Brands often use guerrilla marketing to boost engagement and awareness. It’s usually effective as the right strategies can be impactful for consumers and the general public. There are also many other benefits to this unconventional marketing tactic.
Guerrilla Marketing Meaning: Breaking Down This Unconventional Strategy
What is guerrilla marketing? It is a marketing strategy wherein marketers use uncommon, unique, or bizarre marketing tactics to promote a brand, product, or service. The concept is derived from guerilla warfare, a tactic used in combat where a group uses irregular or unconventional methods to fight against rival forces. These irregular methods often come as a surprise to the other party, allowing those engaging in guerrilla warfare to win the battle.
The term “guerrilla marketing” was coined by Jay Conrad Levinson in 1984. Years later, it is a common tactic brands use to make their offerings more popular. Unlike traditional marketing strategies like sales emails or digital marketing, guerrilla marketing offers no predetermined marketing method. It’s often left to the marketer’s creativity. The strategy should surprise people as it presents the product or service in unexpected ways.
This creates a buzz in the market, generating organic engagement and interest in the brand. It also makes word-of-mouth marketing, as people often talk about the marketing method with friends and family. The marketing strategy targets the people’s subconscious and unconscious minds to bring about popularity. It’s also often an inexpensive method.
Benefits of Guerrilla Marketing
Guerrilla marketing is unconventional and carries several risks. That’s because it will not always be successful and can sometimes deliver the wrong message. Despite these risks, many companies still use the strategy to promote their brand, products, and services. This is because it also comes with several benefits that marketers should not neglect.
1. Wide Reach Through Virality
Why is guerrilla marketing effective? One reason why this strategy is never off the table is because it allows brands to go viral. If the marketing tactic is effective, it will often shock consumers and even the general public. Generating this type of buzz will make people talk about the brand or promotion.
Moreover, even those outside the brand’s target market may discuss the marketing tactic. It will be even more effective if influencers start talking about the campaign, as the value of influencer marketing has gone up in recent years.
It’s especially effective because nearly everyone has access to social media. People will photograph or record the event and post it online. This can make the event go viral and leave a memorable impression on viewers. It can even travel national borders as people worldwide can witness the campaign. The brand can naturally be exposed to millions of people.
2. Low Cost
Many guerrilla marketing ideas do not cost much. They depend heavily on unique or unconventional tactics to generate buzz and reach consumers. Hence, the tactic is not only effective at getting a broad audience, but it also does so at a very minimal cost. This is beneficial for companies with low marketing budgets or those that are just starting.
3. Emotional Impact
Most guerrilla marketing strategies rely on emotions to go viral and reach their target audience. They aim to connect with people, allowing them to feel surprised, amazed, happy, angry, or sentimental. The most effective campaigns leave a mark on the hearts of others and motivate them to spread the word. Moreover, these emotions can also impact their purchasing decisions.
4. Lasting Impression
When done right, guerrilla marketing tactics can leave a lasting impression. It can linger in the minds of consumers and the general public long after the campaign is done. The best campaigns even make the news or mark a turning point in certain events. This facilitates brand recall and allows it to enter public consciousness, helping it remain in business for longer. Effective campaigns also encourage potential consumers or current customers to learn more about the company and its offerings.
5. High Return on Investment
Guerrilla marketing is a low-cost affair, so it can yield a high return on investment when effective. Brands can spend a small amount on the campaign but gain a lot in terms of brand value, brand awareness, and even sales. At times, some campaigns even cost nothing to prepare and launch. This will only benefit the company as it does not need to pay anything to raise awareness.
6. Builds Relationships
Many campaigns allow businesses to collaborate effectively with local organizations, charities, educational institutions, and businesses. This will enable brands to partner with other entities they otherwise would not have before. As a result, they can build lasting relationships with others and reach their target market more easily. It also opens up future business partnerships with these other organizations.
7. Allows Small Businesses to Compete
Small businesses often do not have a large budget for marketing campaigns. As such, they must be creative and resourceful to raise awareness and get their products and services out there. Guerrilla marketing helps with this as it is a low-cost marketing strategy that can generate popularity. It allows small businesses to compete head-to-head with more prominent, established brands.
8. Opportunity to Establish Brand Identity or Advocacy
Gone are the days when companies only needed their products and services to fulfill a consumer need. Brands must have distinct identities to stay relevant in public consciousness. It also helps when they have advocacies, core values, or beliefs that people resonate with. Consumers are more conscious and particular about choosing brands with values they can stand by. A brand without values can only gain so much traction.
Guerrilla marketing helps brands establish the kind of identity and values they want to portray. An effective campaign is emotional and may even send a message to onlookers and consumers. This allows the brand to leave a lasting impression and establish who they are and what they believe in.
The Element of Surprise
Making a lasting impression through guerrilla marketing can be difficult. It requires creativity and out-of-the-box thinking from marketers. The most important thing is for companies to utilize the element of surprise to impact consumers and the general public. If done well, companies can benefit from the campaign in many ways, allowing them to stay ahead.
Is your business struggling to come up with an effective marketing campaign? Tanner Grey can help. We offer the best marketing services to businesses of all kinds. Contact us online or call today at 844.500.1339 to learn more!