Consumer and Industrial Buyer Behaviour

Report.

Topic : Guerilla Marketing practices on

consumer behaviour.

Members : Pratik Gangurde 010

Omkar Sagvekar 081
Nilesh Singh 057

Faculty : Dr. Roshni Sawant

Table for contents :
Summary……………………………………………..………………………… 03
Introduction…………………………………………………………………… 07
Body………….…………………………………………………………………… 15
Conclusion……………………………………………………………………… 21
Recommendations…………………………………………………………. 28
Library……….…………………………………………………………………… 34
Summary :
Marketing has always been an integral part of business strategies, aiming to capture
the attention and influence the decisions of potential consumers. Traditional
marketing methods, such as television commercials, print advertisements, and
billboards, have long been the primary means of reaching and engaging with
consumers. However, with the rapid evolution of technology and changing consumer
behaviours, traditional marketing strategies have started to lose their effectiveness.
In response to this shift, guerilla marketing practices have emerged as a creative and
unconventional approach to engage consumers in a way that traditional methods
often fail to do. In this extensive analysis, we will delve into guerilla marketing
practices and their profound impact on consumer behaviour.

Guerilla marketing can be defined as an unconventional and often low-cost marketing

strategy that relies on creativity and surprise to capture the audience's attention. It
often involves surprising and unexpected elements, such as flash mobs, street art, or
viral videos, to create memorable and impactful experiences for the consumer. The
term "guerilla marketing" was first coined by Jay Conrad Levinson in his 1984 book,
"Guerilla Marketing." Since then, guerilla marketing has evolved and expanded to
encompass a wide range of innovative strategies.

This paper will explore the key elements of guerilla marketing, how it differs from
traditional marketing, and the various techniques and tactics employed in guerilla
marketing campaigns. Furthermore, we will examine the psychological and
behavioural impact of these campaigns on consumers, exploring how they influence
attitudes, perceptions, and purchasing decisions. Ultimately, guerilla marketing
represents a dynamic and exciting aspect of the marketing landscape that demands
close scrutiny in an ever-changing consumer-driven world.

I. Characteristics of Guerilla Marketing

Guerilla marketing is characterized by several key features that distinguish it from

traditional marketing practices. Understanding these characteristics is crucial for
comprehending its impact on consumer behaviour:
Creativity and Unconventionality: Guerilla marketing relies on out-of-the-box thinking
and creativity. It often takes unexpected and unconventional forms, making it stand
out from traditional advertising.
Low Cost: Guerilla marketing campaigns are typically low-cost compared to large-
scale traditional advertising efforts. This is an advantage for smaller businesses with
limited budgets.
Surprise and Emotional Engagement: Guerilla marketing aims to evoke surprise and
emotional engagement in the audience. It creates a memorable experience that
sparks discussion and interest.
Virality: Many guerilla marketing campaigns leverage the power of social media and
word-of-mouth to achieve viral success, increasing their reach exponentially.
Targeted Approach: Guerilla marketing often targets specific niches or demographics,
tailoring its message to a particular audience.
Integration with the Environment: Guerilla marketing campaigns are often integrated
with the physical environment or cultural context, creating a more immersive
experience for the audience.
II. Guerilla Marketing vs. Traditional Marketing

To understand the impact of guerilla marketing on consumer behaviour, it is essential

to contrast it with traditional marketing methods. Traditional marketing includes TV
and radio commercials, print advertisements, billboards, and other mass media
approaches. Here are some key differences between the two:

Intrusiveness: Traditional marketing is often perceived as intrusive, interrupting

consumers' daily activities. Guerilla marketing aims to engage consumers in a non-
intrusive manner, making them willingly participate in the marketing message.
Cost: Traditional marketing campaigns are typically expensive, requiring substantial
budgets for media buying and production. Guerilla marketing is more budget-friendly,
allowing smaller businesses to compete effectively.
Engagement: Guerilla marketing thrives on creating emotional engagement and
interactivity with consumers, whereas traditional marketing relies on passive
consumption of advertising messages.
Creativity: Guerilla marketing demands a higher level of creativity and innovation in
its approach, whereas traditional marketing often follows established templates and
formulas.
Reach: Traditional marketing has a broader reach, targeting a large, often
undifferentiated audience. Guerilla marketing tends to focus on specific niches and
demographics.
III. Techniques and Tactics of Guerilla Marketing

Guerilla marketing encompasses a wide array of techniques and tactics that surprise,
delight, and engage the audience. Some of the most popular tactics include:

Street Art and Graffiti: Using public spaces to create art or messages that tie in with a
product or brand, sparking curiosity and conversations.
Flash Mobs: Organizing spontaneous gatherings of people to perform an unusual,
attention-grabbing act related to a product or campaign.
Ambient Advertising: Placing advertising messages or objects in unexpected
locations, such as elevators, restrooms, or park benches.
Viral Videos: Creating captivating video content that has the potential to go viral on
social media platforms.
Stunts and Pranks: Organizing public stunts or pranks that generate buzz and media
coverage.
Interactive Installations: Designing physical installations or experiences that
encourage the audience to participate and interact with the brand.
Guerrilla Social Media Campaigns: Leveraging social media platforms to create buzz
through contests, challenges, or engaging content.
Product Placement: Placing products or branding elements in movies or TV shows in
a way that captures the audience's attention.
Each of these tactics aims to create memorable experiences that resonate with
consumers, leaving a lasting impression that traditional advertising often fails to
achieve.

IV. Psychological and Behavioural Impact on Consumers

The psychological and behavioural impact of guerilla marketing on consumers is a
critical aspect of its effectiveness. By engaging consumers on a deeper emotional
level, guerilla marketing has the potential to influence several aspects of consumer
behaviour:

Awareness and Attention: Guerilla marketing grabs consumers' attention and

increases brand awareness through its surprise and creativity.
Emotional Connection: The unconventional and often humorous or thought-
provoking nature of guerilla marketing campaigns can foster emotional connections
between consumers and brands.
Word-of-Mouth and Virality: Guerilla marketing often encourages consumers to share
their experiences, leading to word-of-mouth marketing and viral sharing on social
media.
Brand Perception: Positive guerilla marketing experiences can enhance the way
consumers perceive a brand, associating it with creativity, innovation, and a
willingness to engage.
Purchase Intent: The emotional and memorable impact of guerilla marketing can
positively influence purchase intent, as consumers are more likely to consider
products or services associated with a memorable experience.
Social Influence: Guerilla marketing campaigns can harness social influence and peer
pressure, encouraging consumers to join in or adopt a brand's message or product.
Behavioural Change: In some cases, guerilla marketing can drive specific behaviours,
such as participation in a challenge, visiting a physical location, or trying a new
product.
Understanding these psychological and behavioural aspects is essential for marketers
seeking to leverage guerilla marketing effectively.

V. Case Studies and Examples

To illustrate the impact of guerilla marketing on consumer behaviour, let's examine

some notable case studies and examples:
The Coca-Cola Happiness Machine: Coca-Cola installed vending machines in various
locations that dispensed not only soda but also surprising gifts, such as flowers, pizza,
and sandwiches. The unexpected nature of the gifts and the joy it brought to people's
faces generated positive brand associations and extensive social media sharing.
Red Bull Stratos Jump: Red Bull sponsored the famous stratospheric jump by Felix
Baumgartner. This event was broadcast live, and the anticipation and spectacle of the
jump created widespread buzz and brand awareness, positioning Red Bull.
Introduction :
Marketing has always been an integral part of business strategies, aiming to capture
the attention and influence the decisions of potential consumers. Traditional
marketing methods, such as television commercials, print advertisements, and
billboards, have long been the primary means of reaching and engaging with
consumers. However, with the rapid evolution of technology and changing consumer
behaviours, traditional marketing strategies have started to lose their effectiveness.
In response to this shift, guerilla marketing practices have emerged as a creative and
unconventional approach to engage consumers in a way that traditional methods
often fail to do.

Guerilla marketing can be defined as an unconventional and often low-cost marketing

strategy that relies on creativity and surprise to capture the audience's attention. It
often involves surprising and unexpected elements, such as flash mobs, street art, or
viral videos, to create memorable and impactful experiences for the consumer. The
term "guerilla marketing" was first coined by Jay Conrad Levinson in his 1984 book,
"Guerilla Marketing." Since then, guerilla marketing has evolved and expanded to
encompass a wide range of innovative strategies.

This extended analysis will delve into guerilla marketing practices and their profound
impact on consumer behaviour. We will explore the key elements of guerilla
marketing, how it differs from traditional marketing, and the various techniques and
tactics employed in guerilla marketing campaigns. Furthermore, we will examine the
psychological and behavioural impact of these campaigns on consumers, exploring
how they influence attitudes, perceptions, and purchasing decisions. Ultimately,
guerilla marketing represents a dynamic and exciting aspect of the marketing
landscape that demands close scrutiny in an ever-changing consumer-driven world.

II. Characteristics of Guerilla Marketing

Guerilla marketing is characterized by several key features that distinguish it from

traditional marketing. Understanding these characteristics is crucial for
comprehending its impact on consumer behaviour:
Creativity and Unconventionality: Guerilla marketing relies on out-of-the-box thinking
and creativity. It often takes unexpected and unconventional forms, making it stand
out from traditional advertising.
Low Cost: Guerilla marketing campaigns are typically low-cost compared to large-
scale traditional advertising efforts. This is an advantage for smaller businesses with
limited budgets.
Surprise and Emotional Engagement: Guerilla marketing aims to evoke surprise and
emotional engagement in the audience. It creates a memorable experience that
sparks discussion and interest.
Virality: Many guerilla marketing campaigns leverage the power of social media and
word-of-mouth to achieve viral success, increasing their reach exponentially.
Targeted Approach: Guerilla marketing often targets specific niches or demographics,
tailoring its message to a particular audience.
Integration with the Environment: Guerilla marketing campaigns are often integrated
with the physical environment or cultural context, creating a more immersive
experience for the audience.
III. Guerilla Marketing vs. Traditional Marketing

To understand the impact of guerilla marketing on consumer behaviour, it is essential

to contrast it with traditional marketing methods. Traditional marketing includes TV
and radio commercials, print advertisements, billboards, and other mass media
approaches. Here are some key differences between the two:

Intrusiveness: Traditional marketing is often perceived as intrusive, interrupting

consumers' daily activities. Guerilla marketing aims to engage consumers in a non-
intrusive manner, making them willingly participate in the marketing message.
Cost: Traditional marketing campaigns are typically expensive, requiring substantial
budgets for media buying and production. Guerilla marketing is more budget-friendly,
allowing smaller businesses to compete effectively.
Engagement: Guerilla marketing thrives on creating emotional engagement and
interactivity with consumers, whereas traditional marketing relies on passive
consumption of advertising messages.
Creativity: Guerilla marketing demands a higher level of creativity and innovation in
its approach, whereas traditional marketing often follows established templates and
formulas.
Reach: Traditional marketing has a broader reach, targeting a large, often
undifferentiated audience. Guerilla marketing tends to focus on specific niches and
demographics.
IV. Techniques and Tactics of Guerilla Marketing

Guerilla marketing encompasses a wide array of techniques and tactics that surprise,
delight, and engage the audience. Some of the most popular tactics include:

Street Art and Graffiti: Using public spaces to create art or messages that tie in with a
product or brand, sparking curiosity and conversations.
Flash Mobs: Organizing spontaneous gatherings of people to perform an unusual,
attention-grabbing act related to a product or campaign.
Ambient Advertising: Placing advertising messages or objects in unexpected
locations, such as elevators, restrooms, or park benches.
Viral Videos: Creating captivating video content that has the potential to go viral on
social media platforms.
Stunts and Pranks: Organizing public stunts or pranks that generate buzz and media
coverage.
Interactive Installations: Designing physical installations or experiences that
encourage the audience to participate and interact with the brand.
Guerrilla Social Media Campaigns: Leveraging social media platforms to create buzz
through contests, challenges, or engaging content.
Product Placement: Placing products or branding elements in movies or TV shows in
a way that captures the audience's attention.
Each of these tactics aims to create memorable experiences that resonate with
consumers, leaving a lasting impression that traditional advertising often fails to
achieve.

V. Psychological and Behavioural Impact on Consumers

The psychological and behavioural impact of guerilla marketing on consumers is a
critical aspect of its effectiveness. By engaging consumers on a deeper emotional
level, guerilla marketing has the potential to influence several aspects of consumer
behaviour:

Awareness and Attention: Guerilla marketing grabs consumers' attention and

increases brand awareness through its surprise and creativity.
Emotional Connection: The unconventional and often humorous or thought-
provoking nature of guerilla marketing campaigns can foster emotional connections
between consumers and brands.
Word-of-Mouth and Virality: Guerilla marketing often encourages consumers to share
their experiences, leading to word-of-mouth marketing and viral sharing on social
media.
Brand Perception: Positive guerilla marketing experiences can enhance the way
consumers perceive a brand, associating it with creativity, innovation, and a
willingness to engage.
Purchase Intent: The emotional and memorable impact of guerilla marketing can
positively influence purchase intent, as consumers are more likely to consider
products or services associated with a memorable experience.
Social Influence: Guerilla marketing campaigns can harness social influence and peer
pressure, encouraging consumers to join in or adopt a brand's message or product.
When consumers see others positively reacting to a guerilla marketing campaign,
they may be more inclined to follow suit, driven by the fear of missing out (FOMO) or
the desire to be part of a trend.
Behavioural Change: In some cases, guerilla marketing can drive specific behaviours.
For instance, a guerilla marketing campaign promoting a new fitness product might
organize a pop-up fitness class in a park. This not only raises awareness but also
encourages individuals to try the product or engage in a related behaviour, like
working out.
Involvement and Participation: Guerilla marketing often invites consumers to actively
participate in the campaign. This involvement creates a sense of ownership and
belonging, making consumers feel like they are part of a community or movement
rather than just passive receivers of advertising.
Long-lasting Impressions: Guerilla marketing aims to create experiences that are
etched into consumers' memories. This staying power is crucial in the modern era,
where consumers are inundated with marketing messages daily. A memorable
guerilla marketing campaign can linger in the minds of consumers long after the
event or interaction has taken place.
VI. Case Studies and Examples

To illustrate the impact of guerilla marketing on consumer behaviour, let's examine

some notable case studies and examples:

The Coca-Cola Happiness Machine: Coca-Cola installed vending machines in various

locations that dispensed not only soda but also surprising gifts, such as flowers, pizza,
and sandwiches. The unexpected nature of the gifts and the joy it brought to people's
faces generated positive brand associations and extensive social media sharing.
Red Bull Stratos Jump: Red Bull sponsored the famous stratospheric jump by Felix
Baumgartner. This event was broadcast live, and the anticipation and spectacle of the
jump created widespread buzz and brand awareness, positioning Red Bull as an
adventurous and daring brand.
The ALS Ice Bucket Challenge: Though initiated by a nonprofit, the ALS Ice Bucket
Challenge was a prime example of guerilla marketing principles. It involved
individuals challenging others to dump a bucket of ice water over their heads to raise
awareness and funds for ALS. The campaign went viral, raising millions of dollars and
showcasing the power of engaging, user-generated content.
Dove's Real Beauty Sketches: Dove's campaign involved an FBI-trained sketch artist
drawing women's portraits based on their own self-descriptions and descriptions by
strangers. The emotional contrast between the two sketches highlighted self-
perception issues. It not only generated substantial online conversation but also led
to a shift in brand perception.
These case studies demonstrate the diverse ways guerilla marketing can create
memorable experiences and influence consumer behaviour. They also show that
guerilla marketing can be used for a wide range of products and purposes, not limited
to a specific industry.

VII. Theories and Models Explaining Consumer Behaviour

Understanding the psychological and behavioural impact of guerilla marketing on
consumers can be enhanced by exploring established theories and models of
consumer behaviour. Here are some key theories that are particularly relevant:

Elaboration Likelihood Model (ELM): ELM suggests that individuals process

information in two ways: centrally (high involvement and cognitive processing) and
peripherally (low involvement and heuristic processing). Guerilla marketing often
targets the peripheral route by creating emotional and affective responses to
advertisements, making them more persuasive.
Theory of Planned Behaviour (TPB): TPB posits that behaviour is determined by
intention, attitude, subjective norm, and perceived behavioural control. Guerilla
marketing can influence these factors by shaping attitudes and social norms, as well
as increasing perceived control over certain behaviours.
AIDA Model (Attention, Interest, Desire, Action): Guerilla marketing excels at
capturing attention and generating interest, often leading to desire and action. The
surprising and engaging nature of guerilla campaigns aligns well with the AIDA
model.
Cognitive Dissonance Theory: Guerilla marketing can create cognitive dissonance by
presenting information that conflicts with existing beliefs or attitudes. This can
prompt consumers to reevaluate their opinions and potentially change their
behaviour.
Halo Effect: The emotional and memorable impact of guerilla marketing can create a
positive "halo" around a brand, where one positive experience with the brand
influences perception across other dimensions.
These theories help explain why and how guerilla marketing influences consumer
behaviour, providing a theoretical framework for marketers to understand and
leverage its impact.

VIII. Ethical Considerations in Guerilla Marketing

While guerilla marketing can be highly effective, it is not without ethical

considerations. Some of the key ethical concerns include:
Deception: Guerilla marketing sometimes blurs the line between genuine
experiences and marketing ploys. Deceptive or misleading practices can erode trust
and damage a brand's reputation.
Invasion of Privacy: Some guerilla marketing tactics may inadvertently intrude on
people's personal space or privacy, leading to negative reactions and potential legal
issues.
Offensiveness: Creating shock value or using provocative themes can backfire if it
alienates or offends consumers. The fine line between being attention-grabbing and
crossing ethical boundaries must be carefully considered.
Environmental Impact: Guerilla marketing installations or events can sometimes
generate waste or harm the environment, which can harm a brand's image and have
real-world consequences.
Safety Concerns: Safety should always be a priority in guerilla marketing campaigns.
Unexpected events or installations can lead to accidents or injuries if not planned and
executed carefully.
Marketers must be mindful of these ethical concerns and ensure that their guerilla
marketing practices align with societal values and legal regulations.

IX. The Future of Guerilla Marketing

As technology and consumer behaviour continue to evolve, so will guerilla marketing.

Some emerging trends and developments in the field include:

Digital Integration: The integration of augmented reality (AR) and virtual reality (VR)
into guerilla marketing campaigns can create immersive experiences that bridge the
gap between the physical and digital worlds.
Personalization: Data-driven personalization allows guerilla marketing campaigns to
target individuals with tailored experiences, maximizing their impact.
Sustainability: Eco-friendly and sustainable guerilla marketing practices are becoming
more important to align with consumers' growing environmental consciousness.
Blockchain and Transparency: The use of blockchain technology can enhance
transparency in guerilla marketing campaigns, providing proof of authenticity and
ethical practices.
Neuro-marketing: Advancements in neuroscience and psychology can inform guerilla
marketing strategies by deepening the understanding of how the human brain
responds to different stimuli.
Niche Communities: Targeting niche online communities and subcultures can create
highly engaged audiences that are more receptive to guerilla marketing tactics.
The future of guerilla marketing lies in its ability to adapt to changing technologies,
social norms, and consumer preferences.
Body :
Word of Mouth is one of the most significant tactics of guerrilla marketing. WoM is
defined as “oral, person-to-person communication between a receiver and a
communicator whom the receiver perceives as non-commercial, concerning a brand,
a product or a service” (Kirby & Marsden, 2006, p.164). The idea behind this
marketing approach is to implement sensational, thrilling and unexpected marketing
projects, aiming for consumers to be talking about the brand or the company
(Feguson, 2008). WoM is the process of when around 10 consumers start sharing the
word to their family members, friends or colleagues, etc about the brand after they
have become aware of it (Feguson, 2008). It is a very efficient phenomenon for small
businesses and companies to spread awareness among potential consumers by
sharing their experience of the product or the services promoted (Kirby & Marsden,
2006). To do so, marketers need to consider the consumers’ full journal experience
very carefully to build sustainable customer loyalty towards the brand or the
company (Ferguson, 2008). Nevertheless, marketers should emphasize the impact
that WoM may have on potential consumers as communication issues may occur
(Kirby & Marsden, 2006). What people say to the ones they know such as friends or
family about certain products may have a significant effect on potential consumers
pursuing that good or service provided (Kirby & Marsden, 2006). This implies that the
brand image has an important role in getting potential consumers to be aware of the
brand’s existence and beneficial factors (Ferguson, 2008). So, WoM is one of the
essential forces of guerrilla marketing and the following part will be outlining the
theory of buzz marketing to fulfil the effect of WoM.
The second element, buzz marketing is a technique where an event is organized to
create a buzz, meaning getting people to talk and spread rumours (Marsden & Kirby,
2006). To create a buzz and spread awareness, companies are advised to use different
strategies (Henry, 2003). For instance, collaborating with celebrities or known
influencers to promote the products or services is beneficial to spread the word
about the brand, consequently, making a buzz out of it (ibid), especially for younger
generations of consumers (Johnstone & Lindh, 2018). In addition to that, considering
that buzz marketing is an oral communication concept and the changes that are
occurring daily, the consumers are heavily dependent on technology (ibid). This
implies that a wider platform is available and easily accessed to create a further buzz
on all social media platforms such as Instagram, Facebook, Snapchat and YouTube
(Mohr, 2017). The usage of these online channels makes it easier for any potential
consumer to get to know whatever is needed from their friends and families (ibid).
Therefore, it is vital to be careful with the message that the company wants the
consumer to receive and send.
Brand attitude depends mainly on a consumer’s perception towards a brand; this
perception also affects the behaviour a consumer has towards that brand (Liu, Li,
Mizerski & Soh, 2012). It is also worth mentioning that the consumer’s opinion of an
advertisement might become their opinion of the brand as a whole. For instance, an
advertising campaign that looks cheap, from a consumer’s perspective, will much
likely give off a cheap image of the brand (Praxmarer & Gierl, 2009). It is safe to
conclude that brand attitude plays a huge role in how consumers choose to purchase
or avoid a specific brand (Park et al., 2010).
Brand image is the association that consumers have of a certain brand. Consumers
usually base their perception of this image either rationally or emotionally (Koubaa,
2008). This means that a product belonging to a brand might have a positive image
because it is of high quality which is a rational perception, while a brand that gives off
a high-status image is mainly seen from an emotional perception (ibid). Even though
brands are intangible unlike physical products, they are still “as real as the product”,
according to (Meenaghan, 1995, p. 24). Since it is common for products in the same
industry to look similar, the brand image that is shaped by advertising, for instance,
plays an important role in helping these products be distinguished from each other
(Meenaghan, 1995). Therefore, it is argued that the brand image has an important
role in affecting consumers’ behaviour when guerrilla campaigns are present.
What makes purchase intention interesting for marketers is because it helps
companies have a clue about what consumers want as well as the qualities of the
products that need to be produced. Sufficient information about a brand or a product
and how satisfied consumers have been with previous purchases from the same
brand as well as the product influence consumers’ purchasing intention (Tuu & Olsen,
2012). Moreover, positive thoughts towards an advertisement can influence the
consumers’ desire to purchase a product, according to Levy and Gendel-Guterman
(2012, p. 90). The latter authors also assume it is not the advertising that consumers
responded to, rather it is their emotions, attitudes and beliefs which controls their
purchasing behaviour.
Effects of guerrilla marketing
As Levinson mentioned in his book “If you're an entrepreneur, you need guerrilla
marketing more than ever because the competition is smarter, more sophisticated,
and even more aggressive than it was in the past. That is not a problem for guerrillas”
(Levinson, 2007, p.23). Guerrilla marketing as mentioned previously in this paper is
known for being unconventional and innovative as well as it contains certain effects
that make this marketing method different from traditional marketing.
The surprise effect is one of the known traits of guerrilla marketing. This element is
used by creating a creative advertisement and placing it in unusual locations (Hutter
& Hoffmann, 2011). The guerrilla advertisement could be, for instance in the shape of
a popular meal that people associate with a certain restaurant, placed in unexpected
but visible locations where people usually pass by (ibid). Seeing this ad will make
passers-by associate this meal with a certain restaurant and much likely crave it if the
advertisement is placed strategically and obvious enough (ibid). One of the elements
that make the surprise effect so effective is that it triggers the diffusion effect, which
is another effect of guerrilla marketing that will be discussed in the next paragraph
(ibid). When people experience something fun and surprising, they tend to want to
mention it to other people, this will help the campaign spread through “word of
mouth” for instance, which is a type of guerrilla marketing. A surprising ad is more
likely to be remembered than a typical ad (Sandberg, Stierna, 2006). If the ad is
interesting and surprising enough, its publicity might even spread to newspapers,
magazines and social media (Sandberg, Stierna, 2006). In other words, having the
surprise element increases the rates of success of the advertisement campaign, not
to forget adding some humour sometimes which is a fun and modern way to reach
perhaps, a more aware crown (Ives, 2004).
One of the unique traits of guerrilla marketing, compared to traditional marketing is
the advantage of the diffusion effect. Diffusion effect, in this context, is when an
advertisement is spread further from one consumer to another, through talking or
sharing through social media for instance, which increases the number of people that
this advertisement is exposed to (Hutter & Hoffmann, 2011). This effect saves money
since the company does not need to spend extra money on distributing it to
individuals, it spreads when the individuals themselves choose to share it because
they might find it intriguing. There are a few types of guerrilla marketing that trigger
this effect such as, WoM (word of mouth), Buzz marketing and guerrilla PR (ibid).
The low-cost effect is an additional element of guerrilla marketing that may be seen
as a result of the impact of both the surprise and the diffusion effects (ibid). When an
advertisement spreads through people talking about it and sharing it due to surprise
or interest for instance, it keeps the marketing costs low for companies (ibid). The
main idea behind guerrilla marketing is not to create as many copies as possible of an
ad and distribute it to as many consumers as possible, rather create an ad which
stands out enough to stay on consumers’ minds after seeing it perhaps once (ibid).
This way helps companies shrink their marketing costs from copying and distributing
traditional advertisements for instance, to placing one or a few unconventional
advertisements in strategic places. An example of this type of marketing is Ambush
marketing, which means that a company or a brand is visible at an event, such as
festivals and sports events without paying for being there (ibid).
Strategies of guerilla marketing
Guerrilla promoting will in general be less expensive than customary advertising,
depending on more modest, more restricted physical procedures like:
• Graffiti: Graffiti advertising utilizes city roads and back streets as a goliath material.
While more modest, more secret activities will make their imprint any place they
need, for most organizations it's prescribed to get authorization from a land owner
prior to going Monet on the dividers of their foundation.
Stencil Graffiti: Stencil spray painting utilizes stencils to make rehashed works of road
craftsmanship. The upside of stencils is that you can make numerous occurrences of
your craft across various spaces in a brief timeframe. Stencils will in general be little
in size (instead of a full wall painting) and comprise of basic plans.
• Reverse Graffiti: Reverse spray painting is when, rather than adding to a surface,
advertisers eliminate soil and grime from a road or divider to make an all-normal
checking message. Just put a stencil on a walkway and afterward wash the revealed
spaces!
• Stickers: Creative utilization of stickers is another extraordinary guerrilla advertising
strategy that can be fruitful when executed well.
• Undercover Marketing: Also known as "secrecy showcasing," advertisers
camouflage themselves as friends among their intended interest group. One model is
Sony's mission in 2002, in which entertainers were recruited to meander about urban
communities, requesting aliens to snap a picture from them. During the
communication, entertainers would rave of their cool new telephone, bragging its
highlights and abilities.
• Flash Mobs: Flash crowds include sorting out a gathering of people to play out a
particular activity or assignment at a pre-decided area and time. At times members
are employed entertainers, different occasions they are basically individuals from the
local area who appreciate the haphazardness of glimmer crowds!
• Publicity Stunts: Publicity stunts include explicit accomplishments of wonderment
and astonishment, normally supported or in band together with a brand. Red Bull is
exceptionally skilled at this training, exemplified by their 2012 skydiving record as a
feature of their Stratos project. Red Bull sent Austrian extreme sports competitor
Felix Baumgartner over the stratosphere, overwhelming the world record for most
elevated skydive, dispatching himself from more than 128,000 feet above earth.
Apparently substantially more than a simple trick, the Red Bull Stratos project set
various world precedents and was seen live on YouTube by over 9.5 million clients
(establishing one more precedent).
• Treasure Hunts: Creating custom, excellent expeditions are another cool guerrilla
advertising strategy that can stimulate crowds. Guerrilla promoting expeditions
frequently include presenting on the web signs on shrouded things dissipated across
a solitary or a few urban communities. Victors are remunerated with computerized
codes, prizes, or a clue for the following level of the expedition.
The exploration led by (Raju, 2013) shows that publicizing assumes vital part among
the clients in their buy choices. If there should be an occurrence of the greater part
of the clients publicizing goes about as a main consideration for them. Since the vast
majority of the clients purchase item dependent on the incomplete information they
accomplish with respect to the item. The vast majority of the purchasers search for
items which fulfil a large portion of their necessities and they have faith in notices
which coordinate their assumptions. (Hafiz Muhammad Arshad, 2014) did an
investigation on buy conduct and expectation of clients towards cell phones, were
the examination expresses that clients were profoundly affected by ads and it reflects
in their buy conduct. Enthusiastic reactions assume a critical part among the clients
in purchasing their items, where these passionate reactions fulfil a client in
purchasing an item.
(Fazal Ur Rehman, 2014) through his investigations inferred that commercials are
quite possibly the best and effective strategies applied by any organization to
advertise their item towards their clients. Notice consistently had a high impact over
the clients independent of their geographic zone and it is a piece of limited time
blend methodology. The primary point of promotion is to make mindfulness among
the clients and make interest with respect to the item. According to the investigation
directed by (Achamad yannu, 2014) brand picture of an item higherly affects the
clients and profoundly impacts them in expanding the recurrence of procurement.
The investigation additionally shows that it isn't just about as basic as that to make a
brand picture on the item, brand picture is constructed dependent on the brand trust
individuals having on the item and promotions causes an item to make these sorts of
trust.
Pros of guerrilla marketing
 Cheap to execute: Whether using a simple stencil or a giant sticker, guerrilla
marketing tends to be much cheaper than classic advertising.
 Allows for creative thinking: With guerrilla marketing, imagination is more
important than budget.
 Grows with word-of-mouth: Guerrilla marketing relies heavily on word-of-mouth
marketing, considered by many one of the most powerful weapons in a marketer’s
arsenal. There’s nothing better than getting people to talk about your campaign on
their own accord.
 Publicity can snowball: Some especially noteworthy or unique guerrilla marketing
campaigns will get picked up by local (and even national) news sources, resulting in a
publicity powerhouse affect that marketers drool over.
Cons of guerrilla marketing
Mysterious messages can be misunderstood: There’s often an air of mystery to
guerrilla marketing campaigns, and while it’s this sense of mystery that can often
propel a campaign’s attention and notice, the lack of clarity can also skew audience
interpretation.
Authority intervention: Some forms of guerrilla marketing, such as non-permissioned
street graffiti, can result in tension with authorities.
Unpredicted obstacles: Many guerrilla marketing tactics are susceptible to bad
weather, thrown timing, and other small instances that could easily threaten to
undermine an entire campaign.
Potential backlash: Savvy audiences may call out businesses who are implementing
guerrilla marketing campaigns they don’t approve of. This is especially true of
undercover marketing campaigns – if you’re caught, prepare to face the wrath.
Conclusion :
The world of marketing is in constant flux, driven by changes in consumer behaviour,
technology, and societal norms. In this dynamic landscape, traditional marketing
methods, while still valuable, are increasingly facing challenges in capturing the
attention and interest of today's discerning consumers. This shift has given rise to
guerrilla marketing, a strategy that has redefined how brands engage with their
target audiences. In our exploration of guerrilla marketing, we've discovered its
innovative approach, the psychology that underlies its effectiveness, and its profound
impact on consumer behaviour.

Recap of Key Insights

Our journey through the realm of guerrilla marketing has revealed several crucial
insights:

Unconventional Creativity: Guerrilla marketing thrives on unconventional creativity. It

leverages surprise, intrigue, and emotional engagement to create memorable brand
experiences. By defying the traditional norms of marketing, it captures the audience's
attention and elicits strong emotional responses.
Cost-Efficiency: Guerrilla marketing is known for its cost-efficiency. It allows
businesses with limited budgets to compete effectively with larger players in the
market. This financial accessibility has democratized marketing, giving smaller
companies an opportunity to make a significant impact.
Engagement Over Intrusion: Unlike traditional marketing, which is often seen as
intrusive and disruptive, guerrilla marketing engages consumers in a non-intrusive,
participatory manner. It respects the consumer's choice to willingly interact with the
message or experience.
Influence of Psychology: The success of guerrilla marketing is rooted in psychology. It
skilfully employs psychological principles such as emotional resonance, cognitive
dissonance, social proof, and reciprocity to create lasting impressions and shape
consumer attitudes and behaviours.
Varied Impact: Guerrilla marketing leaves a multi-faceted impact on consumer
behaviour. It raises awareness, fosters emotional connections, generates word-of-
mouth and virality, shapes brand perception, influences purchase intent, drives
behavioural change, and encourages involvement and participation.
Ethical Considerations: Ethical considerations in guerrilla marketing are paramount.
Marketers must be aware of the potential for deception, invasion of privacy,
offensiveness, environmental impact, and safety concerns. Striking a balance
between innovative campaigns and ethical standards is crucial for long-term success.
Future Trends: The future of guerrilla marketing holds promise in emerging trends
such as digital integration, personalization, sustainability, blockchain transparency,
neuro-marketing, and niche community engagement. These trends will shape the
next generation of guerrilla marketing campaigns.
Guerrilla Marketing's Impact on Consumer Behaviour

Guerrilla marketing is not merely a marketing strategy; it's a powerful tool for shaping
consumer behaviour. Through the innovative techniques it employs, guerrilla
marketing captures the imagination of consumers and leaves a lasting impact on their
attitudes and actions.

One of the most notable features of guerrilla marketing is its ability to create
emotional resonance. By tapping into the human psyche and evoking strong
emotions, guerrilla marketing campaigns foster memorable experiences. These
experiences are not easily forgotten and often lead to word-of-mouth sharing and
viral content creation. In a world where consumers are bombarded with marketing
messages daily, guerrilla marketing succeeds in creating an emotional connection,
which is the cornerstone of influencing consumer behaviour.

The concept of cognitive dissonance, as applied in guerrilla marketing, plays a pivotal

role in reshaping consumer attitudes and behaviours. When consumers encounter
marketing messages that challenge their existing beliefs or norms, they experience
cognitive dissonance. This psychological tension can lead individuals to reevaluate
their opinions and potentially change their behaviour. Guerrilla marketing, by being
thought-provoking and unconventional, excels in creating cognitive dissonance and
sparking behaviour change.

Social proof, a psychological principle that relies on individuals observing the

behaviour of others to guide their own decisions, is effectively harnessed by guerrilla
marketing. When people witness others positively reacting to a guerrilla marketing
campaign, they are more inclined to do the same. This principle of social influence
amplifies the impact of guerrilla marketing by capitalizing on the natural human
tendency to seek social validation and follow the crowd.

Reciprocity, another psychological principle, is a cornerstone of guerrilla marketing's

influence on consumer behaviour. When consumers receive an unexpected positive
experience from a brand or campaign, they often feel a social obligation to
reciprocate. This can take the form of making a purchase, sharing the campaign with
others, or becoming a brand advocate. Guerrilla marketing, by providing an
exceptional and memorable experience, triggers the reciprocity effect, which, in turn,
drives consumer actions.

The mere exposure effect, which suggests that people tend to develop a preference
for things they are exposed to frequently, is leveraged by guerrilla marketing
campaigns. These campaigns aim to create repeated exposures to the brand or
message, reinforcing it in the consumer's mind. Over time, the brand becomes
familiar and preferred, leading to positive consumer behaviour.

The halo effect, where a positive attribute of a brand or product is extended to

influence perceptions across other dimensions, is another way guerrilla marketing
shapes consumer behaviour. A successful guerrilla marketing campaign can create a
positive halo effect around a brand, making consumers more inclined to view other
aspects of the brand in a positive light. This can lead to increased brand loyalty, trust,
and willingness to engage with the brand's products or services.

Guerrilla marketing's ability to influence consumer behaviour goes beyond awareness

and emotional connections. It also impacts purchase intent, encouraging consumers
to consider and choose the products or services associated with a memorable
campaign. The emotional and memorable impact of guerrilla marketing plays a
pivotal role in this process, as consumers are more likely to choose a product or
brand with which they have a strong emotional connection.

The influence of guerrilla marketing extends into the realm of social behaviour.
Through surprise, interactivity, and participation, guerrilla marketing encourages
individuals to actively engage with a brand or campaign. This active involvement
creates a sense of ownership and belonging, making consumers feel like they are part
of a community or movement rather than just passive receivers of advertising. Such
participation not only drives a deeper connection with the brand but also encourages
continued engagement.

Beyond influencing attitudes and perceptions, guerrilla marketing has a tangible

impact on consumer behaviour in terms of specific actions. It can prompt individuals
to adopt new behaviours or reinforce existing ones. For instance, a guerrilla
marketing campaign promoting eco-friendly practices may not only create awareness
but also encourage consumers to adopt environmentally responsible behaviours.

The longevity of the impact is a unique aspect of guerrilla marketing. These

campaigns aim to create experiences that linger in consumers' memories long after
the initial interaction. This staying power is essential in a world where consumers are
inundated with marketing messages on a daily basis. A memorable guerrilla
marketing campaign can continue to influence consumers long after the event or
interaction has taken place, shaping their preferences and behaviours over time.

The psychological foundations of consumer behaviour provide a rich framework for

understanding why guerrilla marketing is so effective in shaping consumer attitudes
and actions. Models like the Elaboration Likelihood Model (ELM), which distinguishes
between central and peripheral routes of processing information, shed light on how
guerrilla marketing's emotional and peripheral approach can be highly persuasive.

The Theory of Planned Behaviour (TPB) provides insights into how guerrilla marketing
can influence behavioural intentions by shaping attitudes, subjective norms, and
perceived behavioural control. Guerrilla marketing excels in creating favourable
attitudes toward a brand or message, influencing subjective norms by leveraging
social influence, and enhancing perceived behavioural control by making desired
actions more accessible and appealing.

The AIDA model (Attention, Interest, Desire, Action) aligns well with guerrilla
marketing's approach. It excels at capturing attention and generating interest, often
leading to desire and action. The surprising and engaging nature of guerrilla
campaigns fits seamlessly into the AIDA model, driving consumers through the stages
of engagement and action.
Cognitive Dissonance Theory, which posits that consumers experience discomfort
when their beliefs and behaviours are in conflict, is effectively utilized by guerrilla
marketing campaigns that challenge existing perceptions or encourage behaviour
change. The tension created by cognitive dissonance prompts consumers to resolve
the conflict by adopting new beliefs or behaviours, thus impacting their actions.

As we've explored, guerrilla marketing practices are not without ethical

considerations. The boundary between creativity and ethics is often blurred in this
form of marketing. Deceptive or misleading practices, invasion of privacy,
offensiveness, environmental impact, and safety concerns are among the ethical
challenges that marketers must navigate.

Maintaining transparency and ensuring that guerrilla marketing campaigns respect

societal values and legal regulations are essential for long-term success. Ethical
considerations are paramount in the age of heightened consumer awareness, and
brands that prioritize ethics are more likely to build trust and long-term relationships
with their audience.

Looking ahead, the future of guerrilla marketing promises to be even more exciting
and dynamic. Emerging trends and technologies, such as digital integration,
personalization through big data, sustainability, blockchain transparency, neuro-
marketing, and niche community engagement, will shape the next generation of
guerrilla marketing campaigns.

Digital integration, involving the use of augmented reality (AR) and virtual reality
(VR), will provide opportunities for creating immersive experiences that bridge the
gap between the physical and digital worlds. This integration allows for a deeper level
of engagement and interactivity.

Personalization, driven by data analytics, enables guerrilla marketing campaigns to

target individuals with tailored experiences. This customization can maximize the
impact of campaigns by delivering messages and experiences that resonate with each
consumer on a personal level.
Sustainability and eco-friendly practices are becoming increasingly important in the
world of marketing. As consumers grow more environmentally conscious, brands that
align their guerrilla marketing practices with sustainable principles will gain a
competitive edge.

The use of blockchain technology can enhance transparency in guerrilla marketing

campaigns, providing proof of authenticity and ethical practices. This transparency
not only builds trust but also helps combat issues such as counterfeit experiences or
campaigns.

Neuro-marketing, informed by advances in neuroscience and psychology, can offer

valuable insights into how the human brain responds to different stimuli. This
knowledge can be harnessed to optimize guerrilla marketing strategies by ensuring
they resonate with consumers on a neurologically meaningful level.

Niche communities and subcultures offer a wealth of opportunities for guerrilla

marketing. Targeting specific online communities that share a common interest or
identity can create highly engaged audiences that are more receptive to guerrilla
marketing tactics tailored to their specific subculture.

In conclusion, guerrilla marketing is not just a marketing tactic; it's an art form that
harnesses creativity, psychology, and innovation to transform consumer behaviour. Its
power to create unique and emotional experiences, foster lasting connections, and
influence attitudes and actions is a testament to its enduring appeal in the ever-
evolving world of marketing.

In a landscape where consumers are bombarded with a constant stream of marketing

messages, guerrilla marketing stands out as a refreshing and effective approach. It
stimulates curiosity, provokes emotions, creates connections, and leaves consumers
with a sense of participation in a brand's story. Guerrilla marketing's profound impact
on consumer behaviour underscores its significance as a dynamic and innovative
marketing strategy.

As we move forward, brands and marketers that embrace the principles of guerrilla
marketing, while maintaining ethical standards, will have a competitive advantage in
an increasingly crowded and competitive marketplace. The future of guerrilla
marketing holds exciting possibilities as it continues to adapt to changing
technologies, social norms, and consumer preferences.

The ability to surprise, engage, and influence consumers through guerrilla marketing
is a testament to the enduring creativity and ingenuity of the marketing industry.
Guerrilla marketing's potential to disrupt traditional advertising paradigms and make
brands stand out is a testament to its lasting impact on the world of marketing.
Recommendations :
I. Introduction
In the ever-evolving landscape of marketing, guerrilla marketing has emerged as a
dynamic and unconventional approach that captivates consumers through creativity,
emotion, and memorable experiences. This methodology has the potential to
reshape consumer behaviour, driving brand engagement, loyalty, and action. To
harness the power of guerrilla marketing in a strategic and ethical manner,
businesses and marketers can benefit from a set of recommendations.

This comprehensive guide presents a series of recommendations aimed at

maximizing the impact of guerrilla marketing on consumer behaviour. We will explore
the essential components of guerrilla marketing campaigns, consider strategies for
effective targeting and segmentation, address ethical considerations, discuss the
integration of technology, delve into the measurement and analysis of impact, and
emphasize the importance of long-term brand building. Furthermore, we will discuss
how businesses can adapt to changing consumer behaviour to remain relevant and
influential.

II. Creating Effective Guerrilla Marketing Campaigns

Understand Your Brand: Before embarking on a guerrilla marketing campaign, it is

essential to have a deep understanding of your brand identity, values, and goals.
Guerrilla marketing should align seamlessly with your brand's essence. A campaign
that authentically reflects your brand will be more compelling and resonate with
consumers.
Focus on Creativity: Guerrilla marketing thrives on creativity. Encourage your
marketing team to think outside the box, push boundaries, and challenge norms.
Innovative ideas and unique concepts are more likely to capture the attention of
consumers and leave a lasting impression.
Emotionally Resonant Storytelling: Storytelling is a powerful tool in guerrilla
marketing. Craft a narrative that elicits strong emotions, whether it's humour,
surprise, empathy, or inspiration. Emotionally resonant stories create a memorable
experience, which is fundamental to shaping consumer behaviour.
Surprise and Delight: The element of surprise is a cornerstone of guerrilla marketing.
Design campaigns that surprise and delight consumers. Whether it's unexpected
gifts, interactive installations, or thought-provoking events, the element of surprise
triggers a positive emotional response.
User-Generated Content: Encourage consumers to actively participate in your
campaign by generating their content. User-generated content, shared on social
media or other platforms, can amplify the reach and impact of your guerrilla
marketing efforts. Create challenges or incentives for users to participate and share
their experiences.
Real-Time Relevance: Guerrilla marketing campaigns can gain added relevance by
being responsive to current events or trends. Real-time relevance shows that your
brand is in touch with the world and can create instant connections with consumers.
III. Targeting and Segmentation

Consumer Profiling: To enhance the effectiveness of guerrilla marketing, develop

comprehensive consumer profiles. Understand your audience's demographics,
psychographics, and behaviour patterns. This knowledge will guide campaign design
and messaging.
Micro-Segmentation: In an era of personalized marketing, consider micro-
segmentation. Divide your audience into smaller, highly targeted segments based on
specific interests, behaviours, or needs. Tailoring guerrilla marketing campaigns to
micro-segments can yield impressive results.
Psychological Profiling: Utilize psychological profiling techniques to delve deeper into
consumer motivations, decision-making processes, and emotional triggers.
Understand the underlying psychology of your target audience to craft campaigns
that resonate on a psychological level.
Location-Based Targeting: Guerrilla marketing is often location-specific. Use
geolocation data and insights to identify the best physical or digital locations for your
campaigns. Ensure that your campaigns are delivered to the right place, at the right
time.
Adaptive Messaging: Develop dynamic messaging that adapts to the characteristics
and behaviour of different consumer segments. Personalization of content and
messaging enhances consumer engagement and responsiveness.
Test and Learn: Continually test different targeting and segmentation approaches.
Evaluate the performance of campaigns across various segments and adjust your
strategies accordingly. Guerrilla marketing's agility allows for rapid experimentation
and optimization.
IV. Ethical Considerations

Transparency: Transparency is non-negotiable in guerrilla marketing. Be upfront with

your audience about the nature of the campaign. Clearly communicate that it is a
marketing initiative to maintain trust and credibility.
Respect Privacy: Avoid intrusive or invasive tactics that infringe on personal privacy.
Guerrilla marketing should engage consumers willingly, not disrupt their lives without
consent.
Cultural Sensitivity: Consider cultural nuances and sensitivities when designing
guerrilla marketing campaigns. What may be well-received in one culture can be
offensive in another. Conduct thorough research to avoid cultural missteps.
Environmental Responsibility: Sustainable guerrilla marketing practices are
increasingly important in the eyes of consumers. Minimize waste and environmental
impact in your campaigns. Use eco-friendly materials and practices to demonstrate
your commitment to sustainability.
Inclusivity: Ensure that your guerrilla marketing campaigns are inclusive and do not
exclude any specific group or demographic. Respect and celebrate diversity, and
avoid perpetuating stereotypes or biases.
Safety First: Prioritize the safety of participants and bystanders in guerrilla marketing
campaigns. Avoid any actions or installations that could pose physical risks or
hazards. Safety and well-being should always come first.
V. Leveraging Technology

Augmented Reality (AR) and Virtual Reality (VR): Incorporate AR and VR experiences
into your guerrilla marketing campaigns. These technologies can create immersive
and interactive experiences that bridge the physical and digital realms.
Personalization Through Big Data: Utilize big data analytics to personalize guerrilla
marketing campaigns. Leverage consumer data to tailor experiences and messages to
individual preferences, increasing engagement and relevance.
Blockchain Transparency: Employ blockchain technology to provide transparency and
authenticity to your campaigns. This can help verify the legitimacy of guerrilla
marketing efforts and build trust with consumers.
Mobile Apps and QR Codes: Create mobile apps or use QR codes to enhance
interactivity and participation in your campaigns. Consumers can engage with your
brand and campaign through their smartphones, leading to increased involvement.
Social Media Integration: Harness the power of social media platforms to amplify
your guerrilla marketing efforts. Encourage users to share their experiences on social
media, leading to word-of-mouth marketing and viral sharing.
Data-Driven Insights: Continuously collect and analyse data from your campaigns.
Use data-driven insights to refine your guerrilla marketing strategies and measure the
impact on consumer behaviour.
VI. Measuring and Analysing Impact

Key Performance Indicators (KPIs): Define clear KPIs to measure the impact of
guerrilla marketing on consumer behaviour. These could include increased brand
awareness, engagement rates, social media shares, website traffic, and conversion
rates.
Surveys and Feedback: Collect direct feedback from participants and consumers who
interacted with your guerrilla marketing campaigns. Surveys and focus groups can
provide valuable qualitative insights.
Behavioural Analysis: Analyse changes in consumer behaviour, such as purchase
intent, actual purchases, and shifts in brand loyalty. Compare these behavioural
changes to baseline metrics before the campaign to measure its effectiveness.

Social Media Analytics: Monitor the social media impact of your guerrilla marketing
efforts. Track the number of shares, likes, comments, and mentions related to your
campaign. Analyse sentiment and engagement levels to gauge consumer reactions.
Web Analytics: Examine web traffic data, including changes in website visits, bounce
rates, and conversions during and after the guerrilla marketing campaign. Determine
if the campaign led to increased online engagement or sales.
Attribution Models: Implement attribution models to understand the role of the
guerrilla marketing campaign in the consumer's journey. Analyse whether the
campaign contributed to the decision-making process and, if so, at what stage.
Long-Term Tracking: Don't limit your analysis to the immediate impact of guerrilla
marketing. Track consumer behaviour over the long term to understand if the
campaign has a lasting effect on brand perception and loyalty.
VII. Long-Term Brand Building

Consistency and Continuity: Guerrilla marketing campaigns should align with your
brand's long-term strategy. Ensure that the creative and emotional elements of your
guerrilla efforts are consistent with your brand's image and messaging.
Maintain Engagement: Guerrilla marketing is not a one-time event; it's an ongoing
process. Stay engaged with your audience through consistent communication, even
when you're not running campaigns. Maintain a presence on social media and other
relevant channels.
Community Building: Build a community around your brand. Encourage consumers to
become advocates and loyal brand ambassadors. Engage with them regularly and
make them feel like part of a larger movement or community.
Storytelling Continuity: Continue to tell compelling stories that resonate with your
audience. Regularly revisit and update your brand's narrative to stay relevant and
emotionally engaging.
Brand Trust and Credibility: Prioritize trust and credibility in all your brand
interactions. Be transparent, honest, and reliable. This long-term commitment to
ethical practices builds consumer trust and fosters loyalty.
VIII. Adapting to Changing Consumer Behaviour

Continuous Research: Stay updated on evolving consumer behaviour trends. Conduct

regular research to understand how your target audience's preferences, habits, and
expectations are changing.
Agility and Flexibility: Be ready to adapt and pivot. Guerrilla marketing's strength lies
in its ability to be agile. If you notice a shift in consumer behaviour or sentiment, be
flexible in adjusting your strategies accordingly.
Digital Transformation: Embrace digital transformation and the opportunities it
presents. Leverage emerging technologies, data analytics, and online platforms to
reach and engage consumers in new and innovative ways.
Crisis Management: Develop a crisis management plan for situations where guerrilla
marketing campaigns may unintentionally lead to negative reactions or controversies.
Being prepared to address issues promptly can mitigate damage to your brand.
Feedback Loops: Create feedback loops with your audience to ensure your campaigns
remain in tune with consumer needs and expectations. Act on feedback to enhance
the effectiveness of your guerrilla marketing strategies.
Collaboration and Co-Creation: Consider collaborative guerrilla marketing initiatives
that involve consumers in the creative process. Co-creation not only strengthens
consumer engagement but also keeps your brand relevant.
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