Mike's Guerrilla Marketing Thesis

As I´d like to research the awareness and willingness of marketing experts to give new advertising forms a try, I´ve created the following online-questionnaire:

http://www.surveymonkey.com/s.asp?u=256712707250

Please take a minute and fill out seven anymous questions that make a big contribution to my study. All results of this survey will be publicated on this blog.

Thank you very much.

Mike  

How suitable is Guerrilla Marketing as a promotional strategy and is it currently regarded as an essential technique to market particular companies and products? 

• Investigate the opportunities and risks of applying Guerrilla Marketing
• Research for which companies Guerrilla Marketing works best
• Explore if Guerrilla Marketing is suitable for every product
• Evaluate which impacts Guerrilla Marketing can have on brands
• Analyse marketeers attitude towards new advertising forms

1. Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers.
2. Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing.
3. Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and outrageously inexpensive.

Anti-advertising groups have been established.. They do not just intend to warn of the marketing practices of the concerns but also act aggressively against it. They secretly stick or paint over advertising posters, launch hacker attacks or create anti-commercials.  Many marketing experts are still taking a calm view on it. Are they really calm or do they just pretend to be? Could it be that they are in fact helpless how to thrill advertising tired consumers? Are concepts missing how to spread a message to the target group without causing they feel disturbed or blocking it? Within this emerging discussion a buzzword whose sound is already promising something unusual got around: Guerrilla Marketing.

“Guerrilla Marketing is the art of using unconventional or witty marketing to make customers paying attention who are sated with normal advertising. For that purpose it is necessary (but not absolutely) that guerrilla marketers act as far as possible beyond classical advertising channels and marketing theories.” (Breitenbach and Schulte, 2005) 

The actual Guerrilla Marketing concept has already been developed in the middle 60’s in the USA.  It was the time of change when markets were shifting from seller’s markets to buyer’s markets. In this connection marketing experts of American universities were looking for new strategies that did not exclusively base on market power, size and financial capacity. Instead of that they wanted to create strategies that were based on originality, unconventionalism and flexibility. Those features could especially been shown by the burgeoning small and medium-sized enterprises. Originally designed as a weapon for small enterprises against the goliaths of the branch nowadays even global players, e.g. Nike or BMW are using Guerrilla Marketing to highlight and make their brand getting under people’s skin.