Guerrilla Marketing, which was coined by Jay Conrad Levinson in his 1984 book “Guerrilla Advertising,” refers to the advertising strategy which focuses on the low-cost original marketing techniques that yield optimum results. The term “guerrilla” originated from guerrilla warfare where armed civilians used small tactics in the battle. Similar to guerrilla warfare, guerrilla marketing utilizes the same sort of strategies in the marketing industry. This style of marketing largely depends on unconventional strategy, high energy, as well as imagination. It basically refers to making a lasting impression to the customers by taking them by surprise. Compared to more traditional forms of marketing and advertising, guerrilla marketing can make a more valuable impression with consumers because of the way that it goes deep to a personal and memorable level.
While guerrilla marketing can be fast and surprising, it also requires careful planning. And when done right, it can make a high impact on your audience. In order to help you out, here are the elements of guerrilla marketing strategies you need to know about, in order to come up with the most creative tactics while maintaining your company’s brand and keeping in line with your goals.
One of the very first things you will have to determine are the things that make your business stand out and what sets it apart from others. Figure out the key differentiator for your business. In guerrilla marketing, the focus or goal is the attention of your audience, and you should be able to captivate it, that’s why it is only imperative for you to identify what it is. Once you have determined this, you will be able to convey the right message to your consumers.
Aside from making sure that the right message is conveyed or communicated, guerrilla marketing also revolves around uncovering the very essence of your brand. There should be something that defines your business, something that describes you. When talking about the brand, it is usually derived from your company’s values and mission. It should also be in line with your core marketing message. The methods you use, including your style, will be the ones that will reveal your brand essence and set your message apart.
Knowing who your audience are is crucial for all kinds of marketing activities, and it is also just as important for guerrilla marketing strategies because you have to make sure you establish a connection with your audience as much as possible and as much as you can.
Another important aspect you need to determine is the amount of impact you want to leave your audience. Determine how you want your audience to feel. When you figure this out, it will be a lot easier to know your next course of actions. This will help you to not only capture their attention but also to connect with them in a powerful way that will remain and stick to them longer.
Guerrilla marketing strategies will not be complete without an action. Considering all of the elements mentioned above, your next goal is to make your audience take an action, and you should determine how to do it. You can make your audience contact you, visit your website or your store, buy your product, sign up for a program, and many others. If you focus on the action, it will be easier for you to measure your success. At the end of the day, any action done by the customer or audience is fundamental to all marketing types.
Since guerrilla marketing should have defined goals and objectives, you should also look forward to measurable results. Your plans should be specific as well as the results you want to achieve. If the results you want are more customers, you should define the steps you need to do to make it happen. The more specific you are with your goals and action plans, the easier for you to measure the results. There are tools that you can use to track and measure the results of your guerrilla marketing campaigns, might as well take advantage of them.