Amir Zakaria Consulting Group | Guerrilla Marketing in SMEs
Marketing communication, Relationship marketing, SMEs, Experiential marketing, guerilla marketing, customer awareness
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Guerrilla Marketing in SMEs

Guerrilla Marketing in SMEs

Marketing communication has become more important than ever before because of the building strong relationships with customers. Relationship marketing should be basis for SMEs be able to be competitive and successful.

Large-sized and small and medium-sized companies use more and more different kinds of alternative ways of marketing communication. Experiential marketing has become part of corporate marketing strategy especially of large-sized companies. Experiential marketing is defined as „a process of identifying, satisfying customer needs and aspirations, profitably, by engaging them through two-way communications that bring brand personalities to life and add value to the target audience “(Smilansky, 2009).

SMEs widely uses guerilla marketing because of their limitative amount of budget and low costs of campaigns that can attract of consumer’s attention (Mc Naughton, 2008; Ay, Aytekin, Nardali, 2010).

The main goal of guerrilla campaigns is to increase customer awareness and interest about product and brand. Campaigns, where is implemented guerrilla marketing, illustrate interesting crispening in the communication field. Campaigns which are created with principles of guerrilla marketing, must be diversified between sharp practice to collecting information own marketing communication (Roy, Chattopadhyay, 2009; Milne, Bahl, Rohm, 2008). Basic principles how campaigns of guerrilla marketing work explain Baltes and Leibing (2008), e. g. implementers should collect all resources, campaigns should be original, connected with product, pass preoccupation in perception, find synergy effects.

Reference

  • Ay, C., Aytekin, P., & Nardali, S. (2010). Guerilla marketing communication tools and ethical problems in Guerilla advertising. American Journal of Economics and Business Administration, 2(3), 280-286. Doi 10.3844/ajebasp.2010.280.286
  • Baltes, G., & Leibing, I. (2008). Guerilla marketing for information services? New Library World, 109(1), 46-55. Doi 10.1108/03074800810845994
  • McNaughton, M. J. (2008). Guerrilla communication, visual consumption, and consumer public relations. Public Relations Review, 34(3), 303-305. Doi 10.1016/j.pubrev.2008.03.031
  • Milne, G. R., Bahl, S., & Rohm, A. (2008). Toward a framework for assessing covert marketing practices. Journal of Public Policy & Marketing, 27(1), 57-62. Doi 10.1509/jppm.27.1.57
  • Roy, A., & Chattopadhyay, S. P. (2009). Stealth marketing as a strategy. Business Horizons, 52(1), 69-79. Doi 10.1016/j.bushor.2009.09.004
  • Smilansky, S. (2009). Experiential marketing: A practical guide to interactive brand experiences. London: Kogan Page.

 

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