- Consider your Target Audience. …
- Location is Everything for Guerrilla Marketing. …
- Find an Original Concept for your Campaign. …
- Gather inspiration for your next campaign. …
- Stay Relevant with your Content. …
- Make your Guerrilla Campaign Interactive. …
- Don’t Fall for “Viral”
What Is Guerrilla Marketing | How It Works!
Types and examples of guerrilla marketing
You can use a variety of guerrilla marketing strategies, all of which require original thought. Here are a few examples of types of guerrilla marketing:
Ambient marketing
Using the environment to your advantage through the placement of advertisements in public areas or on public property is known as ambient marketing. Ambient marketing works by utilizing public spaces or objects in an unusual way, which draws attention from consumers and causes them to think about the space or object in a different way. This is different from placing an advertisement on a billboard or a cup.
Ambient marketing trends include putting an enlarged or scaled-down version of an item in a public area or altering a public item by adding additional items to it to change how the general public perceives the item.
For instance, Acme Cleaners has long used conventional marketing techniques, like print and radio, to promote its cleaning products. However, sales have been declining recently, so they realized they needed to alter their marketing approach.
Reverse graffiti is a technique where a stencil is applied to a surface and then the exposed portions are washed. They chose to use it to simply spell out the company name on soiled sidewalks throughout the city.
Ambush marketing
This type of marketing works through association. For instance, a business can benefit from a significant international event by mentioning it in its advertisements. The objective is to have customers associate the business with the significant event.
Another form of ambush marketing is when a business exploits the marketing efforts of another business for its own benefit. A competitor might put up billboards nearby that respond to new billboard advertising, for instance, if a business has just started using them. In this way, the rival draws consumers’ focus away from the original brand and onto the new billboard campaign.
An important international soccer match is currently taking place, but only the sponsors are permitted to use the occasion to promote their goods. Even though a well-known sports drink is not a sponsor, it has chosen to take advantage of the sporting event. By stating, “Our drink tastes great whether you win or lose,” they create an ad campaign linking their beverage to the soccer match. ”.
Grassroots marketing
With this kind of marketing, a business seeks to establish a long-lasting relationship with a target market. This type of advertising focuses on a specific audience of consumers who might find a brand or product more appealing than the general public, as opposed to trying to reach as many people as possible.
By taking part in relevant events that the target audience may find interesting, businesses can reach their target audiences. They can also enter locations where the target market congregates, whether online or off, and engage with them by distributing free goods or samples there.
A first-time author might send complimentary copies of their book to a list of reputable reviewers in the hopes that any articles they publish will raise interest in the debut author and their book.
Street marketing
Street marketing is when businesses use open spaces in novel and unusual ways to promote their brands. Although ambient marketing makes use of public areas as well, street marketing only occurs on the streets. Additionally, compared to other guerilla marketing strategies, street marketing typically involves more direct consumer interaction. For instance, a company might employ brand ambassadors to interact with customers and distribute free samples to them while they are out and about. Roadshows, kiosks, performances, events, or the customization of street furnishings are other potential components of this type of marketing.
A marketing firm might hire individuals to draw attention to themselves in public places like subways, buses, and shopping malls in order to raise awareness of its services. They accomplish this by handing out flyers, holding up business signs, or singing commercial jingles.
Astroturfing
Astroturfing is a contentious and occasionally dangerous marketing tactic that involves making up endorsements and recommendations. This means that this type of marketing involves paying a person, or people, to publicly endorse a product on social media platforms, blogs, or other forums rather than relying on a genuinely enthusiastic public to do so. Astroturfing gives the appearance of widespread, grassroots support for a product or brand, which distinguishes it from using a famous actor to promote a brand.
Using a “sockpuppet,” or a single person who assumes various identities, to post numerous positive reviews about a product, is one method of astroturfing. Additionally, businesses can fabricate blogs or hire staff to post favorable reviews of their products.
An organization has chosen to send paid representatives to occasions where its target market is likely to congregate in order to raise awareness of its brand. The goal is for these representatives to subtly mention the brand during conversation without mentioning that they are being compensated for doing so by the company.
What is guerrilla marketing?
Guerrilla marketing describes the low-budget, inventive marketing strategies used by businesses to increase brand awareness among potential customers. It employs strategies like surprise and shock to get people to notice company brands.
There are many reasons a business might want to use guerrilla marketing. Small and medium-sized businesses, for instance, might not have the necessary resources to invest in costly marketing campaigns.
Additionally, if a guerrilla marketing campaign succeeds in its goal of surprising potential customers and leaving a lasting impression, they might be inspired to tell friends, family, and acquaintances about a service or brand. By doing so, one has successfully developed an ongoing marketing strategy that requires little money and effort.
How to use guerrilla marketing
Here are a few steps to follow to make sure your guerrilla marketing campaign is successful:
1. Use the surprise factor
The element of surprise is one of guerrilla marketing’s most crucial strategies and a key factor in its success. The element of surprise distinguishes an ambient marketing campaign where a giant ice cream cone is placed on a sidewalk from a standard advertisement on a billboard. You will need to think in an original and creative way to add the element of surprise, as consumers cannot be surprised by something they are already familiar with. When you successfully surprise a customer, you have their attention and leave a lasting impression.
2. Do your research
Even though guerilla marketing is meant to appear impromptu and unplanned, you must conduct extensive research and meticulous planning before beginning a campaign. Guerrilla marketing requires a clever, highly original message and campaign execution to be successful. These campaigns require creativity, as well as a thorough understanding of the public perception and the target audience, because they typically do not have a large budget.
3. Involve the audience
Guerrilla marketing aims to draw in and amuse customers in a way that leaves them with a positive and long-lasting impression of the brand. Engaging your audience in the campaign is one of the best ways to capture their attention and keep them entertained. Customers are much more likely to remember your brand if your campaign requires interaction, whether you ask them to dispense your product from a vending machine, pose for pictures, or sit on your couches on sidewalks.
4. Don’t push too much
Guerrilla marketing requires audience participation that is voluntarily given in order to be effective. They shouldn’t feel compelled to take part in your campaign or purchase your offering as such requests might discourage them from engaging. This means that you need to be conscious of your customers’ needs and treat them respectfully. Conducting adequate research will give you insight into the most effective ways to approach a specific audience that you are trying to reach.
FAQ
How do marketers use guerrilla marketing?
Key Takeaways. Guerrilla marketing is the use of creative, unorthodox strategies to increase sales or spark interest in a product or company. These techniques frequently involve low- or no-cost usage of more casual interactions or viral social media messaging.
How do you use Guerrilla?
- Use the surprise factor. The element of surprise is one of guerrilla marketing’s most crucial strategies and a key factor in its success.
- Do your research. …
- Involve the audience. …
- Don’t push too much.
What approaches can you use when you apply guerrilla marketing?
To show their clients how they will look after getting their tattoos, many tattoo parlors have inked their mirrors. This is a fantastic guerrilla marketing tactic that many businesses can use in an original way.
