understand this bold strategy and how to use it.
by Jordan September 11, 2023 · Marketing
Guerrilla Marketing is a bold, innovative approach to creating major impact on a small budget.
It’s an unconventional communications strategy that relies on creativity, originality and the element of surprise to make a lasting impression. It’s not just about promoting a product or service, but creating a memorable experience for consumers, by deploying surprising and unexpected tactics. If you’re ready for a paradigm shift in your marketing approach and dare to be original, Guerrilla Marketing is for you.
The basics of Guerrilla Marketing: definition and key principles
To understand the ins and outs of Guerrilla Marketing, we need to familiarize ourselves with its definition and key principles. These are the pillars on which every successful campaign rests. So let’s dive into the fascinating world of Guerrilla Marketing.
Definition of Guerrilla Marketing
The term “Guerrilla Marketing” was coined by Jay Conrad Levinson in 1984. It refers to a set of unconventional, low-cost marketing techniques designed to create a strong, memorable impact with the target audience. The concept is inspired by the guerrilla tactics used in armed conflict, where speed, surprise and adaptability are key. Guerrilla Marketing relies on creativity, audacity and innovation to capture consumers’ attention and get them to interact with the brand.
Key principles for an effective campaign
A successful Guerrilla Marketing campaign is based on several key principles. Firstly, it must be creative and original, to stand out from the competition and attract consumers’ attention. Secondly, it must evoke emotion, to leave a lasting impression and encourage word-of-mouth. And it needs to be adaptable and flexible, so that it can react quickly to opportunities and changing circumstances.
The essential techniques of Guerrilla Marketing
Guerrilla marketing can be broken down into several techniques, each with its own specificities and advantages. Here we present the four essential techniques you need to know to make your campaign a success.
Ambush Marketing: surprise with opportunism
Ambush marketing consists in taking advantage of an event or news item to promote your brand, without being the official sponsor. This technique allows you to benefit from the visibility and buzz generated by the event, while avoiding the costs associated with sponsorship. The aim is to create a strong, unexpected link with the public, playing on the surprise effect and opportunism.
Experiential Marketing: involving consumers
Experiential marketing aims to involve consumers in an immersive and memorable brand experience. This technique is based on the staging of events, animations or interactive installations, enabling the public to discover and try out the company’s products or services. The idea is to arouse the emotions, curiosity and commitment of consumers, by offering them a unique and personalized experience.
Street Marketing: conquering urban space
Street marketing involves taking over public spaces to create direct, original interaction with consumers. This technique can take many forms, such as unusual displays, playful animations, product distributions or artistic performances. The aim is to capture the attention of passers-by and encourage them to share their experience on social networks, in order to generate buzz and word-of-mouth.
Viral Marketing: tapping into digital word-of-mouth
Viral marketing aims to create content or a communication operation so striking that it encourages Internet users to share it massively on social networks. This technique relies on the network effect and digital word-of-mouth to reach a large audience with minimal investment. The keys to success lie in the creativity, emotion and relevance of the message, which must encourage web users to appropriate and spread the campaign.
Measuring the impact of your Guerrilla Marketing campaign
To evaluate the success of your Guerrilla Marketing campaign and optimize your future actions, you need to measure its impact. Here are the main performance indicators and measurement tools to consider.
Key performance indicators (KPI)
Key Performance Indicators (KPIs) allow you to measure the effectiveness of your campaign in relation to your objectives. Among the most most commonly used in Guerilla Marketing include: number of views, shares and comments on social networks; number of visitors to your website or app; conversion rate (sales, subscriptions, downloads, etc.); or brand awareness and image (surveys, studies, etc.).
Return on investment (ROI)
Return on investment (ROI) is a key indicator for assessing the profitability of your Guerrilla Marketing campaign. It is calculated by dividing the profit generated by the campaign (sales, subscriptions, etc.) by the total cost of the campaign (creation, production, distribution, etc.). A high ROI means that your campaign was effective and profitable, while a low ROI indicates a low impact and a need for optimization.
Case studies: inspiring examples of successful Guerrilla Marketing
Many companies have succeeded in making their mark with bold, creative Guerrilla Marketing campaigns. Here are a few inspiring examples that demonstrate the effectiveness of this approach.
| Brand | Technical | Description |
|---|---|---|
| Red Bull | Street Marketing | The famous energy drink brand organized soapbox races and parachute jumps from space to promote its bold, dynamic image. |
| Nike | Ambush Marketing | During the 1996 Olympic Games, Nike managed to steal the spotlight from the official sponsor, placing giant billboards and handing out products to the athletes. |
| Coca-Cola | Experiential Marketing | The brand installed interactive vending machines in public places, offering free drinks and surprises to passers-by who interacted with the machine. |
| Blendtec | Viral Marketing | The blender manufacturer created a series of viral videos entitled “Will it blend?”, in which the founder destroyed unusual objects (iPhone, golf ball, etc.) with his products. |
Why Guerrilla Marketing is a strategic asset in your marketing arsenal 5 reasons to adopt it now
Guerrilla marketing has many advantages for companies wishing to stand out from the crowd and make a strong impact with their target audience. Here are five key reasons to adopt this approach now.
Firstly, Guerrilla Marketing saves money by offering an excellent impact/budget ratio. By focusing on creativity and originality, you can reach a large audience with minimal investment. Secondly, this approach encourages emotion and memorability, creating a unique and memorable experience for consumers. Thirdly, Guerrilla Marketing stimulates word-of-mouth and virality, encouraging consumers to share and spread the campaign on social networks.
Fourthly, Guerrilla Marketing strengthens brand awareness and image, by positioning the company as innovative, daring and close to its audience. This approach is adaptable and flexible, enabling rapid response to opportunities and changing circumstances. So don’t hesitate to integrate Guerrilla Marketing into your marketing strategy to boost your visibility and impact with your target audience.
