Imagination, unconventional marketing strategies and striking images are the pillars of Guerrilla Marketing. The principles of this advertising strategy are based on taking the customer by surprise, making an indelible impression and creating copious amounts of social buzz.
My name is Jesse van Doren, founder of Brize, a social media marketing company and advertising agency whose aim is to fully optimize your marketing campaigns. Implementing Guerrilla Marketing campaigns, my team and I have helped dozens of companies, both in the Netherlands and abroad.
What is Guerrilla Marketing?
Guerrilla Marketing is referred to as an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. Therefore, it results ideal for small businesses that need to reach a large audience with a rather small budget. Big companies can also make use of guerrilla marketing and gain valuable results when they create grassroots campaign to compliment on-going mass media campaigns.
Implementation with Brize
Apply the “memory retention approach”; which is centered on displaying your offering from a new and clever point of view. The smarter the campaign, the more memorable it will be. At Brize, we make sure that campaigns are dynamic by enlisting unknown participants. We also make it endearing: People are appealed to free things, therefore, many engaging guerrilla campaigns are tied to free giveaways. And last, but not least, we make it memorable, interactive and subtle.
Types of Guerrilla Marketing campaigns
1. Outdoor Guerrilla Marketing: This refers to adding something to preexisting urban environments. For example, putting temporary artwork on sidewalks and streets.
2. Indoor Guerrilla Marketing: Similar to outdoor guerrilla marketing with the difference that it takes places in locations such as subways, shops or university campus buildings.
3. Event Ambush Guerrilla Marketing: This involves leveraging the audience of an in-progress event to promote a particular product or service. Such process has to be done in a noticeable way, and usually without permission from the event sponsors.
5. Experiential Guerrilla Marketing: This compiles all of the above types of Guerrilla Marketing, however, it is executed in such way that requires the public to interact with the brand.
Advantages of implementing Guerilla Marketing
- Cheap to execute: This form of marketing, whether it is giant banners or simple stencil, tends to be more economically affordable than classing advertising.
- Allows for creative thinking: Imagination is key when it comes to guerrilla marketing, it is at the core of this marketing technique, becoming even more important than budget, and at Brize we pride ourselves of being a team of creative thinking marketers.
- Grows with word-of-mouth (WOM): Guerrilla advertising relies heavily on word of mouth, which could be considered one of the most powerful tools in order for your marketing campaign to become successful.
- Publicity can snowball: Some unique guerrilla marketing campaigns could get picked up by local or even national news sources, resulting in a publicity powerhouse affect that marketers drool over.
Examples of successful Guerrilla Marketing campaigns
- Frontline
Frontline is a maker of flea and tick prevention products for dogs. The company decided to fill the entire floor of a shopping mall with an image of a dog. The brand was aware that many people would walk across that space every day and other visitors would also see the image of the dog from the building’s upper levels. This image creates a dog-and-insect illusion.
There is a clear difference between this campaign and one of traditional marketing, they are not just plastering a single message somewhere that’s likely to be ignored. It creates a form of accidental human interaction that reminds the viewer what the product does.
- Guinness
The known Irish beer brand added small custom wraps to pool cues in bars. This offered a clever reminder to pool players to grab a Guinness.
How does Brize generate Guerrilla Marketing campaigns
My team at Brize and I have experience creating Guerrilla Marketing campaigns for StartUps, SMEs, corporate and non-profit organizations can make successful use and benefit from implementing Guerrilla Marketing strategies and campaigns. This is the next step your business should take in order to grow. Leave your email in the contact form below to discover how our Guerrilla Marketing strategies can help your business improve.
Brize case study
At Brize, we have helped hundreds of companies to create viral marketing campaigns, helping them expand their audience and acquire new customers. One of our most well-known viral marketing campaigns occurred when Google announced that they were working on self-driving cars in the USA. Between myself and my team of experts, we worked on a new ‘Even Apeldoorn Bellen’ campaign for Dutch insurance company Achmea in which we communicated that the first self-driving car was also spotted in the Netherlands. This was a major success, not only for Brize but most importantly for our client Achmea, being announced on plenty of relevant platforms such as Dumpert and Autoweek.