4 Essential Elements of a Winning Guerilla Marketing Campaign
The main purpose of a Guerilla Marketing campaign can vary anywhere from creating brand excitement or brand awareness, to reaching a brand’s target consumer. Since Guerilla Marketing can be defined as a creative and unconventional type of advertising, you can reach your goals in an unlimited number of ways. This is what makes Guerilla Marketing one of the most powerful and creative ways for consumers to connect with a brand. Guerilla Marketing, in one form or another, has been adopted both by small and large brands over the last years. One of the main reasons many brands adopt this form of marketing is the lower costs associated with Guerrilla Marketing, as companies reportedly spend 90% less on advertising when using this creative approach.
A few key points in producing a successful Guerilla Marketing campaign are PLAN, HIRE, IMAGE, and TRACK. By carefully outlining a plan, hiring the right people for your brand, thinking of the bigger picture, and carefully monitoring results, you can ensure that your campaign is effective. Read on as we dive deeper into each of these four key elements.
So, how does Guerilla Marketing actually work? As with everything else, first, you need to decide what your brand’s specific goals are. What you are trying to achieve with your campaign, will essentially dictate how you will achieve that goal.
Here are a couple of examples:
- If your goal is to create excitement around a new product, then your campaign may include handing out samples to consumers that pose for a photo.
- If your goal is to increase sales of a specific product, then your campaign may include handing out flyers with information on where to purchase the product.
Creating a document that outlines your goals and plan of action will keep everyone accountable and give you something to reference during and after your campaign.
The success of any Guerilla Marketing campaign greatly depends on the Brand Ambassadors that are hired to work the campaign. After all, these Brand Ambassadors basically become an extension of your brand to your consumers. They represent your brand and tell your consumers what to think about your brand. Hiring experienced Brand Ambassadors who are friendly, energetic, outgoing, approachable, and well-spoken is a must. Equipping the Brand Ambassadors with all needed product knowledge to answer consumer questions is also important.
As with all types of advertising, Guerilla Marketing can have a significant visual impact on consumers. Thinking about how it all comes together and what the consumer will see, will make sure that the campaign correlates with your brand’s image. This is done in a variety of ways such as Brand Ambassadors wearing matching branded uniforms, handing out branded promotional merchandise, having a pop-up booth where the consumer can “experience” the brand, and taking photos that can be used on social media.
Whether your campaign will last days, weeks, or months, neglecting to monitor your results can hinder your performance. Once you know what results your Guerilla Marketing efforts achieved you can adjust and modify as needed for the following week or for the next campaign.
If you are still not convinced how a Guerilla Marketing campaign can work for your brand, here are a few more reasons why this type of advertising is one that is growing more and more in popularity.
Reason 1 – Consumers leave with more than just a sample or flyer, they leave with a positive impression of a brand that they would not have received otherwise.
Reason 2 – It creates buzz, excitement, and exposure for brands. Allows brand ambassadors and consumers to take photos that can be used on social media.
Reason 3 – It gives consumers an opportunity to ask questions and learn more about the product, how it is used and where it can be found and at the same time allows them to give back their feedback about the product.
Reason 4 – It provides a unique and unplanned experience for consumers. This element of surprise is more likely to become a lasting memory for consumers and will encourage them to talk about the experience with others.
Reason 5 – It teaches consumers who your brand is and allows them to connect with your brand on a deeper level building on consumer loyalty.
There are also many other reasons why Guerilla Marketing is so effective. Here is a summary of 15 Psychologically Based Facts on How and Why Guerrilla Marketing Works.
If you are looking for a new, different, and fun way to engage and interact with your consumers, executing a Guerilla Marketing campaign may just be the way to do it.
Download our free list of the best events in the SOCAL area for the summer of 2022