The intense competition in marketplaces today means that we are constantly bombarded with ads, discount offers, and promotions all vying for our attention. In 2017 alone, a staggering amount of $13.23 billion was spent on video ads by US companies.
The markets are saturated with brands trying to capture customer interest. According to a survey, 32% of the participants believed that there are just too many ads now on social media.
This advertising oversaturation makes it increasingly difficult for brands to stand out and connect meaningfully with their audience. In such a competitive environment, a carefully planned and well-executed guerrilla marketing campaign can make an impact.
Read on to see what a guerrilla marketing campaign is and how to design it.
What is Guerrilla Marketing?
Guerrilla marketing is an unconventional and highly creative marketing strategy that helps in capturing customer attention. It requires very little investment but manages to make a significant impact.
The idea is to create out-of-the-box campaigns to surprise and engage the audience in unexpected ways. These campaigns are set up in public spaces or unexpected mediums to deliver the message and get exposure for the brand.
How to Design a Guerrilla Marketing Campaign
Such a campaign can deliver outstanding results if carefully planned.
- Begin by deciding your main goals for the campaign. What is it you want to achieve? Do you want to boost your brand’s presence or launch a new product? Do you want to engage with a local community? This will help you decide the way you approach your strategy.
- It is extremely important to be clear on who your target audience is. Take time to study the demographics. What are their preferences or pain points? You could have surveys conducted and use social media analytics to get the research done. This will give a clear picture of what resonates with them.
- Brainstorm different ideas and see which one is unique yet cost-effective. The focus has to be on creativity instead of the budget.
- Select spots and venues that receive a high footfall. Think of places that will catch people off-guard.
- Work in collaborations. Sometimes bringing local artists and influencers on board can help make the message go viral.
Guerrilla marketing thrives on imagination and resourcefulness. Be imaginative. Think spontaneous. Springing a surprise onto the audience is sure to make them pay attention!
Pros and Cons of Guerrilla Marketing
Let us take a look at some of the features of these strategies that give them an edge over conventional advertising styles.
Pros
- They are cost-effective making them ideal for small businesses and start-ups.
- They have a high impact due to their unconventional style. Such bold, unique and surprising events immediately grab attention.
- These clever campaigns have the potential to go viral. They trigger conversations both online and offline. And what better mode of marketing than word-of-mouth?
- Such activations are usually localised so they can target specific audiences.
- They can help boost recognition and make the brand stand out from the competition.
- Guerrilla marketing stirs emotions by breaking away from traditional advertising norms. They often elicit strong emotional responses from the audience such as humour, awe, excitement or curiosity.
However, sometimes these guerrilla marketing strategies can backfire. Let us see how.
Cons
- The results can be unpredictable as they depend on the reaction from the public which can sometimes even fall flat.
- If the message gets misinterpreted it can harm a brand's reputation.
- Guerrilla campaigns can focus on specific locations only, limiting their scalability. They may not be suitable for the broader market.
- They are time-intensive and the planning, and execution need a significant amount of time and creativity.
- Most importantly, there can be legal and ethical concerns. Risks of violating local laws or public property rules can result in penalties or fines.
Successful Examples of Guerrilla Marketing
Let us study a few examples of successful guerrilla marketing in action.
- One of the most creative examples is Kopparberg’s “Turn Cans into Jams” campaign, developed by Bigger Agency.
This ingenious campaign transformed the mundane act of recycling into a fun and interactive experience by allowing participants to turn their empty cans into live music moments. A Swiss army truck was repurposed and fitted with a recycling wheel and then made to go around parks in London. The truck played music sessions in exchange for used bottles and cans given by people for recycling.
This activation exemplified how guerrilla marketing can combine sustainability with entertainment to capture audience attention and market a brand's message.
- An outdoor example was Coca-Cola’s "Happiness Machines". Vending machines were placed in public areas and university campuses and these dispensed surprise gifts such as flowers, pizzas, and soda bottles. This activation was a way of spreading joy while promoting the brand's feel-good image.
- An indoor guerrilla marketing example was IKEA’s subway station room installation at Auber Metro station in Paris. Five individuals stayed in that room for five days creating an interesting attraction and garnering immense attention. This strategy turned an everyday commute into an immersive experience and showcased IKEA’s products in a relatable, fun setting.
- Another brilliant example was Ballyhoo Media’s Floating Billboards campaign. The company planted billboards on 60-foot-long barges that were floating up and down the water channels in Manhattan and Brooklyn. This helped the marketing agency gain immense attention from the public.
These campaigns highlighted the power of guerrilla marketing in breaking through the noise and connecting authentically with the audience.
Guerrilla Marketing Formats
There are many forms and formats guerrilla marketing can take. Let us take a look at two popular ones.
Outdoor Guerrilla Marketing
Outdoor marketing thrives on the inventive use of public spaces to deliver eye-catching campaigns that disrupt routine. It could be in the form of:
- Street Art: Iconic examples include large-scale murals or 3D sidewalk chalk art. McDonalds once painted their popular fries on a pedestrian crossing to grab the attention of passers-by.
- Flash Mobs: Brands like T-Mobile have used flash mobs to create viral content, such as impromptu dances in train stations.
Indoor Guerrilla Marketing
Indoor spaces like malls or airports provide high foot traffic areas for innovative and surprising campaigns.
Final Word
Guerrilla marketing is an innovative and cost-effective way of capturing audience attention in a crowded marketplace. Although it may not be suitable for all sorts of campaigns, it can work wonders for many.
So be bold. Be creative. Take your target audience by surprise.
By stepping away from old traditional methods, you can change your brand’s visibility and redefine how your audience connects with you.
