While the concept of Guerrilla Marketing has evolved considerably since JC Levinson was coined by his literary work, it has undergone a conceptual evolution that takes a different path from the original idea of Levinson.
The Guerrilla Marketing started out as a strategy implemented mainly by small and medium businesses that did not have sufficient resources to deploy a marketing campaign to position themselves within the market. The main approach of Guerrilla Marketing focuses on innovation and the optimization of the basic resources (effort, time and energy of people). The tactics are well understood: from stickers pasted all over the city, to create false situations in public places (demonstrations, protests) until facing the customer directly at their doors. Anything is worth trying, goes the old adage, if it helped to position your product in the minds of people.
However, this same practice has been considered now by large retailers worldwide and therefore, in its peculiar way, began to be packaged and implemented in their respective businesses. Now marketing gurus call this approach "market saturation" and walks away a little from the spirit of the original idea.
Big chains like Starbucks, Dominos Pizza, KFC seek to eliminate their competition to exponentially increase its presence through franchises in almost any city in the world. Just as chains such as Seven Eleven & Oxxo fight each other to get the best street corners where people trafficking is significant so as to occupy a strategic space before your competition does.
Another clear example of market saturation is implemented by Office Depot as they open their mini espresso-type branches which are located mainly in residential areas and thus customers do not have to drive on for several minutes to get to an Office Depot if they just need to get a pack of white sheets. Now the concept is to be closer to the customer, increase service quality while physically occupy the same space that could have been taken away from competitors.
Wal-Mart, Soriana and large retailers in Mexico are now getting the message and start building smaller stores, nicer and closer to people (mainly in the urban zones). If the client does not come to you, then you should go to them.
Interesting variation of a strategic Guerrilla Marketing. Who would have thought that an strategy for micro businesses could be transformed into a powerful tool for large industry?
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