Do you want to promote your products or services in a creative and cost-effective way? Then guerrilla marketing is probably a good option for you. Keep reading, because here at Brainfood Marketing we’ll explain where it comes from, what it’s about, and how you can apply it to ignite your creativity.
GUERRILLA MARKETING
The term “guerrilla marketing” was coined in the 1980s with the publication of the book “Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business” by author Jay Conrad Levinson. Inspired by guerrilla tactics, organizations with few resources that had planning based on surprise factor and generating impact.
And so guerrilla marketing was born, a set of techniques and strategies where creativity, ingenuity, and innovation are the core of its execution. Combined with low investment in advertising and presentation in unconventional media, they allow the message to be delivered differently to our target audience.
And where can guerrilla marketing be presented? It can be everyday spaces with which we interact every day, intervened to convey a message, generate an impact, or an experience that persists in the memory of the audience to which they are directed.
So, whether you have a small or large company, guerrilla marketing is a clever and creative way for people to know about your products and services.
TYPES OF GUERRILLA MARKETING
If you want to know which type of guerrilla marketing to implement, here we explain the different ways to do it:
Ambient marketing
This technique consists of taking over an interior or exterior space to present the message related to the brand or product.
To ensure the impact of the campaign, it must be creative, very visual, and the spot must be frequented by many people.
An example of this campaign is the one carried out by Frontline, a spray for fleas and ticks. A giant image of a dog was placed on the floor of a shopping mall, and when viewed from above, people could be seen passing over the dog as if they were ticks.
Experiential marketing
The objective of this technique is to directly involve the audience in interacting with the advertisement, creating a creative and memorable experience.
An example of this was the campaign created by Sprite in 2012 in Rio de Janeiro, which set up a large shower in the form of a soft drink dispenser. Although only water came out, it still simulated the drink. People on the beach were very hot, and bathing this way created a surprising and memorable experience for the audience.
Performance marketing
Uses actresses or actors to perform unexpected actions to attract the attention of the audience, the most famous being flashmobs.
An example of this type of marketing is the one organized by Fox, a television channel, to promote the launch of its series “Glee” in Italy in 2009.
Covert advertising
This type of advertising is more commonly seen in online marketing, and the message is conveyed by influencers who make videos talking about products they have supposedly purchased and explain all the benefits so that their audience becomes interested in acquiring the product.
Viral marketing
This type of technique is usually executed in the digital world, and its objective is to create interest and for the audience to decide to share and spread the message.
An example is the “Ice Bucket Challenge” created in 2014 by Pete Frates, a former college baseball player who was diagnosed with ALS (amyotrophic lateral sclerosis), a neurodegenerative disease that causes muscle weakness, loss of movement, and difficulty speaking, breathing, and swallowing.
The challenge consisted of recording a video receiving a bucket of ice-cold water and then nominating another person to donate money and do the same in 24 hours. “The objective was to raise resources for the research of the sclerosis that Frates and thousands of people around the world were experiencing.
BENEFITS OF GUERRILLA MARKETING
Guerrilla marketing can help position your business creatively and memorably using various ingenious techniques. Additionally, we list other points of interest:
- It allows you to achieve short and medium-term goals
- You can position your brand through viral content
- You will demonstrate that your brand can be innovative and creative
- It requires little investment
- It is memorable as you can create incredible experiences for your audience
CONCLUSION
If you have limited resources but a strong desire to impact your target audience, consider guerrilla marketing as a good option. If you need a marketing agency to create your campaign, do not hesitate to contact us. Remember that your first consultation is on us!
