When is guerrilla marketing a good fit for you?
In the words of the man who coined the term “guerrilla marketing,” Jay Conrad Levinson, this is guerrilla marketing:
“I’m referring to the soul and essence of guerrilla marketing which remain as always — achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.”
True guerrilla marketing is typically for smaller businesses. The nature of the word guerrilla lends to smaller companies and groups who must use all resources possible in a variety of ways, just to keep up with the bigger businesses with many more resources. The goal is to do something that has the possibility of having a huge impact without necessarily spending large amounts of money. However, many large companies have adopted guerrilla marketing as well, if you include advertising using non-traditional media in the definition.
Though guerrilla marketing can be hard to define, there is one thing it is not. It isn’t traditional media. Though it may cost money, the point isn’t to spend money but to do something unique, different, and impactful. These types of campaigns try to do something completely new, something that may not even by thought of as advertising, but that has the potential to have a large impact. Look outside the normal scope of billboards, newspapers, magazines, etc.
Can you take a risk?
Many reasons why big businesses don’t often try guerrilla marketing is because of the risks associated. When you go big with a campaign, you may see big results, but you may also fail big. A smaller company can take the poor publicity with such a failure, but this will have a much larger impact on a big company. Guerrilla marketing tends to have more risks associated because you’re trying new things. Often there isn’t much research to back these ideas; you just have to take a chance.
Direct contact with consumers
Another common goal of guerrilla marketing is to be in direct contact with consumers. It’s important to discover if this is something that lends itself well to your company. A proper campaign needs to be constructed so that consumers interact with you memorably.
Call to action?
The best guerrilla marketing campaign drives the consumers towards something or makes them act. It keeps the company in the mind of the consumer and drives them to purchase something or even to check out more on the Internet. It has to connect the brand to the event and carry it from there. Often a viral video is created after the fact, which prolongs the impact of the event.
Guerrilla marketing campaigns have the ability to have a huge impact on your company, both for good or bad. If you take the time to plan and research, and are willing to take a few risks, it can end up paying off big for you. Do you have any guerrilla marketing ideas or campaigns that have worked for you? Let us know in the comments below!