What is Guerrilla Marketing?
Guerrilla Marketing, at its core, is a form of advertising that utilises low cost and creative tactics to generate engagement and draw attention to the brand’s product or service. It often allows you to surprise the consumer enabling you to maximise impact and stir up a lot of social activity. Hence, in a time where it is imperative to stand out from the crowd, guerrilla marketing tactics can be very effective indeed.
Originally the term was introduced by Jay Conrad Levinson in his book titled Guerrilla Advertising, the purpose being to create an imaginative solution to represent a brand.
So how can Guerrilla Marketing help your business?
1. A cost effective solution with a great return on investment (ROI)
A lot of brands have huge budgets for promotional marketing, direct mailing, commercials, and other various forms of marketing. The inherent affordability of guerrilla marketing is a key advantage. Especially for new or smaller companies, where allocating a large marketing budget just isn’t possible. But if utilised effectively, guerrilla marketing can generate a massive return on investment.
The ‘Blair Witch Project’ is a fantastic example of how impactful guerrilla marketing can be for a small budget venture. The film was produced on a budget of $50,000 in 1999, which at the time was considered pennies in the film industry.
They decided to get creative, they presented the film as found footage as well as fabricating an urban legend around The Blair Witch online. The website eventually gained somewhat of a cult following, directly creating an audience for the film. The film went on to gross $250 million worldwide.
If your brand is not in the business of hand-held camera horror films, there are plenty of other ways you can utilise guerrilla marketing:
• Custom Wallpapers
• Reverse Graffiti
2. Creating a Memorable Brand
Guerrilla marketing gives you the opportunity to make a lasting impression on your consumer. While social media, online and PR tactics definitely have their audiences, connecting with a real audience, face-to-face, can help you build trust and confidence with your consumers.
If a marketing strategy hasn’t made a memorable impression, then it hasn’t been executed effectively. This is an area in which guerrilla marketing excels. Guerrilla marketing is by its very nature memorable. A successful guerrilla marketing campaign should be unique and creative; to stand out from the crowd and cut through the white noise of its competition.
In an age where going viral is all the rage, whether it’s a clever YouTube video, or a well-crafted tweet, producing media that is widely appreciated and shared is an excellent way to reach your target audience and drive awareness for your brand.
But to maximise its impact and get consumers to remember your brand you need to have an integrated marketing campaign and that means having your brand visible on all platforms, with everything from flyers through doors, billboard campaigns and effective social media and digital strategy.
3. It Develops Your Call to Action
You’re surprising your consumer and you want to excite them, but if all they’re doing is enjoying themselves then it is more of a free show than a guerrilla marketing campaign. You still need to have a strong call to action, a clear set of instructions after the exciting show or event showing the consumer exactly what they need to do.
It might be as simple as ‘sign up now’ or maybe you’re running a competition and you want them to ‘enter to win’. If you want them to go to your website, it might be ‘scan the code’ or ‘click here’.
Guerrilla marketing is very high risk, but with high risk can come high rewards too. But by its very nature, even with all the planning and integrated marketing campaign, a guerrilla marketing campaign could still fall flat.
4. Create Excitement
Overall, you want to create excitement for your consumers and create excitement around your brand and message. That is exactly what guerrilla marketing can do. It’s fun, it’s hands-on, it’s a worthwhile creative endeavour and it’s an opportunity to breathe life into your brand. Successful marketing campaigns are challenging and require a huge amount of effort and work, but the rewards are always worth it.
Whether you’re a new company looking to establish your brand or a veteran in your industry looking to re-brand, it can seem a daunting task, but with the help of guerrilla marketing it helps you stand out among the competition. By creating memorable advertising, you can reach audiences that you never thought possible. It may be a lot of work at first, but your labours won’t go unnoticed.
Guerrilla marketing can truly help your business in a number of ways, however before actioning any plans we can’t stress just how important it is to ensure it is on brand with your core value at the heart of it, conveys the right message, surprises and engages consumers, shows a clear call to action and that there is a fully integrated marketing campaign to support.
At Dupree we can help you from conception to completion through our inclusive journey. If you’re interested in a free consultation, then get in touch at firstname.lastname@example.org or call on 01780 757666.