So what is Guerilla marketing and how does it help you marketing via social media?
Guerilla marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.
The purpose of all marketing is to get the attention of your customers, drawing them away from your competition and converting sales. You probably wouldn’t want crazy marketing stunts to become the normal approach for your brand, but using them on an occasional basis occasionally can be highly fruitful.
Some big global brands have utilised the strategy with great success, but it is an approach which is also highly suited to small business enterprises. Lets take a look at how the big boys played it!
Challenge the competition!
If you’re confident that you have a number one product, you can gain a lot of attention by challenging your competition. Take Mini, the small UK-based car manufacturer. Having already successfully grown their presence in the USA with some outside-the-box marketing techniques, they upped the ante by challenging Porsche to a race. Porsche ultimately denied, making the other car company a winner, having broadcast their invitation on social media and in the press and making a huge deal out of Porsches refusal in the same way; double whammy!
Collaboration paid off for dental hygiene giants Colgate when they appproached a local ice-cream manufacturer with a great marketing idea. They came up with a clever reminder for kids by having sticks shaped like a toothbrush inserted into ice cream bars. As kids licked down to the end, they saw Colgate’s logo and a reminder, “Don’t Forget.” A whimsical message from Colgate and a public service effort by the ice cream maker gave both companies a PR boost.
An extra special Coca-Cola vending machine was transformed to deliver surprising doses of happiness to unsuspecting university students in New York. The machine dispensed unexpected goodies including flowers, pizzas and sunglasses as well as the expected Coke and Diet Coke. Meanwhile hidden cameras filmed the spontaneous reactions of the campus students. The footage was used to create a video which became a global internet sensation.
Whilst these are examples of big comapnies who already have successful brands, the same approach can work well for smaller comapnies. Perhaps you can uniquely present your product, as one USA washing detergent did by sending out their product wrapped in a t-shirt. Maybe it’s simply about going the extra mile for clients by doing latte art rather than simply pouring lattes. Perhaps you can bind your presentations uniquely in materials which form a gift, or when handing a retail customer a bag, add something special like a ribbon to the handle.
However you go about it you should develop a balanced approach that includes tried and true marketing techniques, while supplementing these with the occasional attention-grabber. Create your crazy marketing plan with demographics in mind so you don’t sacrifice your audience in the process. The ultimate goal of a wild marketing scheme is similar to every other marketing ad…to draw the attention of potential customers and lead them to purchase your product or service.