An exploration of guerrilla marketing tactics on emerging market penetration: A case study of a street art campaign in Kaduna, Nigeria.
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Background of the Study
Guerrilla marketing employs unconventional, low-cost tactics to capture consumer attention in crowded markets. In Kaduna, a street art campaign has been launched by a startup to penetrate emerging markets and build brand awareness. The campaign uses creative murals, public installations, and interactive street performances to engage local communities and generate buzz around the brand (Bello, 2023). This study explores how guerrilla marketing tactics impact market penetration, focusing on the creative strategies used, audience reception, and subsequent influence on brand visibility. The research examines metrics such as social media engagement, foot traffic in targeted areas, and qualitative feedback from local consumers. It also considers challenges such as regulatory constraints, public safety concerns, and the sustainability of guerrilla tactics over time. By employing both quantitative and qualitative methods, the study aims to provide actionable insights into how unconventional marketing approaches can effectively reach emerging markets and drive brand engagement in resource-constrained environments (Bello, 2024).
Statement of the Problem
Although guerrilla marketing is recognized for its cost-effectiveness and creativity, its impact on market penetration in emerging markets remains underexplored in Kaduna. The challenge is determining whether street art campaigns translate into significant brand awareness and consumer engagement, or if they are too niche to affect broader market penetration. Factors such as regulatory issues, public reception, and long-term sustainability complicate the evaluation of guerrilla tactics (Bello, 2023). This study seeks to address these issues by examining the effectiveness of a street art campaign in enhancing market penetration and providing recommendations to overcome inherent challenges (Bello, 2024).
Objectives of the Study
To assess the effectiveness of guerrilla marketing tactics used in the street art campaign.
To evaluate their impact on market penetration and brand awareness.
To recommend strategies for sustaining guerrilla marketing efforts.
Research Questions
How effective are guerrilla marketing tactics in emerging markets?
What impact does street art have on brand awareness in Kaduna?
What challenges limit the effectiveness of guerrilla marketing?
Significance of the Study
This study is significant as it examines the potential of guerrilla marketing to drive market penetration in emerging markets. The findings will provide actionable insights for startups and marketers in Kaduna to refine their unconventional marketing strategies for improved brand engagement (Bello, 2023).
Scope and Limitations of the Study
The study is limited to one street art campaign in Kaduna and focuses solely on guerrilla marketing tactics, excluding other promotional methods.
Definitions of terms
Guerrilla Marketing: Unconventional, low-cost marketing tactics designed to achieve maximum impact.
Market Penetration: The extent to which a product or brand is recognized and used by consumers in a target market.
Street Art Campaign: A marketing initiative that uses public art to promote a brand.
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