Struggling to make an impression on consumers tired of being marketed to? Here’s how to maintain your business’s relevance

Struggling to make an impression on consumers tired of being marketed to? Here’s how to maintain your business’s relevance

What is Guerrilla Marketing?

Guerrilla Marketing is an advertising strategy that by nature, is as unique and outrageous as its name. The term was first created by Jay Conrad Levinson in 1984, who proposed the strategy as a response to consumers’ increasing tolerance for traditional forms of advertising.

As his proposal was to use unconventional marketing tactics to combat the failing traditional forms, Levinson derived the name ‘guerrilla’ from the irregular warfare tactics used by armed civilians in the war. Similar to how armed warfare consisted of ambushes, sabotage, raids and surprise, Levinson re-imagined the idea of effective advertisements to be strategic, shocking and outrageous enough to create a social buzz.

These types of campaigns were a godsend for the time it was in (where traditional marketing was out) and it continues to be a highly effective method of marketing. As the strategy typically aims to create low-cost campaigns that can gain high reach, guerrilla marketing is ideal for small businesses who are looking to make a valuable impression. However, in fear of missing out on the great potential benefits, big businesses also still use the strategy to complement many of their on-going mass media campaigns.

How are businesses using it?

Times have changed and advertisements are no longer only aimed at educating the consumer on a product or service. Businesses are now also using their advertisements to entertain and engage their consumers, just to get their attention!

In fact, the main goal of some advertisements now is to engage, where education about a product or service is secondary to making a good first impression. In this way, a shift in focus can be seen in the marketing landscape, where the focus of a guerrilla advertisement is now on first creating interest in a company rather than informing them about their product or service. By aiming to spark interest in what they are witnessing, companies are now aiming to gain the consent of a consumer to send them more information about their product or service.

Some marketers argue that when big businesses use guerrilla marketing tactics, it isn’t true to the idea because the company already has a big budget and is already well remembered.
But, by whomever it is used, if the guerrilla tactic is executed well, it will often be a cheap and highly effective method of reaching targeted audiences. It is a fun and inexpensive way for a company to get noticed, distinguish themselves from their competition and earn a reputation for being fun and different.

Some examples

For a better idea of what guerrilla advertisements are, it is good to have a look at some examples.

UNICEF

To encourage donations, UNICEF strategically placed a vending machine in Manhattan, selling dirty water for a dollar and provided observers with a choice of ‘flavours’ including malaria, cholera, typhoid, and dysentery. The machine displayed data and statistics about the number of children in need of clean drinking water and how just one dollar could provide them with 40 days’ supply. A number to text was also displayed to encourage people to donate more to the cause.

Volkswagen

To create top-of-mind awareness, Volkswagen hung cartoon thought bubbles over all the spaces in a parking complex in Dubai, so that parked cars appeared to be thinking, “I wish I was a Volkswagen.” As people first entered the car park, they were welcomed by a feature wall that read, “Have you ever wondered what your car is dreaming of?”

Jeep

Lastly, to demonstrate that its vehicles are not only suitable for an outback environment, the Jeep company drew parking spaces in unexpected locations such as across plaza stairs or up curbs. By giving the car a distinct presence in an urban setting, it cleverly implied its versatility.

Not sure if your current marketing tactics involve the creativity, foresight and traction you would like? A team of marketing experts are ready and waiting to help you think creatively and execute your perfect marketing plan.

This is why people are not buying your product. But there is a way to fix it

This is why people are not buying your product. But there is a way to fix it

Many companies seem to assume that their target market decides on which product or service to go with, based on their particular features. However, while the features of a product have relevance when it is being differentiated from others of the same kind, it is not the first thing a consumer looks for when making a choice about which brand to look at.

The reality is, when consumers are looking for a particular service or product, most are searching for ‘benefits’ rather than features. In other words, they’re looking for the product that will deliver them the highest perceived value.

For a business to be able to communicate value to its customers, it must first understand what that is.

What is customer value?

Once again, customer value does not refer to products’ qualities or features. A product’s features, including price, is only one of the many value drivers that can influence how much benefit a consumer perceives that a product delivers.

In simple terms, customer value is an overriding sense of satisfaction. It’s the result of a subconscious measurement that a consumer makes when they consider the difference between what a consumer feels they get from a product, and the action they must take to get it.

What influences customer value?

Each consumer is different and so what they value is subjective. However, to stay competitive businesses must understand their market well enough to create value propositions that make their particular audience choose them and not their competitors. For example, some factors that influence consumers to lean towards or away from a product include marketing, branding, price, past or current experience with the product or something related, and personal bias based on word of mouth.

Obviously, like consumer taste, these factors cannot be controlled but only influenced. However, to create the most attention and effectively drive the sales it desires, it is important that a business tries to understand what their particular audience values and consistently looks for avenues to deliver it to them.

The benefits

A good example of how a clear communication of value can benefit a business is Apple. When Apple brings out a new phone, consumers presume that it will be easy to use and of a certain level of quality. However, if another smartphone brand entered the market and created a nearly identical phone, it would likely struggle to compete because the consumer would not have the same perceptions of its brand. This scenario also indicates why products are not just identified by their features. Even if the second anonymous phone was cheaper than its Apple counterpart, it would still not create the same perception of value for consumers.

As consumer value is the main deciding factor on whether someone purchases a product, it is easy to see why it’s so crucial to understand.

Do you feel like your particular product or service is worthy of attention but your marketing and advertising is not generating the consumer conversions it deserves?

When you’re ready, our team is here to help you deliver the value you need to succeed.

Not generating the market leads you expected? Here’s how your business can better reach its target market

Not generating the market leads you expected? Here’s how your business can better reach its target market

Marketing and advertising are two terms that are often confused as being the same. This is because they share a goal of promoting a product or service to increase business performance. However, despite their similarities, their differences are significant. If one platform is confused with another, businesses are not able to fully maximise their power in combination and instead, limit their ability to achieve their shared goal.

You’re not alone in your confusion. These platforms are interchanged all the time. So, while this can come as bad news at first, if you educate yourself on the difference between marketing and advertising, you will be able to improve your business’s engagement in ways that other businesses have not yet realised.

What is advertising?

Just as its name suggests, ‘advertising’ involves the creation of advertisements for commercial products or services. As we are surrounded by ads, most consumers will be familiar with the many forms they can take. For example, whether they are paid or unpaid, out-of-home on bus benches, or strategically placed in mailboxes or over the Internet, methods of advertising are non-exhaustive and always evolving. In other words, businesses are finding more and more ways to increase their recognition by prospective consumers.

But advertising is only one component of the overall marketing process. It is a method of executing marketing that is direct and involves clear communication of a business’s messages to its target markets. Advertisements come in many formats but are generally made through public mediums such as newspapers, magazines, electronic mail, billboards, TV, radio and online. Nearly all ads are openly sponsored and consist of a non-personal message clearly promoting or selling a product.

So what is marketing?

While marketing also aims to promote the buying or selling of a product or service and advertising is one of the ways a company can do that, marketing is the overarching process that involves the control of a mix of activities. In other words, advertising is one of the many methods that marketing coordinates to draw consumers in and encourage sales.

For example, apart from advertising, marketing can also include market research, media planning, public relations, community relations, customer support and sales strategy. Therefore, while advertising is the most direct marketing tool, it is important that business owners do not confuse this to mean it is the only or most important kind of marketing tool. To successfully achieve its business goals, an owner must utilise and coordinate a number of these processes.

Why is knowing the difference important?

As businesses need exposure to draw customers, advertising is automatically pursued by them. However, what is sometimes missed, especially when advertising is confused as the only style of marketing, is that every company should be using marketing and advertising together in the form of a marketing plan. This allows a company to refer to its business goals and from those goals, select marketing tools that will most efficiently promote their business (including but not limited to advertising). If these activities can be harmoniously implemented, then a business can maximise its chances in creating market leads and reaching its target audiences.

For more insight on why or how a company should use a mix of tools to achieve marketing objectives, you should visit our earlier blog on marketing plans and why every business should have one. But for now, the most important thing to understand is advertising is only one slice of the marketing pie and not the only process to be used to effectively promote a business.

Not looking at the way your business communicates to its target market from a top-level perspective? Feel like a lack of strategy might be holding back your advertising from being successful?

Our team of marketing experts is ready and waiting to help your business become the best it can be.

What is a marketing plan and why have one?

What is a marketing plan?

What is a marketing plan and why have one?

Almost everyone in the creative industry has heard of a ‘marketing plan’. But, despite its common and self-explanatory name, many smaller businesses don’t place enough importance on marketing to realise the benefit of a marketing plan.

The reality is, a business can only survive through establishing a customer base. But, if it does not plan out how they can most effectively attract and retain customers, they severely stunt their company’s chance of success. So, what exactly is a marketing plan and, more importantly, why should a business (of every size) have one?

What is a marketing plan?

A marketing plan is a report that outlines the most important goals your business aims to attain and how. It details the strategies a business will implement to create market leads and reach target audiences. Within this, important deadlines should also be included.

It’s elements

Each company tailors its marketing plan, based on general background and market research. This is to ensure it can meet its unique goals in the best way. Still, good plans integrate common elements to ensure it is a worthwhile investment.

Typically, a marketing plan should include:

  • An overview of your business marketing and advertising goals
  • A description of your business current marketing position
  • A description of your current or a prospective target audience or audiences
  • A selection of campaign tools, including platforms (general and specific like the Internet and Facebook social media)
  • A timeline detailing when tasks within your strategies will be completed
  • Key performance indicators for tracking the performance of your marketing efforts and,
  • Metrics for measuring the results of your marketing efforts for feedback

How having one helps you as a business owner

By developing a market plan, your business can reflect and refine what it is and how it’s unique from competitors. Thinking in this broader way is key to staying competitive. Just by developing your strategies ahead of time, your marketing plan acts as a point of reference that helps you maintain the appropriate focus on what’s necessary to reach your goals.

You can also make adjustments to ensure your best return on investment. This is because your pre-planned strategies set benchmarks and facilitate feedback based on your findings of how they perform. This means you can use them as a tool for future improvement on how you should execute and co-ordinate efforts.

Overall thinking about your business marketing goals and the best methods of executing those goals will pay off. You just have to learn how.

Talk to us for help.