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Your Marketing Dictionary: Brand Immersion = Marketing x (Guerrilla + Viral + Social Media)

“Things are changing around here, people! We’ve got a new social media consultant, Dave, right here, and he’s got some great ideas for the company. We’re not just going to just ‘market’ anymore. We want our consumers and employees to really experience each other. In short, brand immersion. Am I right, Dave? We’re going to do guerrilla marketing but use the social media strategy to make the whole thing go viral. If we’re lucky, we might even have a flash mob. Any questions?”

First of all, screw Dave. The kid looks thirteen, and he has a Red Bull IV and keeps throwing around words like “synergy” and  “brandstorming.” The other words sound kind of familiar – guerrilla, social media, viral, brand immersion – but they get mixed up with the Frankenwords you’re sure he got from the autocorrect function on his smartphone. How do you separate legitimate marketing strategy components from the buzzwords that give you migraines? Luckily, you’ve got this post: a mini marketing dictionary to set you off in the right direction.

Yeah, Jana, go for it. That joke is totally not old. Didn’t even see it coming.

Guerrilla Marketing

What is it?

This Spanish word for “little war” describes a marketing technique consistent with its battle tactics namesake. Guerrilla warfare consists of small, mobile units using the element of surprise to instigate brief, unexpected conflicts and defeat a larger, better-equipped force.

Similarly, guerrilla marketing is a one-time (or rare) shock value event meant to surprise potential consumers, grab their attention, and then disappear. The brief nature of these events and dependence on the word-of-mouth marketing spread sets it apart from other strategies.

Where does it happen?

These are generally offline events in public places, because this marketing technique capitalizes on the you-had-to-be-there sentiment.

Who creates the content?

Marketers plan the event and hire performers or representatives as needed to make the magic happen.

Unimpressed Gorilla has no time for your flash mobs.

Who shares the content?

Again, because these campaigns are temporary, the content itself is usually not spread to anyone not present at the original distribution point; the narratives of the event are spread through word-of-mouth. Smartphones and digital cameras are killing the right-time-right-place excitement, but since the content is developed for an in-person experience, it’s guerrilla.

What are some examples?

The most popular example would be a flash mob, or a group of people who have rehearsed some kind of song and/or dance to be performed in public.

Yeah, it was put on YouTube and “went viral,” but the event itself was meant for in-person consumption.

Other examples include the Dentmobile, the guerrilla marketing component of the overall brand immersion campaign for The Dark Knight. The Dentmobile traveled across the country, raising support for Gotham City District Attorney candidate (and fictional character) Harvey Dent. While the overall campaign included videos, websites, and other online viral marketing components, the physical (and often unannounced) presence of the Dentmobile was a popular and exciting piece of the campaign.

Viral marketing circa 1992

Viral Marketing

What is it?

Viral marketing strategies take advantage of the little disease-causing jerks for which they are named: viruses. Like computer viruses or flu viruses, the content is infinitely replicable and spreads through person-to-person contact.

This contact can be through word-of-mouth recommendations, social media shares, and other in-person and online interactions. The most successful campaigns are organically driven by consumers rather than heavily pushed by corporations or advertising agencies.

Where does it happen?

Because one advantage to viral marketing over guerrilla marketing is that viral content can be spread and replicated beyond those present at the initial distribution, viral marketing is much more likely to happen online.

Looks like you’ve caught a serious case of In-the-Know-itis complicated by amazing Early Bird discounts!

Who creates the content?

While the marketers generally create all the content, social media allows for the addition of commentary when the images, videos, or text are being passed around within social circles to create a new form of the “virus.” Viral marketing also tends to inspire awesome parodies.

Who shares the content?

After the initial distribution, consumers share the media with their friends online or in person. However, with viral marketing, there is no additional participation by the original marketers until new content is created.

What are some examples?

If the Dentmobile was a small guerrilla unit of the brand immersion plan for The Dark Knight, then the viral campaign is the whole armed forces. The video explains the process better than I can, so click and learn.

If only everyone used WUPHF!

Social Media Marketing

What is it?

Social media marketing combines the word-of-mouth buzz from guerrilla marketing with the infinitely replicable media of viral marketing with a dash of interaction to create a dialogue between the brand and its advocates (and, often, between the advocates themselves).

Where does it happen?

Social media platforms like Facebook, YouTube, and Flickr host images, text, and videos created by the brand and provide an area of feedback (comments, response vlogs). Blogs and forums on the company websites are often the first toe dipped into social media marketing pool.

Who creates the content?

Both marketers and customers create content; the platform of customer-company interaction is the point of interest with this marketing strategy.

I can Tweet and update my Facebook status with my left hand while I post my vlog to YouTube and Pin with my right!

Who shares the content?

Marketers and customers share in content creation. A representative of the company may Tweet something relevant to the customer base; a customer may share a suggestion on a Facebook wall post. Both of these are social media marketing.

What are some examples?

Discounts offered to Twitter followers, LinkedIn associates, and Facebook friends are some direct examples of social media marketing on the sales end of the spectrum. On the relationship-building end, leading questions like: “What’s your favorite wine to pair with steak?” posted by a restaurant or a challenge to see who can post the most creative picture of a business’s product in action inspire discussion and debate among a client base – all with the business’s social media site as the central hub of communication.

Recap

These are not mutually exclusive groups. A flash mob in a mall (guerrilla marketing) could be recorded on a smartphone and emailed to friends and family (viral marketing) or posted on a company’s Facebook page (social media marketing). These different marketing types describe where marketing takes place, who creates it, and how it is distributed; there’s a lot of overlap, and rarely will a campaign stay in one camp.

What are your experiences with each type of campaign? Have you found that approaching a campaign from multiple angles increases your reach or just confuses your audience?Sound off in the comments below!

Until next time, keep expanding your brand!

Image credit to Clipart.com.


Jana Quinn

An old ‘G’ that’s been working for QLP since it was in Bret’s basement – Jana has been writing since she made up a story about a Jana-Tiger that liked rocky road ice cream and got straight A’s. She enjoys writing about marketing and pop culture, posting a ‘Die Hard’ article as often as she’s allowed. She is inspired by the articles at Cracked and frequently wears a Snuggie in the office. You can also connect with Jana on Google+.

Comments

  1. Mandy Kilinskis

    Excellent breakdown, Jana. I imagine that lots of companies have heard a similar conversation to the one that started off this post.

    The only thing I’d like to add as a suggestion to businesses is that they never create content with the sole intention to go viral. Don’t get me wrong, it’s great if it does, but if the content doesn’t take off, you’re going to feel annoyed that you spent so much time and/or money on it.

    One of the commenters in a guest post I wrote about going viral mentioned that she knew a girl that made a video with the sole intention to go viral (bikinis, sexy models, the works). However, the video was just awkward and didn’t get many views at all.

    Food for thought, business owners and marketing departments!

    • Jana Quinn

      I agree wholeheartedly; I would say most “viral” media has been unintentional. Either it was something that was leaked from internal communication or a small market advertisement that caught on.

      My personal favorite is Butt Drugs.

  2. Rachel

    Great post, Jana! It really helps to have everything explained so succinctly here. Definitely a great resource that you’ve put together. Thank you!

    Also, I am always a fan of using the TDK viral campaign and subtle “The Office” shoutouts to make a point. :) Nice!

    • Jana Quinn

      Thanks, Rachel! :) The TDK campaign really encompassed every single piece of these “new” marketing techniques, so it was challenging not to use it to explain every term.

  3. Jaimie Smith

    Awesome post Jana! Very informative and useful!
    I love the flashmob idea as a form of guerrilla marketing. I’ve always thought those were so cool, and it makes me think of the movie Friends with Benefits! :)

  4. Jen

    I agree with Jaimie, I love the example of a Flash Mob as Guerrilla Marketing! I’ve never seen a flash mob in person, but I bet it really makes an impact live :) Great post Jana!

  5. Bret Bonnet

    That girl watching the folks behind passing notes looks pissed. It looks like the fact that Sally slept with Johnny is no longer a secret!

  6. Amy Swanson

    Guerrilla marketing is by far my favorite kind! I love to participate in it and feel “cool” and “in the know” on something, haha. That sense of belonging can create some pretty loyal customers that won’t dare go over to the competition for their business.

    Fantastic post, Jana! Great job :D

    • Jana Quinn

      Thanks – with your guidance, you should definitely share co-author credit on this one. :-)

      I agree that feeling “in the know” is a highly desirable status for customers. That’s why these campaigns succeed; people like to gain exclusive access to a “community,” even if’s just a group of people who’ve seen a funny commercial or are familiar with a new meme.

  7. Jill Tooley

    “Guerrilla marketing” is one of those terms I have to examine 1,007 times before I’m confident I spelled it correctly. I think I did okay here, though.

    I used to find guerrilla methods obnoxious, but now I think they’re clever if executed properly. The trick is to catch people off guard and then switch it up before it becomes stale (like some of these bus stop advertisements). If I saw the same creative ad every day on my way to work, I’d probably block it out after awhile, and then it would lose its impact.

    Anyway, this is a superb rundown! I enjoyed your captions too, as usual. Thanks for keeping me edu-ma-cated ;)

  8. Bret Bonnet

    So that itch I have below the border is NOT “viral marketing” afterall… Time to go see a Dr.! :)

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