Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.
For those who have not heard of the term, guerrilla marketing (I will be referring to this term as GM from now on because I am interminably lazy) utilizes uncommon tactics to target consumers in such a way that makes it memorable and has extreme potential to become socially viral.
The term for GM was originally created by Jim Levinson and in 1984 he published his first book on the technique. Originally created as a way to market on a budget, this concept also gave a unique change to the tired and traditional radio/t.v. advertising.
This is honestly one of my favorite forms of marketing due to its completely unique concept. It makes the ordinary different and has a lot of good shock value.
As you can see, by “shock” value, I don’t mean something that will make a marked difference in your day. It is enough for the tactic to simply make you stop and think “huh, how about that!”
No words are required, within seconds you were able to figure out the concept of this advertisement. This style takes “on-the-ground” marketing to a new, literal level, but still does a beautiful job of getting the point across.
However, it is important to note that this type of marketing (and honestly, all types of marketing) can go awry. For example, back in 2007 Aqua Teen Hunger Force used this marketing technique to push awareness for the movie scheduled to come out. They did this using a concept similar to LiteBrite, but unlike the popular children’s toy, this method was horribly misconstrued by the general public when the tactic was deployed in Boston. It went about as badly as it could’ve, considering it caused a city panic due to the signs being taken as “improvised explosive devices” by the Boston police and fire departments.
Yep. Bomb scare. The absolute last thing you’d want from a marketing ploy. It lead to quite a few issues, loss of revenue, etc. All around bad business. This is the kind of thing that people always try to avoid, but instances like this simply can’t be foreseen. It’s only compounded by the fact that this same concept went off without a hitch in several other cities before being used in Boston.
The point is, if your GM technique isn’t eye-catching, unique, and, most importantly, easily understood, then you should perhaps rethink the direction you are trying to go. Unique marketing is a fantastic and buzz-worthy way to get your business noticed, but it’s always important to remember that when it comes to marketing you want to be famous, not infamous.