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Date: 21 February 2023 2 dk. Reading Time
Ogün Nergizal Founder & General Coordinator
Ogün Nergizal

What is Guerrilla Marketing?

The ads that are a part of our lives and the marketing techniques created by them have changed a lot recently and are starting to excite us even more. Along with Guerrilla marketing, curiosity, imagination and creativity have started to take the place of traditional ads with high budgets. So what is this guerrilla marketing?

Guerrilla marketing is a marketing method that aims to contribute to brand popularity away from traditional techniques. This marketing method is usually a cheaper, innovative, very curious and very creative method that requires a lot of creativity. Usually, the purpose of guerrilla marketing strategy is to go viral and enable the consumer to put the advertised brand in a memorable position. 

 

What are the Types of Guerrilla Marketing?

Guerrilla marketing can be done in many ways and in different locations. There are guerrilla marketing studies that are suddenly carried out in outdoor, indoor and events. Guerrilla marketing studies in outdoor areas, as can be understood from the name, are guerrilla marketing studies conducted in outdoor and outdoor areas. In guerrilla marketing studies in interiors, interiors stand out. These are works carried out in closed places such as trains, metro stations, building interiors, buses. Guerrilla marketing studies performed suddenly at events are also marketing studies that are suddenly revealed at an organized event and surprise and fascinate the surrounding people.

The number of people reached by guerrilla marketing is not very high, but the retention rate is very high compared to traditional marketing. It gets a place in the memories because it comes out in front of people at an unexpected moment and in an interesting way. It comes to the fore by making a difference and is talked about much more among the masses. Dec. Moreover, it does not need high budgets to achieve this.

While big brands have the necessary budget for all types of traditional marketing, small and medium-sized companies do not have much of a chance in this race. This is where guerrilla marketing comes to the rescue of these small brands and makes the brand giant in the eyes of the consumer. Now we are seeing that big companies are also shifting to this channel today. For example, one of the world's largest hamburger companies combined a pedestrian crossing with its own products and presented us with a great example of guerrilla marketing. 

Jay Conrad Levinson, president of Guerrilla Marketing International, is also the father of guerrilla marketing. Jay guerilla recognized marketing as “a creative marketing technique for big entrepreneurs with small budget dreams” and gave an example as follows:

There are large furniture stores to the right and left of a small furniture store. In one of these big furniture stores, it says “60 percent discount” on a big poster and “75 percent discount” on the other. The small store does not have a budget to allocate for this. The room makes a small banner and hangs it at the entrance. It is the “main entrance gate” written on the banner. This is the guerrilla spirit.

Guerrilla marketing, which replaces traditional marketing with its budget friendliness for brands, staying in mind for a much longer time and creative style, seems to be going to keep its place for a long time in the rapidly developing and growing world.

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