Guerrilla Advertising The average person may see
5,000 advertisements a day! I don’t know about you but I can’t even remember what I ate two hours ago for breakfast. If someone asked me right now to remember just 5 advertisements I saw yesterday, I think I would have an aneurism on the spot. But before you judge me, go ahead and try yourself.
Pretty difficult huh? The purpose of the question above is to indicate that the vast percentage of advertisements we see throughout the day are either A) barely glanced at or B) ignored altogether. Why does this occur? Because advertisements (like many other things) have become so commonplace in our society they tend to be overlooked and ignored. Guerrilla advertising takes into account that most conventional advertisements such as billboards, posters, etc. are usually ignored by the consumer. That is why Guerrilla advertising is so effective in today’s market.
According to www.marketingterms.com Guerrilla advertising is “unconventional marketing intended to get maximum results for minimal resources.” This is advertising that heavily relies on breaking the rules and “out of the box” creative thinking. The key to Guerrilla advertising is evoking the thought process in the consumer. By creatively engaging the thought process, the consumer is more likely to remember your advertisement long after they have seen it and potentially tell family, friends and co-workers about it.
A great example of conventional “probably will ignore it” advertising is a billboard for a wireless company that says “Hate Dropped Calls”. This is a common form of marketing with a commonplace phrase that probably receives more excrement from birds than selective attention by consumers. But now let’s take the same ad, break some rules and at the same time apply a little “out of the box” creativity.
Imagine a huge orange billboard in the heart of a downtown metropolis that reads, “Hate Dropped Calls”. But the word “Calls” is not on the billboard. It appears to be broken off of the billboard and is resting on the sidewalk. So now the consumer has a quite literal visual of a “dropped call.” This great example of guerrilla advertising was created by the wireless company Cingular.
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As you can see, the unconventional nature of guerrilla advertising successfully engages the consumer in thought and increases the likelihood of business not only from the consumer but the consumer’s friends, family and co-workers through the art of conversation.
Now the example above is obviously an extreme example of guerrilla advertising that might be well over your advertising budget. That’s Ok. Guerrilla advertising can be applied to almost any budget without losing its effectiveness. Below you will be able to see a few examples of guerrilla advertising we have used here at Rottman Creative Group. |
