GUERRILLA MARKETING is one of our favorite types of marketing and yes... it's "GUERRILLA" not "GORILLA"!!! Read benefits below:
We just wish more brands had the guts and were ok with the risks...
@airbnb did this one a few years back when they used this recreation of Van Gogh's room painting at a museum and put it for rent on Airbnb for $10 per night.
WHAT DID THIS MARKETING CAMPAIGN DO FOR AIRBNB???
It put them ALL OVER THE NEWS and media without paying the expensive news and media for FREE!!! (you know how many millions it would have been to get all those articles, pages, tv minutes?) . This is one of the goals of Guerrilla Marketing. You create something so out of the box that it becomes news-worthy.
It got them an insane AMOUNT OF TRAFFIC to the website. People who may have never even thought of using Airbnb but love art probably ended up checking the web and seeing its opportunities and how easy it is to use it.
- NEW EYES!
A lot of people who may have not known well what Airbnb was at that moment probably learned about it.
- POSITIVE VALUES.
By associating themselves to a museum and art with this marketing action they gave themselves the image of a company who cares for art and supports culture which is by the way, something tourists (most of Airbnb users) appreciate in a brand they use for their vacation. And values associated with a brand increase the value of the brand...
- SAVE MONEY.
The amount of attention grabbed by a marketing action of this sort is something that would usually cost a lot more than the expense of doing the action. It is a risk but... if you don't play you don't win...
THINKING OF CREATING A GUERRILLA MARKETING CAMPAIGN FOR YOUR BRAND?
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