What is Guerrilla Marketing?
- 6 min read
- Karla Sambolić
But guerrilla marketing is not some form of aggressive communication. It’s actually a great way to raise brand awareness among your audience with clever, outside of box thinking.
Guerrilla marketing refers to a collection of low-cost, high-impact marketing strategies resembling the ambush-and-run tactics of guerrilla warfare. Rather than spending large sums of money to create one-way messages, guerrilla marketers develop creative ways to put their marketing messages in front of consumers in the real world.
Large quantities of money are not necessarily required to perform guerrilla marketing — making it an ideal strategy for startups and small businesses.
The term Guerrilla Marketing was coined by Jay Levinson in his book aptly titled ‘Guerrilla Advertising’. The guerrilla part refers to guerrilla warfare, which is a style of warfare based upon small and irregular tactics that are used by armed militias.
But what does mean in everyday life and business?
In marketing, guerrilla techniques mostly play on the element of surprise. It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines. You’ll see what that looks like in some the examples below.
The effectiveness of guerrilla marketing campaigns can be measured by the amount of attention they attract – in contemporary marketing terms, the amount of engagement they incite.Guerrilla marketing campaigns, which typically involve some serious thinking outside of the box, can be a smart way to grab attention.
Guerrilla marketing typesHere’s a list of the most common guerrilla marketing types:
- Graffiti: Graffiti marketing uses city streets and alleyways as a giant canvas. While smaller, more covert operations will make their mark wherever they want, for most businesses it’s recommended to get permission from a property owner before they start their activities.
- Viral/buzz marketing: any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message’s exposure and influence. Off the Internet, viral marketing has been referred to as "word-of-mouth", "creating a buzz", "leveraging the media". On the Internet, it's called "viral marketing"
- Undercover/stealth marketing: In this type of marketing, marketers disguise themselves as peers amongst their target audience, and spread the word about their products.
- Flash mobs: Flash mobs involve organizing a group of individuals to perform a specific action or task at a pre-determined location and time. In some cases participants are hired actors, other times they are simply members of the community who enjoy the randomness of flash mobs.
Pros and cons of guerrilla marketingThere are several benefits and advantages guerrilla marketing has over traditional marketing (there are some disadvantages as well).
Let’s begin by taking a look at the advantages:
Pros of guerrilla marketing
It’s budget-friendly. Guerrilla marketing tactics are a lot cheaper than traditional advertising methods.
- Allows for creative thinking. In this type of marketing, imagination is more important than budget.
- Brand associations and publicity. With guerrilla marketing you can get a lot of free publicity and create positive brand associations among your audience.
Cons of guerrilla marketing
- It can be difficult to measure the effectiveness in terms of ROI
- It can be misunderstood by the audience.
- There’s a potential for a backlash if the campaigns are not executed well.
Examples of guerrilla marketingHere are some famous examples of guerrilla advertising done right.
Red Bull skydiving stunt
King Kong 3D footprints
Axe exit signs
ConclusionGuerrilla marketing can be a great way to reach the public without spending much on advertising. If you use it effectively you can delight your audience and make them a part of your brand, but you have to make sure they understand the message correctly.
This kind of marketing can be really useful to startups and small businesses that don’t have large marketing budgets, but large companies often use them as well, as you can see in the examples above.
It’s all about breaking away from traditional marketing methods and creating a lasting impression with the audience. If you need any help, contact us and we'll be glad to help you.
9 principles of Material Design
Material design is a design language created by Google in Summer 2014. It is made for Android to create better foundation for user interfaces. With features and natural motions, it mimics real-world objects.Although it primarily focuses on touch-based app design, it is also effective in web design. This article will cover some of the essential…
How to Conduct Web Design Review
Before launching any web design project, you might want to check with a review if everything is in order from the design aspect. There is a collective sense that design is a matter of taste and preferences. By that logic, you could color your website any way you like. That couldn’t be any further from…
Best practices for building a website mockup and prototype
Often, things we imagine in our heads that seem great regularly turn out to be bad ideas when we put them in the real world, such as a piece of paper or a computer screen. They say that the picture is worth a thousand words. What if this is not just a picture but a…
Favicon: How it Impacts Web Design
We can find icons everywhere in our everyday lives: from road signs, store logos, to our laptop keyboards. Images help us interpret information better. Since getting the right information as fast as possible is crucial when dealing with internet technologies, it’s no wonder that icons are an integral part of web design, as well.In this…