SHIVAJI ADVERTISING

Always an exception, always a hit!

Shivaji  - one of the greatest warriors Indian history ever saw. He did not have as big an army or modern arms then, as the Britishers, yet, he was successful in defeating them.

His unconventional methods during the warfare made this happen. He drove the opponents towards the vulnerable hilly regions of Maharastra and threw big stones while hiding behind the hills.

Now this is what we call Guerrilla warfare tactic. Unconventional and cost effective. (stones don’t cost)

And ever since, guerrilla techniques have been working wonders, not to forget in branding also.

Brands are trying their best to be more creative in the market place leaving a lot of advertising examples behind as inspiration for competitors around the world.

An unexpected advertising approach that disrupts the audiences’ environment to get their “quality” attention, helping brands to convey messages more effectively is termed as guerrilla advertising.

It is a low-cost (not necessarily) advertising strategy that is used to target an audience in an unconventional way

Guerrilla advertising is more about the association of time, energy and imagination and less about big marketing budgets like conventional advertising models (TV, print, outdoor, etc.).  And that’s not where it ends. This advertising approach is usually known to create a lot of buzz and hype and makes it go viral! 

Not every innovate or shocking campaign means that it is guerrilla marketing. Following points identifies the elements of guerrilla marketing campaigns.

Absolutely unexpected

Unexpected and surprise- not expected by the participant of the event was not prepared to observe or be part of it. The essence of guerrilla advertising lies in using this Suddenness and unexpectedness as an advantage. By encountering a surprising situation people tend to raise their attention.

Drastic

The element of this ‘drasticness’ enables the marketer to reach large number of message receivers without necessarily large budget. It is the element that may significantly help the campaign to be cost-effective with great degree of Attention and Interest component.

Humorous

Humorous effect in the communication helps diminishing the barriers between the sender and receiver. Moreover, a bit of amusement in the marketing communication can significantly increase the productivity of the campaign by reaching larger number of receivers. According to a research, it can be stated that those guerrilla marketing campaigns that comprises the effect of humour influence more receivers and helps to create interest.

One shot game

One shot game, meaning that the guerrilla marketing campaign is achieved only in a strict limited period of time, indicates that the receivers of the guerrilla messages know that the campaign is only temporary and also this concept should not be repeated on the same market.

Cheap

The goal is to create rumour, buzz effect and immediate impact on target group but still keeping the budget tight. However, there should be still clear difference between the necessary budget for guerrilla campaign and a traditional marketing campaign

Guerrilla marketing campaign should always give the audience something that will make them feel richer or pleased. The benefit can be conveyed by giving something for free or just giving them a reason to smile.

Unconventional is the conventional new!