Guerilla warfare begins in ancient China by strategist, Sun Tzu, in the art of war. In modern China history, it was used by communist leader, Mao Zedong. It was also used in countries like Vietnam, Cuba, and Afghanistan. And now, it is use to fight consumer warfare.
Guerilla marketing is not meant to attack competitors, but the consumer. As consumers have been bombarded by lots of selling messages, they became more cynical than their predecessors. And, at one point of their education, they are exposed to advertising. So they know what the advertiser is up to. Thus, sincere messages from quality products or services failed to capture the attention of their very target audiences.
Guerilla marketing focuses on time, energy, and imagination rather than big marketing budgets. It involves unusual, unexpected, and interactive approaches intended to get maximum results for minimum cost to generate “buzz” and turn viral.
Guerrilla marketing is ideal for small businesses, as they have fewer customers. And they are able to craft personalize messages to their target audience. As small businesses know their individual customer well, they can cleverly use things or events that their customers have interest in or have concern over to formulate guerrilla marketing strategies.
Examples:
1) When haze hits Singapore, you can post on your company Facebook page to share valuable information, or you can give out mask to your value customers. You may put some masks at bus stop nearby your shop with your business detail s and words of concern.
2) If you are running a restaurant, you can provide feedback form for customer to fill out. If they are willing to give you their emails, you can use their comments on food and drink that they like to craft personal message to build relationship with them. For example: “Hi Melissa, the nice taste of the fish and chip that took your fancy mimic the way we show our gratitude towards your support. See you soon.”
3) Or, you may write a poem:
“I like your opening hours from 9.00a.m. to 7.30p.m.
You’re so thoughtful to add colours to the books:
Orange for elementary
Yellow for pre intermediate
Green for intermediate
Blue for Upper intermediate
Purple for advanced
You look so cool with computers that I like to use for learning.
I borrowed DVD’S movies that entertain me and allow me to listen to good English.
Hi British Council learning Zone, here I come’’.
Post it on your company Facebook page or others social media outlet to sell your services or products.
Know your customer like and dislike:
Talk to your customers and find out what they like about your services/ products, and you can make wonder out of those feedbacks to create ads and messages that build lasting relationship and affinity with them. Always be relevant, have impact, and be original in that message that you send out to your customers, otherwise, it will go leeway from your objective.
Guerrilla marketing strategies:
Well, there are tons of examples which you can find online in guerilla marketing. Learn to use them in your integrated marketing communications plan (IMC).
Be patient. It’s for long terms, not short terms.
What’s your U.S.P (unique selling preposition) that sets you apart from your competitors?
Marketing must have element of amazements; just like a magician that pulls out rabbit, bird, and so on from the hat.
Most importantly, know them as individual, and they will bring you their friends. Catch your customers/ target audiences off guard using relevant and fun message. Be creative.
The writer, Neo Aik Sin, holds a Masters of Arts in Mass Communications awarded by Oklahoma City University, USA. He’s strategic consultant at Beezibody Consultancy Services. He started his career as a floral designer and was exposed to marketing and communications roles which led him to take up professional courses with OCU in mass communications studies.
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Fighting guerrilla warfare in business
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