If the phrase Guerrilla Marketing brings to mind things like civilian ambushes, sabotage, and surprise raids, then you’re getting the point. In 1984, Jay Conrad Levinson published his book Guerrilla Advertising, which introduced the idea of unconventional marketing with minimal cost and maximum impact. What we have learnt since then is that guerrilla marketing is a fantastic tool, for businesses of any size, to build brand awareness.
As alluded to above, understanding guerrilla warfare can lead to a better understanding of guerrilla marketing for brand awareness. This type of warfare involves the use of irregular forces (usually small bands of civilians) to carry out surprise attacks, against regular forces, and as a complement to regular forces’ combat efforts.
Let’s learn more about guerrilla marketing, and how it can complement your more conventional marketing efforts.
Brand Awareness, as built by Guerrilla Marketing
Guerrilla marketing started as an answer to the advertising challenges experienced by small businesses with tight budgets. The idea was do something inexpensive, but so unexpected, that it will amass even more attention than the competitions’ big ad campaigns. Well, as you can imagine, this low cost / high impact plan got plenty of attention—and it got even more when marketers started proving that it worked.
Here are the basic elements of any good guerrilla marketing campaign:
- Surprise: Your guerrilla marketing campaign should be the last thing anyone would expect, whilst still ringing true to your brand’s mission, vision, and values.
- Creativity: Remember that creativity isn’t coming up with something that hasn’t yet been invented, but rather, devising an unheard of method for conveying an existing idea. In other words, do IT, but do it differently.
- Impression: Your guerrilla marketing campaign should be something that is difficult to forget, even shocking, so that it is “sticky” in the minds of those who matter most to your brand.
- Talk Worthy: The most effective marketing campaigns are those that are the topics of conversation on social media, in the break room, and in the locker room. Talking mouths are the most valuable asset any marketing department can claim.
- Personal: If you want to shock, cause awe, and be remembered, you have to dig deep and touch something far more personal than any other brand has touched. The raunchy thoughts this sentence just conjured is an example of guerrilla marketing.
There is no limit to what you can do with guerrilla marketing. Think publicity stunt, viral video, unauthorized happenings…and you’ll be well on your way to conjuring your very own unconventional marketing gold.
Need some inspiration to get started? Here are a few examples of guerrilla marketing for building brand awareness:
- Flash Mobs: Who doesn’t appreciate a flash mob? Even the guy who’s late for work when one pops up can’t argue. And everyone’s first question after it’s finished: What company are those people with?
- Treasure Hunts: Nothing gets people involved like the prospect of winning it big. Impromptu treasure hunts get news coverage, and people seem to come out of the woodwork to get a piece of the action.
- Generous Giveaways: Again, people love free stuff, and tend to pay attention when an opportunity arises. You’ve seen people camping in parking lots to be the first 50 in line for free food, right?
- Be Controversial: Take a stand, any stand, and your brand awareness will skyrocket. You may lose some customers, but the ones who identify with your stand will compound their loyalty.
- Go Undercover: Stealth marketing involves dressing as a member of a crowd, while advertising for your brand. This not only provides social proof for your brand, it shows that you are willing to go “in the trenches.”
Guerrilla marketing is a fascinating subject with endless possibilities. Wondering how you can integrate it into your brand marketing strategy to build brand awareness? Then we suggest that you register for the How to Build a Brand FREE B.R.A.N.D. Kick Starter Online Masterclass today, to get yourself started on the path to massive brand awareness—a.k.a. brand visibility.