What is Guerilla Marketing - Ideas, Tactics, and Examples

Do you want to advertise your brand in a unique, creative way? Or maybe gauge the response of a tentative product launch? Then you should consider forming a guerilla marketing strategy.

Read below to find out exactly what that is, how it helps, and examples companies have used.

The Definition

In the advertising world, guerilla doesn't refer to rebellions or conflict. Guerilla marketing is actually an unconventional marketing tactic meant to build brand awareness without disrupting the target audience.

The strategy drives publicity by using methods designed to conjure wonder, surprise, or shock among the public. The term first appeared in the 1980s, created by prolific business writer Jay Conrad Levinson. The initial tactics reflected their time, but the strategy is still prevalent and has evolved alongside today's digital landscape.

Let's examine where it stands now.

Types of Guerilla Marketing

There are four types of tactics. Before we go into specific examples, we'll cover those.

1. Indoor: Indoor tactics include additions in preexisting environments. These add-ons can be putting in temporary artwork or putting something removable on a statue. These instances take place indoors, like shops, public buildings, or public transportation areas.
2. Outdoor: Outdoor guerilla marketing uses the same ideas as indoor, but it takes place in outside areas, like in parks, on the street, or public plazas. Consider integrating swag, giveaways, and functional promo materials as a tactic to further stretch the exposure and produce a lasting impact.
3. Ambush Event: Marketers pick a space that is guaranteed to have an audience. In-progress occurrences, like sports games or concerts, are commonly used (with permission of the host). The brand promotes its product/services in an impactful way, like a flash mob or audience plant.
4. Experiential: This type combines all of the above and invites your audience to directly interact with your brand.

Before investing heavily into these efforts, be sure you have a marketing funnel and strategic plan to capture and convert the customers and attention you capture.

3 Examples of Guerilla Marketing

Now that you have a general idea of the four guerilla marketing types, we'll provide examples. Below, we'll include a list of general concepts and previously successful campaigns from major brands.

1. Flash Mobs

Flash mobs are probably the most recognizable method of guerilla marketing. They certainly were all the rage in the early 2010s.

With this idea, a group of individuals is brought together to a specific location. These people typically act like regular pedestrians, but eventually, they all partake in a choreographed moment together. This can be anything as simple as freezing or an elaborate song and dance number. Regardless, it'll undoubtedly capture the unknowing crowd.

2. Pop-Up Installations or Shops

There's something enticing about a limited-time experience, isn't there? This goes double if you're offering free samples/services or exclusive merchandise/experiences.

Take, for example, Childish Gambino's Summertime Starts Here event. The Grammy-award-winning artist first teased the London, L.A., and New York events via an Instagram account and new website. The results were ice cream trucks giving out free cones to those in attendance. The pop-up shops took place in public spaces and were used to promote the artist's upcoming album.

3. Strategic and Stealthy Product Placement

Yes, that subtle soda can your favorite TV character is drinking is product placement. And yes, this is considered a guerilla marketing tactic. It doesn't just have recorded placement, though. It can occur at live events like the Super Bowl, fashion shows or major award shows.

A memorable example includes Fiji Water's stunt at the 2019 Golden Globes. Models dressed in blue gowns and roamed the red carpet, carrying trays full of Fiji bottles.

One model, Kelleth Cuthbert, elevated the PR move by photobombing celebrity photo ops. She stood behind notable names, like Jamie Lee Curtis and Nicole Kidman, and stared directly into the camera - Fiji bottles on full display. These actions quickly made Fiji and the model become instant viral sensations.

How to Formulate a Guerilla Marketing Strategy

If you want to adopt a guerilla marketing strategy, you need to have a firm grasp on the following:

1. Your marketing budget. First and foremost, you need to know how much you're investing in your marketing. For small business owners, guerilla marketing can be a low-cost or no-cost choice. Expert budgeting means putting your money where it'll have the most impact.
2. The purpose of your advertising efforts. What results are you looking for with your campaign? Determine your desired impact - whether it's having customers visit your store or sign up for a mailing list.
3. The benefits you offer customers. You need to know your competitive advantage. Make sure you have a total understanding of your company's unique selling points and what makes your brand stand out. Guerilla marketers focus on advertising their advantages as solutions rather than just a positive aspect of your brand.
4. Your primary target audience. Understanding your audience is a vital point of any marketing strategy. Researching your target customers and learning their preferences, characteristics, and habits is crucial. For Guerilla marketing tactics involving live events, it's especially beneficial to understand where your audience spends their time in public.
5. The marketing tools your company can work with. Use the tools you understand, can use effectively, and afford. Don't waste money on a new device simply because it's new.
6. Know how to stand out in your marketplace. You need to brainstorm ways to position yourself against competitors. Chances are, your marketplace is crowded with competitors. Guerilla marketing strategists know they're up against companies with
7. Your brand identity within the market. Your identity should reflect your personality and ideas. Small businesses have an advantage in curating their identity. Your founders are more accessible, your history is fresh, and you can show that to your audience. Customers want to interact with an approachable, meaningful brand.

Make Your Company Stand Out with A Guerilla Marketing Strategy

Guerilla marketing presents businesses with a unique opportunity. You're not just paying for a sponsored ad that someone may scroll by.

This savvy marketing tactic is about exploring your creativity and presenting yourself to your audience in a memorable way. Guerilla marketing creates a stir without flipping someone's world upside down. In some cases, it even allows you to interact with your customers directly.

All in all, guerilla marketing is an ingenious, effective way to generate mass brand awareness. But before you hit the streets, make sure you've formulated a solid plan.

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