Everything You Need to Know About Guerrilla Marketing

Guerrilla Marketing: A Strategy Where Creativity and Innovation Are Employed

The key to any advertising or communication strategy is to stay in the minds of consumers. There are hundreds of strategies and thousands of actions that can achieve this result, and undoubtedly, guerrilla marketing is one of the most interesting ways to “make noise.”

Brands must opt for strategies that will yield the best results and meet their objectives. In the world of marketing, we can find a wide variety of possibilities, such as guerrilla marketing.

This practice aims to make an impact on the audience using elements that are uncommon, breaking the routine and ensuring that it remains ingrained in the minds of consumers.

From our digital marketing agency in Gij贸n, we are going to tell you everything you need to know about this concept of guerrilla marketing. Let’s get started!

What Is Guerrilla Marketing?

Guerrilla marketing is defined as an advertising strategy that employs unconventional techniques. It applies creativity, ingenuity, and innovation to achieve set objectives without having to make a high investment in advertising spaces.

With this technique, we can also reach our target audience in a different way, using actions that can go viral and leave a lasting impression on customers as a brand memory. It does not require a large investment, but it does require a lot of ingenuity, making it a great alternative for small businesses.

Large companies can also be seen implementing this type of strategy because the results can be very beneficial. The aim of this practice is to develop innovative techniques to promote products or services.

Guerrilla marketing practices are carried out in the streets, in public spaces where they can reach a larger audience.

What Is the Origin of Guerrilla Marketing?

Guerrilla marketing originated in 1984, in the book published by Jay Conrad Levinson titled “Guerrilla Marketing.” It occurred as a transition from traditional print, radio, and television media to electronic media.

The purpose of guerrilla marketing was to create anticipation about a product or brand, to increase the likelihood of the consumer purchasing the product or service and talking about it with potential buyers.

Advantages of Guerrilla Marketing

It is interesting to know the advantages that can be found when developing a guerrilla marketing strategy:

  • Does not require a high investment.
  • Achieves objectives in both the short and medium term.
  • Improves brand visibility without resorting to traditional media that require a higher investment.
  • Positions the brand against the competition with few resources.
  • It is important to consider human psychology to create a greater impact on the target audience.
  • Strengthens the creative, authentic, surprising, and innovative side of the brand.
  • Can be transformed into viral content.
  • The company can invest the budget in other actions since it does not require a high investment.
  • Builds credibility for the brand, thus helping the image created of it to be more stable and solid.
  • Very viable for small businesses.
  • Its practices are memorable because they appear in unexpected locations at unpredictable times in people’s routines.
  • Provides greater creative freedom.
  • These campaigns generate emotions to influence purchasing decisions.

Disadvantages of Guerrilla Marketing

The guerrilla marketing strategy may also present other drawbacks that need to be taken into account before initiating any action:

  • It can be easily misinterpreted because the campaigns are very random and give an air of mystery, which can require a great effort to achieve the objective, as the line between intrigue and confusion is very thin.
  • It may pose problems for the company, and before anything else, we must seek permission on all channels we consider appropriate to create a campaign under these conditions.
  • Unforeseeable obstacles such as bad timing or bad attitudes may arise, leading to a loss of trust in the brand.
  • Results cannot be easily measured, as they are sometimes measured by overall impressions or the impact created on social media.
  • Campaigns are ephemeral, with a specific and limited duration.

Types of Guerrilla Marketing

When implementing guerrilla marketing, we can find different types:

  1. Ambient marketing: Ambient advertising involves choosing a public space with a large audience and transforming it to convey advertising through it.
  2. Experiential marketing: The goal of experiential marketing is to engage the audience to interact and participate directly in the campaign. This results in an immediate response from the target audience.
  3. Flashmobs: These gatherings of numerous people prepared to perform a specific action that attracts the attention of others can be very effective.
  4. Stealth marketing: It is an old technique but one that is widely used today, such as when YouTubers make videos talking about products they allegedly bought and discuss their benefits.
  5. Viral marketing: All brands try to create viral content every day, and when they manage to capture the audience’s attention, the benefits can be very high due to the visibility obtained.
  6. Indoor guerrilla marketing: Like outdoor guerrilla marketing, it uses indoor locations such as stores, train stations, buildings, etc.

Real Examples

To better understand this, let’s look at some examples of companies that have developed guerrilla marketing strategies:

  • Netflix: The company Netflix is a great example when it comes to creating these types of actions when launching a campaign for the release of a series or movie. For example, for the release of the second season of “Sex Education,” they placed advertisements that said “Cuenca, we’re going to turn you towards Netflix.”
  • Glee: The series Glee opted for a flashmob instead of campaigns and ads. The result of this action was mentions on social media, TV appearances, and millions of views on YouTube.
  • Kit Kat: Kit Kat has occupied numerous public places where it creates a fantastic combination between the brand itself and those spaces.
  • FrontLine: They are manufacturers of flea and tick sprays and used large-scale shock techniques by placing images of a dog on the floor in the shopping center. When looking down, people saw the dog covered in fleas, which were actually the people walking on the lower level.
  • Adidas: Adidas built two pop-up stores in the shape of the original box. They placed them at two music festivals that were key to their target audience and offered them a unique experience by taking photos of people entering with 16 cameras at once. These images were later turned into a short video and sent via email or social media, incorporating the key element of digital marketing into the campaign.

How to do Guerrilla Marketing?

To develop a guerrilla marketing strategy, we must consider all the steps to follow to be successful.

Identify the Buyer Persona

It is essential that, in any marketing strategy, we have a clear understanding of who we are targeting. The buyer persona represents the ideal customer, knowing their background and characteristics. To create this persona prototype, we can use the empathy map tool.

Identify Communication Touch Points

To develop a communication strategy, it is necessary to identify the points of contact between the brand and the buyer persona. We can communicate through traditional communication channels and also through the company’s image. It is essential to consider the company’s digital presence on social media to share content and build a community.

Define SMART Objectives for Your Guerrilla Marketing Plan

Objectives are fundamental when developing a strategy because they allow us to determine if we are achieving the expected results. Therefore, we must establish SMART objectives.

Implement Creativity in the Guerrilla Marketing Plan

Once we know who we are targeting, where we should act, and what we want to achieve, we must get to work. Now is the time to decide what needs to be communicated and how to do it, determining if it should be impactful, surprising, etc. Creativity will be key in this.

Measure and Monitor

Once all practices are developed, we must apply metrics to help us verify the effectiveness of the strategy. This should be done periodically to determine if the path we are following is appropriate.

It is interesting to create a handy chart with the main metrics that we consider relevant based on the actions and objectives proposed.

Summary of Guerrilla Marketing

As we can see, guerrilla marketing is a very interesting practice with which the brand can impact the public by using elements that are out of the ordinary in everyday public spaces. The idea is to generate interest and intrigue so that people remember us and end up searching for the brand to complete the conversion.

It is important to develop this practice correctly to improve the success of the company with a much smaller investment than with other techniques.

We trust that this guerrilla marketing article will be useful and will help you to understand a new aspect within the world of communication, a very disruptive and different strategy.

As always, we will be happy to answer any questions you may have about guerrilla marketing or any other concept. We’re listening!

Digital Marketing Agency Digitalvar

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