Guerrilla marketing it is a strategy focused on creativity and unconventional dissemination of a product or service. The goal is to create a memorable experience with limited resources, increasing the impact of the action on the public with a low investment.
O dictionary defines guerrilla as a type of armed struggle in which the enemy is attacked with actions taken by surprise. When applied to marketing, this idea describes unexpected campaigns, which are carried out with more creativity than budget. Guerrilla marketing is a strategy used by companies that want to promote products and services in an unconventional way. It is an alternative tactic, designed to create a memorable consumer experience.
For a guerrilla marketing campaign to be successful, there is no need to spend large amounts of money. Most important is to have creativity and energy. That is why actions of this type are often carried out in public places, with a large circulation of people. Despite being known today for campaigns that go viral, guerrilla marketing emerged before the Internet, medium traditional.
The concept was created by the American writer Jay Conrad Levinson, who in 1984 published the book “Guerrilla Marketing”, with a concept inspired by the Vietnam War. With the abandonment of more traditional channels, the idea was also migrating to the virtual environment. Today, the measure of success of a guerrilla marketing campaign is the viralization on social networks. It is an alternative for small businesses, as it allows, through creative solutions, to reach its target audience without the high investments of traditional media. In large companies it is an additional strategy to their campaigns.
Implementing Marketing Communication actions aimed at transforming the information conveyed about products and services into perceptions about their attributes and positioning, the SayU enhances the development of awareness around the brand and the organization.