This quote says everything about guerrilla and experiential marketing. One of the main objectives when doing these types of marketing is creating that positive brand experience. If done correctly, guerrilla marketing will give the consumer an experience they won't forget, partially because they can't. As mentioned in one of my previous blogs, guerrilla marketing really gets into the consumers head in a way traditional media can not. Just when the consumer thought it was safe, and they could bypass all advertising...BOOM guerrilla hits them and before they know it they are affected. At this point, it is up to the genius of the guerrilla marketing campaign to create the positive experience. It is important to promote who the brand is and what they stand for.
The second part of the quote about giving value to the consumer at every point of contact is also very important to guerrilla marketing. Although not all marketers use it, an incentive for purchase is key, and can be a cost effective way of guerrilla marketing to make sales.
If the brand does not make a positive impression in the consumers mind, and the consumer is getting nothing out of it, what is the point? So maybe this quote is more obvious than I thought. Just live by it. Create an excellent brand experience. Offer a relevant value.
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