When you hear the term guerrilla marketing, naturally you think of guerilla warfare and troops secretly storming the shores of its opponent. The term has little to do with warfare however it does correlate with guerilla warfare. So, what is guerilla marketing and how can you use this in your marketing mix?
Guerrilla marketing tactics
Guerrilla marketing is similar to guerilla warfare as it uses tactics that depend mostly on the element of surprise. Storming the shores, sort to speak, it is an ambush of creative raids that disrupt the norm. This tactic sole purpose is disruption and catching you off guard. Coined by the author Jay Conrad Levinson, the ways have evolved on implementation in new and creative ways. How has guerrilla marketing evolved?
The evolution of guerrilla marketing
Guerilla marketing has been around since the 1970’s but wasn’t truly identified and revolutionized by Jay Conrad Levinson in 1984. Since then, the advertising landscape has changed quite a bit. Although it seems like a tactic uniquely on its own, HubSpot describes these it does have a few categories that fall under this marketing tactic.
- Outdoor – this category includes adding some sort of element to an already existing urban environment. For instance, a message on the sidewalk or crossing.
- Indoor – like outdoor guerilla marketing, however, it takes place indoors like on a train or store.
- Event ambush – this is probably one of the most interesting ones and most intrusive as the brand is interrupting an event by driving hard a message.
- Experiential – using any of the above but with the added component of making the audience interact with your brand.
Not all brands can leverage this tactic or pull it off. It takes some serious creativity, planning, and organization to pull it off. At the end of the day, this tactic is to disrupt and get the audience thinking about your brand.
Have you had any success with guerrilla marketing? If so, which tactic have you used? Share your thoughts and comment below. And don’t forget to read up on other marketing-related geeky stuff on my blog.