The effects of guerrilla marketing on brand awareness

Abstract

Purpose: This dissertation aims to study the concept of guerrilla marketing, its tools and means of delivery and its effects on brand awareness. It mainly focuses on how guerrilla marketing is being applied by organisations situated in Malta highlighting the several advantages and other issues that it consists of. Design/Methodology/Approach: Various guerrilla marketing theories and communication models have been analysed and presented in the literature. Depth interviews done with organisations that are implementing such strategies have provided a better understanding of the local industry. Findings: From the results gathered, it was confirmed that guerrilla marketing strategies are being implemented more, as a better awareness and a bigger spread is achieved. Some concerns about the costs it incurs were found, however all of the organisations agreed that guerrilla marketing is considered as a cost-effective strategy. Although, word of mouth is one of the strongest benefits that it generates, some mentioned that it is still not a guarantee that it will lead into sales and numbers. Research Limitations/Implications: Due to the developing nature of such topic, further studies are recommended. The sample size of the study was limited to the number of organisations applying such strategy. Practical Implications: By choosing the right resources and tactic, organisations will be able to create innovative strategies that will firstly aim to stimulate brand awareness. It will also lead the audience to interact, talk about the brand and position the brand in the customers’ mind, bringing them closer to the point of purchase. Originality/value: This dissertation focuses on the recent trend of guerrilla marketing that is being used in order to stand out of the rest of the clutter. Such strategy has been growing in the past years and organisations are trying to implement it to their promotional marketing strategies in order to spread their message in a cost-effective way. The communication methods and the ethical issues are also explored and discussed further.