Guerrilla Marketing Encapsulates the Entrepreneurial Experience.
Guerrilla marketing is one of the most satisfying components of business, and it encapsulates just about everything in the entrepreneurial spirit. With guerrilla marketing, success generally comes from tenacity. That, and creativity. In fact, guerilla marketing often marks the point at which the two meet. IT involves a certain brand of creativity, one that comes from a hunger, a strong desire. Guerrilla marketing compaigns tell the world you want it badly enough to go through some lengths, and in some caes, to really cause a stir.
Here are some tips for guerrilla marketing in 2014.
1. Be visual and arresting
One amazing GM campaign was launched by Amnesty International, for its campaign to raise awareness about human trafficking. It placed a woman in a clear suitcase and sent her on trips around the luggage carousel at a German airport. Naturally, the stunt went viral. The idea of someone being bought and sold, like one of the things you might put in your luggage on your trip home, isn’t nearly as arresting as the sight of it. This campaign is great because it’s extreme but in no way vulgar or tasteless, and it’s on the right side of morality questions.
2. Use Expertise
GM is all about being creative and making a splash. That might require—in a way that can be budget-friendly—gaining the service of some local creative types. Enlisting the aid of a street performer, comedian, musician, writer, or artist can be the difference between success and embarrassment.
There are ways to enlist these services at a very low cost, through networking, bartering, the use of students in need of experience, etc.
3. Involve your audience
In addition to having some talented individuals enhance your campaign, you can have your audience supply the talent. Simple examples of this theme are campaigns to name your business’s new product, select a logo, etc. Painting or writing slogans on one of your walls is another. Naturally, Twitter, Facebook, and Instagram play into this perfectly. When you get a large group of people representing your product, you enlist their social networks, the networks of those networks, and so on, easily achieving a nice snowball effect.
4. Location, Location, Dislocation
Placing your marketing campaign in the right place—a place to meet the audience—is key, even if this means leaving your neighborhood or places of usual advertising. Ikea, for example, recently mounted an Australian campaign to advertise a line of bookshelves. It took the shelves to Bondi beach and stuffed them with donated books, allowing beach goers to pick up some just-on-time reading material if they’d left theirs at home. This naturally does what every business wants for its product, which is to market it as a life-saver for customers, and to perfectly drive home the product’s value.
5. Be funny
Guerrilla marketing lends itself to humor because it involves the element of surprise, places objects in strange environments, etc. Humor can be important as a way of mitigating some possible negative effects: disruptions, the bad elements of surprise, etc. And it’s also good for the main reason humor always is, drawing people in. Most campaigns on this list involve humor. Associating your brand with the smile you put on someone’s face in the most dependable way possible is money in the bank.