Guerrilla Marketing

Guerrilla marketing is a marketing strategy that is used to draw attention to a product or service, and is a marketing tactic that is an unconventional system of promotion.  Guerrilla does not need a big advertising budget.  It is a way of creating an unexpected campaign to consumers, targeting unexpected places. It is a way of marketing to consumers uniquely, without consumers even realizing you are marketing to them. Most Guerrilla marketing is done in public places, with giving away products, flash mobs, or stunts. Guerrilla can also be done through social media by a viral campaign.

 A recent viral video that uses the consumer behaviour concept Guerrilla marketing is YouTube.  This video campaign, called “Watch it Work for Your Business,” went viral all over social media. This video created a worldwide “buzz” and was shared from consumer to consumer through social media networks, such as Twitter, Facebook, YouTube, etc.  In no time, the video reached millions and millions of people. 

Before analyzing this example of consumer behaviour into further detail, check the Video out at the link provided: Watch it Work for Your Business

The reason YouTube’s campaign was so successful was because it really reached out to viewers on a personal level with a story that engaged the audience.  The campaign made the audience want to watch the video for their needs and benefits.  It is a motivating video that everyone will want to watch until the end. The video was about starting a business through YouTube, and depicted someone else’s story of accomplishment. LSTN is the entrepreneurs used in the video.  They tell their story of success and how YouTube made their company what it is today. This video is so clever because it uses this consumer behaviour concept to advertise to the market through an inspirational story about the success of consumers. The video really does not have much to do with YouTube throughout.  You do not find out it is advertising YouTube until the very end. You think it is advertising entrepreneurs teaching others how to achieve their goals, or is advertising the LSTN Headphone Company. I believe that this video was such a seamless way to reach the audience by being stealth and keeping the advertisement undercover.  The video was not constantly throwing YouTube into the advertisement.  I do not think you realize you are being marketed to during this video. It is not until you have completed watching the video that you realize it really does endorse YouTube.