Types of guerrilla marketing
The available secondary information on marketing servers identifies 12 different types of Guerrilla Marketing used for business purposes. All the types have its common goal to promote products or services in such a way that increases its efficiency among traditional media. All the identified types of Guerrilla Marketing include the commonly applied psychological principles used for selling products and services: reciprocity, authority, consistency/commitment, social proof/acceptance, and scarcity/urgency (Delana, 2008). The following types of traditional (offline) guerrilla marketing are presented in order to identify possible application to online environment, where these similar or the same guerrilla marketing campaigns may be performed on Internet.
Guerrilla marketing types assessment
There are 11 different types of guerrilla marketing as the research of secondary resources revealed. Each of the types was introduced as a part of the literature review. Following table is designed to assess the guerrilla marketing types and if they fulfil the criteria which every guerrilla marketing campaigns should include, as it was concluded in the last chapter. The table shows how easily can the particular guerrilla marketing type to cover given criteria.
Table 4 Guerrilla Marketing types assessment, created by Vit Horky
Legend: A business risk factor assess how large is the potential business risk of loss of brand image, loss of sales or loyal customers.
|Very difficult to apply|
|Can be applied with no problems|
|Easy to apply|
There cannot be clearly stated which types of guerrilla marketing is universally more appropriate than others and what types of guerrilla marketing have the greatest positive impact on the business organisations. However, the assessment is designed to help to show which types of guerrilla marketing campaigns may be appropriate for those marketers who prefer particular sets of characteristics in combination with certain degree of risk. The benefit of the campaign highly depends on the particular creative concept and the campaign performance.
Conclusively, it can be stated that the research and analysis of the guerrilla marketing shows that every type may be individually applied with different characteristics and the negative factors of possible marketing failure may be estimated prior the campaign is launched. Certain types of the guerrilla marketing, like the Alternative marketing, Wild posting or Astroturfing, lack appropriate degree of possibility to apply all guerrilla marketing principles and therefore it may be assumed that these types can be described not as guerrilla marketing types but types of traditional marketing.