What does the term “attack marketing” mean? Attack marketing, or guerrilla marketing is marketing that is non-traditional and alternative in nature. In the Entreprenuer article discussing this kind of marketing, “How to Pull Off a Guerilla Marketing Campaign,” experts refer to it as marketing that is often “unauthorized, disruptive, and sticky”. Beyond plain attempts at definition, let’s take a look at five, telling examples in this marketing approach that further illustrate this concept.
Publicity Stunts
It is tough to come up with a more dramatic way to drum up instant attention than through the use of a sudden publicity stunt. Not only is such an act of attention-grabbing so effective at getting attention, it can also do so while being quite inexpensive to execute. An example of a publicity stunt might be the use of flash mobs that in some way draw attention to the product or service being marketed. Another example can be seen in the use of paid actors or protesters that attempt to negate a competing cause and simultaneously promote the one being marketed.
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Graffiti, Outdoor Art
The use of graffiti and other forms of outdoor, miscellaneously-authored art is another example in attack, or guerrilla marketing. The idea here is that random pieces of art promoting a product or service can be covertly placed in various places throughout a specifically targeted community. As in all, other forms of covert, guerrilla marketing though, discretion is a must as law is an omnipotent force that does govern such things as public markings.
Guerrilla Projection
Similar to the visual effects of the above-mentioned graffiti techniques, guerrilla projection also uses covert and tactfully placed imagery in public and even sometimes private events and locations. An example of this concept can be found in laser projections of a brand symbol or name at a large event such as a music concert. Such guerrilla projection tactics can also include less tech-savvy yet equally effective methods such as aircraft-pulled banner flyovers and other, sky-bound types of imagery.
Flyer Distribution
Although this method of marketing has been around for many years and is often regarded as traditional, it is also considered to be part of the foray of methods used in today’s marketing attack techniques. The more covert uses of such methods can often be seen in major metropolitan areas in which many competing businesses inhabit relatively small areas. If one business has a special event, another might seek to instantly distract from that event by quickly making their own special event or offer that will immediately be promoted via a swath of street-level flyer distribution.
Random Acts of Kindness
The final spot in our list of attack tactics in marketing goes to that of the random act of kindness approach. The random act of kindness could be as simple as the giving away of free hugs or even promotional office supplies. It could also go so far as to commit some number of more valuable yet free giveaways such as free merchandise or services, free vacations, or even free services from business affiliates also in on the plan. Generally speaking, the more attention-getting the act of kindness is, the greater its marketing success in the end.
Attack, or guerrilla marketing is said to take the form of over 100 innovative and diverse approaches. Regardless of diversity in approach though, the goal is all the same – to market or advertise a product or service non-traditionally, covertly, and as effectively as possible. These are the basic of today’s approaches in attack marketing.
