What Are Guerrilla Marketing Campaigns?
Defining Guerrilla Marketing
Guerrilla marketing is one of those terms that gets bantered around with the assumption that everyone knows what it means. You may recall hearing about guerrilla warfare in a distant history lesson, which is where a small group of combatants use a range of tactics to gain the element of surprise over a larger, more traditional army. Guerrilla marketing follows a similar although less violent flow. It refers to any unorthodox methods of marketing outside of conventional boundaries that will be unexpected enough to cause a stir.
The name of the game is to increase awareness though an offbeat, unconventional method that will create a social buzz. Consumers turn off to many long-established marketing methods, like TV adverts, which many use as a tea break or with technology like Sky+ just fast forward through them. If correctly executed, guerrilla marketing campaigns will cause enough of a commotion that people will not just 'snap out of it' and pay attention, they will actively want to share it or seek it out to see what the fuss is all about.
The Impact Of Guerrilla Marketing Campaigns
Social media now plays a large role in guerrilla marketing because it enables fast communication with an almost unlimited number of people. The Internet as a whole is a fantastic platform for marketing but it is the consumer involvement that ultimately makes any guerrilla marketing campaign a success. Initially it needs to only shock, surprise or evoke a strong emotion in a few because once they've engaged with the brand they'll take to Twitter, Facebook and other social media websites to share their reaction. Every person who sees the campaign will not only share it with others but remember the impact of it compared to a traditional advert that often gets tuned out. The more interactive the method, the better. Nikon used a motion activated paparazzi billboard, Fitness First transformed bus stops into public weigh-ins and Coca Cola made their message stick with Velcro.
Guerrilla Marketing Starts With An Original Idea
Guerrilla marketing campaigns don't have to be as big as these examples to make an impression. Clever graphic design and print marketing can still cause a reaction; just think of your response if you turned the page of a magazine and a very big, real-looking spider popped out! Guerrilla marketing should be a low cost exercise that delivers a high level of exposure if it generates enough interest. Changing the shape and dynamics of an advert, adding physical dimensions to it, placing it in unusual locations, incorporating props and different materials are all ways to reach and engage with audiences. It all starts with one very original idea and a graphic design agency that can take the first step to making the campaign a reality.