Today, IKEA, the Swedish home furnishings giant, opened its 1st store in India at Hyderabad. IKEA adopted ‘guerilla’ marketing strategy to create awareness about this momentous event. Empty cartons of IKEA – emblazoned with the message – The IKEA Store is now open at HITEC City’ were put on the baggage carousel at Hyderabad airport & since nobody ‘collected’ them they kept on going round & around! Travel-weary passengers waiting for their baggage could not help but smile at the simple but effective way in which IKEA succeed in creating ‘buzz’ about its 1st store opening.

Bottom-line: Brands should spend resource trying to craft ‘guerilla’ marketing strategy … it would not only be effective & impactful but also be cost effective!

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