GUERRILLA MARKETING

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Guerrilla marketing is a strategy that can be followed by any company, regardless of its size or its position in the industry ranking.

It is about creating marketing strategies that are novel and unexpected to attract the attention of your potential customer segment, create positive reactions and reach them in a different way. This tool can be included in any Inbound Marketing strategy because the main objective, is to generate attraction and loyalty in the customer's purchase cycle.

Guerrilla marketing aims to achieve the same result using minimal resources. This makes it the ideal option for freelancers and SMEs that do not have a large budget for their marketing strategies.

Advantages of guerrilla marketing

• You can focus on achieving short- and medium-term goals by investing a small amount of your budget.
• You get to know your brand by avoiding traditional media.
• You position your brand while minimising investment.
• You show an innovative side of your brand, something that will have a positive impact on your image.
• You generate a high impact on your audience.
• Typically, guerrilla marketing often turns into viral content. This helps the message to reach more people.

Types of guerrilla marketing

Guerrilla marketing, being a strategy based on innovation and surprise, is constantly reinventing itself, but there are some very successful examples.

• ENVIRONMENT

It consists of "appropriating" a public place, indoors or outdoors, and giving it a different touch. By choosing a public place, we are gaining potential customers or, at least, generating a greater impact. Advertisements on zebra crossings or park benches would be examples of ambient marketing.

• PERFORMANCE

This is a performance, usually outdoors, in which actors are used to set a scene and surprise the audience. The best known example of a performance is the "flashmob", where a group of people appear "out of nowhere" and perform some kind of choreography or performance.

• EXPERIENCE

Here you interact directly with the public: street games, surprises, etc.

• VIRAL

Although most guerrilla marketing actions tend to go viral on their own, there are some that are created especially for that purpose. One of the most famous cases was the Ice Bucket Challenge, which aimed to draw attention to ALS (Amyotrophic Lateral Sclerosis), or viral videos on Vine and Snapchat.

Subcategories of guerrilla marketing

• OUTDOOR

Add some element to pre-existing urban environments, such as putting something removable on a statue, or putting temporary artwork on pavements and streets.

• INDOORS

Like outdoor guerrilla marketing, it only takes place indoors (such as train stations, shopping malls and university campus buildings).

• AMBUSH EVENT

It takes advantage of the audience of an ongoing event to promote a product or service in a noticeable way. Usually without the permission of the event sponsors.

• EXPERIMENTAL GUERRILLA MARKETING

All of the above, but executed in a way that requires the audience to interact with the brand.

This form of marketing includes all the variants that use street elements such as lampposts, car parks or litter bins to create an advertisement that is different from the usual logo. Over time, websites, posters, emails or flashmobs have also been incorporated into this form of marketing, which seeks, above all, to impress users.