Guerrilla marketing is a cost-effective marketing strategy that uses unconventional and inventive tactics to get exposure for a product or brand.
Guerrilla marketing differs significantly from other marketing strategies with certain characteristics:
- The element of surprise: Often, guerrilla marketing tries to surprise or shock the audience with unusual interactions. This is targeted in such a way that the potential customers take notice no matter what.
- Cost-effectiveness: Most guerrilla marketing campaigns have low budgets but drive great results. This trait makes guerrilla marketing resemble growth hacking.
- Interactiveness: Guerrilla marketing relies on emotions and experiences and nudges the target audience to participate in a campaign.
- Used in B2C: Emotions are a great sales driver for B2C. One would understand what the customer likes and would like to have. Appealing to those needs makes guerilla marketing effective.
- Provocativeness: Since guerrilla marketing relies on emotional interaction, campaigns are often provocative and risky. But when dealt with caution, they could impact your sales effectively.
Campaign for the homeless:
Good organization, UK, in the year 2019 created an awareness campaign that sent them spiraling up the news trends instantly. In view of creating better lives for homeless people around the city, they put up or “put down” posters that said “If this poster were a homeless person then most people wouldn’t even look down” on the pavements and other places on the streets.
This poster made people realize the extent at which they’ve been ignoring the homeless people on the streets. This created a sense of responsibility to the society within the citizens and they came forward to help the needy.
This campaign wasn’t targeted to market a company’s brand but it is still a very good example of Guerilla marketing that the organization used in capturing the attention of the people.
Capturing the attention with creativity is the motto of Guerilla marketing and can be applied for any purpose other than companies.
Guerrilla marketing differs significantly from other marketing strategies and its characteristics are:
- It’s not expensive – this strategy is mostly based on creativity, so you don’t need huge budgets to succeed.
- It is focused on the size of the audience – it strives to reach as many people as possible. This campaign reaches two groups of people. The first are those who are in direct contact with the campaign itself (they came across a marketing guerrilla message), and the second group are people who hear about this campaign from the first group. Often these campaigns also go viral because of their creativity. Viral marketing here is a kind of amplifier of the message of guerrilla marketing.
It uses a surprise factor – often the audience is surprised by the message, so they remember the message better.