A Guide to Guerilla Marketing for Businesses
Competition for ad space is fierce in today’s world. From their TV and phone screens to radios and billboards, consumers are constantly bombarded with ads. Companies need to be creative in devising unconventional methods of promotion to maintain the public’s interest. Often, guerilla marketing is employed to beat out the competitor.
The ingenuity and fresh tactics employed with this form of marketing can build up a positive image of one’s brand. However, this marketing technique needs to be done with enough planning to ensure smooth and flawless execution.
What is guerrilla marketing? We explore this popular form of marketing and how it can be used to drive sales and growth for your business.
What is Guerilla Marketing and Why Does It Work?
Guerilla marketing is an advertising strategy in which a company uses surprise or unconventional marketing methods to promote a product or service. These methods are often low-cost but yield maximum results largely due to the element of surprise.
If you’re thinking of guerrilla warfare, you’re on the right track. “Guerilla warfare marketing” draws its inspiration from the tactics in a warfare context, only this time you are ambushing, sabotaging, or raiding your target audience.
Guérilla marketing can be an effective marketing tactic if companies come up with imaginative campaigns. The element of surprise not only increases your customer’s engagement with the product or service, it also makes a big impression which means they are more likely to remember your brand. It’s low-cost, high reward ratio makes it an ideal strategy for small businesses or those with a tight marketing budget.
The History of Guerilla Marketing
The guerilla marketing definition was curated by the late business writer Jay Conrad Levinson in his 1984 book Guerilla Marketing. He was the first to use the term in describing unconventional marketing methods.
Being an ad-man himself with a background in psychology, Levinson understood the need for businesses to turn to innovation where financial or other resources were limited. The term grew in popularity among the industry. The book sold over 21 million copies and Time magazine named it one of the top 25 best business books. Today, guerilla marketing is one of the best-known brands in history. Levinson taught guerilla marketing at the University of California in Berkeley for 10 years and even went on to write several books in other professional areas. His guerrilla concepts have influenced marketing all over the world—his books appear in 62 languages and are required reading in MBA programs worldwide.
Types of Guerilla Marketing
Guerilla marketing tactics fall under several categories:
Guerilla Marketing Examples
Most tactics of guerilla marketing employ more than one category at a time and various organizations even include them in larger campaigns. Some examples are:
Guerilla marketing is a go-to tactic for most companies for its ability to efficiently sell products and services. If you’re exploring different marketing strategies like guerilla marketing, LeadJig can take your efforts to the next level. We’re transforming the way financial professionals identify, target, and deploy marketing. Talk to us to learn more about how we can help your business.