Instant Recognition With Guerrilla Marketing

Startup businesses and entrepreneurial ventures often struggle with getting their product into the hands and minds of consumers. Larger businesses can use traditional and often expensive routes such as television, radio, and billboard marketing campaigns to introduce the world to their new product but smaller companies don’t have the luxury of large marketing budgets. Guerrilla marketing is low to no cost way to get smaller businesses noticed in a competitive marketplace.

Guerrilla marketing is a fantastic technique because it engages the consumer directly with a personalized message. The techniques used to expose the consumer to the brand are internalized and the consumer makes a personal connection with the brand. Instead of relying on dry marketing in literature and visual media, the consumer creates a memory of the brand.

A successful guerrilla marketing campaign relies upon creativity, stealth tactics, and subsequent viral exposure. Marketers need to strike upon a creative, engaging campaign. Whether it’s starting a flash mob during a busy event or papering cars with inventive ad, an assembled and captive audience needs to be surprised by the message. Stealth tactics make the campaign unexpected and creates the illusion of a grassroots campaign rather than an impersonal advertising technique. A well done campaign has resale value with consumers so they want to share the experience created by the guerrilla marketing campaign on social media.

Photobombing has become a primary marketing tool that utilizes an existing audience and redirects their attention to the business message. The TODAY show has a built-in audience of millions. Anchors report their news stories in front of a glass wall and behind that wall, audience members watch and wave signs for loved ones at home. MindBOX Productions recognized this as an opportunity for marketing and placed a sign that simply read “MindBOX Video Productions” behind Matt Lauer during a live report.

Suddenly, the message was no longer about Matt Lauer’s report but focused on the unexpected sign. This created chaos within the telecast. No longer listening to the report, viewers were wondering what MindBOX Video Productions was and why they were in the Rockefeller Plaza crowds. Coworkers watching the show during morning break were discussing the sign. They were pulling out their phones and looking up MindBOX Video Productions. The message was suddenly on MindBox, not the TODAY show.

The positive results from photobomb campaigns don’t stop with the end of the telecast. They become viral sensations and quickly are seen being shared on YouTube and Facebook. Whether viewers are intrigued, outraged, or amused by the guerrilla marketing, the result is instant exposure for the company and product. This increase in exposure ultimately leads to sales and overall increase in business.

Guerrilla marketing lends itself well to networking. Most guerrilla marketing techniques can integrate multiple small entrepreneurial ventures to pull off a fantastic campaign. Sticker campaigns are a popular type of guerrilla marketing. Stickers with the company logo, brand, or message are distributed throughout an area making the brand seem ubiquitous. Creating connections with local, high quality printing companies for production of the stickers or a local artist for design can increase business to both brands and create strong bonds with other businesses.

Guerrilla marketing provides a low cost, low risk way to spread the company message to consumers. A successful campaign requires only imagination and the ability to shock and awe an audience with what appears to be a spontaneous company message. A well executed guerrilla marketing campaign increases business, exposure, and profit.

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Jurgita Glodenyte

   

Jurgita Glodenyte

Jurgita Glodenyte is an online/digital & social media marketer, manager, strategist, consultant, trainer and public speaker. Her goal is to give companies she works with the tools to make them successful in a technology based economy. Jurgita has written a few books on digital marketing & social media.
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