Guerrilla marketing is all about unconventional communications. These tactics need a heightened imagination put into the campaign, lot of investment of time & energy. This often happens in unexpected places but make a high-impact impression.
But, executing a memorable guerrilla marketing campaign isn't as easy as we speak.
And if you don't just get the right mix of creative, shocking & so cool elements together, it has higher chance of backfire.
We'll start with some basics around where it came from and how it works, followed by an examination of how it can be carried out successfully.
Before that, Roots of Warfare :
The term was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies like ambushes, sabotage, raids, and elements of surprise used by armed civilians.
Guerrilla marketing is often best understood when it's observed, hence you understand without much context, the whole idea of guerrilla marketing can be a little confusing, so let’s see it along with some examples.
Colgate delivering message right into user’s tooth
Types of Guerrilla Marketing
Outdoor Guerrilla Marketing :
This adds something to pre-existing urban environments, like temporary artwork on sidewalks and streets, etc Viral marketing is a highly visible form of guerrilla marketing these days. A successful viral campaign basically spreads like wildfire. Like you tell two friends, they each tell two friends, and so on. Hence doesn’t require much in terms of resources, and has the potential to be unstoppable.
Indoor Guerrilla Marketing :
Similar to outdoor guerrilla marketing, only it takes place in indoor locations like train stations, shops, and university campus buildings.
Experiential Guerrilla Marketing :
A mixture of everything said until now, but probably executed in a way that requires the public to interact with the brand.
Few more interesting examples: