Guerrilla marketing
Guerrilla marketing uses unconventional, original, creative, and innovative techniques to reach your buyer persona without requiring a large investment.
Guerrilla marketing leverages originality to make advertising actions surprising enough to go viral and keep our brand in the audience’s mind. It’s about surprising with class, not offending or taking actions that would require you to apologize to your audience, whether in writing or through any other means.
At first, guerrilla marketing was ideal for small and medium-sized businesses because it required minimal investment and allowed them to showcase products and services in an ingenious way. But many large companies now use guerrilla marketing because they recognize the strong results it delivers.
1. Types of guerrilla marketing
Advertisers can use different techniques to execute their guerrilla marketing strategy, with the most common being:
– Outdoor. It is the most popular type, where advertising takes over an outdoor public space by placing elements that surprise passersby and encourage them to interact, like taking a photo and sharing it on social media.
– Indoor. It works the same way as outdoor guerrilla marketing but in this case, the surprising element is placed inside a building, shopping center, bus station, university, etc.
– Ambush. It happens when marketers use an event with a large crowd (fair, concert, sporting event, etc.) to give visibility to their guerrilla marketing campaign.
– Experiential. In this case, the goal is to engage the public and get them involved, actively participating in the action taking place.
– Performance. These campaigns use actors to stage a scene where the focus is on the performance itself. Flashmobs were popular some time ago, but their impact has diminished (a group of people suddenly appears and does something unexpected).
– Viral. These are guerrilla marketing actions designed with the digital environment in mind, so that users share and voluntarily spread the campaign itself.
2. Benefits of guerrilla marketing
A guerrilla marketing campaign offers many benefits to those who know how to execute it successfully.
- It gives creators complete freedom to explore their creativity, which boosts originality.
- It helps achieve short- and medium-term objectives.
- It creates memorable moments that stay with the audience for a long time.
- Brand visibility increases significantly.
- It requires minimal investment compared to the impact achieved.
- It allows a product or service to be positioned with minimal resource investment.
- It highlights the most creative, authentic, and innovative side of the brand executing it.
- Small businesses can carry it out.
- They are perfect for driving action and generating sales.
- It has a strong potential to go viral and boost brand recognition.