Imagine a realm where marketing isn’t just about traditional advertisements and promotional campaigns. Instead it’s a playground of unconventional tactics designed to leave a lasting impression and generate buzz. That realm, as it’s come to be known, is the realm of guerrilla marketing! Otherwise known as street marketing, the method targets emotion to capture attention. And since the early 2000’s, it’s skyrocketed in popularity. That’s why, in this blog, we’ve delved into its exciting world to explore guerrilla marketing’s various types, common tactics and the essential steps you should consider when developing your own strategy.
What Is Guerrilla Marketing?
Did you visit London in late 2020? If you did, you may have noticed a series of chilling billboards with bloody stakes attached to them, designed to promote the new BBC series of Dracula. During the day, the stakes appeared to be placed at random. However, at night, their position revealed a striking silhouette of the iconic horror villain. This campaign is an eye-catching example of guerrilla marketing!
Defined in the early 1980’s by business writer Jay Conrad, the offline marketing tactic uses unconventional methods to evoke surprise, wonder or shock. Often low in cost, it encourages brands to think outside of the box, push boundaries and catch people off-guard. Moreover, it’s an ideal choice for marketers hoping to target localised audiences.
What Are The Different Types?
Guerrilla marketing may at first seem niche. But the creative advertising technique does present in various shapes and forms, each with their own distinct style and impact. Some of the most prominent types include;
Street Marketing – This type of guerrilla marketing adds ‘out of place’ aspects to urban environments, like temporary artwork on pavements or – more specifically – stakes on billboards.
Indoor Marketing – This tactic is similar to street marketing, but takes place in indoor locations like train stations, airports and shopping centres.
Experiential Marketing – Focused on creating immersive and interactive experiences to forge emotional connections, this type of guerrilla marketing is a flash-mob favourite.
Viral Marketing – Going viral is the ultimate goal for many brands, which is why viral marketing encourages consumers to share word-of-mouth information about a product or service.
Ambush Marketing – Finally, ambush marketing is a practice in which a brand indirectly associates itself with a major event – like DASH Drinks recently did at Prince Harry’s highly-publicised phone hacking trial.
Though each type has its own defining feature, they all share the same goal; to create a memorable experience for consumers, and lasting-impact for brands.
Common Guerrilla Marketing Tactics
Guerrilla marketing is a great alternative to traditional and digital campaigns. The offline marketing method relies on imagination and ingenuity to beat out big budgets, instead opting for ‘brick and mortar’ strategies. But it’s important to note that not every scenario is appropriate for the stunt. You wouldn’t invite a flash mob to a funeral, would you?
Instead, certain tactics have been proven time and time again to perform, such as;
- Street Art & Graffiti – Transforming public spaces into artistic masterpieces that convey your brand’s message.
- Unique Packaging & Product Design – Rethinking how your product is presented to consumers, making it stand out on the shelves.
- ‘Stealth’ Marketing – Planting brand representatives among your target audience to influence their buying habits.
- Flash Mobs – Generating unexpected and attention-grabbing moments that leave a lasting impression and are likely to go viral.
- Treasure Hunts – Creating a custom, high-quality adventure to energise your audience.
Some tactics are more obvious than others, but most of us will have been targets of a guerrilla campaign whether we’ve realised it or not.
Our Favourite Campaigns
We know what guerilla marketing is, and we understand the tactics that are likely to perform. But without context, the concept of the creative advertising technique can be tricky to understand.
So, for inspiration’s sake, let’s explore some of the most celebrated examples of guerrilla marketing there is!
If you haven’t seen Dentistry Group’s billboard advertisement floating around social media, you’re on the wrong platform. Back in 2019, the organisation released one of the best examples of guerrilla marketing we’ve seen, highlighting the importance of a missing tooth versus a missing eyebrow.
It’s not rare for movies to invest in offline marketing, which is what the team behind Kill Bill did in 2003. With a series of outdoor advertisements in elevators and on billboards, they proved that Black Mamba wasn’t to be messed with.
This might make you itchy! In 2012, Frontline, the makers of pest and tick prevention products, installed a huge image of man’s best friend in a busy public space. The brand knew that the image would be visible from the building’s upper levels, as would humans walking across it to represent the insect illusion.
Finally, this example of guerrilla marketing conducted by relief organisation UNICEF relied on emotion to create action. With the installation of dirty water vending machines across New York, they posed the question ‘What if these bottles of water that we don’t think twice about were filled with germs and bugs instead?. It was a way of reminding us that drinking water still isn’t accessible to all.
What Should You Consider When Developing A Guerrilla Marketing Strategy?
In an online world, where digital campaigns may be the preferred method for many brands, 72% of overall marketing spend is assigned to digital marketing. But if this blog has taught you anything, it’s that offline marketing shouldn’t be ignored.
To tap into the cost-effective, creative adventure, here’s some key considerations to keep in mind.
Define Your Campaign Objectives First – Clearly outline what you want to achieve, and the audience you want to reach. Ask yourself, ‘What are they likely to remember and where are they likely to visit?.
Always Conduct Research – Explore more guerrilla marketing tactics than those mentioned in this blog, to determine which one aligns with your objectives, budget and brand personality.
Check Your Resource Allocation (And Check Again) – Guerrilla marketing does tend to be more affordable than digital campaigns, but costs for materials and permits should be considered carefully.
Create A Detailed Execution Plan – Outline the timeline, tasks and responsibilities of your campaign to ensure a smooth and successful implementation.
Monitor Campaign Effectiveness – Track and analyse the effectiveness of your guerrilla marketing efforts. This can be done via a hashtag or QR code attached to your outdoor campaign.
At LS Media and Marketing, our team of experts are on hand to identify the best marketing strategy for you. Be it a guerrilla campaign, social media advertisement or focus on PR, we’ll identify your goals, opportunities and target audience so that your time can be spent where it’s needed the most. To find out more, get in touch with us today.
