Company website in Guerrilla marketing | Guerrilla Marketing Online | Innovative Internet Marketing

Company website in Guerrilla marketing

A company website is an informational website server provided by business organisation, non-profit organisation or other registered entity which usually use the website as an official channel for communication to stakeholders and publics. A corporate website is a website of a large organisation that usually includes information about all businesses which belongs to the organisation.

Examples of typical corporate websites are shown on a table containing Top Czech corporate websites as they were assessed in the year 2008:

Top Czech corporate website of 2008

Table 5 Top Czech corporate website of 2008, Internet Info a.s., visited on August 7, 2009 on http://www.webtop100.cz/zebricky/archiv-2008)

A corporate website has usually common characteristics and scale of information is very often the same among different industries. The corporate website, according to secondary research of well-known business organisations, is structured as follows:

The standards of the website structure corporate websites, as the secondary research shown, is commonly respected by the businesses because new visitors on the website can quickly recognize what they can expect from the website and what type and style of information is presented. Marketers who choose to break the standards may because of their decision decrease the efficiency of the websites or build the element of unexpectedness, shock and moment of surprise that can be used, as the research of AIDA model in marketing revealed, to raise attention of the visitors. Guerrilla marketing principles can be used to show an interesting or even shocking detail but still keeping the appropriate seriousness of the official corporate website.

The first example of Guerrilla Marketing Online created by the author of this study presents how guerrilla marketing principles can be used on company website of a NGO organisation based in Prague, Czech Republic.

Creative Concept #1

Fake live cam in the offices of modern art gallery

Museum Kampa | www.museumkampa.cz

The objective: To build an attention of first-time visitors and shock them by unexpected live camera play mode that shows unordinary live pictures from daily office live. By letting employees to record funny videos how they play volleyball in the middle of art hall during the midnight or by letting a HR manager to shout gossips from modern art world at any incoming visitor raise immediate attention and minimize communication barriers which enable the marketer to easily communicate messages of the website. Carefully produced video will look like live camera recordings that can be then put in the website in a loop. A web administrator will put a small link "report inappropriate behaviour" below the video file, careful visitors will get to the descriptive subpage of the Museum Kampa website where the entire concept of the campaign is described and the visitor will have the opportunity to come to the museum visit with 50% discount.

Description: It is typical guerrilla activity that will be completely unexpected, shocking, drastic, and humorous and the business will not pay for this more than approximately for 30 hours of work. Very importantly, it gives a benefit of special discount to visitor as well which significantly increases chances to purchase a product - an entrance to the museum in this example. The website may become a destination for people who create a buzz and make the website temporarily very popular.

Image 10 Fake live cam in the office of modern art gallery - a visualisation of the web page containing the video file, Designed by Vit Horky

Make your own live exhibition in a museum!

Museum Kampa | www.museumkampa.cz

Objective: Letting the website visitors on Museum Kampa website to create their own exhibitions straightforwardly on the website homepage. A homepage that usually contains news from the museum, upcoming exhibitions or latest invitations turns suddenly into an environment which looks like usually but the content is entirely created by visitors. Every visitor can create a title of his/her own exhibition idea, upload an appropriate picture and add a reason why visitors should come to Museum to see it. The visitor can then bookmark the page, recommend it to friends by automatically generated e-mail or send it to his/her Facebook profile.

Description: The campaign uses all guerrilla marketing principles to raise immediate attention and buzz over the company and the website. The campaign is an example of alternative and viral marketing in order to raise immediate attention as a part of the communication by using thoughts of AIDA model.

Image 11 A personal live exhibitions on a museum´s website - a visualisation of the homepage with user-generated contact, designed by Vit Horky

How to use Guerrilla marketing in Product websites?