In reference to Robyn Gummer’s blog, https://blogs.ubc.ca/robyngummer/2011/09/18/8/. Personally, I love the guerilla marketing style. I don’t like conventional ads cause they aren’t fun and after awhile they all start feeling similar. Guerilla marketing is so unconventional that it’s become conventional. People are beginning to welcome new approaches that entice them.
This style of marketing is edgy and definitely risky. Companies could easily get a negative viral response as well as cause legal issues for themselves but the payoffs are huge. Pepsi did a ‘Pepsi Challenge’ quite a few years ago where you had to guess which one was Pepsi and which one was Coke. I remember quite vividly that the viral response was insanely positive and after that I just kept having this preconceived notion that all Pepsi products tasted better and were for some reason colder.
Doritos is also exhibit guerilla marketing. They often give customers a chance to create their very own advertisements for the company, whether it be to finish a story or to create an advertisement for a new product. Either way this stuff goes viral. Fast.
I remember when I was supposed to study for my midterm and instead decided to just sift through ALL the Dorito Super Bowl Ads that were submitted. They were all entertaining and after each one I was amazed that someone could come up with something like that. The commercials were fun and I felt engaged because if I wanted to I could even vote on which one I liked. Needless to say I didn’t do so well on that midterm.
Why does Guerilla marketing work? It allows for interaction at a personal level. Guerilla marketing is just fun, it’s like the company decided to put on board shorts and just chill and stop taking its ad campaigns so seriously.
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Marketing is really all about the consumer- their needs, wants and demands. Guerrilla marketing gives companies the opportunity to engage and involve their consumer, increasing self awareness for the product/company and making the brand memorable to the consumer.
Guerrilla marketing is definitely one of the more appealing tactics to capture customer attention, but it must be done right and subtly. If not, it can turn out to be a big failure and ultimately damage the brand’s image.