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| FedEx' guerrilla marketing approach |
Purpose
This blog aims to share and explain all possible examples of modern brand activation within the field of guerrilla marketing. Because of the growing popularity of guerrilla marketing, it might be very useful to get familiarized with this powerful tool in order to understand how it works and more interestingly what advantages it offers. This guerrilla marketing blog will provide you with many real life campaigns and technical advice from a marketing point of view.
Principles of guerrilla marketing
As part of modern brand activation, guerrilla marketing is focused on creating impact through rather small and creative actions, preferably with consumer interaction. According to Michels and Michels (2011) guerrilla marketing is based upon five important principles (or adjectives): unexpected, unconventional, remarkable, original and unforgettable. Those five keywords, which are very similar to the basics of Strong's (1925) AIDA model, need to be applicable at the same moment in order to be successful. Moreover, an average guerrilla strategy should also take into account the actual needs of the chosen target groups.
The targeted audience should actively experience a guerrilla campaign as a personal and creative approach which generates free publicity through (social) media. Therefore, such campaign have to translate exactly the key values of the target group. The range, relevance and clearness have to be measured and checked prior to the campaign launch. Placing garden gnomes on each roundabout of the city to promote the opening of a garden center can be a good guerrilla action. The same approach for the opening of a new car store would be completely irrelevant.
A successful attempt: example
A couple of years ago, Axe made use of the well known emergency exit signs to support its campaign. The Unilever's brand stuck next to 25.000 exit signs four running ladies as if it looked like the guy was trying to escape from them. Through this clever guerrilla action, Axe actually wanted to show that men become irresistible after using Axe.
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