A Study on the effectiveness of Guerrilla marketing (Experiential Marketing) on Small and Medium Sized Enterprises in Thailand
Reshma Limbu
Webster University Thailand
Introduction:
Guerrilla marketing is “a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service.” – Investopedia. It is an unconventional, innovative and low cost marketing strategy that companies resort to in order to reach out to their customers. Unlike traditional marketing, guerrilla marketing’s success lie on its bold, surprising or shocking, assertive and risk taking elements. The term “guerrilla marketing” was first devised by Jay Conrad Levinson in 1984. For business purpose, guerrilla …show more content…
Advertising through television and radio was lucrative but consumers began to get weary of it while its costs kept increasing. Since the concept of guerrilla marketing revolves around unconventional low cost method of marketing, businesses both large and small have started to resort to this form of marketing. This qualitative case study looks into advertising agencies in Thailand that resort to guerrilla marketing in order to study its effectiveness on small and medium sized enterprises in Thailand.
Problem Statement:
The purpose of this research is to study the effectiveness of experiential guerrilla marketing and explore its potential on small and medium enterprises in Thailand. This study will illustrate some of the experiential marketing adopted to reach customers and its effectiveness in creating brand awareness amongst them. …show more content…
In an experiment conducted by Harvard University researchers, they found out that it is more plausible for customers to buy products that they touch. Marketers are therefore spending more on experiential marketing. According to a survey conducted among more than 1600 people, 87% of them told that events are more effective in helping them understand services and products than commercials. Another survey conducted among executive of more than 220 companies across the Fortune 1000 found out that companies are increasing their event and experiential marketing budget by 6.1% in the year 2015. Though the numbers are positive and seem to be increasing every year, these surveys were conducted only in the US. In addition, this survey does not compare experiential marketing with other forms of marketing.
Past research conducted on experiential marketing in Thailand either is focusing on brand equity on luxury goods or is non-existent. The lack of information on experiential guerrilla marketing in Thailand is one of the reasons of conducting this research. Besides the research conducted are only on luxury brands or large corporations. Therefore, this research aims to study the effectiveness of experiential guerrilla marketing on small and medium sized enterprises in Thailand.
Reshma Limbu
Webster University Thailand
Introduction:
Guerrilla marketing is “a marketing tactic in which a company uses surprise and/or unconventional interactions in order to promote a product or service.” – Investopedia. It is an unconventional, innovative and low cost marketing strategy that companies resort to in order to reach out to their customers. Unlike traditional marketing, guerrilla marketing’s success lie on its bold, surprising or shocking, assertive and risk taking elements. The term “guerrilla marketing” was first devised by Jay Conrad Levinson in 1984. For business purpose, guerrilla …show more content…
Advertising through television and radio was lucrative but consumers began to get weary of it while its costs kept increasing. Since the concept of guerrilla marketing revolves around unconventional low cost method of marketing, businesses both large and small have started to resort to this form of marketing. This qualitative case study looks into advertising agencies in Thailand that resort to guerrilla marketing in order to study its effectiveness on small and medium sized enterprises in Thailand.
Problem Statement:
The purpose of this research is to study the effectiveness of experiential guerrilla marketing and explore its potential on small and medium enterprises in Thailand. This study will illustrate some of the experiential marketing adopted to reach customers and its effectiveness in creating brand awareness amongst them. …show more content…
In an experiment conducted by Harvard University researchers, they found out that it is more plausible for customers to buy products that they touch. Marketers are therefore spending more on experiential marketing. According to a survey conducted among more than 1600 people, 87% of them told that events are more effective in helping them understand services and products than commercials. Another survey conducted among executive of more than 220 companies across the Fortune 1000 found out that companies are increasing their event and experiential marketing budget by 6.1% in the year 2015. Though the numbers are positive and seem to be increasing every year, these surveys were conducted only in the US. In addition, this survey does not compare experiential marketing with other forms of marketing.
Past research conducted on experiential marketing in Thailand either is focusing on brand equity on luxury goods or is non-existent. The lack of information on experiential guerrilla marketing in Thailand is one of the reasons of conducting this research. Besides the research conducted are only on luxury brands or large corporations. Therefore, this research aims to study the effectiveness of experiential guerrilla marketing on small and medium sized enterprises in Thailand.