Guerilla marketing: meer halen uit je marketingbudget

Je bent misschien al wel vertrouwd met de term guerilla marketing, maar we geven je nog snel een kleine definitie mee. Guerilla marketing is een vorm van marketing waarbij je werkt met een lager budget, op onverwachte locaties en vaak interactief met de omstaanders. Een voorbeeld hiervan zijn de zogeheten flash mobs die spontaan beginnen te zingen. Er zijn echter nog veel meer mogelijkheden die vaak nog origineler zijn.

TNT: they know drama

Telenet heeft deze week ook zijn eigen guerilla marketing campagne gemaakt voor de zender TNT. Op het plein van Aarschott stond een bizarre rode knop met een pijl die enkel zei ‘push here for drama’. Het heeft even geduurd voor iemand durfde, maar de gevolgen zie je hierboven.

Guerilla marketing 2.0

Guerilla marketing is in de eerste plaats een lokaal gegeven. Om toch een groter bereik te krijgen kan je natuurlijk de resultaten filmen, tegenwoordig is de kwaliteit van een smartphone vaak al voldoende. Door YouTube te gebruiken in combinatie met sociale netwerken zoals Twitter en Facebook verspreiden deze acties verder en zullen ook journalisten snel informatie en beeldmateriaal vinden voor een artikel. En zeg nu zelf, als je een leuk artikel zo maar in de schoot geworpen krijgt, wie zou het weigeren?

Viral video vs guerilla marketing

Maar wat is nu het verschil met de zogeheten viral video’s? Het grote verschil tussen de twee is aan de ene kant de lokale start van deze guerilla marketing acties en aan de andere kant de persaandacht die je kan trekken. Een virale video deel je met je vrienden, maar zal minder snel in de krant verschijnen. Een guerilla actie krijgt meestal wel lokale aandacht en met een beetje geluk zal deze ook in het nationale nieuws komen.

Voorbeelden van guerilla marketing

Vooral in de VS vind je tal van originele voorbeelden van grote ondernemingen, film & tv, non-profits en lokale winkels. Hieronder zie je drie low budget mogelijkheden, maar er zijn honderden guerilla acties te vinden op het internet. Zeker voldoende om eens te overwegen iets origineler met een klein deeltje van je marketingbudget te doen?

Executive Summary

Wat? Guerilla marketing
En? Telenet en enkele Amerikaanse ondernemingen geven wat inspiratie!


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