People Innovation Excellence

Is It Beneficial? (Part 1)

By: Aryo Bismo, SE, MM (Faculty Member of International Marketing)

Have you ever seen, suddenly a statue appear in the middle of shopping mall? Or have you ever seen the unusual advertising that appears in the middle of nowhere? e.g.: in the bus stop, on the street, or on the bus, etc. This advertising usually appear with an unique shape and unusual appearance or unusual wording even sometimes it will do some provocation to other readers,  this advertising usually come up with using unusual media.

This activity of promotion named Guerrilla marketing, according to investopedia (2017); guerrilla marketing is a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service. Guerrilla marketing is different than traditional marketing in that it often relies on personal interaction and has a smaller budget, and it focuses on smaller groups of promoters that are responsible for getting the word out in a particular location rather than on wide-spread media campaigns. If you are curious about this promotion activity these are example of guerrilla marketing:

Sources: &

According to the definition, this kind of advertising is usually are more cheaper than traditional advertising, but it really need an unique design to attract awareness of people, but here it come the question, is it beneficial for a company? Is it really can boost up the awareness of people? Or this is only become one of the “fancy” advertising tactics that only appear once and do not make a long term impact? What do you think? I will reveal my thought on the next article…stay tuned, guys!

Continued to: Is It Beneficial? (Final)



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