Guerrilla marketing refers to the set of strategies market whose orientation is especially for competitors, each strategy is designed in order to weaken competition through the use of tools unconventional and reach their goal through creativity and wit.
At first, what was most used in this type of marketing was guerrilla marketing through graffiti, then other mechanisms such as web pages, posters, emails were used. This marketing is usually used by small companies, based on the use of creativity, spaces, situations of daily events or elements of the environment, making them a surprising and unforgettable experience.
Some of the characteristics of this kind of marketing are: the use of imagination and unconventional means, the creation of a new connection with the consumer, the result must be based on human psychology and not on the technical features of the product. The use of technology is possible. In addition to the possibility of making combinations with traditional marketing, through market analysis, strategies, etc.
In the same way, within the concept of guerrilla marketing, there are different techniques which can be used, some of them are: environmental communication, this consists of using common elements, adding a message associated with the product, this technique is very visual, therefore it will generate a strong impact to the consumer. Viral marketing, consists of executing an action, for example a video, which can be uploaded to the network, allowing its dissemination among the same consumers.
However, the most important characteristic of guerrilla marketing is that it is not based on offering a service or product to the public, but on outwitting and knocking out the competition.
When companies go through moments of crisis, they must take care of the profitability of their activities, always looking for a way to attract customers, that is why they resort to the application of guerrilla marketing, which offers the advantage of its low cost, and the highest return on investment, but to achieve this requires a great deal of creative effort and a solid understanding of the target market. Another advantage is the authenticity; and its urban and cosmopolitan nature.
