Can Guerrilla Marketing Go Too Far?
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources.
Does this mean that companies have the right to infringe on a person's property? Everyone knows that a new car is something cherished and some treat them better than family.
Some consumers hate coming out to their car in a public place and seeing a flier stuck under their windshield wiper. How would you feel when you saw a decal placed on it highlighting why you made a poor choice when choosing your vehicle? Would this make you reconsider your purchase, go out and test drive a competitor and ultimately buy it?
Does this go too far? Does this border on vandalism? Does this do more harm that good? Yes, test drives were up 23% in the following weeks, but how many of these Porsche owners targeted were driven to purchase an GT-R? An open, transparent and experiential marketing effort could have made a much more positive impract. Can your brand withstand a counteroffensive from a company that has a rich history of loyal owners?