Guerilla marketing part 2: risk and reward
By Althea Taylor-Salmon, posted 2nd January 2015
In the first part of this article, we saw how ordinary situations can be flipped upside down by guerilla marketers to elicit highly visceral responses from consumers, and how these incidents can be condensed into video format to boost awareness of the brand once they go viral. In this second part, we will see how guerilla marketing can be used to create a massive impact without making a huge investment, and what can happen if the marketing campaigns backfire. The Blair Witch Project In keeping with the grassroots definition of guerilla marketing, a few film school students demonstrated that
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