In the competitive world of marketing, it is increasingly difficult to stand out from the crowd. Large companies with billion-dollar budgets grab the attention of consumers, while small businesses struggle to survive in a hostile environment. But what if there was a strategy that allowed the Davids to take on the Goliaths of the marketplace? Such a strategy exists, and it’s called Guerrilla Marketing.
What is Guerrilla Marketing?
Guerrilla Marketing is a marketing strategy that seeks to impact the consumer in an unconventional way, using creativity and limited resources. This technique is based on the idea that a small business can outperform a large company if it uses cunning and originality in its communication and promotion.
Features of Guerrilla Marketing
- Creativity. The key to Guerrilla Marketing is creativity. It is about finding innovative and surprising ideas that capture the public’s attention and generate impact.
- Low budget. Guerrilla Marketing is based on the use of limited resources, making it ideal for small businesses with small budgets.
- Focus on the consumer: Guerrilla Marketing focuses on the consumer, and on finding new ways to connect with and surprise them.
- Originality: Originality is essential in Guerrilla Marketing. It is about looking for new ways of doing things, and avoiding clichés and conventional formulas.
Guerrilla Marketing Examples
- Red Bull’s advertising campaign. The energy drink brand Red Bull is known for its spectacular guerrilla marketing campaigns. In one of their most famous actions, they organised the highest free-fall jump in history, so that he could jump from the stratosphere, generating great repercussions all over the world.
- “The Exorcist” movie marketing action: To promote the re-release of the movie “The Exorcist” in 2010, a vending machine was installed on a busy New York street, which, instead of soft drinks, ejected a surprising scene from the movie, generating great impact among passers-by.
- Burger King’s advertising campaign: The Burger King hamburger chain launched a guerrilla marketing campaign in which it offered a free burger to customers who dressed as clowns from McDonald’s, its main competitor.
How to apply Guerrilla Marketing?
- Know your audience: To apply Guerrilla Marketing, it is essential to know your target audience. Identify their interests, needs and concerns and find creative ways to connect with them.
- Seek originality: To stand out in a saturated market, it is essential to seek originality. Think of new ways of doing things, and avoid conventional formulas. Aim to surprise the consumer and generate an impact that will make them remember your brand.
- Use available resources: Guerrilla Marketing is based on the use of limited resources. Use whatever you have at hand, such as your creative skills, social media, community events, etc., to generate impact.
- Be bold: Guerrilla Marketing involves taking risks and being bold. Don’t be afraid to step out of your comfort zone and try new things. As long as they are within legal and ethical limits, creativity knows no bounds.
Benefits of Guerrilla Marketing
- Lower investment: Guerrilla Marketing is cheaper than traditional marketing strategies, which makes it ideal for small businesses with small budgets.
- Greater impact: By using creative and original techniques, Guerrilla Marketing has a greater impact on the consumer, which translates into greater brand awareness.
- Differentiation: Guerrilla Marketing allows companies to stand out in a saturated market by differentiating themselves from the competition and generating greater interest in their brand.
When to use Guerrilla Marketing?
Guerrilla Marketing is an ideal strategy for small businesses with small budgets, looking to stand out in a saturated market. It is also suitable for companies that want to connect with their audience in a more emotional and creative way. However, it is important to note that Guerrilla Marketing is not suitable for all companies and situations.
Frequently asked questions
Is Guerrilla Marketing right for my company?
Guerrilla Marketing is suitable for companies that want to stand out in a saturated market, and have a limited budget. However, it is important to assess whether this strategy fits your company’s needs.
What are the main Guerrilla Marketing techniques?
Some of the most common Guerrilla Marketing techniques include surprise actions in public places, viral marketing, social media advertising and community events.
Guerrilla Marketing is a marketing strategy that allows small businesses to stand out in a saturated market, using creativity and limited resources.
This technique is based on originality, surprise and emotional connection with the consumer, and can generate greater impact and brand awareness. If you are looking to stand out in your market and have a limited budget, Guerrilla Marketing may be the solution you are looking for.