generate interest and the potential sale of a
brand or product through messages that spread like a virus, in other words,
quickly, and from person to person. The idea is for it to be the users themselves
that choose to share the content.
Due to their speed and ease to share, social networks are the natural habitat of
this kind of marketing. The most widespread example in recent times is the
creation of emotional, surprising, funny or unique videos on YouTube, which are
then shared on Facebook, Twitter and other channels.

13. Advantages of Viral Marketing
•Low cost. What characterizes viral campaigns is that the users do a significant part of the work
for the brand, which drastically cuts down the costs of dispersion. It is unnecessary to buy
advertising or media space.
•Potential of great reach. A viral video on the Internet has the ability to reach a huge
international audience without having to invest a ton of money or make any extra effort. Due to
this, a small company or even a private individual can go extremely viral.
•It is not invasive. In viral marketing, the social media user is the one making the decision to
participate and share content, so it lessens the possibility of the brand coming across as invasive.
Like this, the perception of the brand and the interaction are significantly better, compared to
more classical forms of advertising.
•It helps build up your brand. If we really hit the bull’s-eye in terms of creativity, we are
creating content so incredible that users themselves decide to share it and, hence create a
personal connection with your brand. It is without a doubt an extremely powerful tool when it
comes to branding and awareness.

14. Here are some viral examples we can learn from.
1. Hotmail- Hotmail is one of the most classic examples of successful viral marketing. They offered free e-
mail to the masses, and simply attached a signature at the bottom of each e-mail message that promoted
their free service. Every single e-mail sent by a Hotmail user contained this message, thus spreading it like a
virus. Recipients would see the ad, and as a result, they too signed up for Hotmail.
2. Subservient Chicken- Burger King’s 2004 viral marketing campaign for their chicken sandwiches shows
just how fun going viral can be. The Subservient Chicken was a man dressed in a chicken outfit who would
perform whatever action you commanded him to. Just one day after the site’s launch, one million people had
already given their commands to the subservient chicken.
3. Watchmen- One of the most recent examples on this list, Watchmen’s viral campaign has consisted of
fake newscasts and mock PSAs. Judging from the buzz online, these videos are doing their job. Fans are
pumped up, and anxiously awaiting the movie’s release.

15. Street Marketing
Street marketing is marketing or promoting products or services in an
unconventional way in public places. The main characteristic of street marketing
is that the campaigns are run exclusively on the streets. Ambient marketing uses
other public places, such as shopping centers. Unlike typical public marketing
campaigns that utilize billboards, street marketing involves the application of
multiple techniques and practices in order to establish direct contact with the
customers. The goals of this interaction include causing an emotional reaction in
potential customers, and getting people to remember brands in a different way.

16. According to Marcel Saucet and Bernard Cova, street marketing can be used as a general term
encompassing six principal types of activities:
•Distribution of flyers or products
This activity is more traditional and is the most common form of street marketing employed by brands.
•Product animations
This consists of personalizing a high-traffic space using brand imagery. The idea is to create a micro-universe
in order to promote a new product or service.
•Human animations
The goal of such actions is to create a space in which the brand's message is communicated through human
activity.
•Road shows
This form of mobile presentation is based on the development of means of transport: Taxi, bike, Segway, etc.
•Uncovered actions
These activities involve the customization of street elements.
•Event actions
These activities take the form of spectacles, such as flash mobs or contests. The idea is to promote a product,
service or brand value through organization of a public event.

17. Even if you don’t like McDonald’s food,
you know you’d be thinking of fries.

18. Grassroots Marketing
Grassroots campaigns aim to win customers over on an individual basis. A successful
grassroots campaign is not about the dissemination of the marketing message in the
hope that possible consumers are paying attention, but rather highlights a personal
connection between the consumer and the brand and builds a lasting relationship with
the brand.
Grassroots marketing, sometimes known as guerilla marketing, starts from the
ground up. Instead of launching a message you hope will appeal to many people, you
target your efforts to a small group and hope the group will spread your message to a
much larger audience.

19. What Is Grassroots Marketing?
The defining idea behind grassroots marketing is one of audience and intent.
Whereas some campaigns aim to reach as many people as possible (think a
brand awareness campaign on the Display network, for example), grassroots
marketing is the principle of purposefully targeting a highly niche group of
people in an attempt to persuade that group to then propagate your message
organically.

20. Grassroots Marketing vs. Guerilla Marketing: What’s the Difference?
Grassroots marketing and guerilla marketing are often confused with one another. This is
understandable, given that grassroots marketing often relies upon many of the same
techniques as guerilla marketing campaigns.
However, the key difference goes back to audience and intent; grassroots campaigns target a
very specific audience niche or demographic, whereas guerilla marketing campaigns are often
designed to reach as many people as possible through viral social sharing – even though both
types of campaign can use the same strategies and techniques.
Admittedly, this isn’t the clearest distinction between the two, but remember that true
grassroots campaigns begin – and rely upon – targeting a highly specific group of people.

21. Why Use Grassroots Marketing?
Although grassroots marketing can be highly effective, many brands fail to see why this type of marketing
campaign can be more advantageous than, say, a typical PPC or paid social campaign.
There are several reasons you should consider using grassroots marketing.
1.It’s remarkably cost effective. With smaller, more targeted audiences (more on this in a second) comes
significantly lower expenditure. This is a major selling point of grassroots marketing, particularly for
companies with limited budgets.
2.It makes smaller, more targeted campaigns viable. Although the audiences typically targeted by grassroots
marketing campaigns are smaller and highly segmented, this specificity often precludes them from larger PPC
and paid social campaigns. A grassroots effort can therefore open up new opportunities that may not be
otherwise cost-effective.
3.It capitalizes on existing social trends and gives audiences what they want – direct interaction with a
brand. Socially responsive brands are often perceived much more favorably than companies that ignore their
followings, so taking a proactive approach and directly appealing to your social fans is a great way to engage
with your audience and leverage that desire for an interactive social experience.

22. Examples of Grassroots Marketing Strategies
1. Word of Mouth
An efficient way to market your service to consumers is to get people to recommend your goods and services in their
immediate sphere of contact. This could take some time to gain momentum, however once it gets going; its effect is very
powerful. Companies can commence their own word of mouth campaign by staffs telling others about company services and
even hiring people to provide solutions to questions posted by clients on internet message boards.
2. Client Commercial
A well-structured grass root marketing plan can get the participators so involved that they may not know that they are
involved in a marketing plan. A boat or car dealer may request clients to take photos or make a video with their newly
acquired cars and send it to the company. These videos can then be used as a basis for advertising. Since these are not actors,
words will spread faster than normal about the adverts, grass root advertising has already commenced from that point
onwards.
3. Offer Product Samples
Take advantage of trade fairs to show case your product and services. If you run a restaurant, you can give up some samples
of your product for potential clients to have a feel of your services. For those into pets and veterinary services, you can
organize a free animal check-up service.