A large gorilla with the title in text "What is guerrilla marketing?"

What is “guerrilla marketing,”? Well its a creative and rather unconventional approach to marketing that relies on high-energy and imagination rather than a big budgets, normally with no big haiy gorilla’s in sight! Guerrilla marketing aims to surprise and engage consumers in unexpected ways, often in public spaces. It’s about making a big impact with minimal resources, and it can be particularly effective for small businesses looking to stand out in a crowded marketplace.

Key Principles of Guerrilla Marketing

  1. Creativity: Think outside the box and come up with unique ideas that will catch people’s attention. Consider your target audience and what would resonate with them.
  2. Low cost, high impact: Guerrilla marketing doesn’t require a large budget. Instead, it relies on creativity and resourcefulness to create memorable experiences.
  3. Use of unconventional spaces: Look for opportunities to reach your audience in unexpected places, such as street corners, public transportation, or even sidewalks.
  4. Engagement: Encourage interaction with your brand. Whether it’s through a memorable stunt, a clever installation, or an interactive experience, aim to create a connection with your audience.
  5. Word-of-mouth: Guerrilla marketing often relies on creating buzz and getting people talking about your brand. If your campaign is memorable enough, people will naturally share it with others.

Successful Guerrilla Marketing Campaigns

1. The Dogwood Alliance – “Post It, Protect It” Campaign:

The Dogwood Alliance, an environmental organization, launched a guerrilla marketing campaign to raise awareness about deforestation. They placed large, sticky notes resembling tree bark on urban trees with messages like “Post It, Protect It” to highlight the importance of preserving forests. This campaign effectively grabbed people’s attention and sparked conversations about conservation.

2. The Economist – “Light Bulb Moment” Campaign:

The Economist, although not a small business, executed a brilliant guerrilla marketing campaign that can inspire small businesses. They placed light bulbs in various locations around major cities with the tagline “Get a Brighter Worldview.” This creative use of a simple object effectively communicated the idea of gaining insight and knowledge through reading The Economist.

3. Frontline Plus – “Scratch Here” Campaign:

Frontline Plus, a flea and tick protection brand for pets, launched a guerrilla marketing campaign in parks and other outdoor areas. They placed large posters on the ground with a message that said “Scratch Here for Fleas” and a dotted line. When people scratched the poster, they found a picture of a dog with fleas and information about Frontline Plus. This interactive approach effectively communicated the brand’s message in a memorable way.

These examples demonstrate how small businesses can use guerrilla marketing tactics to create memorable experiences and engage with their audience in unique ways. By thinking creatively and leveraging unconventional spaces, small businesses can make a big impact without breaking the bank.

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Elizabeth Graney
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Over the last thirty years Elizabeth has start up and run a number of successful businesses in a variety of industries including events management, restaurant, webdesign, business training and gardening! This has led to extensive knowledge of business startup, management and marketing.
She is also a qualified and experienced business and life coach with a passion for supporting small business owners. In addition to all of this she is an experienced and qualified further education lecturer, having taught face to face courses and workshops across England, as well as a range of online courses in a range of business and marketing topics .