- September 6, 2016
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Turn Your Marketing Into An 800-Pound Guerilla
One of the biggest challenges integrated marketers face is how to stand out in a crowded field and make people take note of your message. And small businesses have the added challenge of working with small budgets.
Think about guerilla marketing to cut through the clutter. You may know guerilla marketing as “in your face,” playful or quirky advertising that is placed in unique spaces for maximum impact. It’s designed to create a memorably experience or a micro-moment that gets people thinking, talking, or feeling something about your brand.
By definition, guerilla marketing is low-cost and many believe it’s the perfect way for small businesses to get a big reaction. According to Renegade Marketing CEO Drew Neisser, “Guerrilla programs usually start when a client says to us, ‘we don’t have any money but we’d really like to get some media attention.” It can be everything from the famous Weinermobile to this munched surfboard promoting Shark Week, or this ingenious sign a dentist used to advertise his services (a sign that probably cost about $10 to produce).
Jay Conrad Levinson, the guy who literally wrote the book on guerilla marketing, said of the medium, “Instead of investing money in the marketing process, you invest time, energy and imagination.”
Placement Matters
Going guerilla requires not only that you get creative about your creative, but also where you put it. This famous billboard war between carmakers Audi and BMW perfectly illustrates the point that it’s all about location, location, location. And consider this playful tactic from Mr. Clean, or this repulsive yet unforgettable outdoor sign for a facial hair trimmer. Notice how these last two examples cut through the language barrier and speak to many different people.
Guerilla marketing may pay off in another way, with valuable earned media (a.k.a. free publicity). For example, when anti-smoking initiative Truth started as a grass-roots campaign, its provocative tactics got written up in newspapers, giving them even more bang for their buck.
What Good Guerilla Looks Like
Pinterest is a great source of inspiration for guerilla tactics, showcasing some of the best work from all over the world.
If you’re still intrigued but not entirely sure it is right for you, you can always dip your toe in the guerilla marketing pool by trying it online and through your social channels. Remember, integrated marketers should aim for disruption. The first step is to get people talking…and before long, they’ll be buying, too.
