Market Guerrilla Pygmalion-CROATIA

Market Guerrilla Pygmalion-CROATIA Lesson for students

Author: Tomislav Tot Construction and Geodesy Vocational School Osijek, Croatia

What is ‘’Guerilla marketing’’

Type of marketing that uses cheap and unusual methods to gain customer attention. Instead of a lot of money, guerilla marketing requires time, creativity and energy. Guerilla marketing includes three main elements: surprise, outspread, and low cost. Main task is to catch the customer's attention

Types of guerilla marketing

1. Viral advertising 2. Ambient advertising 3. Presence advertising 4. Wild posting 5. Giveaway 6. Hidden advertising 7. Alternative advertising 8. Experimential advertising

1. Viral advertising

• person-to-person campaigns. • it is not expensive and has unstoppable potential.

2. Ambient advertising

• enables recognition of a product or brand indirectly.

3. Presence advertising

• very similar to ambient . • the goal is to turn the company name into a brand - a well-known product to everyone.

4. Wild posting

• one of the oldest guerilla methods. • it uses cheap posters that are pasted in different places

5. Giveaway

• free samples . • the method was developed in Japan, on the example of free lighters and pencils with commercials on them.

6. Hidden advertising

• the most tricky way. • a ‘buzz’ is created around something without the knowledge that it is advertising at the same time.

7. Alternative advertising

• it seems to have nothing to do with the company itself. • if a model advertising the product gets a bad reputation, it is bad for the company.

8. Experimential advertising

• the goal is to create the experience, and gain customer’s trust.

EXAMPLES

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