The word “guerrilla” sounds very bad to many people. In fact, the word guerrilla alone may not have a good meaning, but when combined with the word marketing, it creates a concept called guerrilla marketing, which we will discuss in this article.
Guerrilla marketing is not a form of negative advertising, it is a form of marketing that raises brand awareness among a large audience without them realizing it.
Since this style of marketing is very unconventional, there is no easy way to explain it. Guerrilla marketing is usually easier to understand when viewed, so in this article we want to point out the best practices in this area and successful examples of guerrilla marketing so that you can better understand it.
We’ll start with an introduction to where this style of marketing comes from and how it works, and then we’ll look at how successful it is.
What is Guerrilla Marketing?
When we hear the term “High Converting Traffic“, most people think of guerrilla warfare as logical, because it’s the name of this style of marketing. In war, guerrilla tactics depend largely on the element of surprise. Related Articles
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But how does this relate to guerrilla marketing? In marketing, guerrilla sales techniques work mainly on the element of surprise. This series tries to create completely unconventional campaigns that attract people unexpectedly during their daily programs. You will see its appearance in some of the following examples.
The term was coined in the early 1980s by the late business writer Jay Conrad Levinson, who wrote several books on guerrilla tactics in a number of professional fields. Of course, at the time, marketing in general seemed very different, and while guerrilla marketing is still in use today, the growing digital landscape is changing. You will see its appearance in some of the examples below.
Low cost gorilla marketing
What really makes marketers enjoy guerrilla marketing or gorilla marketing is its relatively low cost nature. Real investment here is a creative and intellectual investment – but not necessarily expensive to implement. In his article on “guerrilla content,” Michael Brenner points out that it’s easy and inexpensive, where he describes this style of marketing in the same context as reusing existing content, such as using specific sections of a report. And put each of them in a blog post. This is an investment of time and may not save you money.
In a way, guerrilla marketing works by reusing your audience’s current environment. Evaluate it and find out which parts of it can be reused to use your brand.
Types of guerrilla marketing
As it turns out, guerrilla marketing is a good advertising method. There are actually several subtypes of guerrilla marketing:
Outdoor guerrilla marketing
It adds something to previous urban environments, such as placing movable objects on a sculpture or placing temporary works of art on sidewalks and streets.
Internal guerrilla marketing
Similar to guerrilla marketing outdoors, it only takes place indoors, such as train stations, shops, and university buildings.
Guerrilla Marketing Campaign Event
Using an audience at an ongoing event – such as a concert or a sports game – to promote a product or service in a significant way is usually done without the permission of the sponsors of those events.
Experimental guerrilla marketing
This is similar to the above, but it is implemented in a way that requires public interaction with the brand.
So far most of us have come to realize that the whole idea of selling guerrilla warfare can be a bit confusing, so we can better understand it by looking at a few examples of guerrilla marketing.
A few examples of guerrilla marketing to inspire your brand
1) Bounty
You can’t help but be impressed by the guerrilla marketing of Bounty Paper Towel. By installing a symbol or large object on the streets of New York, such as a magnifying glass or a cup of coffee and a large piece of ice cubes melting into a giant, the name or brand can be used in the best possible way using the least words. People advertised.
You may be wondering, “Can’t a brief billboard ad do the same thing?” The answer is no. Culturally, we have begun to choose every possible way to remove advertising from our lives. That’s why we love things like DVRs and ad-free options on video streaming services like Hulu and YouTube. Ignoring this campaign is not that simple. After all, if you come across a large ice cream the size of your bed and it is melting when you go to work, you stand and look at it. Get Crowdsourced Site Traffic, This is actually the purpose of advertising.
Great action: Identify the biggest problem your product or service solves. Then find an unconventional way to distribute it to the public, preferably without words.
2) GRAMMYS
This method may not be entirely fair, as it has no role in “real life”. But if so, could it be great? The GRAMMYS Music Awards conference created a video to promote the nominees for their album of the year, showing what happens if the posters of the nominated artists themselves start singing.
Doing so may seem impossible. But imagine, what would you do if you could make music posters for your brand? Again, this is different from a billboard ad, because when you walk next to a wall of paper ads, such as in New York City, you do not expect them to start moving.
Needless to say, this idea is not suitable with this amount of budget, because it may require some technical work to be implemented. But even if you can put a moving or digital image among a large number of still images, especially in a place that is surprising, such as a brick wall, people start looking at them and therefore attract their attention. do .
Think about it: Think of things your audience might miss every day, and do something unexpected and interactive.
3) Frontline
When we first see this picture, it may occur to us that “someone is taking that dog away from those flies.” But if you look closely you will find that the dog is not real and also the flies are not real. The first is a picture of a dog, and those spots that look like flies are actually human.
Because Frontline is the maker of flea prevention products for dogs, they were able to fill the entire floor of this large, public space with this image. The brand knew that many people walk in that space every day and many people see it from the top of the building and this image creates the illusion of dogs and insects.Related Articles
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Again, this campaign is different from traditional marketing because it is not just about sending a simple message that is likely to be ignored. In fact, this guerrilla marketing creates a kind of random human interaction that reminds the viewer what the product is doing.
Important action:
Find out how people might inadvertently interact with your marketing messages. Although your product or service may not address issues such as insect repellent, there are ways to get people involved in the campaign.
4) Burger King
Separating from a person we love is hard to do, let alone when that friendship is spread online in public. This is what happened here, too, when an Instagram user shared his opinion of his “girlfriend”‘s burger King story in this post. There was only one problem. This boy has another girlfriend. This story was created through Instagram comments:
After the comments became the headlines of a newspaper, many speculated that the whole story might have been made by Burger King. And if that were the case, we would not be able to respect them. Burger King has almost a million followers on Instagram. Compare that to your rival McDonald’s 2.1 million main followers. And although we are not sure how many followers they had before this famous collapse, it is reasonable to assume that it has at least attracted more attention to its presence on social traffic, at least in this particular context.
Interesting point: Guerrilla marketing has become digital. Think about where your audience is physically present – then show them your ads. While we can not accept lies, we can admire creativity, so do not be afraid to use feedback to attract people.
5) UNICEF
We are as guilty as anyone else of wasting money on a bottle of mineral water.
That’s why the guerrilla marketing campaign echoed from UNICEF, asking, “What if the water bottles you waste money on are filled with dirty water?” This was a reminder that in many parts of the world, the entire population does not have access to clean drinking water.
So instead of safely spending the money on a bottle of mineral water, UNICEF should offer it to try to bring clean drinking water to these areas. He did this by creating temporary vending machines that sold dirty bottled water, and each button was shown as a disease caused by a lack of clean drinking water.
Important note:
Guerrilla marketing also works in the private sector. And while scary images are often an effective way to communicate your mission, they are a way to convey it at a lower cost than other methods.
6) GoldToe
Are you a clothing company looking for an unconventional way to market your product? Why do people always like to use the hardest way to advertise?
Guerrilla propaganda is theoretically so simple that it sounds like a story. But when the GoldToe brand needed a way to stimulate the launch of its new outfit, it did exactly what it did, placing these new outfits easily on sculptures across New York. And while we can not be sure of the path that GoldToe has taken, we sincerely hope that the material used in the ads is not genuine, which makes the campaign even more budget-friendly.
Great action: Do not overdo it. Sometimes the idea that’s your stupidest idea may be your best idea.
7) Shark Week
The Discovery Channel reminds beach visitors of Shark Week by placing these bitten boards along the shores.
Other simple examples of guerrilla marketing:
- The Alzheimer’s awareness-raising organization developed a clever marketing strategy involving city maps. These free maps of the city of Hamburg were presented in tourist booths. When users opened the map, they saw only an unmarked road, indicating confusion and a sense of placelessness associated with Alzheimer’s disease.
- There is no shortage of stairs in the world and many methods of guerrilla marketing genius use stairs for their advertising. This IKEA ad reminds users how IKEA furniture is designed to save space in your home.
- Crossings are another urban structure often used by the guerrilla Yaban market. In this example, a cleaning company demonstrates its cleaning power on a sidewalk.
- Duracell adds its flashlight posters to areas with a light source, reminding users of the power of Duracell.
- Copenhagen Zoo covers a local bus with a custom design that attracts attention throughout the city.
- Colgate places toothbrush-like sticks in ice cream, reminding children (and adults) of the importance of brushing.
I hope that by reading this article, you can be inspired by these examples that you have brought to you, especially if you are promoting a smaller brand or brand. Do not be afraid to collect the content of these campaigns extensively – after all, it is the creative approaches to your work that help maintain the savings and internal nature of guerrilla marketing. Remember: Get people where they are and show your brand. Listen to people and act on them, as well as invite them to participate in your brand or company advertising campaign.
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