What Is Guerrilla Marketing?
Guerrilla marketing was invented in 1984 by Jay Conrad Levinson. He conceptualised guerrilla marketing in non-conventional ad campaigns are executed on a low budget to create a buzz in public spaces. This advertising strategy uses low-cost marketing techniques to generate maximum exposure for a product or service. It is different from traditional ways of advertising such as print media, television ads, billboards, etc. This type of marketing focuses on creating shocking and memorable images or activities that lead to attracting people’s attention. It relies on human interaction and spreads by word of mouth and social media.
Features of guerrilla marketing
Guerrilla marketing is an innovative and very complex strategy. It focuses more on reach rather than frequency. These are the important features of guerrilla marketing:
- This type of marketing involve in unusual interactions with potential clients. Guerrilla marketing aims to shock or surprise its target audience.
- This marketing strategy is cost-effective as they have a low budget. But, have a great result.
- Inter-activeness is an important feature of guerrilla marketing, as it relies on emotions and experiences. It pokes the target audience to participate in a campaign.
- Guerrilla marketing is used in B2C (business to customer) because here emotions are a great sales driver.
- Campaigns using guerrilla marketing are risky and provocative since they rely on emotional connection.
Types of guerrilla marketing
Among various types of guerrilla marketing, these are the most popular ones:
Outdoor marketing
Outdoor guerrilla marketing is a strategy in which something unusual is placed in an outdoor environment. This may be adding something to a statue, placing a huge cut out of a cupcake in the park, or putting things in the street. This tactic is a bit risky but receives a lot of attention. It is also very cost-effective.
Indoor marketing
In this type, enclosed public spaces are used to generate the hype. Railway stations, museums, and university campuses may all fall within this category. A flash mob is an excellent example of indoor guerrilla marketing. It shocks the audience and makes it memorable for them.
Ambush marketing
Here a product or service is promoted in a surprising event such as a concert or sports event. This strategy is used by many companies to save money and still capitalise on a major event, concert, or competitor’s event. This strategy allows a brand to access the rival’s audience while producing a memorable event.
Stealth marketing
This strategy aims to market to the customer without letting them notice it. This is a low-cost strategy. There are many undercover TV ads that actually try to sell something else but display other things.
Ambient marketing
This marketing strategy strives to blend into a natural environment. Promotions on a bus seat is an example of ambient marketing. It is a subtle type of guerrilla marketing to minimise the risk of pissing off the customers.
Experiential marketing
The fundamental component of experiential marketing is to create an unforgettable experience for your target audience and allowing them to connect with a brand symbol. It is placed anywhere such as outdoors, indoors and at events.
Viral or buzz marketing
This technique focuses on word-of-mouth distribution. This tactic, which is frequently used in social media, depends on a single person sharing company content with their friends, family, and social network. Guerrilla marketing depends on consumers to spread awareness of a brand or product.
Projection advertising
This type uses the strategy of fascinating ads on the sides of buildings or bland walls. This helps to personalise promotions, especially for events. It is different from the traditional way of advertising and requires less money.
Grassroots marketing
This is a low-cost marketing strategy and depends on people’s time. Handing out flyers or pamphlets is an example of grassroots marketing. Small and local companies generally use this technique as it is a simple and cost effective strategy.
Advantages and disadvantages of guerrilla marketing
Guerrilla marketing is innovative as it surprises the customers. However, this technique also has some risks. Following are the advantages and disadvantages of guerrilla marketing:
Advantages
- Low budget: Guerrilla marketing is a budget-friendly option and depends on unconventional methods for interaction. In this strategy, imagination and innovation is more important than the budget.
- Go viral: With millions of customers present online, these marketing campaigns can easily go viral and gain exposure. It creates a memorable impression on the consumer’s mind.
- Memorable: They are innovative and leave a lasting impression on the customers. These campaigns leave customers amazed, impressed, and wanting them to learn more about the product/service.
- Gain insights: These strategies can capture people’s reactions and helps to better understand how the customers feel about the brands.
- Wider reach: These campaigns are creative and can have a wider reach.
- Build partnerships: Together with a venue, an event, or another brand, you might be able to develop a profitable alliance.
Disadvantages
- Less structured: These marketing campaigns are often less structured, increasing the likelihood of failure. Due to this, customers may not get a consistent message or may misunderstand the message.
- Adverse sense: Some people may not like to receive such marketing messages. Sometimes it creates controversies and puts consumers at risk of being adversely impacted.
- Unpredictable: Some forms of guerrilla marketing are unpredictable. These might embarrass, annoy or frighten people.
- Lack of approval: Executives who would prefer to spend marketing funds on more dependable tactics may not approve a campaign if it is too risky or unusual.
What makes guerrilla marketing campaigns successful?
Guerrilla marketing campaigns are successful because of their unconventional approach and ability to be memorable. Consumers like to feel surprised by marketing campaigns. Making an impression on a customer is the main objective of a guerrilla marketing campaign, and this strategy may be more effective than more straightforward ones.
Is guerrilla marketing illegal?
The legality of a guerrilla marketing tactic depends on the specific activity and local rules (e.g., permits, use of public space, property rights, safety, and advertising codes). Some approaches may be permissible with the right permissions, while others can be unlawful if they involve trespass, vandalism, or regulatory violations. Before launching a campaign, review venue policies, obtain required approvals, and check applicable regulations for the jurisdiction. When in doubt, consult qualified legal counsel.
Avoid assumptions about universal legality; check venue rules, permitting requirements, and any advertising or public‑space restrictions before launching a campaign.
How to set up a guerrilla marketing campaign?
Guerrilla marketing not only needs a lot of creativity but also an action plan. These are the six steps you need to follow in your marketing strategy:
- It is important to know your audience’s desires, fear and pain points to trigger emotions with your marketing strategies. Crafting a customer profile will help to create activities and messages for them.
- Set specific, measurable, accurate, reliable and timely objectives for your campaign. Take the help of previous results to set KPIs for your guerrilla marketing campaign.
- Analyse your environment to understand what people are talking about at the moment. This helps to develop ideas to surprise and delight customers.
- Conduct a brainstorming session to generate some ideas. This can help to develop a technique according to customer’s preferences.
- Consider all the factors that can lead to failure before executing the plan. Make changes accordingly, and always be ready with a plan B.
- Measure the results of your marketing campaigns. Keep an eye on your brand’s mentions in the media. Conducting surveys among customers is the best way.
Guerrilla marketing is the practice of employing non-traditional methods to generate interest in a business, product, or brand in place of traditional ones. To attract clients through more engaging tactics, the company adopts a more straightforward approach to marketing by utilising free or inexpensive ways. The popularity of this marketing strategy has grown as a result of the widespread use of mobile and linked technology, which can focus on specific consumer target groups and amplify messaging. This strategy can prove out to be helpful if carried out with complete planning and assessments.
