Guerrilla Marketing - PowerPoint Presentation - Full version

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Guerrilla Marketing Characteristics • Completely Unexpected: Guerrilla campaign must include a surprise situation. That situation can be created by using usual objects in an unusual place and vice versa or by staging an event that people were not prepared to take part in. Either way, the surprise factor will help raise participants’ attentiveness to the campaign and its messages. • Drastic: Extremeness intensifies the surprise and is helpful when trying to reach a large audience without spending a lot (by creating a word-of-mouth effect). However, alongside the potential of achieving a high degree of interest and exposure, drastic behavior can also lead to rejection and outrage • Humorous: Humor can help break the barriers between the company and the consumer, just as it often does in regular human interaction. Humor also plays a role in turning campaigns viral, which means reaching a larger audience. Mixing surprise with humor is a key strategy to a successful guerrilla campaign
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