A very important feature of guerrilla marketing is how the discipline is supposed to bring in results. And the primary ways by which results are measured and tracked are through metrics, statistics, and analytics. So, any sensible guerrilla marketing strategy should have a good analytics system in place and some milestones and metrics by which the progress of the marketing campaign is measured. In order to properly and effectively execute a guerrilla marketing campaign, the metrics, milestones, and analytics have to be set from the planning stage itself.
Will it be a standard offline campaign complete with posters and banners? Will it have events or even a social experiment surrounding it? Will it be a split digital and real-world campaign? Study your options, check the stats of other companies in the same industry, and choose a track that works.
Now is the time to check your options based on which works for your peers in the same industry. Did a similar store have much success with a viral video? Did they get better sales via building and maintaining a Facebook page? Did handing out free samples in local groceries work for them? Check out your competition, study the strategies that worked for them, and build your own campaign based on methods that worked.
One thing that could be a good measure of increased leads is the number of calls you get after the campaign started. Another is the number of unique website hits that were accrued after the campaign is deployed. Brainstorm with your team on the best metrics and milestones by which you should measure your campaign of choice.
For new and untested campaigns, a shorter metrics-checking time would be advisable. You may track in two-week intervals, especially if it’s an experimental campaign. On the other hand, if you are using a tried-and-tested method, you may check in monthly intervals. If you’re on the “repeat” cycle after seeing a successful run for the campaign, a quarterly (three months) or six-month interval may be more sensible and may generate better statistics.
You may be used to the academic metric of a 75 percent passing rate, but in the real world, statistics is much, much different. Talk with a marketing consultant, and check the acceptable “passing rates” for campaign strategies such as the one you’re about to launch.
Indeed, guerrilla marketing strategies goes beyond looking at the milestones and the metrics. Seeing a successful run for a certain marketing campaign will allow you to see whether or not it’s effective for your company, your brand, and your products. When you see that it is, simply repeat with different variables. When you see that it is not effective, go back to the drawing board and keep trying your hand at strategies that worked for other companies. Soon, you’ll “bump into” a strategy that works for your specific product line, and that’s the formula to rinse-repeat. Good luck with your brand of Guerrilla Marketing!
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