If you’re looking to reach a large audience and get the word out about your product or startup, marketing can be an exceedingly difficult and expensive process. But if you’re also creative and enjoy thinking outside the box, there might be an alternative: guerilla marketing.
Guerilla marketing is a type of marketing that uses unconventional methods to deliver messages for various products and services. Traditionally, it’s been employed by small start-ups with few resources that don’t have the budget for traditional advertising strategies such as TV commercials or billboards.
But guerilla marketing has been gaining momentum in the business community over the past decade, and is being used successfully by companies from around the world. In fact, guerilla marketing has even been used to distribute free food to people in need!
According to a study conducted by PackTrack System Solutions, guerilla marketing is a more cost-effective way of reaching a large number of people than traditional methods such as banner ads or TV commercials. In fact, according to PackTrack’s research, 24% of companies have found that guerilla marketing was more cost effective than traditional advertising strategies.
This statistic should give you an idea of how successful guerilla marketing can be when carried out correctly.
What is Guerrilla Marketing?
While it’s a bit of a misnomer, guerilla marketing is actually a types of marketing 2022 that encompasses a wide variety of unconventional methods to reach a large audience. This includes everything from giving away free products at events to creating an event around your product or service that people will want to attend.
In other words, guerilla marketing isn’t really one specific type of marketing strategy. Rather, it’s the mindset behind many different marketing strategies. The idea behind guerilla marketing is to consistently come up with new and creative ways to get your product or service in front of as many people as possible, without investing thousands upon thousands in advertising dollars.
Guerrilla Marketing Types
Because guerilla marketing isn’t really one specific type of marketing, it’s hard to pinpoint specific types of guerilla marketing. But there are several basic strategies you’ll want to keep in mind when coming up with your own guerilla marketing campaign.
1. Buzz marketing
Buzz marketing is the idea of creating a buzz around your product or service so that it becomes a household name. For example, have you ever heard of the movie Snakes on a Plane? Chances are that if you’re reading this, then you have.
Snakes on a Plane was a movie that had quite a bit of buzz going into its release. It was advertised heavily on TV and radio stations, and received lots of free media coverage through the internet and other forms of traditional media outlets.
2. Stealth marketing
Stealth marketing is the idea of reaching your customers and potential customers without letting them know that you’re actually doing so. For example, you might offer a free product or service as a way to get your name out there before you take it to the next level and start charging for it. Or, if you want to reach customers in a large area where you don’t have as many customers as you’d like, simply giving away free products or services can be another form of stealth marketing.
3. Viral marketing
Viral marketing is somewhat similar to buzz marketing, but it typically involves getting a message across via word-of-mouth rather than traditional forms of media. For example, if you’ve ever watched The Oprah Winfrey Show, you probably know about various products and services that have gone viral thanks to the show’s audience.
4. Taking advantage of social media
With all of the social media sites out there, it’s easy to reach your customers. But the key is using these sites to your advantage. For instance, if you’re a business that wants to reach a large number of people with one message over time, then try utilizing Facebook or Twitter as a way to spread awareness for your product or service.
5. Ambient marketing
Ambient marketing is similar to viral marketing, but it usually involves spreading your message as people go about their daily lives. This means that you can try to reach those at grocery stores, gas stations, and other places where people stop to shop and fill up their tanks.
6. Public relations or advocacy marketing
Finally, public relations or advocacy marketing is a type of guerilla marketing that involves making sure that the public and media know about your product or service. For example, if you’re a business trying to sell a new product line to the public, then getting the word out about it through news stories and other forms of traditional media would be another form of public relations.
7. Ambush marketing
Ambush marketing is a form of guerilla marketing that involves sponsorships and product placement within a sporting event or other type of public event. For example, if you’re a business that sells ice cream, then sponsoring a summer concert would be another form of ambush marketing.
8. Cause-related marketing
Cause-related marketing is, as the name suggests, a type of guerilla marketing that involves linking your product or service with a good cause. For instance, you might try to spend some time each month volunteering at an animal shelter as a way to promote your business. However, you should only do this if it’s authentic and genuine to your company’s values and beliefs.
9. Projection advertising
Projection advertising is a form of guerilla marketing that involves using projections to display messages in public areas where people spend time. For example, if you’re trying to sell an herbal supplement or other type of natural remedy, then you might project messages onto the sides of buildings where people are likely to be, such as along highways near popular tourist destinations.
10. Public art
You don’t necessarily have to use a large billboard in order to make sure that your product or service is noticed. As an alternative, you can use public art in your guerilla marketing campaign.
Astroturfing is a type of guerilla marketing that involves using pseudonyms to promote your product or service. This is sometimes referred to as “fake grassroots.”
Auctions are one of the oldest forms of guerilla marketing, since they’re basically about getting people to buy something for more than it’s worth. For example, you might offer a prize for the best comment on your Facebook page or Twitter feed. Or you might offer free gifts with purchases over a certain amount in your store.
13. Money-back guarantees
Finally, another type of guerilla marketing is giving people money back guarantees on their purchases if they’re not satisfied with their purchase for whatever reason.
14. Grassroots campaigning
Grassroots campaigning is another type of guerilla marketing that involves promoting your product or service in a natural, unforced way. For example, you might avoid handing out flyers at the local airport and instead work in the airport gift shop where you can talk to people casually about your product or service.
15. Guerilla Robots
Guerilla robots are somewhat similar to billboards, but they’re different in that they’re computer-controlled programmable robots that display messages on their own.
Guerrilla Marketing Examples
Stencil Graffiti Artworks – Founded in the 1970s, Stencil graffiti artworks have since been used to promote a multitude of products and services. In Chicago, for example, the Guerrilla Marketing Machine has been known to use its stencils to promote a variety of causes from protests against Wall Street corruption to marriage equality.
Bumper stickers – Bumper stickers or “bumper tags” can be a form of guerilla marketing that involves using bumper stickers as a way to grab passerby’s attention on their way to work or school. While most bumper stickers are simple advertisements aimed at getting people to buy something from the brand, some bumper sticker companies have taken pride in displaying messages on their bumper stickers as a form of art or satire.
Flash Mob – Flash mobs are a form of guerilla marketing that involve gathering a group of people to perform some sort of activity, be it dancing or singing, in public places. The idea behind flash mobs is that the group will attract attention to themselves by performing something unusual in public. However, there are some free speech issues with flash mobs because it can be used as a way to intimidate passersby who are worried about being part of the mob if they don’t join in whatever activity or performance is being put on by the mob.
Sticker bombing – Sticker bombing is another type of guerilla marketing where stickers are placed on various objects. Sticker bombing can be used as an alternative to graffiti for those concerned about their image.
Stickers – Stickers are another form of guerilla marketing that can be used to promote products or services or to satirize a product or service.
Sticker Bombing – Sticker bombing is a type of guerilla marketing where stickers are placed on various objects. Sticker bombing can be done as either a form of vandalism or as a form of artistic expression and commentary.
Creative Viral Videos – Creative viral videos are a form of guerilla marketing where the video is created for the sole purpose of going viral in the public media.
Web sites – Web sites are a form of guerilla marketing that can be used to promote a variety of products and services including an organization’s product or service, a charity, or a political candidate.
Poster Artwork – Poster artworks can be used as an alternative to billboard advertising when trying to promote your product. This allows you to make changes in order to fit within certain regulations when it comes to displaying advertisements on outdoor displays.
Treasure Hunts – A treasure hunt is a form of guerilla marketing that involves hiding something somewhere in the city or other location that the treasure hunt is being conducted.
Word-of-mouth – Word-of-mouth is a form of guerilla marketing that involves recommending your product to friends and family as well as making recommendations to strangers. This can include writing letters to the editor endorsing your business.
Urban exploration – Urban exploration is another form of guerilla marketing where people go into parts of the city or other area where they normally wouldn’t be allowed to go in order to take pictures for blogs or social media posts about their exploits.
Creative Landing Pages – Creative landing pages are a form of guerilla marketing that involves creating a landing page in order to get potential customers to sign up for marketing emails or newsletters.
Publicity stunts – Publicity stunts are a form of guerilla marketing that involve doing something unusual or unexpected in public places in order to get attention. This includes leaving “tip jars” filled with cash around town to promote your product, giving away free samples of your product, and performing activities such as flash mobs or painting pictures on the sidewalk.
Coupon Code – Coupon codes are another form of guerilla marketing that involves offering discounts on products and services either through paper fliers, social media posts, or other forms of advertising.
Creative Billboard – Creative billboards are a form of guerilla advertising that involves designing billboards in order to draw attention to the product or service being sold.
Banner Hanging – Banner hanging is another form of guerilla advertising that involves hanging banners in locations where they aren’t normally allowed, such as over expressway overpasses.
Email Marketing – Email marketing is a form of guerilla marketing that involves sending emails with links to your website for the sole purpose of receiving more visitors. This can be done using either existing emails or emails created by third parties designed specifically for this purpose.
Colgate Cavity Campaign – The Colgate toothpaste company has been known to use guerilla marketing in the past by placing plastic molds designed to fit over peoples’ mouths in unexpected places in order to warn them of the dangers of poor dental hygiene.
The Church of Scientology – A well-known example of guerilla marketing involves Scientology recruiting new members by leaving business cards showing their location in local libraries.
PETA – A well-known example of guerilla marketing involves PETA’s protests against animal abuse by leaving fake dead animals around cities with flyers encouraging people to stop eating meat.
Company Cars Animation – One example of guerilla marketing that involves the arts is the “Company Cars” animation created by Noodles and Toast Productions. The animation was later used as a commercial to promote the company’s services.
Kanye West and JAY-Z – An example of guerilla marketing involving music involved Kanye West and JAY-Z recording a song called “H*A*M” in order to promote their clothing line, which had been removed from shelves by most retail outlets.
Toyota Prius – A well-known example of guerilla marketing involving cars were Toyota Prius cars being given away on an episode of “Deal or No Deal” in order to promote the car.
Advantages of Guerrilla Marketing
High credibility – Guerilla marketing has been said to have a high level of credibility because it has been used by businesses for decades without anyone actually seeing its use in commercials.
Low cost – Guerilla marketing doesn’t require much money to be spent on advertising. This makes it much more cost effective than other types of advertising.
Low risk – For the most part, guerilla marketing is completely risk free when compared to other types of advertising, which can often be very expensive.
Fast results – Guerilla marketing doesn’t require many people to be employed in order to get the greatest results, which can sometimes take several months or even years for other types of advertising campaigns that require much larger teams to accomplish.
Great reach – Guerilla marketing is known for having a very high reach when it comes to advertising, with many cases recording hundreds of thousands and even millions of views for their video.
Highly targeted – Guerilla marketing allows you to reach your audience in ways other forms of advertising can’t, such as by getting posters in locations where they aren’t normally allowed. This allows you to target specific demographics based on their location and interests.
Disadvantages of Guerrilla Marketing
Unprofessional – Guerilla marketing’s main problem is that it is often seen as being unprofessional due to its use by smaller businesses. This is slowly changing as the trend towards guerilla marketing becomes more common, with major companies using it more regularly.
Opportunity cost – Guerilla marketing requires the use of time that could otherwise be spent working. This includes things such as drawing up posters or coming up with new campaigns to use for guerilla marketing.
In order to have an effective guerrilla campaign, it is important to understand your audience, including who they are and what they want from your product. In order to do this, you must ask questions such as:
Guerrilla Marketing Principles
Unexpected – guerrilla marketing must be unexpected in order to gain the attention of people. This can be achieved through things such as creating adverts for products that aren’t normally advertised, or by placing posters in unusual places.
Keep it simple – guerrilla marketing is known for its simplicity, meaning that the simpler your design the better. This is because people are less likely to throw away something they can easily understand, like a picture of your product instead of a massive poster with thousands of words on it explaining how great your product is.
Limit channels – It’s important to only spread out your guerilla marketing efforts across a few channels so that you can control where your message is being seen.
Humorous – guerrilla marketing is known for being humorous, which adds to its creativity. This is because people naturally enjoy humor more than they enjoy reading words.
Disguised – guerrilla marketing must be disguised so that people don’t realize that it’s actually advertising for your business or product.
Cheap – guerrilla marketing is said to be cheap, in essence requiring little money to execute. This isn’t because it requires little manpower, but rather because it doesn’t require much money in order to go viral.
Guerrilla Marketing Is Also Known For Two Main Effective Promoting Techniques
- Viral Marketing
Guerrilla marketing’s main principle that allows it to go viral is the same principle used by amateur marketers who spread their product across social media outlets like Facebook and Twitter. This is done by asking people questions about their views of your product on your guerilla campaign’s website or blog, which can then be used on your guerilla campaign’s YouTube channel. This allows you to gain free exposure by people sharing your video with their friends, which is used for viral marketing.
- E-mail Marketing
Guerrilla marketing is known for using e-mail marketing in order to spread its reaches further. This is done by gathering the e-mails of people who are interested in your product and sending them an email detailing where they can find more information about it.
An effective guerilla campaign usually consists of several different types of advertisements, each serving a different purpose while also working together to spread your message further. It’s important to think about what type of advertisements work best while also thinking about what kind of budget you want to spend on advertising. The following are some of the types of advertisements that can be used in guerrilla marketing:
Banner ads – banner advertising is one of the most common forms of guerilla marketing, because it allows you to place an advertisement to your website on other sites for relatively little cost. This type of advertisement typically consists of a picture (or animated gif) and text about your product, which is placed on top or at the side of another website’s page. Though this has become more difficult due to ad-blocking software that prevents people from seeing banner ads, it is still one of the most effective forms of guerilla marketing.
Posters – posters are the most inexpensive form of advertising, and they typically consist of a picture (or animated gif) and text about your product. This is the most common form of guerilla marketing due to its affordability, and can be used to advertise any kind of product.
Publications – publications are another cheap form of advertising that works by people seeing one part of the publication and then seeing more on your page after doing a search related to your product. This is more effective for products that aren’t normally advertised because people don’t typically search for them or even know they exist.
Flyers – flyers are one of the more creative forms of guerilla marketing, as they allow for creative designs and an effective way of describing your product. Flyers can be used in a variety of ways, such as being distributed on the streets or giving them out at a festival. This is dangerous for businesses, so it’s important to use flyers appropriately and be sure to have a plan in place in case there’s a problem.
Videos – videos are extremely popular due to their effectiveness over other methods of advertising. They can go viral on their own or by being used as part of a guerrilla campaign with other advertisements.