Week 1 - Guerilla Marketing

 I’m pretty new to the concept of blogging, so please bear with me here.

I was extremely curious on the direction that a term like “Guerilla Marketing” would take in terms of defining features and general strategy.  I’m used to hearing the word guerilla in tactical discussions; primarily describing non-linear combat operations.  I’d assumed that guerilla marketing would be cut from the same cloth, meaning that it would describe a marketing or advertisement strategy that focuses on overall resourcefulness (finding new venues and delivery platforms) and broad, unconventional applications of said platforms.  After reviewing the first chapter of Guerilla Marketing, it seems this is pretty close to reality.

I’m always looking for fresh and unique ways to message the force, so this discipline is right up my alley!  One of the catch phrases of my military specialty is the quip, “Who else needs to know?”, and this expands past collaborative work internal to operational staff members.  Sharing emerging details about COVID-19 restriction policy and the latest and greatest protection measures proved to be extremely difficult, and it was necessary to employ a multi-layered “Marketing campaign” to create shared understanding and influence health behaviors.  This aligns directly with guerilla marketing strategy, where unconventional interactions are the norm.

I found a great example of guerilla marketing technique (conveniently tracked through other blogs) on the web -





Image Source.


We executed our activity without any formal marketing training, and I’m very interested to do some self-reflection on my organization’s efforts to promote the health and welfare of Soldiers stationed in Hawaii.  I feel like we could have leveraged cool effects like the Dracula advertisement above it our programming. While there are some parallels between our old strategy and the defining aspects of guerilla marketing, there’s a marked opportunity for growth here.  I see this concept as relevant to a myriad of communication efforts even outside the commercial marketing and advertising world, and definitely recommend anyone who works in a related field to deep-dive into the topic!

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