The post-Soviet market was introduced to the concept of "marketing" relatively recently, and what guerrilla marketing is is only beginning to be explored. Meanwhile, in the U.S., where selling is practically taught from birth, guerrilla marketing has been in use since 1984 when the term was introduced by the renowned American advertiser Jay Levinson.
When Levinson began teaching this type of low-cost marketing, he was already a well-known figure in American business. Prior to that, he was hired by Marlboro, whose cigarettes were ranked 31st in popularity and considered a women's brand. Within a year, Levinson managed to "kill" the feminine image of the brand—remember the cowboy tossing a lasso?—and propelled Marlboro to the top spot. This undeniable success highlights the effectiveness of Levinson's advertising strategies.
Simple and Effective Methods to Win Over Clients
Although low-cost marketing is often associated with small and medium-sized businesses, even large international companies use it. For instance, Procter & Gamble attributes 35% of its sales growth strategies to guerrilla marketing. Surprisingly, on the "Ukrainian side of the border," where every penny counts, most companies still stick to traditional methods, relying on expensive advertising mediums like mass media and billboards—and not always successfully. Sometimes, a single bright, long-term sign on the company building can achieve more than an expensive billboard rented monthly.
How Do Unconventional Advertising Channels Differ from Traditional Ones?
- They require thorough preliminary research of the target audience. Who are the potential clients: middle-aged individuals or youth, women in their prime, or young mothers with children?
- Based on the "portrait" of the potential client, you can study their needs and preferences for a particular product. For example, it would be shortsighted to offer baby food in stores frequented primarily by elderly women. Conversely, if a neighborhood has many dog walkers, why not open a pet food section in the local shop?
- A creative approach is not just desirable in guerrilla marketing—it's essential. Bold marketing thrives on innovative solutions, pushing the boundaries of possibility and moral norms. This includes everything from sword-swallowing shows to parachute jumps and statements that boldly "poke" competitors.
However, even if loud techniques aren't your style, there are plenty of creative advertising methods to choose from. Children's events, charity campaigns, or celebrations marking a district's anniversary are all tools for effective stealth marketing. Don't believe that postal, email, or SMS campaigns over the internet can "hook" clients? Think again. If you take a personalized approach to potential clients and make campaigns targeted and personal, including messages from company leadership, SMS marketing can significantly boost sales.
And don't forget the age-old "word-of-mouth" method, now known as viral marketing. Satisfied clients rarely stay silent. They effectively advertise products and services to their neighbors, friends, and social media contacts. Proof of this lies in the success of offers like "Refer a friend and get a discount!" or "Three meals for the price of two," and so on.
