Two words are often called by the marketers of the world in recent years are guerrilla marketing and guerrilla media. Two things are the most forceful weapon against competitors who are already established in their business and have big capital. Many marketing experts say that. I've written about some guerrilla marketing in the past. In this discussion, I will focus on talking about guerrilla media.
Before I go into the marketing further, let me explain the concept of guerrilla. Why do I explain this? In order to get the substance of the strategy namely guerrilla marketing. Guerrilla is actually a battle strategy when Vietnam against the Americans. By losing a lot of ammunition, troops slowly infiltrate into enemy territory. Little by little they conquered the area that was controlled until finally entering the largest area and finally beat the enemy. The key to winning this strategy is the understanding of location, powerful strategy, and consistency.
Now I discuss the media of this strategy. Guerrilla media is basically using the same method. If you see your competitors are big companies and they advertise in the famous media TV on prime time, radio, and print ad, then the guerrilla strategy is to use communication channels other than the media have mentioned that costs much cheaper. Guerrilla media forms can be creative installation media, viral, email, messaging via HP, happening art, souvenirs, etc. In essence, attracting attention as high as possible but keep costs as much as possible.
In the medium, Guerrilla media also have the greater opportunity to attract the attention of consumers than traditional media like TV, Print ad and Radio that are having a huge cost. Why? Because consumers are already accustomed to seeing TV commercials when watching TV, see the print ad when reading print media, or hear the radio ads while listening to the radio. Having been accustomed to, communication becomes even less attracted the attention of consumers.
But when looking at guerrilla media advertising messages in the form of a unique and unexpected mediums such as advertisements at pedestal dining table in the restaurant, the door toilets, advertising messages on fruits in the supermarket or creative installations in public places, etc., consumers unknowingly influenced by advertising and do not have the opportunity to reject as was done in the conventional medium.
The question often arises next is how effective this Guerrilla media? The answer, it all depends on strategy, concept and what as much as extraordinary creative ideas and consistency of implementation. Good strategy, creative ideas are not provoked; it will not be talked by consumer. Good strategy, a brilliant creative idea, but implementation is not routine, the results also will not be maximized.
In essence, Guerrilla media requires more effort in terms of thought and struggle, but if done sincerely and consistently, the results can be satisfactory. Now you already know the guerrilla media. Are you ready to implement your marketing activity in one of the guerrilla media ?
