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I’ll be honest, the term “guerrilla marketing” just never appealed to me.
Something about it sounded cutthroat, underhanded—sneaky even. I guess that might be because some of the cheesiest marketing I’ve seen has technically fallen into this category.
And, no question about it, it’s tough to market on a budget as a franchise or small business—but we’re here to remind you that you can do it (and successfully!) while still upholding your integrity.
The definition of guerrilla marketing from Entrepreneur is “an unconventional way of performing marketing activities on a very low budget,” and explains “guerrilla marketing suggests you invest time, energy, imagination and knowledge instead.” Doing something in a different, more creative way, that costs you less money? That doesn’t sound so bad, does it? In fact, it sounds like what could be a pretty rewarding method.
So, guerrilla marketing does not have to bad thing– it’s okay to do and can really work for you if gone about the right way. Here are some of my favorite tricks to help make sure your guerrilla marketing tactics are successful – and keeping it easy, not cheesy. (Sorry, I had to do it.)
•Be Different
Make a list of the different tactics you’ve seen that could be categorized as “guerrilla marketing.” As a potential customer, how did you perceive it? Think about what you did or did not like, what you might change, and apply that to your campaign idea.
•Keep Marketing Material Available
You never know what opportunity you might have to market your business, so keep your marketing material at the ready. Try stickers with your logo, direct mail handouts or small flyers, or even small pieces of candy with your business card stapled to them.
•Team Up
Unconventional marketing tactics work better when someone has your back. Meet neighboring business owners by attending local networking events, or just stop in to introduce yourself! Start cross-promoting by trading marketing materials to display in each others’ locations!
•Make New Customers Winners
Motivate responses from your prospects by creating a type of contest that would prompt them to contact you, return a marketing piece, or submit their contact information on your website.
What kind of guerrilla marketing tactics have you tried? What have you learned works or doesn’t work for your industry?
MaKenzie is Bluewater's Marketing Community Manager. Spending several years in sales and marketing roles at a franchise level, MaKenzie has a unique appreciation for successful local campaigns. In her spare time, MaKenzie sings for the popular Twin Cities' cover band, FlashMob! She can always be found near good food, in Minneapolis eateries or her own kitchen.
Nice post. I love when companies do “flash mob” style guerilla marketing. A fashion show on the subway platform in rush hour was an interesting one.
Thanks for reading! Yes, that is a super unique way to get attention, that’s for sure! A fashion show on the subway platform?! Sounds crazy, but fun!