Is Guerrilla Marketing Right for Your Business?
18 Jun 2012
For those who have heard of the concept before, but are not entirely sure what it entails, guerrilla marketing is an advertising strategy in which lost-cost unconventional means are used to promote a product or an idea. Guerrilla marketing involves unusual approaches, such as PR stunts and surprise encounters in public places. The important aspect of this form of marketing is that it focuses on inexpensive, creative marketing strategies. Money is not a basic requirement; instead, time, energy, and imagination are the primary necessities. Should your business incorporate guerrilla marketing into its marketing campaign?
Like guerrilla warfare, guerrilla marketing messages appear seemingly out of nowhere, making a big impression on onlookers before quickly disappearing. This form of marketing often has a high ROI (return on investment), and can make lasting impressions without spending a lot of money. According to Jay Conrad Levinson, who wrote the book Guerrilla Marketing, small size is actually an advantage. This means that small organizations and entrepreneurs are able to use guerrilla marketing more easily than large corporations, as they are closer to their customers.
If you decide to create a guerrilla marketing campaign, you should keep a couple things in mind. First, your campaign needs to be consistent. If you want to establish you brand and gain your customers’ trust, repetition and restraint is key. Patience is also a virtue when it comes to guerrilla marketing. You need to view marketing as an investment and be consistent; while this may take some time, once you establish yourself as a creative and innovative business, you will be glad that you took your time. Confidence is probably the most important factor. Guerrilla marketing campaigns need to be bold and eye-catching in order to grab the attention of as many people as possible.
Some of the guerrilla marketing methods involve direct contact with your customers. This allows them to have experience of the service or product you are offering at no cost. The direct contact with the customers helps to gain new customers more easily. Aside from being effective, guerrilla marketing should be about fun. After all, the root of marketing is attracting attention!