Scion effectiveness of guerrilla marketing

Scion – Effectiveness Of Guerrilla Marketing

There are promotions that rely on big money and high profile names to create an impact. Then, there are a some promotions that rely on imagination, energy and the enthusiasm generated by it. The promotional strategies of the later kind do not depend on a large expenditure or big names to successfully publicize a brand. Guerrilla marketing is one such promotional strategy. A prime example is the promotional campaign for the Scion cars by Toyota Motor Corp.
A typical characteristic of guerrilla marketing is reaching the consumers at the places they least expect. By designing this into an unconventional and interactive campaign, the consumers are personally engaged in the publicity drive. This creates a favorable buzz that can lead to business. Toyota Motor Corp employed such a marketing strategy to publicize the launch of the Scion lineup of cars.
Essentially, the guerrilla marketing technique aims at building a relationship with the consumer on a personal level. There is no room for guessing in this kind of an approach. It calls for an investment of time and energy, and an enormous amount of imagination, in the place of money.
The target group for Scion cars, the generation Y are acquainted intimately with technology and digital media. An ingenious guerrilla marketing strategy on the ground was combined with an online viral marketing to reach them. This created an innovative publicity campaign for the Scion brand of cars.Scion was taken to the consumers through unconventional routes and they were invited to visit the website. As a measure to increase popularity, 17 internet-radio channels featuring a range of genres were also started.

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