For those who do not really understand the concept of guerrilla marketing, here is the definition from Wikipedia:
The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to guerrilla marketing now utilize cutting edge mobile digital technologies to engage the consumer and create a memorable brand experience.
Ok, so that’s the technical definition. Let’s get real.
Back in September of 2006, CBS did an investigative report that said the average person may see up to 5,000 ads a day. Then again, there were only 12 million Facebook users, and Twitter had only been around for 5 months. Today, people are bombarded with advertisements on the internet, television, radio, their cell phone applications, in print, signage, etc. That’s a lot of advertisements to digest, I don’t think it is possible for anyone to take notice of all of these ads.
Guerrilla advertising tries to break through the “noise”, and grab the customer’s attention by some type of shock value. Let’s pretend you walk past the same bronze statue every day on your way to work. It becomes a part of the scenery, and you don’t really notice it anymore. If, however, that statue all of a sudden was painted neon green, you’d certainly notice it.
Guerrilla marketing is that neon color in your regularly dull day. Here, in picture format:
Which ad is going to catch your attention? You are used to seeing print ads in a bus terminal. You are not used to seeing plush furniture. Even though the sign is small (It’s the yellow card on the end table, advertising Ikea) the overall effect is going to catch the attention of passersby, and break them from the norm.
Many people think that Guerrilla marketing needs to be edgy. That is not necessarily true. No one would consider the picture on the right as edgy. It just has to stand out in a non-traditional way. It must be unexpected, so that it creates some reason to pay attention to it.
In order to build a successful guerrilla marketing plan, you must think in traditional ways first.
1. Does this ad maintain brand image?
2. Is there a concrete call to action that my customer will understand?
3. Are we using this opportunity to emphasize brand awareness?
4. Will it capture the target audience’s attention?
These are all questions you must ask yourself of traditional marketing, and you must consider them for non-traditional as well. Then, you’ve got to find your “Wow”. Using your product, what will your “Wow” be? What can you do that will distract consumers from their daily routines enough to pay attention to you? As is the case with social media, how will you engage your audience?
