Guerrilla Marketing

           The definition of guerrilla marketing is innovative, unconventional, and low-cost marketing techniques aimed at obtaining maximum exposure for a product. Recently big and small business have used guerrilla marketing. Although it is a technique historically associated with small businesses. If a small business can execute it well, it can be low cost but reach a high percentage of a targeted audience. Some examples of successful guerrilla marketing campaigns are The producers or the Blair Witch film, they created so much buzz about the movie. Then created a website and fictitious story line for the character The Blair Witch. They were just 4 college students who created this movie. Another successful guerrilla marketing campaign is Coca-Cola's Happiness campaign where the video was shot at St. Johns University, where cameras were hidden, to catch the reactions. The machine dispensed more than cokes. In fact the Happiness Campaign has been so huge for Coca-Cola that they are still using it now.

           The point is although guerrilla marketing can be a great way to gain brand recognition for small businesses, if big businesses use this type of marketing thy stand a greater risk of a bigger failure and they have more to lose. They could lose billions for a campaign gone wrong. Whereas smaller business that get less exposure can quickly bounce back from a bad campaign. And even a bad campaign might still get their name out in the public for being so bad. I think big business should leave the guerrilla marketing to smaller business that do not have such a high marketing budget.