Usually, the term ‘Guerrilla’ is associated with warfare, and using it alongside ‘Marketing’ sounds pretty vague. The popularisation of digital marketing has made terms like ‘SEO, SMO, PPC, Email Marketing’, etc so common these days amongst modern marketers that the untapped potential of other tested Marketing strategies is often overlooked. However, Guerrilla Marketing isn’t a new concept and goes way back to the 1980s.
The term Guerrilla basically refers to actions or activities performed in an impromptu way. Apply this to your regular marketing strategies and you’ll have an unconventional tactic that can attract interest and boost sales, at a pretty low-cost. If executed perfectly, Guerilla marketing stunts can prove to game-changer for a brand and draw in results like no other advertising campaign.
Guerilla marketing uses in-your-face promotions and leverages viral marketing or word-of-mouth to reach the target audience. Let’s now discuss the different approaches(or types) of Guerilla Marketing.
Famous for its Guerilla Marketing tactics, the firm Altterrain states the 4 basic types of Guerrilla marketing techniques as follows:
As the name suggests, Outdoor Guerrilla Marketing is an awe-inspiring advertising campaign that leverages the outside environment of a target place, to grab the attention of the consumer.These are usually executed on a street level like temporary artwork on streets or other forms of signage or objects to surprise audiences.
The basic concept behind Indoor Marketing is quite similar to that of the Outdoor technique. However, the difference between the two is that the Indoor tactic targets indoor places like university campuses, train stations, metro stations, shopping malls, etc.
This technique is also referred to as participation marketing. It is similar to pop-up advertisements and marketers leverage the audience of ongoing events like music shows, racing events, sports events, etc to market/promote their products/ services in an unconventional way.
Experiential Guerilla Marketing falls under all of the above categories since it can be indoor, outdoor, or ambush. However, it all comes down to the execution which largely depends upon public engagement, and how they contribute towards the success of the stunt.
Here’s a checklist that we have drafted for you to execute your Guerilla marketing strategy effectively:
Just like every other marketing tactic, Guerilla Marketing also requires a well-planned strategy to get the desired results.