Abstract
Marketing communication has gained greater importance in the branded clutter. Effective communication and effective reach influence buyer’s perceptions. Guerilla marketing, in recent years, has gained greater recognition due to its cost-effective marketing communication. Modern technology further facilitates a more significant impact and effective reach for marketing communication. This study aims to understand guerrilla marketing weapons; the attempt is made to develop the consumer perception model based on guerrilla marketing. However, the study also deals with the effectiveness of guerrilla marketing weapons- social media marketing.
Keywords: guerilla strategy; guerilla business; marketing communication, guerilla marketing ideas, guerilla marketing agency, guerilla marketing advantages and disadvantages, principles of building a guerilla marketing plan
Definition
Guerrilla marketing refers to an advertising strategy that uses low-cost commercialization techniques to gain maximum visibility for a product or service. The word “guerrilla marketing” was used by American business writer Jay Conrad Levinson in his 1984 novel “Guerrilla Advertising.” Due to the advent of the internet, guerrilla marketing among marketers has become more and more relevant.
Introduction
In the current economic situation, more people are subjected to marketing advertisements that are not viewed until they first gain exposure accompanied by curiosity in the advertisement and the viewer. Customers are steadily better at preventing conventional advertisement ads by leveraging modern technologies and psychologically blocking them. Because progressively published advertisements bombard the spectator, they felt the sale convinced them of intelligence rivals, which lead them to defend policies. So businesses ought to rethink new and unique steps to accept publicity messages with open arms from the people.
50 Powerful Guerilla Marketing Techniques
1. Money Stamping
Take a stamper from the nearest office supplies shop and imprint on it the amusing sentence and URL of your website. Have you got a making money blog online? Stamp anything like “Thousands of these can be made online: website here.”
2. Open A Pop Up Shop: Bring The Point Of Sale To Customers
You probably have a pop-up shop as a customer. This is a temporary shop and can be put up and down quickly.
In a pop-up shop, you can quickly introduce a temporary physical store to your clients. You can also process multiple payment methods on the spot with a POS device.
The position of your pop-up shop is critical, as with many guerrilla strategies.
3. Edgy Window Displays
Your Billboard is your Window Show. Get your attention with a head-turning window, even though it involves items you cannot eventually offer and potentially translate passers-by into the exchange. You will be quoted and profiled in the media by word of mouth.
4. Get a live display of real human beings like your staff work in your windows.
5. Create a Smashed window effect as seen in this Apple Store just using window paint.
6. Put up a controversial Political slogan to get noticed.
7. Ask Customers to Leave Reviews Outright
The days have gone past where businesses just wished that their happy consumers will offer prospective customers feedback. Come right and order (professional, of course) consumer feedback with Podium review management tools.
Podium is an online tool that allows you to submit invites to automatic evaluation, address individual reviews and track insights, messages, webchats and reviews from over 20 review pages, all in one dashboard. Podium customers have had close to 15 times more feedback and a rise in local traffic.
8. Livestream an Event on Facebook
I assume that Facebook Live is one of the most accessible and successful guerrilla marketing ideas for live-streaming activities. It offers business owners the possibility to plan cool activities, such as launching a new product or service or even a fundamental question and answer session, where customers can learn more about their industry and learn more about your community.
You can also plan unique “Meet the Team” live experiences where you view the workers in a comfortable atmosphere and get an overview of your company’s activities. These life experiences are a great opportunity to directly involve and link the audience, allowing them to invest more in your company.
9. Street Marketing
Street marketing is the more recently coined term for the outdoor guerrilla marketing type.
It refers to all marketing actions taking place outdoors, bringing street elements into play. Some of the most successful street marketing campaigns employ street art to make a statement.
10. Ambient Marketing
This category relates to marketing activities that help to sell a commodity by impairing the flow of items.
A typical phenomenon is that companies advertise in unusual environments to raise brand recognition dynamically.
11. Prepare Free Themes for Bloggers and Website Owners
If you have an online company, you probably know that acquiring important high-quality backlinks should be a top priority. Whether you code or you can get a coder, you are lucky! And now, you will create free themes and web templates for WordPress and blogger sites, with do-follow backlinks to your website. Indeed, others can get rid of those ties, but they are not the first goal. Those users who let your connection remain (as with many people who do not know to code) are the people who are your goals, and that is what will make the traffic of your website/online company surge through Google’s search engine results page (SERP).
This rise in traffic is attributed to people arriving from the connections pointing at your platform and through organic search traffic.
12. Sticky Notes
Sticky notes are noticeable anywhere because people know what they are for; notes. Put these on local business doors, offices, cars, or above mailboxes in apartment complexes and people will take notice.
13. Graffiti
Graffiti promotion utilizes residential streets like a giant backdrop. Although smaller, more discreet operations can make their mark anywhere they want, getting approval from a property owner before going to Monet on their establishment’s walls is suggested.
14. Outdoor Installations
Although costly outdoor installations may be an efficient guerrilla marketing method, many of the best ideas need much less capital for notable effects.
A creative guerrilla publicity strategy for horror film It was received on social media with both delight and horror, with users claiming it was “extremely creepy.”
15. Geo-fencing: Own a location on Snapchat and Instagram
Geo-fencing is a relatively young system that utilizes the GPS on the mobile to deliver unique material or experiences in the target area.
Snapchat’s On-Demand Custom Geofilters is a typical example, opening up a modern way of platform location-based marketing. The cost of uploading your own is also relatively low, often under $10.
These custom filters give you the chance to attract users in a particular region or event when they click through filters while creating a snap. They might also add certain filters and share with their followers if they’re enjoyable or essential enough.
16. Do Things That Do not Scale
Although guerrilla marketing has restricted local scope, with the right concept and approach, it can pick up momentum and extend its reach as experience is taken online.
If you have lots of plans to make up for a shortage of marketing resources, guerrilla campaigns are a cost-effective way to gain publicity.
Tracking the ROI can be challenging, and these strategies do not scale, but that is the point.
It conjures a picture of the iconic lemonade stand: get out there and hustle to develop your company by placing your name and services above everything you can.
17. Product placement
Offer your display products as Props to local visual Merchandisers, Theatre, or film producers, not the big names, of course, as they will charge you.
18. Create Custom Videos to Generate More Business
Videos can be a considerable aid to develop your brand, but did you realize you can use video to grab leads and generate engagement? Hippo Video is a complete video marketing tool that lets you quickly build and insert videos in newsletters, social networking, and your website. You may also incorporate video formats, quizzes, and polling to generate additional traffic and purchases.
19. Guest blogging
Videos can be a considerable aid to develop your brand, but did you realize you can use video to grab leads and generate engagement? Hippo Video is a complete video marketing tool that lets you quickly build and insert videos in newsletters, social networking, and website. You may also incorporate video formats, quizzes, and polling to generate additional traffic and purchases.
20. Contextual Marketing
Guerrilla marketing is not just found in urban settings — it can be found in print too. This Weight Watchers magazine advertisement changes shape as users remove perforated pieces. This same concept could be applied to flyers to reduce the cost further.
21. Creating Counter-Campaigns
Since the crisis struck, Troy, like so many towns, made several significant public budget changes. One tragic budget line survivor was Troy Public Library. The building was granted enough capital to act as a storage center before the activity ended. They also set a deadline: 30 June 2011.
Troy’s citizens were questioned outside the ballot booth if they would pay for their library. They replied unanimously yes. According to one poll, 72 percent of Troy people required or even raised the library’s funding amount [PDF]. Just 20% decided to reduce funding to a degree.
22. Take Advantage of Holidays in Your Marketing Campaign
We are a mid-sized logistics business in a highly competitive sector with a minimal marketing budget and capital. We hold our brand image relevant by piggybacking the almost infinite amount of “holidays” around the globe. We will update our logo a couple of times a month to adapt any enjoyable feature of a holiday-for-the-day and then promote it across all our social networking platforms. This helps sustain visibility, attracts additional likes and traffic to our social networking pages, and eventually drives more traffic to our website (where we can then sell our services). It is one of the strategies that has almost quadrupled our website traffic during the past three years.
23. Print Calendars
These may be offered to one of the customers or left for people to take free. Print your website address and a little slogan or testimonial per month for regular publicity. People who use your calendars would also help you out because they have a business who will see the calendar, mainly if the photos you use are high-end and visually pleasing.
24. Improve Existing Space
IKEA has long been recognized for its innovative and initial marketing campaigns, but its 2006 advertisement “Everyday Fabulous” mainly sticks out. The initiative’s concept was to strengthen society’s pillars by rendering daily life more comfortable and relaxed. IKEA visited Manhattan and Paris streets and used their items to decorate many settings such as windows on curtains and bus stops with sofas and pillows. Through positioning their decorative products around the region, IKEA cleverly increased its brand recognition. One of the finest and successful guerrilla marketing strategies we have seen.
25. Holiday Greetings
Send emails or snail-mail to your past clients wishing them happy holidays (Christmas, Thanksgiving, New Years’). This helps them keep your name/business in their head as well as standing out from the other people they have done business with before.
26. Ambient Marketing
An atmospheric initiative discussing smokers while hearing. Iris, London slipped a specially built page into physical books and Kindle—at the close of books, readers come to a page that reads: THE END. If you smoke, the tale will end 15 percent before it should.
27. Be Creative, But Protect Your Reputation
28. Leverage Reddit
Reddit marketing is one of my preferred unorthodox methods of marketing. Reddit will pay off for advertisers because it is divided into numerous web sub-content forums of niche groups. By niche, I just mean this—subcontinent can vary from dungeons and dragons to hip-hop photos to a country-specific political debate.
If you have a good or service that you considered creative, it is possible that you already have a subreddit for it. The excellent news is that group representatives usually are very mindful of their fields of concern and can typically criticize constructively whether they do not like the proposal before them, even whether they do. However, the trick to properly exploiting this ability is not to build articles full of lingo or memorable marketing slogans but merely to behave like one group member.
29. Buzz Marketing
Buzz marketing is the antithesis of astroturfing. It leverages genuine endorsements, particularly from high-profile individuals or celebrities, and uses this to increase their brand awareness and brand exposure.
30. Demonstrations
Conversely, if you sell to retail: do free in-house activities with Q&A sessions and tips for utilizing your goods in a whole different way through demos of your items. Hold a Contest
This could have 1-10 winners, which helps the word-of-mouth promotion everyone needs and wants. You can gain free press for starting the contest, plus publishing the winners is excellent for more press coverage.
31. Sidewalk Chalk
The greatest (i.e., the most effortless, most safe, and cheapest) guerrilla messaging strategy is maybe the old standby campaign: sidewalk chalk. If performed correctly, it can be catchy and can also get social networking exposure. Like Vapiano, you can render a professional look with stencil and crab rubbing right off the sidewalk.
32. Use a Photo-sharing App to Engage Your Audience
Guerrilla marketing: going in from a new angle to promote publicity without your business’s price tag. Guerrilla marketing hits you every day if you use an individual photo-sharing application – users who support their company by competitions and product donations are successful! Competitions and gifts build a sense of urgency that can form your company.
33. Write an E-book
You should compose a free e-book about your specialty so people continue to consider you as a niche expert, or you can either sell the book for a nominal fee, utilizing it to support any of the other guerrilla marketing strategies.
34. Hack Your Next Conference
Get to know who the speakers are and what the hashtags are before the next trade show and start posting the speakers’ material and attending the influencers with the hashtag. You appear in the conference feed before the conference to proceed throughout and immediately after the conference.
Using a social listening app such as Brand 24 or Hootsuite to track interactions and add value, retweet posts and otherwise interact.
35. Enter Business Awards
Your business could profit from an audience within the awards from regional, local and significant, multi-national awards like Inc. If you win, you get a fun plaque in the workplace or ribbon on the web page. That means you are a profitable business. It is an extra incentive.
36. Find Customers Who Share Similar Content
My favorite approach is to find the topic already on the first page of your Post’s search engines, identify the individuals most dedicated to this content, and communicate your article directly with them.
This is the Twitter Leapfrog process, and I saw the unusual outcomes for our internal blogging efforts and our consumer blogging efforts.
The approach begins by discovering the most advanced posts similar to your blog post or video, finding the Twitter accounts that have previously posted this material, and sending direct tweets to each Twitter account, urging them to search your article.
This approach was the prime driver for pushing social shares and ties to brands and consumers and lead several articles to be listed in search engines better than prominent search-related publications such as Forbes and the Entrepreneur.
37. Underground Music
Does your targeted audience listen to a form of music? I bet that hundreds, if not thousands of bands who are not signed up have little resources to live. Why not try to hire the hall in return for flyers and banners during the display or at the door? You may even fund their CD creation or pledge to build their platform on shows, on the net, etc., in return for advertisement.
38. Use Food Trucks to Reach People
We also effectively used food trucks in tandem with Wandering Hunger and Fleishman Hillard as a guerrilla campaign strategy for many businesses, including Uncle Ben’s.
Here is a video that shows us in Toronto, Montreal and Vancouver the Uncle Ben’s Rice & Grains Food Truck Challenge. Trucks are an ideal way to meet customers directly. Shoppers are more inclined than motivated to purchase to react better if they are offered the chance to sample a commodity directly. We also provide free samples and discounts, as well as recipes to replicate each dish at home. Finally, by inviting participants to vote on their favorite recipe, we also promote food discussion.
39. Airplane Chauffeur
Figure out where a company showcase will be in town. Next, employ a student or someone who can operate for a low sum of money and have them create a sign with your website address on it and stand next to baggage claim or just outside the airport entrance. They do not pick up anybody, but people wandering around seeing your website address do not know.
40. Create Print Collateral as an Additional Marketing Tool and Revenue Stream
Consider making a schedule, workbook, manual, or newsletter to market as an additional revenue source from the website. Lulu utilizes print-on-demand technologies, so you will never have to think about inventory, and you can continuously build content that can be used to create a more robust web identity and improve revenue.
41. Let Others Talk You Up
I want to leave you with something so easy for the last tip of this installation of the list (yes, there will be more coming soon). Many people would enlist their friends and relatives to chat up their company with other people, so why not get people who are not super loyal to you, give them a bit of money and take them out to pubs, parties, movies, restaurants, and other busy locations to talk up your business. Any word of mouth is excellent, even though you have dinner for people to do so.
42. Start a ‘Make it Green’ Moment
Whether your brand contains eco, sustainability, or nature, you would be able to exit a room better than you have found. We have achieved in ‘flash clean-ups’ as the flash mob’s days move by — tremendous environmental activity including litter removal or the construction of labeled recycling stations for brand embassies that express their ideals and draw publicity. The mystery? Render the desired business attractive, essential and noticeable. It is not a matter of bringing a squad of waste collectors to a park or taking a road—think of industry congress, public gatherings, or other activities instead.
As a plus, festival organizers often neglect or do not have a large budget to handle waste because they will be willing to let someone own the whole portion of an event. This is an element of the occurrence in which any participant is concerned.
43. Hair Salon’s and Barber Shops
How much conversation occurs every day in one of these places? Why don’t you want to be a brand they write about? Drop-in and offer hairstylists free meals or free vouchers from your restaurant. They will talk to you all who have been in the salon for weeks to come!
44. Create LinkedIn Connections and Follow Up with Email and Phone
LinkedIn helps small business owners openly utilize the people search functionality to interact with their target audience’s main viewpoints. Once a small business owner establishes a destination, they can submit a personalized and personal message with a communication request. This message must be tailored and unique. Once a small business owner is linked, the prospect profile can be accessed. In the upper right corner, there is a ‘Communication and Personal Data’ range and a clickable button that says ‘Display More When you click, you will be able to access the current person’s email address. Now it is time to continue.
45. Sponsor the homeless
I believe in every aspect that I can support others. When you encounter a homeless person during their regular trip to work or anywhere, the homeless person will be charged to get a sign reading “YourCompany.com paid me to hold this sign.” If it is your path or not, you can at least feel positive about yourself and impact those people’s lives forever. Purchase lunch and dinner from them or carry them to the grocery store to pick up any chips and other snacks. Purchase a hotel room for them to sleep in the night and get washed. After you do this for them, they will happily hold a sign for you.
46. Prescreen Customers Before Asking for a Review
Until telling users for a recommendation on a popular review platform such as Yelp, Google or Facebook Tools such as Rising Star Reviews allow you to ask clients to rate your company, then submit only high-ranking customers to review sites and gather personal input from other customers. Prescreening allows consumers wary of requesting feedback such that any user may be questioned. Guerrillas’ marketing tactics result in a high average star rating, which also leads to the local SEO rankings.
47. Project video
Project footage on a large wall outside. All you need is a leased projector and a wall that is wide enough to gain any publicity. Of course, you will have to wait until evening to execute the plan, but make sure you are targeting the night crowds.
50. Flash mob
A flash mob operates when a group of unexpected street musicians brazenly begin to sing, dance, or play in a busy location, perhaps out of the blue. The success will start the surprise audience, but they will catch up fast. For instance, one individual spontaneously stands on her chair in a crowded mall dining area and starts singing a song. She is accompanied by someone from the other side of the café, then by some, before the complete chorus breaks out. They can remove their coats to reveal your brand’s tee shirt. Furthermore, if you and your team are not on the street, you should hire local drama students for the case. The secret to a flashing mob is both the perception of spontaneity and a theatrical flourish.
Conclusion
To sum up, the need for guerilla marketing can be outlined as technological advancement resulted in deliberate avoidance by the audience in conventional advertising communication, and the saturated brand sector has made media purchasing more costly and competitive. Marketing of guerrillas includes all prices and efficient advertisement coordination issues.
