A marketing strategy that includes an element of surprise and out of the box ideas to attract the target audience. Apparels retailers are going in for Guerrilla marketing strategies to make an effective brand presence, thereby enhancing their profit margins.
The very first advertisements were made by the ancient Egyptians in 4000 BC who used papyrus leaves to create wall posters, and send sales messages. During earlier times, advertisements focused more on educating the customer rather than entertaining or creating an interest in them. Later during the 80s and 90s, competition became intense, and retailers had to focus on innovative techniques. Customers buy the perceived value of merchandise. It was time for a change.
Retailers use alternative advertising strategies with unconventional styles, imagination, and high energy. Guerrilla marketing is one such effort which takes the customer by surprise, creating a deep-rooted impression in their minds. In simple language it means applying unconventional methods of communicating with the target audience. The term was coined by Jay Conrad Levinson. Roots of this strategy can be traced back to guerrilla warfare that applies atypical tactics to fight for their goals in an unforgiving environment.
Guerrilla marketing strategies target at a small group of customers, and strike them at a more personal and memorable level. It involves low cost, and usually focuses on small groups or individuals. It does not follow a long and straight line of advertising. On the contrary, it follows crooked and circuitous strategies. Enhanced profit is the success indicator of this marketing campaign.