What is guerrilla marketing? Imagine you're at a house party with friends. At such an event, there's always someone who goes above and beyond to be the star of the evening. They tell one joke after another, mention their K2 summit, and eagerly share their opinion on every possible topic. This also conveys the idea that their company guarantees a good time. This approach represents classic marketing practices in which the sender is self-aware, showcases the characteristics of their products or services, and addresses the audience using the language of benefits.
On the other side of the room, a mysterious figure sits in the corner. No one has exchanged a word with him and has no idea where he came from. The enigmatic guest holds cards in his hands and performs magic tricks. After a few minutes, someone finally notices him and begins to loudly comment on the performance. Gradually, more and more interested people appear, and eventually half the party attendees gather around. Many spectators eagerly cheer the magician on and assist him during his tricks. Guerrilla marketing works in a similar way.
In the situation described, both individuals ultimately attract the attention of other event attendees. The difference lies in how much they invested and how they communicated to achieve their goal. The main goal of guerrilla marketing is to achieve the maximum effect with the minimum of costs. How can this be achieved?
Guerrilla Marketing from the Inside Out
Consumers have become accustomed to being bombarded with advertising messages at every turn. No one is capable of processing all of these stimuli, and above all, they lack the slightest desire to do so. Defense mechanisms allow them to separate the wheat from the chaff. Recipients only pay attention to messages that align with their interests, meet their needs, or are so interesting and unconventional that they cannot be ignored.
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Advertisers using guerrilla techniques strive to surprise the audience and evoke emotions. The safest option is to create a humorous creative. After all, laughter is a positive reaction that will solidify positive associations with the brand. Many daredevils also try to use elements of the environment to draw brilliant conclusions. The finished composition prompts reflection and remains in their minds, even if they are unaware of it. More daring marketers go all out and try to shock audiences by breaking taboo topics. Sometimes such attempts end in media scandal, but that doesn't necessarily mean failure. The seed has been sown, and soaring sales figures prove that the risk is worth taking.
Principles of guerrilla marketing
In guerrilla marketing, you don't need to present your offer in detail. In fact, it would be inadvisable, as it muddles the message, which must be simple and engaging. The campaign aims to generate the widest possible reach and expand brand awareness. This is the first step in the sales funnel. Importantly, if you craft your message skillfully, your audience will do the rest of the work for you. After all, if you've managed to pique their curiosity, and they don't know much about you, they'll want to learn more about you themselves. Then, you can gradually reveal more of your cards. However, remember to build momentum and not reveal everything you have to offer too quickly. As a result, interest will be self-propelled, and with it, you'll gain engagement from your users.
There are some common misconceptions surrounding this phenomenon that deserve to be clarified. Articles often claim that guerrilla marketing is a great solution for companies with limited budgets that want to generate significant reach and stand out in the market. We don't intend to dispute this, but it's not the only solution. It's worth broadening the perspective a bit. Guerrilla marketing can also be a great way to diversify the marketing strategy of more affluent companies. In such cases, it can complement conventional methods and open new avenues for reaching audiences.
Guerrilla marketing is also often perceived in the context of offline campaigns. Indeed, many outdoor campaigns have been created because urban spaces are perfect for this purpose. However, this doesn't mean that online marketing can't be disruptive. Social media, mobile apps, and websites also provide excellent environments for surprising users.
Guerrilla marketing in practice
Netflix has been setting trends in its diverse marketing approach for years. The American company utilizes the likenesses of actors, but also doesn't shy away from more unconventional approaches. An example is the installation that was installed in Krakow's Main Market Square in 2019. Next to "Eros bendato," a head sculpted by Igor Mitoraj, was a second head, this time depicting Salvador Dalí, which promoted the series "Money Heist." According to reports, the creators paid just 274 złoty for the two-week exhibition.
During the coronavirus pandemic, everyone is repeating the mantra of not leaving home unnecessarily. Streaming platforms have proven to be a blessing in disguise in a time when sitting in front of a computer or TV is one of the few available forms of entertainment. What if the nearly limitless selection of films and series isn't enough to keep people on their toes? Netflix has placed posters around cities displaying spoilers from its most popular productions. If you can't follow the rules, you'll find out what happens in the next episode.
Also noteworthy is the promotional campaign for Dawid Podsiadło's album "Małomiasteczkowy." On the day of the album's release, the singer took his place at a kiosk window next to the Palace of Culture in Warsaw. Customers could buy newspapers, sweets, sodas, and, of course, Dawid Podsiadło's new album. This move perfectly complemented the album's title and the songs, which featured many touches of provincial Polish folklore.
"The Walking Dead" tells the story of people struggling to survive in a world overrun by bloodthirsty zombies. When promoting the new season, the creators went all out, deciding to shock audiences. The promotional campaign featured a truck spattered with blood, with severed human limbs sticking out from under its open canopy. The entire composition was complemented by the series' visual identity and information about the premiere date of the new episodes.
Guerrilla marketing in online channels often boils down to reacting quickly to user comments. This was the case with a British Virgin Trains train that unfolded in a Dantesque scene. One passenger was using the restroom but ran out of toilet paper. In desperation, he called for help on Twitter. The carrier picked up his plea from the thicket of posts and sent a rescue mission. This unassuming situation captivated other users, who eagerly shared the post. As a result, the company was able to significantly increase brand awareness while simultaneously creating a positive image.
When is it worth using guerrilla marketing?
Guerrilla advertising seems interesting and effective. Emotions can lead one to believe that this is the only valid approach to marketing, and that more conventional methods are a thing of the past . However, this is merely an illusion resulting from the specific nature of the target audience. The goal of guerrilla marketing is to create a message that will go viral. Therefore, the most valuable audience will be active social media users, eager to flood the internet with comments about original creations. However, it's important to remember that this group primarily consists of younger users who love novelty and unconventional practices.
On the other hand, there are more conservative consumers who prefer a classic approach to presenting their offer. They want it clear what you can offer them and what they'll get out of it. Fireworks and gimmicks don't matter to them. Therefore, you can't get carried away by emotions. Target audience analysis plays a crucial role and will determine the success or failure of the entire campaign. You need to have at least a hunch, bordering on certainty, that your concept will appeal to someone beyond yourself, your friends, and your colleagues.
The nature of guerrilla marketing means it won't always be a good fit for brands that prioritize a professional image. In this case, the campaign must be carefully designed to avoid shooting yourself in the foot. After all, we expect doctors and lawyers to proceed smoothly and painlessly. As long as the creative doesn't contradict these strengths, it will be successful.
Representatives of professions with significantly less social responsibility have much greater scope for creativity. Restaurant and club owners, artists, and clothing manufacturers can indulge themselves. The success of products and services in these categories depends on whether they are fashionable or not. Consequently, guerrilla campaigns are an excellent way to create a unique brand image.
Guerrilla marketing is an attractive and effective formula for brands planning a decisive market entry and generating significant buzz. Companies that have become slaves to mediocrity and want to finally break through the glass ceiling can also confidently utilize it. Established companies can also attempt unconventional approaches. This way, they can enhance standard communication and remind the world of their existence. In other words, guerrilla marketing can be undertaken at every stage of a company's operation. However, it's crucial to thoroughly understand your audience and meet them head-on.
Summary
The above article covers the following topics:
- Definition and rules of guerrilla marketing
- Guerrilla marketing methods
