Editing Guerrilla marketing (section)

==Typical procedure==
First, corporations identify the public places where the campaign can be developed such as beaches, cultural events, close to schools, sporting events and recreation areas for children.<ref>Marcel Saucet & Bernard Cova, 2014</ref> Next, companies have to develop a plan to get close to different media and the target market.<ref name="Rossella Gambetti"/> In order to attract attention, street marketing events not only involve unusual activities, but use technology as part of the events. The purpose is to increase the value of the campaigns and get potential consumers' attention.<ref>{{cite journal|ssrn=2411026 |title=The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe by Bernard Cova, Marcel Saucet |date= 2014-03-18|last1=Saucet |first1=Marcel |last2=Cova |first2=Bernard }}</ref>

Companies develop plans taking into account that the global communication and interaction involved in guerrilla or street marketing is not limited to customers or the media.<ref name="Goldberg">{{cite web|url=http://www.hbs.edu/faculty/Pages/item.aspx?num=48201%20|title=Taryn Rose Launches Dresr: Street Marketing a Luxury Brand - Case - Harvard Business School|last=Goldberg|first=Lena G.|date=2014-11-06|website=Hbs.edu|access-date=2017-03-01|archive-date=2017-05-01|archive-url=https://web.archive.org/web/20170501102545/http://www.hbs.edu/faculty/Pages/item.aspx?num=48201%20|url-status=dead}}</ref> They are also developed to identify opportunities and collect enough information about products, markets and competitors. For businesses, it is important that customers stay with them, instead of choosing the competitors’ offers. They implement innovative strategies with which they will not lose position in the market, and they consider supplementation with other advertisement through other mediums, such as radio and television, when using street marketing.<ref>Jay Conrad Levinson, 1984;Marcel Saucet & Bernard Cova, 2014</ref>{{full citation needed|date=August 2015}}

Various strategies are used in guerrilla marketing. One strategy involves providing offers to increase sales. In many cases, businesses do not only supply their products or services to be recognized, but they also offer other things for free. Another instance is to present a fundraiser offer. The point of this strategy is to help other organizations, such as schools, by offering them money. Most companies implement this method not only to increase their sales, but to improve their reputation and image among the community. Finally, there is a strategy called "team selling" that consists of forming groups of people, the majority of them young, who go knocking on doors of different houses in a neighborhood. They do this in order to help companies with promoting and selling their products or services.{{citation needed|date=June 2017}}

When doing guerrilla marketing or street marketing, organizations also consider focusing on the psychological approach. For many companies, this implies if they are having success or not. Street marketing focuses on some psychological aspects to know customers' behavior and preferences. For example, certain psychological areas study how people's brains are divided: 45% of people are left-brained, 45% are right brained, and 10% are balanced. Left-brained persons tend to be logical, right-brained ones tend to be emotional, and the rest are a combination the two. Then, according to the product or service that enterprises provide, and also the kind of customer, businesses decides the way they are going to manage their street marketing campaigns. Besides, almost all the enterprises base their street marketing campaigns on repeating the messages they spread among their customers. Repetition is related to the unconscious part of the mind. This is the one in charge of making decisions. It lets people know what they are going to choose, as well as what they are going to buy. Businesses follow the principle that establishes that, the more people paying attention to the campaign, the more possibilities that campaign has for being remembered.

When a company decides to do a guerrilla marketing campaign which could be anything out of viral, ambient, ambush, street or stealth, the focus for them is to meet the objectives. The main objectives for them are:
* To create enough buzz to serve in word-of-mouth, helping the brand to establish well with its products
* To touch most of the five sensory identities of the customer/consumer, enhancing personal experience with the brand and building a good reputation
* To reach the target successfully by taking the brand to them in their daily routine
Through the experience and the ephemeral feelings shared between the company and the target, advertisers and agencies generate a feeling of intimacy that resonates beyond the encounter. This feeling of nearness becomes all the more lasting as the affected individuals relive this encounter on the internet through social media.<ref>Bernard Cova and Marcel Saucet, Unconventional Marketing: from Guerrilla to Consumer Made," in Routledge Companion on The Future of Marketing, Routledge, September 2013.</ref>