Small and Medium Enterprises Brand Positioning Through Guerilla Marketing Principles

The article analyses the positioning process of small and medium enterprises using the principles of guerrilla marketing. At the beginning of a business start-up, the positioning process becomes crucial to gain a competitive advantage in a crowded market. The problem is that small business cannot compete in the market with the same marketing tools as large companies. Exceptionally, small businesses often face three problems: lack of financial resources for advertising, lack of marketing specialists, inability to compete with large companies. The scientific literature analysis allowed us to systematise the essential principles of memorising the brand’s position using guerrilla marketing principles. The model of small and medium business brand positioning through guerrilla marketing and its principles are also presented. Guerrilla marketing is a particularly suitable way for small businesses as it requires creativity, intellectual and time investment rather than financial resources.

Effect of Guerrilla Marketing on Guerrilla Entrepreneur Performance: A Study of Selected Businesses in Nigeria

This research study empirically assessed the effect of guerrilla marketing on guerrilla entrepreneur performance focusing on selected businesses in Nigeria. The study adopted survey research design which suites the research because of its descriptive nature. Multiple regression analysis using ANOVA was adopted to analyse the variables in the models under study. The result indicate that there is a positive relationship between Entrepreneur Performance (ENTP) and Ambient Marketing (ABTM) with a coefficient values of 0.621. Statistically, the Sig. value of 0.021 is lower than the acceptable significance value of 0.05. Also, Ambush Marketing (ABSM) has coefficient value of 0.685. Statistically, the Sig. value of 0.003 is lower than the acceptable significance value of 0.05. Furthermore, Sensation Marketing (SSNM) was observed to be positively related to Entrepreneur Performance (ENTP) with a coefficient value of 0.788 and a Sig. value of 0.017. Finally, Viral Marketing (VILM) has a coefficient value of 0.591 and a Sig. value of 0.448, indicating that VILM has a positive but insignificant effect on ENTP. We therefore conclude that for the guerrilla entrepreneur in Nigeria to be successful and sustain his business, he must show and implement empathy in his business. Also guerrilla entrepreneur must engage in publicity that is creative, innovative, and attractive even in terms of cost like the guerrilla marketing strategy.

Innovative Digital Guerrilla Marketing

Guerrilla marketing is the selection of atypical and non-dogmatic marketing activities that aim to achieve the greatest possible impact – in the ideal case with a comparable minimum investment. Guerrilla marketing has developed into a basic strategy overarching the marketing mix, a basic marketing policy attitude for market development that goes off the beaten track to consciously seek new, unconventional, previously disregarded, possibly even frown-upon possibilities for the deployment of tools. Digital marketing tools such as social media provide new ways and promising opportunities for innovative guerrilla marketing. This article provides an overview of innovative digital guerrilla marketing. It describes and structures guerrilla marketing in a novel form and shows illustrating examples as well as developmental trends.

Promoting Environmental Sustainability Through Guerrilla Marketing

Environment becomes major concern for all countries throughout the world since Sustainable Development Goals were promoted. However the target is impossible to achieve without awareness and participation of the public. Promoting environmental sustainability is difficult and costly, therefore a breakthrough is required. The concept of guerrilla marketing has been widely used and recognized as low cost, but effective marketing strategy, therefore it is also an appropriate innovative way of promoting environmental sustainability in public area. This study explores the successful application of guerrilla marketing for promoting environmental sustainability around the world. Three case studies were chosen to figure out how it works. The successful applications confirm that guerrilla campaign for sustainability needs element of humour, uniqueness, sensation, creativity, surprise and education. Both profit and non-profit organizations can achieve their goal in both effective and efficient way when they know how to apply guerrilla marketing properly

How news went guerrilla marketing: a history, logic, and critique of brand journalism

For decades, product placement and branded content have invaded more entertainment-oriented media forms; today, the rise of brand journalism (i.e. native advertising and content marketing) suggests that advertisers are now targeting news as a genre for commercial schemes. This article examines that practice through a critical analysis of advertising industry discourse including 28 in-depth interviews with brand journalism practitioners in the United States along with a decade of trade press coverage. It sketches the first historical trajectory of brand journalism and contextualizes the media industry factors that motivate participants’ exploration of it as a promotional vehicle. Drawing upon guerrilla marketing theory, this article further documents how brand journalism evinces a fundamental commercial self-effacement at its core – in mimicking journalistic style and substance – and thus portends a redefinition of advertising as a visible mass communication form.