Incuheal's guerrilla marketing tactics

By Danny Lu

Guerrilla marketing is an advertising strategy that uses low cost unconventional marketing tactics in order to promote the company’s brand.  It involves personal interaction among the group of promoters to get the message across to the audience because the budget is smaller than traditional marketing.  The intention of guerrilla marketing is to attract the masses and bring in as many followers as we can to support our product and our cause. 

The guerrilla marketing tactics that have played an influenced towards applying my own guerrilla marketing efforts towards incuheal would have to be the flash mob.  An example of one of my favourite flash mob is shown below on YouTube about the T-Mobile Dance will has gone viral with more than 36 millions views.

Another one of my favourite guerrilla marketing tactics was the Red Bull energy drink.  There were a number of occasions at Swinburne when I have come across this type of car with the energy drink attached on the car in which two ladies are providing free energy drinks.  I think the free sample is a brilliant idea in order to encourage individuals to try their product to build more potential customers. 

There are several ideas that I have in mind to promote our product.  One of the guerrilla marketing ideas that can be implemented towards incuheal to promote our incubator product is to plan a flash mob, which will be uploaded, on YouTube to gain buzz and generate publicity.  The flash mob would contain hundreds of dancers who will use their bodies to create the shape of an incubator and will include a giant toy baby with a happy facial expression positioned in between the dancers to look like the baby was fitted inside the incubator.  The giant toy baby will also contain a message written on his shirt that says “imagine how many babies would still be alive like me if they were incuhealed”.  This is to create public awareness and get our message across that premature babies can be healed if they were placed inside an incubator.  The other intention is to make the public feel sympathy for our cause in order to gain followers to support our campaign, which is to save premature infants in third world nations.    

Another guerrilla marketing idea that I have thought of is to provide fake-parking tickets attached to people’s car windows.  The middle section of the ticket will be written in capitals that will appear to be as “VIOLATION” in which captures the attention of the audience.  This will caused surprised recipients to read what the page contains which will be to invite the public to attend a seminar in order for us to find potential advocates who can volunteer and promote our product by recommending the public about how useful our incubators can be to save lives.  The fake parking ticket would be worded, as “you are required to attend incuheal seminar to avoid penalty”.