Guerrilla Marketing is an advertising strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.
Guerrilla marketing is an ideal approach for Challenger Brands.
Challenger Brands requre efficient and high-impact media deployment strategies, and many guerrilla tactics often lead to a viral campaign that can rapidly extend a media budget.
There is an ever-expanding universe of guerrilla marketing efforts, the best of which develop into a viral campaign. Some of our favorites include:
There are some risks associated with guerrilla marketing as, by definition, program implementation is non-permitted. Most guerrilla marketing programs run without city or county approvals and, when conducted appropriately, leave no residual evidence of its presence once the campaign concludes. However, guerrilla marketing sometimes raises the ire of displeased consumers which could result in an altogether different viral campaign. As an example, not too long ago, the California Milk Advisory Board experimented with scent-media and used devices attached to Transit Shelter Posters that would emit the smell of chocolate chip cookies. Some passers by complained to the client that this was an assault to their olfactory system while others claimed they had an allergic reaction to the scent. In retrospect, the publicity garnered from the complaints is really what got the campaign noticed more so than the scent-media itself.
Any marketer willing to venture into the unconventional world of guerrilla marketing must be willing to adjust on the fly. Projection Media is the idea of projecting images on to the sides of buildings at night. A relatively new media form, Projection Media began with heavy equipment anchored across from a target “canvas” and projected static and animated imagery for as long as possible before authorities interrupted their efforts. The projection team would then gather all of their heavy equipment and computers and find an alternative location. Today, everything you need for a Projection Media campaign can be loaded into the back of a pick-up truck and projected directly from the vehicle. Need to move? No problem, drive off to another spot. In fact, images can be projected on to walls while the truck is moving.
As Challenger Brand marketers, we believe in the power of smart and relevant guerrilla marketing and a viral campaign that can often accompany the traffic-stopping, surprisingly interruptive and controversial/newsworthy antics. In fact, we even feature a 900-pound guerrilla as part of our own agency’s branding.
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