Guerilla marketing is a cost effective marketing strategy to drive publicity and, as a result, promote brand awareness by using unconventional methods designed to evoke surprise or shock in the hearts of the customers.
Connection to the emotions of a consumer is key to guerrilla marketing. The use of this tactic is not designed for all types of goods and services, and it is often used for more “edgy” products and to target younger consumers who are more likely to respond positively. Guerrilla marketing takes place in public places that offer as big an audience as possible, such as streets, concerts, public parks, sporting events, festivals, beaches, and shopping centers.
One key element of guerrilla marketing is choosing the right time and place to conduct a campaign so as to gain an exponential traction.
An interesting guerilla marketing campaign by Meister Camera demonstrated how ill-defined objects can look using a live 3D pixelated dog statuette at its stores in 2011. They promoted their high-definition cameras like the Leica D-Lux 3. There was a board next to the statuettes that read “See it in more detail”.
This was a clever way of marketing that promoted their high definition cameras that captured images in detail. This caught the attention of photographers and people interested in digital cameras. Pixelated objects would have been nothing special in print. They only become innovative when they were displayed as physical objects in real surroundings. It’s no wonder that the installation turned out to be such an astounding attention-grabber