Part of a campaign`s success is directly related to your target audiences. If you have a well-defined market or target audience, it`s much easier to achieve and measure your goals. Defining points such as age, gender, social class, marital status, education level, preferences, habits, and hobbies will help you understand who you`re trying to reach through your advertising campaign strategy. Philosophical and emotional advertising campaigns attract a huge budget, which is not always practical. For a successful guerrilla marketing campaign, combine the steps above with seven winning actions. [33] These seven principles are commitment – sticking to the marketing plan without changing it; Investment – Appreciate that marketing is an investment, consistency – ensure that the marketing message and strategy remain consistent in all forms, trust – show confidence in commitment to guerrilla marketing strategy, patience – time and commitment to strategy, assortment – integrate different advertising and marketing methods for optimal results, Then – Customer loyalty and loyalty through follow-up marketing after the sale. [32] Advertising campaigns are groups of advertising messages of a similar nature. They share the same messages and topics that are placed in different types of media at certain times. The deadlines for advertising campaigns are fixed and specifically defined.
Product positioning offers several advantages in the advertising campaign and for the companies/individuals who implement it. Positioning is linked to the superior aspects of a product and “connects them more effectively to consumers than to competitors” (Jaideep, p. 2016). Positioning can also help businesses or individuals meet consumers` expectations about the products they want to buy from them. The positioning of a product reinforces the company name, the product and the brand. It also makes the brand popular and builds customer loyalty. The benefits of the product for customers are best advertised by positioning the product, which leads to more interest and attention from consumers. It also attracts different types of consumers, as the different benefits of Products Posse attract different groups of consumers, for example: a shoe advertised for sports, walking, hiking and casual clothing will attract different groups of consumers. Another advantage of positioning is the competitive strength of companies/individuals and their products, the successful marketing of new products, and the communication of new and diverse features that are then added to a product. [25] In advertising, different brands compete to go beyond the perception mapping in the minds of consumers. Daily consumers see ads and rate certain brands against their competitors.
Individuals rank these specific brands in an order of what is most important to them. For example, a person can compare car brands based on their sporty appearance, affordability, practicality, and class. The way a person perceives a brand is different from another, but is largely left to the advertising campaign to manipulate and create the perception that a consumer is supposed to imagine. If we don`t track our results, we don`t know what is going well or what we could improve. In an advertising campaign, metrics should be an integral part of the process. The only way to understand the campaign is to track and measure metrics and data. In addition, it is worth noting the difference between general metrics and KPIs. While these don`t offer metrics, they do address how you can measure your company`s strategic goals.
Small businesses use social media as a form of marketing. “Bringing billions of people together around the world through a series of status updates, tweets and other rich media” (“Guerrilla Marketing Strategies for Small Businesses”, 2013). Social media is a powerful tool in the business world. Guerrilla marketing strategies and tactics are a great cost-effective way to spread the word about companies, products, and services. To maximize the full potential of marketing efforts, they must be combined with a powerful and robust online branding strategy with marketing automation software” (“Guerrilla Marketing Strategies for Small Businesses,” 2013). This can stimulate small businesses. Guerrilla tactics consist of tools that impact efforts. Some instruments are usually there to maximize the element of surprise, and some of these instruments mainly reduce advertising costs. Guerrilla marketing is a way to increase the number of people exposed to advertising with the cost of the campaign. The dissemination instrument helps everyone reach a wide audience, with little or no cost because consumers (viral marketing) or the media (guerrilla PR) convey the advertising message” (“Guerilla Marketing: The Nature of the Concept and Propositions for Further Research”, 2016). Guerrilla campaigns typically implement a free-rider approach, i.e. they reduce costs while increasing the number of recipients to maximize the low-cost effect.