All you need to know about Guerilla marketing: think outside the box!
In Spanish, the Word guerilla means small war, i.e., the warfare of smaller armed groups against the ruling regime. That's how the Croatian encyclopedia explains the term guerilla. However, if we add the word “marketing” to that term, you may be wondering, then, is guerilla marketing an aggressive form of communication that seeks to achieve a particular goal??
Those in the world of marketing are certainly well acquainted with guerilla marketing. But they also know how much time and imagination it takes to devise a marketing campaign that will evoke a sense of surprise because guerilla marketing is a kind of art.
What adjective “guerilla” means, and why do many well-known brands in their campaigns use guerilla marketing? What does this type of marketing mean, and why does it often “create buzz” in the audience and media? Can you fit it into your business, and how can a digital marketing agency help you with that?
Find out all the answers to the above questions in our article. We have also prepared for you the best examples from the practice of guerilla marketing that will “knock you off your feet” with creativity.
Creating a campaign under the motto: “surprise and shock the audience”
Guerilla marketing is defined as a creative idea to attract attention, which goes beyond the norms of classic brand advertising in public spaces. The element of surprise plays a crucial role in guerilla campaigns, and the goal is to create an unconventional campaign people will talk about.
Why guerilla marketing? How will it help you in business?
- Unconventional campaign messages raise brand awareness and promote brand values.
- The audience wants to share the unusual messages of the campaign with friends, so it is easy to reach the masses.It can take place on the street and other public areas.
- Guerrilla marketing activities and concepts can be implemented throughout the city and beyond
- Brand values are implemented through guerrilla marketing.
- It is a convenient way to attract attention and brand awareness.
- It offers infinite possibilities when it comes to imagination and ideas.
- Spreading awareness of the social problem the brand is addressing.
Steps in guerrilla marketing:
- setting goals
- being original
- using the local urban landscape and culture
- checking locations before setting up a guerrilla campaign
- ensuring that the concept is in line with brand positioning
- integrating brand message
- delight, shock, and surprise the public
- documenting everything for social media and media in general
- measuring the results
To better understand what we are talking about here, we have singled out the most exciting guerrilla campaigns that have been discussed, which we have categorized according to the type of guerrilla marketing. Enjoy!
Examples of guerrilla marketing in practice
1. Ambient marketing
Promoting products or services in unusual locations or on the packaging is ambient marketing. It involves creatively sending advertising messages, interacting with the audience to influence the consumer emotionally.
This visual shows an Oldtimer billboard created to attract the attention of road passengers. This unique advertisement at the entrance to the tunnel promotes rest areas in Austria. Successful, isn't it?
2. Buzz marketing / viral marketing
A viral marketing technique that aims to maximize the potential of a campaign or word of mouth product is buzz marketing. It includes conversations among friends, family, or more extensive discussions on social media. The goal is to encourage “buzz” around a brand’s product, service, or campaign.
An excellent example of buzz marketing was the 3M Security Glass campaign at a bus stop in Canada. The campaign was simple - passers-by only needed to break the glass with their feet and leave with $ 3 million in their pockets. Security guards stood to the side so that passers-by would not try to break the glass with anything other than their feet. In the end, no one managed to break the glass, so the product is high quality, and the campaign has been talked about for a long time.
3. Street marketing
It uses unconventional brand advertising and products in public areas such as parks, streets, and the like. This way of advertising is effective and favorable for the brand and attractive to the audience.
4. Marketing ambush
Ambush marketing is a strategy that involves a team seeking to link their products or services to a significant event that already has official sponsoring companies. Most often, during sporting events, to raise brand awareness. The goal is to fight for sponsorship. Here is an example.
Do you remember the World Cup in Brazil in 2014 when footballer Luis Suarez bit his fellow footballer from a rival team? Brands like Snickers and Nando’s have made great use of this in ambush marketing.
An even more interesting example is the rivalty between Coca-Cola and Pepsi.
5. Graffiti
Graffiti is an attractive way to advertise through guerrilla marketing. They are affordable, attract the audience, encourage taking of photographies and sharing with friends, and in general, it creates "buzz."
The footwear brand "Converse" has created an exciting graffiti with the message “Shoes are boring, wear sneakers.”
The idea is to use the maximum potential of streets, neighborhoods, walls, staircases, and general public areas that are visible and in which there is traffic. Place a guerrilla campaign there and wait for people to start talking about the message of the campaign. How to achieve this? Contact a digital marketing agency that will design a campaign for your brand.
If you were surprised by the campaigns we mentioned in the blog - the goal has been achieved! Can you think of any exciting campaigns that shook you?
Sources: https://blog.hubspot.com/marketing/guerilla-marketing-examples
https://w3-lab.com/guerrilla-marketing-tips-and-examples/
