By: Sania Zaki
It is unlike any other marketing outlet. It is usually used as a strategy developed in advertising, focusing solely on “low-cost unconventional marketing tactics that yield maximum results.” In his 1984 book, “Guerrilla Advertising,” Jay Conrad Levinson presented this extraordinary term. Inspired by guerrilla warfare, guerrilla marketing uses similar tactics within the marketing and advertising industry. “This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination. Guerrilla Marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz.”
A guerilla strategy can also be known as the “warrior/sniper” strategy, since it strives to be a little different. An example of this is Wendy’s. They want to stand out from its competitors: McDonald’s and Burger King. McDonald’s is the leader, as it never brings up its competition in their advertisements. Burger King is the challenger, as it knows its place in the lineup. Consider the following guerilla marketing meme from McDonald’s:
It is unlikely for us to perceive this as a meme, but surprisingly, it can be. It is essential to note that memes do not always have to include words, sounds, actions, etc., to be proven effective. Furthermore, they do not need to be limited to just “internet” memes.
This particular meme, along with its corresponding guerrilla strategy, uses its odd appearance as an incentive to gain more attention by consumers and its competition. I think that this is not only effective, but it is unique. The initial purpose for a meme like the one shown above is for letting the general public easily comprehend the advertisement, but in a fun and even pretty weird type of way. it instantly and easily. The meme shown above is reflecting upon the idea of McDonald’s giving away free coffee. If the message of who the company is, is shown, why someone would rather choose a product from this specific company versus others, and is able to activate some form of desirable response from a target audience, the meme’s intentions are then properly conveyed – like this example. If McDonald’s continues to use similar, strategic guerrilla marketing approaches, it will enable the company to adequately ensure its audiences’ attention and desires – both of which is key in incorporating effective meme-influenced marketing/advertising.