Guerrilla marketing can be an effective marketing strategy for small businesses because it is cost friendly, efficient, intriguing, and less committal than other marketing methods. If you are still on the fence about using guerrilla marketing in your business strategy, this article is for you.
Cost Friendly
Guerrilla marketing is all about finding unique and low cost ways to interact and intrigue your target audience. There are 4 key forms of this strategy: ambient, experiential, performance, and ambushes at events. These categories are all about the consumer’s interaction with the brand – so this makes it easier to spend less money on extravagance.
Example: Recently here in Summerville, SC they hosted the Flowertown Festival. Our friend Rob from Black Circle Records was not able to get a vendor table at the event, so he used a guerilla marketing strategy instead. He sent his son to the festival with $5 vouchers to hand out. This way he could build brand awareness and hopefully draw people into his storefront.
Guerrilla Marketing is Efficient and Intriguing
Because this marketing strategy focuses on unconventional and intriguing tactics, it can be an efficient form of marketing. With some classic campaigns, it is necessary for people to interact with the brand’s ad multiple times before the brand will stay top of mind. If done correctly, a guerrilla marketing campaign can help you shoot up and become top of mind quickly.
Example: Remember Fiji water girl at the red carpet? Everyone was talking about Fiji water after ONE “interaction” with the brand.
Less Committal
Many marketing strategies can be a long time commitment (think radio ads or billboard marketing). While some guerrilla marketing strategies (mostly ambient) do involve contracts and working with other businesses – many of them are all you! While you will have to keep yourself accountable, you are less likely to have to keep another company accountable as well.
Guerrilla marketing can be an amazing marketing strategy for your small business if you are looking for a cost friendly and effective way to stand out from the crowd. Just make sure you don’t do anything illegal!
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Feel free to share your thoughts with me, I can be reached at vivian@theseasonedmarketer.com!
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