Marketing de guerrilha: estratégias presentes nas ações do crossfox

Abstract

The saturation of information in the traditional media and the difficulty to emphasize differential between products cause the need to think of new ways to communicate with the consumer. The proposal of the guerrilla marketing is to draw attention in agile, daring and surprising form and, therefore, seeks hold shares of high impact on society. With this, the present work seeks to define what strategies are presents in guerrilla actions - exhibition in the of Sugar Loaf cable car, Rafting, Rapel and Tyrolese - with the CrossFox. It is a case study aimed to understand the strategies and the positioning past to the public-target. Allied to this method was also used the technique of direct documentation, through questionnaires. It follows that the guerrilla marketing is an unusual way to draw the attention of the consumer and that increases the credibility of the brand before them.