Marketing has become so ubiquitous that people can switch from one channel to another without even realizing it. This means that for businesses who want to make a splash, a more unconventional approach may be necessary. Here, guerrilla marketing comes in.
Guerrilla marketing is an approach to marketing that cuts through the noise of the traditional channels and focuses more on creativity, imagination, and non-traditional tactics to promote a product or service. The objective is to surprise and delight customers, and with this, create greater brand awareness and loyalty. In this article, we are going to delve deeper into the power of guerrilla marketing and how to make your brand stand out.
Understand the Power of Guerrilla Marketing
Guerrilla marketing can be defined as a set of marketing strategies, actions, and tactics that are aimed at catching people’s attention and creating brand awareness in a unique and engaging way. So why is this type of marketing so powerful? Firstly, it is relatively low-cost, and secondly, it is highly targeted. A good guerrilla marketing campaign can generate buzz quickly and reach a very specific target audience with a message that resonates with them.
Companies like Red Bull, Ikea, and Volkswagen are known for their successful guerrilla campaigns, which were able to engage people in a fun and memorable way. Red Bull’s «Stratos» campaign, for example, involved Felix Baumgartner diving from the edge of space, which generated a lot of buzz and brand awareness. Similarly, when Volkswagen wanted to promote its new Tiguan model, they decided to showcase the car by hiding it in a forest and challenging people to find it, creating a sense of excitement and mystery for potential customers.
Tips for Creating a Successful Guerrilla Campaign
Now that we understand the power of guerrilla marketing, let’s look at some practical tips for creating a successful campaign.
1. Know your audience: The first rule of marketing is to know your audience. In order for your guerrilla campaign to be successful, you need to know who you are targeting and what they care about. Create a customer persona and tailor your campaign to speak directly to them.
2. Be creative: When it comes to guerrilla marketing, creativity is key. Look for opportunities to create something that is outside the box and can capture people’s attention. For example, Airbnb staged a pop-up house in London to promote their service, which generated a huge amount of social media buzz.
3. Create a strong message: The message you are trying to convey should be clear and concise. Make sure your campaign has a strong, memorable tagline or concept that will stick with people long after they’ve seen it.
4. Use social media: Social media is a fantastic tool for guerrilla marketing. Make sure your campaign is hashtag-able and easy to share on social media, so that people can help spread the word.
5. Be aware of legal restrictions: While guerrilla marketing can be fun, it is important to be aware of legal restrictions. Make sure your campaign doesn’t violate any laws, regulations or guidelines, and always get permission if necessary.
Examples of Successful Guerrilla Campaigns
Here are some examples of successful guerrilla campaigns that have captured people’s attention and generated a lot of buzz.
1. KitKat’s «No Wi-Fi» Campaign: KitKat, the popular chocolate brand, created a campaign for people who wanted to disconnect from their devices. They set up a bench in Amsterdam that had a Wi-Fi jammer installed, meaning that people could sit there and enjoy their chocolate bar without any distractions.
2. Lay’s «Do Us a Flavor» Campaign: Lay’s created a campaign that allowed its customers to come up with new flavor ideas. They encouraged customers to submit their ideas using social media, and then the winning flavors were produced and sold in stores.
3. Heineken’s «Worlds Apart» Campaign: Heineken created a campaign where they brought together people with opposing views to see if they could find common ground over a beer. The video of the campaign went viral and generated a lot of social media buzz.
Final Thoughts
Guerrilla marketing can be a powerful tool for businesses who want to make a big impact with a small budget. By thinking creatively, targeting the right audience, and creating a strong message, businesses can generate buzz quickly and effectively. However, it is important to be aware of legal restrictions, and always make sure your campaign is in line with your brand values and messaging. By following these tips, your guerrilla campaign can be a success and help your brand stand out in a crowded market.