Blogger, Content Developer & Editor. Amberlynn is a Content Marketing Professional and is an integral part of DataCaptive since its inception. She holds a passion for tracking new changes in the ever-evolving business world and putting them down in the form of blogs to encourage intelligent discussions & thought exchange. Apart from writing, reading fiction and thriller novels are her major interests.
While new methods of marketing getting introduced in the market, guerilla marketing has made a point for itself. Know more about guerilla marketing and how to use it to promote your brand.
“Business has only two functions; Marketing and Innovation”
With marketing experts applying new and innovative ways to promote products/ services, there is no shortage of strategies to implement. Moving away from traditional marketing techniques to a more modern and advanced marketing version, guerrilla marketing is just an extension of one of the most effective marketing strategies.
The hubbub surrounding guerrilla marketing has caught the attention of marketing experts from all around the world. Most brands are going the extra mile to use this fantastic marketing technique to promote their brand. Combining the methods of guerrilla marketing with social media and other digital marketing approaches, it has received massive popularity in the last few years.
With 84% marketers agreeing with the distinct advantages of guerrilla marketing, there is no reason not to try it.
If you are still not sure about this form of marketing, it is time you familiarize yourself with the tactics to ensure that you can get the best of it.
1. What is Guerilla Marketing?
The term “guerrilla marketing” was minted by Jay Conrad Levinson, an American advertising executive, and writer, in the year 1984. The essence of the word is simply- the art of getting the attention of consumers.
Precisely an effective advertising strategy that has been in use for almost three decades, guerrilla marketing is just an extension of promoting products and services using innovative methods and virtually no money. Guerrilla marketing strategy is entirely based on conducting promotional services, where seeking the attention of the public is easier.
The purpose is to create a lot of buzz about the brand and the related product/service. By creating unforgettable memories for the consumers, the likelihood of selling the product/service increases substantially.
Guerrilla marketing has proved to be extremely useful for businesses of all sizes. Since the company has to spend very little to conduct the campaigns, the entire focus is on using imagination and time.
Though unlike the traditional marketing strategies (read ads on TV, radio, and newspapers), it is difficult to measure the results of guerrilla marketing using data and statistics. However, brands usually track the surge in their sales growth or the visits to their various social media platforms to widely measure the impact.
For marketers who have a big dream but small budget, guerrilla marketing is exceptionally appealing. It is all about thinking outside the box.
2. Principles of Guerrilla Marketing
Now, there are a few principles of guerrilla marketing. These include:
- The need to find your niche first to appeal to the right audience
- Finding a proper time and place can be difficult but is not impossible (this is the basic)
- This type of marketing is all about “
entertailing,” i.e., being entertaining when selling
- It is pivotal to connect with the customers on an emotional level
- To leverage social media to create the right buzz
- Write blogs or have a website to promote the product/service further
- Be unique in every way possible
- Keep updating your brand strategy to prevent the ideas from getting boring
3. Times Guerilla Marketing Ruled
Brands have been using the tactics of guerrilla marketing for quite some time now. While most businesses are resorting to using this particular marketing strategy, some have already done it and honestly, they just nailed it. These brands took guerrilla marketing to the next level. Some of the most noteworthy ones are:
Bounty is a paper towel company that applied the best marketing strategy to sell their products. When do you need paper towels the most? To clean messes. This company installed life-like structures of messes. How? By spilling giant cups of coffee and melting popsicles on the pavements of New York.
They used minimal words but sent across their product message quite clearly. They advertised their product by showing it to be the clear solution for cleaning “messes.”
The question here is- would the brand create the same kind of impact if it is advertised on a billboard? Well, no! With more people opting for an ad-free life, this one is difficult to ignore. When you stumble across this, you are bound to take note of it.
The brand identified the most prominent problem that their product solved and used it to broadcast the same. This is a genius move!
When you want people to notice something, you need to put in a place that is highly visible. A zebra crossing on a busy road is one such place. McDonald’s did something similar. They legit painted a zebra crossing looking like French fries. The lines imitated the fries that were coming out of the pack.
This is an ingenious way of getting noticed. No words, nothing extra. Just an advertisement for the fries. The rest of the information (massive discounts) was put up on their official site.
It created the thrill it required. The big takeaway here is just to get noticed and generate interest. Curiosity is a great thing. If people get curious about the brand, they will probably end up checking it.
There are many such examples of brands, big and small using guerrilla marketing. You can check out some of these here.
4. Why should you have it? Focusing on the Advantages
The competition in the world of business has become fierce over the years. Not only making profits but clicking with the customers is also a significant criterion. Due to its low-cost campaigns, guerrilla marketing has caught up with the businesses, both big and small. The idea of promoting products/ services to a targeted demographics is enticing. There are a plethora of advantages of guerrilla marketing. However, some of the most obvious benefits have been summarized here.
i. Enhances Customer Engagement
Guerrilla marketing aims to engage customers- both new and old and influence them to purchase the product/service. Moreover, all this is done using the element of surprise.
For instance, if you are selling coffee beans to customers, you can offer free packets of cookies for anyone who shares the reference code with two friends. Not only will you earn two more customers, but the old customer will likely stick around. Also, make sure that this surprise is maintained. Make such offers even when it is not the festive season. This will make the customers feel connected and cared for.
Guerrilla marketing allows you to be quirky even when enhancing customer engagement with your brand. Making good use of it can benefit in ways unimaginable.
ii. You Can Become Viral
Social media primarily rules the world we live in. Catching the attention of the dynamic customers is easy. However, to make sure that you are reaching out to them right, you need to create content that allows you to go viral.
It is easy to go viral- all you need to do is incorporate the latest trends in your guerrilla marketing campaign, make an appealing content and put it on the various social media channels.
This will get your work done. The more innovative your content is, the higher are your chances of getting viral. Luckily, guerrilla marketing allows you to do unique things!
iii. It Involves Limited Budget
When you opt for traditional marketing methods, you always end up spending sufficient money. On the contrary, social media marketing and guerrilla marketing costs explicitly absolutely nothing. This means that you can use all the extra budget for other developments of the brand.
For instance, you can conduct a flash mob in a busy place and promote your product/service. Further, uploading a video of the same on your Facebook or Instagram accounts can help you get more engagements from the customers.
And the cost of all this- NADA!
Since your aim shifts more to impress the customers, you get creative. Rather than losing your mind on gaining profit, you start focusing on the customers, and this is what helps you build your brand!
5. How to Make Guerrilla Marketing Work for Your Brand?
More and more marketers are opting for new and creative ways to build their clientele. While guerilla marketing can capture the attention of your customers, it is important to note that unless it is compelling, there is no point in it.
In short, your message should be clear, loud and exciting.
Using Social media to boost your marketing campaigns is the ideal technique you should be aiming for. Platforms like Facebook, YouTube, Instagram, Twitter, and Snapchat have millions (and even billions) of followers. Leveraging such a platform can be more advantageous than you can ever imagine.
Even when rallying on social media, you should know how to make guerrilla marketing work for your brand. Here are some ingenious ways in which you can use social media to promote your brand.
i. Use Creative Product Placement
Getting gifts from production houses and channels is pretty standard in the media industry. So, one fine day, people started receiving free cakes. When they started slicing it, they hit something hard in the middle. As they cut open the cake, they found a note stating that the popular series “Prison Break” was returning on a particular date on a favorite channel.
The fans also shared the pictures on their social media accounts, thus creating the right buzz.
This is genius product placement. Not only did people become alert to the show’s starting date, but also become aware of the show.
You can apply similar techniques to impress your customers. Product placement is one of the oldest marketing methods and has been adopted into guerrilla marketing with a lot of creativity.
Just make sure that your product gets noticed and let your customers do the rest of the job.
ii. Involve in Give Away
If you think that receiving free cakes will make people happy, you should wait till they receive actual samples from the brands.
Give away is the surefire way of getting your product/service to your customers. Just ask people to use the same for a few days and provide their honest opinion in return.
Now people love receiving free stuff. So, when you give them something for no cost at all, they will use it and will be obligated to give something back to you. Maybe a reaction video or a comment on the social media channels, and this is the exact buzz you should be looking for!
You can start with a small group of people and further increase your reach as more people become interested. It altogether a positive influence.
However, make sure you educate the users about the product/service to avoid confusions or adverse reactions.
iii. Partner with another Brand
This is an ingenious idea that most guerrilla marketers swear by. Form strategic partnerships.
Colgate, the toothpaste company, wanted to promote their new product. So they approached a local pizza company, who designed the delivery boxes to look like the inside of the mouth. The message was clear. Brush your teeth with Colgate after every meal. It prompted people to buy the toothpaste, which resulted in massive growth in their sales.
Forming partnerships with another brand can help you both come under the spotlight. Your brand gets noticed by people when they were expecting it the least. Guerrilla marketing is all about using the element of surprise to catch your customer’s off-guard. Moreover, it prompts a positive response.
iv. Capture the Real Reactions Using Your Product/Services
Making impromptu videos is a part of the guerrilla marketing strategy. However, when you capture unscripted, real reactions of users, you indirectly influence others to try out your products at least as well.
Coca-Cola had installed cameras (strategically placed) in a mall, focusing its vending machine. When using it, people were getting more than just Coca-Cola cans. Their reactions on receiving gifts are just too pure. The video was uploaded on YouTube, and it got 4.5 million views in only a few weeks. The video also won several awards.
This is what guerrilla marketing is all about. Capturing the surprised faces and using social media to reach out to other people!
To Sum It Up
The concept of guerrilla marketing has existed for a long time. Marketers have used similar tactics to attract more customers for years. However, with social media at the helm, it has become easier for brands to double their scope of the customer, with less effort, less budget yet more imagination.
Guerrilla marketing is about appealing; it is about being unique; it is about being creative; it is about making the right impact. So, don’t hold your thoughts back. Use guerrilla marketing to grow your business to the next level of success.
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