Food and drink firms to use ‘guerrilla tactics’
Many companies were briefed on the increasing style of ambush marketing at Bord Bia’s Brand Forum, partnered by Bank of Ireland Business Banking.
The forum addressed how food and drink firms can adopt unconventional marketing means in order to get maximum results from minimum cash outlay.
Bord Bia said the term “Guerrilla Marketing” covers a broad range of tactics.
These include packaging, product placement and public relations, and concentrates on doing things differently to stand out in a cluttered marketplace.
Bord Bia Consumer Foods (dairy and beverages) senior manager Tara McCarthy, said the aim of the brand forum was to highlight best practice in the food and drink industry.
“Guerrilla marketing, which is unconventional marketing intended to get maximum results from minimum resources, is an increasing component of a changing marketplace.
“Consumers see countless advertisements on a daily basis and brands need to be more and more innovative and in tune with the consumers needs to get their message heard in order to sell more product,” she said.
Value Engineers Agency director Giles Lury said the key principles behind guerrilla marketing focuses on the use of innovative communication and public relations to drive awareness, imagery and brand loyalty.
“Guerrilla marketing is a radical approach to marketing communication, where you out-think and out-manoeuvre your competitors rather than outspend them.
“It’s all about the clever use of unconventional media and how you make a little media budget go a long way,” he said.
