In the dynamic world of business, standing out is more crucial than ever. Traditional marketing methods can be costly and may not always yield the desired results. Enter guerrilla marketing, an innovative and often unconventional approach to capturing the attention of consumers. These tactics prioritize creativity over budget, making a lasting impression without breaking the bank. In this guide, we’ll explore the top 10 guerrilla marketing strategies that have proven effective in driving business growth.
Ambient Advertising
This involves placing ads in unusual and unexpected places where people wouldn’t normally see them. For instance, placing a sticker of a brand on a public bench or using sidewalk chalk art to promote a product can catch the attention of passersby.
Example:
Lay’s in the Underground. It might sound surprising, but Lay’s well-known brand of potato chip varieties also uses ambient marketing for their campaigns. This indicates that both small and large companies use this type of marketing. If you look at their campaign they have done unique advertising from Lay’s in an unexpected place, such as an underground walkway, and the shape is quite unusual too. The brand also mentioned, “Our potatoes are grown closer than may think”.
Graffiti marketing
Graffiti marketing uses city streets and alleyways as a giant canvas. While smaller, more covert operations will make their mark wherever they want, for most businesses it’s recommended to get permission from a property owner before going Monet on the walls of their establishment.
Example:
Nike has a long history of commissioning graffiti artists and street artists to develop various murals as part of their global, branding initiative. By collaborating with renowned artists from various different street art disciplines and engaging in projects in local communities Nike manages to brand itself as a company that supports urban arts and culture.
Undercover marketing
Also known as “stealth marketing,” marketers disguise themselves as peers amongst their target audience. Stealth marketing is a guerrilla marketing campaign that targets customers through subtle and creative marketing strategies. More often than not, this form of marketing advertises a product or service to a person without them realizing they are being marketed.
Example:
Coca-Cola’s “Share a Coke” Campaign in India While not entirely undercover, the campaign had elements of surprise. Coca-Cola replaced its logo with popular Indian names on bottles, prompting consumers to find bottles with their names or the names of loved ones. This created a buzz as people shared their finds on social media.
Use of Drones
Drones have revolutionized the way we capture visuals. Brands can utilize drones for aerial shots, creating mesmerizing advertisements, or showcasing a large-scale event from above. For instance, a real estate company might use drones to give a bird’s-eye view of a property, or a brand might create a captivating light show using drones equipped with LEDs. The novelty and tech appeal of drones can draw attention and create a buzz.
Example:
Zomato’s Drone Delivery Test. Zomato, an Indian food delivery company, tested drone deliveries, envisioning a future where drones would reduce the time taken to make long-distance deliveries. The test flight covered a distance of 5 km in about 10 minutes.
Set Up Photo Ops
In the age of social media, everyone’s looking for the perfect photo opportunity. Brands can set up visually appealing or interactive photo spots that encourage visitors to snap a picture and share it online. Whether it’s a branded backdrop, a 3D art installation, or a thematic scene related to the product, these photo ops can become viral sensations. By including a specific hashtag or branding, the company ensures they get a free promotion every time someone shares their photo.
Example:
The Kala Ghoda Arts Festival, Mumbai. This annual festival in Mumbai is a haven for photo ops. Brands often set up stalls with themed backgrounds, interactive art installations, and more, encouraging visitors to take photos and share them on social media.
Publicity stunts
Publicity stunts involve specific feats of awe and amazement, usually sponsored or in partnership with a brand. Publicity stunts involve specific feats of awe and amazement, usually sponsored or in partnership with a brand. A publicity stunt is a planned event or action designed to attract the public’s attention to the event’s organizers or their cause. Publicity stunts can be professionally organized, or set up by amateurs. Such events are frequently utilized by advertisers, celebrities, athletes, and politicians.
Example:
Red Bull is very adept at this practice, exemplified by their 2012 skydiving record as part of their Stratos project. Red Bull sent Austrian extreme-sports athlete Felix Baumgartner above the stratosphere, dominating the world record for the highest skydive, launching himself from over 128,000 feet above Earth. Arguably much more than a mere stunt, the Red Bull Stratos project set numerous world records and was viewed live on YouTube by over 9.5 million users (setting yet another record).
Astroturfing (Paid Endorsements)
Astroturfing is among one of the more controversial and arguably less tactful guerrilla marketing strategies. Just like astroturf is artificial grass that mimics the real thing, astroturf marketing uses fake endorsements to mimic social proof.
The most common form of astroturfing that we will see in modern marketing involves some sort of hype or publicity. This hype is usually generated through online blogs, online forums, or even at a place of business.
Example:
Celebrities Promoting Products on Social Media. Many Indian celebrities, like Bollywood actors and cricketers, often promote products on their social media without explicitly stating they’re paid endorsements. This can mislead followers into thinking the endorsement is organic.
Experiential Marketing
Experiential marketing is a guerrilla marketing strategy that encourages and engages customers to participate in the growth and success of a business. Rather than the traditional marketing model, where customers are passive participants in consuming advertising messages, experiential marketers hold the belief that customers should be active participants in a marketing campaign.
Example:
Mountain Dew’s “Darr Ke Aage Jeet Hai” Campaign. Mountain Dew set up large rock-climbing installations in malls and public places. Participants could experience the thrill of rock climbing, resonating with the brand’s message of overcoming fear.
Grassroots Marketing
Grassroots marketing is one of those guerilla marketing campaigns that is especially effective for small businesses. Instead of spending big bucks on elaborate advertising ventures, a brand can engage with their target audience through a common subject.
Examples:
Amul’s Topical Ads. Amul, an Indian dairy brand, is famous for its topical ads that comment on current events. These hand-drawn ads, often displayed on billboards in cities, resonate with local sentiments and generate discussions at a grassroots level.
Buzz Marketing
Buzz marketing, often referred to as “word-of-mouth marketing,” is a technique where brands create excitement or “buzz” around a product, service, or event, prompting organic conversations among consumers. The goal is to generate viral discussions and excitement that spreads like wildfire, often leveraging influencers, events, or unique content to get people talking.
Example:
During the Indian Premier League (IPL) cricket season, Vodafone introduced the “ZooZoos” – white, ghost-like characters that starred in a series of advertisements. Each ad depicted the ZooZoos in humorous and relatable scenarios.
