Marketing campaigns are executed using a variety of approaches that are meant to target an audience of consumers and entice them. Marketing is an invaluable way that businesses to gain a customer base and grow their brand. Guerrilla marketing happens to be on the most unique styles of marketing because it is not traditional in its approach, although the term originated in the 1980’s. Guerrilla marketing is the method of getting the attention of consumers, in the eye of the public, with surprising and sometimes shocking methods. It’s the unconventional way to advertise your product or service at a low cost, but with a very “in your face” plan of attack.
Guerilla Marketing History
When you hear the phrase “guerilla marketing” it sounds combative, as guerrilla warfare is known to be. Guerilla warfare entails enemy forces using surprise attacks and techniques to advance aggression on the opposing side. Guerrilla marketing is not meant to be combative, but it does utilize the idea of surprise and garner the attention of others in a very upfront manner.
The term was conceived by a man named Jay Conrad Levinson, in his 1984 book titled “Guerrilla Marketing”. Marketing looked worlds apart from what it does today, but the aggressive approach is still the same–attracting your audience, or potential customers, through the use of surprise messaging.
A simple example that a company can utilize in its guerilla marketing campaign is to plaster a giant poster or banner on a statue in the public square that has a very clear and eye-catching message. It’s hard to ignore and it’s sure to generate talk around town.
Guerrilla marketing has been used for quite some time, but it has only increased in popularity since the 2000’s. It is a marketing campaign strategy mainly aimed at a younger target audience that’s open to new ideas and not afraid of something different. With each passing generation it seems there needs to be something edgier with each new brand that will attract consumers, so guerilla marketing, although not a new tactic, is certainly being refined as human trends and habits are constantly evolving.
Guerilla Marketing Categories
The main objective of implementing guerilla marketing tactics is to get attention from consumers to promote your brand. Once people have experienced the shock factor of a guerilla marketing attempt, it is likely they are going to be talking about it to the people they know through word of mouth and social media. Guerilla marketing is intended to create a buzz around a brand and its products and services. Some examples that produce this effect are contained within guerilla marketing categories such as:
- Viral: This style of guerilla marketing is crafted to have an effect on people sharing their experiences online and generating views, especially through the use of social media.
- Pop-up retail: Guerilla marketing pop-up retail shops are limited-time shops that may be set up in public to sell samples of a product or service to people for a short time.
- Ambient: Ambient methods include examples such as posting ads in places where people wouldn’t expect to see anything, let alone an endorsement for a brand.
There are several more categories of guerilla marketing that involve various avenues to attract the attention of customers. These strategies include guerilla marketing in public outdoor spaces and indoor locations. The point is that any guerilla marketing method always takes place in an arena that is very public or visible to the public eye even if it is contained in a building or on an online forum like Reddit.
Memorable Examples of Guerilla Marketing
Some companies made a lasting impression and generated a lot of buzz with the route of guerilla marketing they chose. An example that everyone may remember is when IHOP changed its name to IHOB to bring attention to the fact that the restaurant chain is selling burgers. It created a media frenzy and a few months later the name was once again IHOP.
Another shocking and humorous example of guerilla marketing came from the company Gold Toe when they placed an oversized pair of underwear on the worldwide famous Wall Street Bull. This occurred during fashion week and it was a surprising and unexpectedly funny moment for many busy entrepreneurs and investors going along their day in the financial district.
Bounty once surprised everyone by strategically placing oversized popsicles all over the city. These popsicles were large and hard to ignore on a hot summer day. It was the perfect way to grab attention and point to the solution…the Bounty brand.
Using Guerilla Marketing Correctly
Guerilla marketing is a method that is meant to be very surprising, but it can come with risks. If a business is not careful, they may cross legal boundaries that could result in fines and can propel negativity about a brand. That being said, guerilla marketing can effectively be utilized if it is done with a motive to draw people’s attention through pleasant, humorous, mysterious, or emotionally moving means.
Why Guerilla Marketing?
Guerilla marketing is often exercised by companies that want to keep their advertising and marketing campaign budgets within reasonable limits. Guerilla Marketing takes thoughtful planning and some capital to execute ideas physically in the public eye, but the effect is zero-cost. It costs companies zero dollars for people to spread the news about an effective guerilla marketing attempt by word of mouth. The consumers essentially do the mass marketing after a guerilla marketing campaign by spreading the word. This is free for businesses so the return on investment in the initial stages of guerilla marketing makes it worth it.
Guerilla marketing is not for every startup or business. It’s a decision that should be well-thought-out even if the actual advertising technique can sometimes be spur of the moment and in the public eye. Each business should weigh the risks and evaluate the pros and cons before moving forward with a guerilla marketing campaign. It can be a fun way to market a brand, but it has to align with the end goal of any business’ marketing campaign.
