The first impression might be an essential for every brand and product. Therefore, create a memorable moment and experience could be the best advertising for the customer to remember a brand. In this past few years, guerrilla marketing strategy gains a lot of attention on the society, which means it is an effective way and a new trend for a brand to attract the potential customer. Guerrilla marketing strategy is an unconventional way of advertising. It requires the brand with a high imagination of advertising a product (Levinson, 1984).
It normally shows up in the public area such as shopping malls or metro station to attract the maximum possible number of people. Audiences will also share their experiences with their friends and family or even post in the social media. This provides the company a free and effective advertising, especially through the effect of word of mouth. Besides, it is important for a brand to differentiate from other products by a unique advertisement since there is a lot of similar products in the market (Saucet & Cova, 2015). In order to use guerrilla marketing strategy into TOMS brand, TOMS could apply the idea of one for one into the campaign. For instance, let the consumer or audience have a direct interaction with the people who need help. This could make the consumer knows how much impact he or she could change a person’s life just purchasing a pair of shoes or an eyewear product.
Most of the consumer’s purchasing decision would influence by similar advertising. A successful guerrilla marketing will deliver the advertisement’s message clearly and easy to remember by the audience, which may lead the company with a good reputation.
Written by: K. Jing Yee (u1675912)
- Levinson, J. C. (1984). What Is Guerrilla Marketing? Retrieved from http://gmarketing.com/
- Saucet, M., & Cova, B. (2015). The secret lives of unconventional campaigns: Street marketing on the fringe. Journal of Marketing Communications, 21(1), 65-77. doi: 10.1080/13527266.2014.970820