Guerrilla Marketing - Why You Need a Program

In a world where even the best promotions seem to get lost in the vast sea of information, it is often necessary to find innovative ways to get your brand to the forefront. If you have few resources, and a fertile imagination, you can be the hero and showcase your product in the most unforgettable fashion.

In our recent blog, we shared how, if done properly, guerrilla marketing can win the hearts and minds of target audiences. An inexpensive campaign can go viral and create more brand awareness than virtually any other marketing activity.

While we showed you what is possible, we did not break down all the benefits that you can obtain if you include guerrilla marketing in your playbook. Here is why you should not discount adding an element of fun to your program.

Guerrilla Marketing Benefits

Before you decide to move forward with a campaign, however, take into consideration some of the benefits and risks:

Low Cost– One of the chief reasons that guerrilla marketing is such an effective campaign strategy for startups and early-stage companies is that guerrilla marketing can be done with little or no budget. Your creativity is cost for entry, and the success will be largely dictated by your ability to amplify the initial campaign, both of which can be done organically. The more creative the actual campaign, the greater likelihood that the amplification will be fueled by sharing across social platforms.

Increased Brand Awareness– The whole purpose of a guerrilla marketing program is to drive awareness and get as many eyes and ears on the brand and its messaging. Of course, you want to see sales, but that usually is an offshoot of the amplification program that follows. The Guerrilla Marketing Association found that guerrilla marketing campaigns can increase brand awareness by up to 40%. By creating unique and memorable experiences, brands can leave a lasting impression on consumers, leading to increased brand recognition and recall.

This brand awareness usually does not happen by itself. You need to facilitate and nurture the outcome. While we will go into greater detail about how to do that in a future article, here are two suggestions we have found helpful in jumpstarting the sharing of the event. Without telling them exactly what you are planning, invite the local influencers, and broadcast and print media to the location where you will be conducting the event. Tell them to stay in the background, but be ready to video something that they will want to share.

High-Engagement Levels– A well-run guerrilla marketing program is fun and draws in local spectators. The unconventional nature of guerrilla marketing tactics captures the attention of consumers and encourages them to actively participate in the experience. This sets off a series of cascading engagements as they send videos of the event to friends and family, all of whom share it on their personal social media feed. As other digital viewers see this content, they, in turn, share and if you are lucky, that pattern will replicate. According to a survey conducted by Adobe Marketo Engage, 96% of consumers believe that guerrilla marketing campaigns are more engaging than traditional advertising.

Cost-Effective Strategy– The ability to engage at a low cost, and the increased brand awareness, combine to make guerrilla marketing an extremely cost-effective method of marketing. Studies have shown that GM can be up to 90% cheaper than traditional marketing. (McKinsey & Company) While this number sounds impressive, there are some GM campaigns that can literally be implemented for free. This is why any business on a budget will find GM to be an attractive possibility.

Emotional Connection– A great guerrilla marketing program will make an emotional connection with its intended audience. By presenting a totally unique experience, people feel a deeper connection to the brand. Emotions are a powerful tool to compel consumers to take action. Emotion led decisions are a powerful force as shown by these statistics:

• Emotional reactions are 3,000 times quicker than rational thought.
  Emotional parts of the brain process sensory input 5X faster than rational thought.
  The persuasiveness ratio of emotion to reason is 24:1

Enhanced Customer Loyalty–Sixty-two percent of customers feel an emotional connection to the brands they buy. (Talon) Guerrilla marketing campaigns, that successfully engage and resonate with the target audience, can foster a sense of loyalty and affinity towards the brand. According to a study, consumers who have positive experiences with guerrilla marketing are more likely to become loyal customers and advocates for the brand. (Journal of Marketing Communications) By creating engaging and unique content, small businesses can foster a strong sense of community among their customers, leading to increased brand loyalty and long-term customer retention.

Stand out from the competition– If you are a small business, you need to differentiate yourself from your competition. In a world of beige, a company who colors outside the lines will be remembered. We already established that guerrilla marketing increases brand awareness and creates emotional connections with the brand. For these same reasons, an event that is disruptive, fun,  and memorable will allow any startup or early-stage company to gain strides and stand out from those who have only one color crayon.

Immediate Results (Sort of)– Once the guerrilla marketing event is over you have an immediate sense as to whether it was a hit or miss. The feedback you get, from those who view the event, will provide that feedback. If you are not seeing a substantial amount of social media activity with hashtags about the event, you probably have not accomplished what you hoped to achieve. However, if you have created a compelling event, then you will see an immediate lift in brand awareness that should turn into increased sales.

Viral Potential– One of the biggest mistakes you can make is trying to create a viral event. But, if you engage in best practices, one of the key advantages of guerrilla marketing is its potential to go viral. By creating unique and shareable experiences, brands can tap into the power of social media and reach a wider audience. Seventy-four percent of consumers are more likely to share a guerrilla marketing campaign on social media compared to traditional ads. (Contagious)

By The Numbers

If all the talk about the benefits has not convinced you that guerrilla marketing is a program that can help place your company on the map, here are some results of studies that show why you need to make GM a part of your playbook.

• 86% of consumers believe guerrilla marketing campaigns are more memorable than traditional advertising. (The Strategy)

• About 42% of millennials are influenced by guerrilla marketing campaigns online. (Content 365)

• 91% of consumers perceive guerrilla marketing campaigns as creative and innovative. (MarketSplash)

• Over 57% of consumers say that guerrilla marketing is an effective promotional tool. (Content 365)

• A study of guerrilla marketing in the fashion industry found a 40% increase in brand credibility and perception among target consumers. (MarketSplash)

• More than 25% of companies agree that guerrilla marketing tactics help them reach new target groups. (Content 365)

Conclusion

Guerrilla marketing can be a highly effective strategy for all types of organizations, but it is particularly well-suited for startups and early-stage companies that may have limited resources. By utilizing unconventional and low-cost tactics, these organizations can gain significant brand exposure and reach their target audience in unique and memorable ways.

One of the key benefits of guerrilla marketing is its ability to create a buzz and generate word-of-mouth marketing, which can lead to increased brand awareness and customer engagement. Additionally, guerrilla marketing allows organizations to stand out from their competitors and make a lasting impression on consumers. It also offers flexibility and scalability, as campaigns can be tailored to fit various budgets and goals. Overall, guerrilla marketing provides a cost-effective and impactful approach to marketing, making it an ideal choice for startups and early-stage companies.