Guerilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Guerilla marketing campaigns are targeting the people in unexpected locations. Guerilla marketing involves unusual approaches such as intercept encounters in public places and street giveaways of products.
Up to now, I haven’t experienced any guerilla marketing. In my opinion, it is not accessible to everywhere, but more in bigger and busier places.
There are many guerilla marketing that I think are really well executed. Examples are by following:
1. Fedex-kinkos
It is very smart to create a guerilla marketing campaign for correction fluid product on zebra crossing. There is a high population of pedestrians in everyday life. They will see this campaign each time they go across the street. It draws people’s interest to check what exactly the giant object is and it works very well.
2. IKEA’s Parisian Guerilla Marketing
The first picture features a boy is trying to turn on the light which it’s just a stage property of this campaign. The second picture features several people are waiting for the subway while sitting on IKEA products. It brings the audience the involvement to this guerilla marketing campaign. When other people see these scenes, they would like to check out what exactly it is. After noticing it is actually an advertisement for IKEA, people will get more impression of this brand.
I feel the sentiment expressed in Urban Span is annoying. It also could create the negative impact to the products or brands being advertised.
