What is guerrilla Marketing?
Guerrilla marketing focuses on low cost unconventional and imaginative advertising tactics that yield maximum results. Much like the style of warfare that inspired its name, guerrilla marketing is about taking the consumer by surprise, making a big impression and hopefully creating a social buzz! The term was coined by Jay Conrad Levinson when he wrote the 1984 book ‘Guerrilla Marketing.’ You might also have heard it referred to as ‘experiential marketing’ because of it’s ability to pull the consumer into a unique and engaging experience. It might take the form of street art, social media campaigns, flash mobs, giveaways, daring stunts or even charitable acts that will hopefully go viral and become a talking point!
Does it work?
It’s argued that Guerrilla marketing might actually work better than traditional marketing methods as it makes a more lasting and therefore more valuable impression. This is because guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level. The purpose of guerrilla marketing is to punctuate a promotional message while creating a lasting impression about the culture, mission and value of a brand, product or service.
Nowadays, it often feels like we are surrounded by advertising. Whether it’s billboards, buses or pop-ups it’s easy for adverts to get lost in the crowd. Consumers are often numb to the excessive and repetitive advertising that they are surrounded by. Content saturation means that as consumers are inundated with thousands of messages every day they retain very little of the information, messaging and storytelling of the adverts. Especially as consumers are now much more aware of techniques such as product placement and affiliate marketing. guerrilla marketing is designed to punch through the noise that we are now surrounded by.
It’s a great idea for small businesses or even charities who want to reach a big audience and leave a big impression but might not have a particularly large marketing budget. Larger companies might also choose to use guerrilla marketing to complement on-going mass media campaigns.
In 2016 Marvel chose to use guerrilla marketing as part of their advertising for ‘Captain America: Civil War.’ They used a team of 10 graffiti artist to paint and iconic scene from the film across the side of a building and documented it all to create a timelapse for Instagram. It’s exciting because it’s a large-scale, daring idea with a longer lifespan than most Instagram campaigns. It’s a real world fixture that people will pass by and fans of the film can visit.
Greenpeace often use guerrilla marketing campaigns as they’re sure to gain a lot of press coverage for the causes with minimum expense. You might’ve heard of a striking campaign they led in London last year. They applied gas masks to several iconic London statues, including Nelson, Churchill and Sherlock Homes and spread the hashtag #cleanairnow in order to draw public attention to a petition demanding the Prime Minister created a plan to clean up the country’s air.
Would you dare to try guerrilla marketing for your business? Let us know your thoughts!