Want to stand out from the competition? Wondering how to reach customers, but traditional advertising isn’t working? Or are you looking for cheap ways to promote your products? Try guerrilla marketing and surprise your audience!
What distinguishes guerrilla marketing
First of all, with this form of marketing, you can (and even should) use unusual advertising methods to attract attention and be remembered. The name guerrilla marketing comes from guerrilla warfare and refers to the use of elements of surprise and irregular activities. In practice, well-known brands usually use public space and incorporate their products and services into it and create unusual billboards or street murals to promote the company and increase interest among potential customers. The great advantage of guerrilla marketing is the increase in popularity with little money.
Examples of guerrilla marketing
You already know what the term guerrilla marketing means, but you’re probably wondering how companies in various industries use this form of marketing. That’s why we have prepared some real examples of guerrilla marketing. Why don’t you get inspired and, based on them, your brand will also attract the attention of your audience in a simple way?
A Beach Party with Sprite
In 2012, a beach shower was erected in Brazil with an unusual design… a Sprite drink dispenser. Although the device was filled only with water, it was visually eye-catching and promoted the brand where many tourists gathered. The campaign was popular, and beachgoers were eager to choose this form of refreshment. The advertising slogan “Refresque suas Ideias” (meaning “Refresh your Ideas”) fit perfectly with the whole idea and gave consistency to the Sprite brand.
National Geographic and the shark bus
Are you ready to meet eye to eye with a giant shark? National Geographic, for the purpose of promoting the documentary series “Built for the kill,” has created extremely realistic graphics for buses, depicting sharks. The vehicle doors have painted jaws, giving the effect of being “devoured” by the underwater beast. The campaign was carefully thought out to be consistent with the series’ title and to showcase the world’s dangerous animals.
A truck in the Spider-Man web
Sony is known for several guerilla marketing ideas. A bus stop with Playstation or subway signs with iconic console buttons are just some examples. The most creative campaigns have been created because of the latest games, such as Spider-Man 2. In Sydney, passersby could see a giant truck that is supported by various ropes and attachments that resemble spider webs. In addition, it bears an advertisement celebrating the game’s release on PS5. For fans in Europe, the company also prepared a similar advertisement, and in Paris, visitors for a time could take a close-up photo of the truck, dangling in a spider web.
A subway station from the “Lego Movie”
In Milan, an unusual “Lego Movie” campaign was created in 2014. The eye catcher was an imitation Cordusio subway station, built entirely of Lego bricks. In addition, a huge figurine of Emmet, the hero of the “Lego Movie”, was placed at the “entrance”. Passersby were eager to take pictures of themselves with the attraction, which gave the company even more publicity. Approximately 190,000 bricks were used to make this unusual street art, and the movie itself was extremely popular and will see a sequel in 2019.
Cinema M&M’s, i.e. colorful chair covers in Cinema City
M&M’s are quite often advertised in various cinema productions or well-known TV series (placement of these products has appeared in, among others, the American “Friends” romantic comedy “When Harry Met Sally” or “Smurfs” from 2011). Recently, Mars (the manufacturer of M&M’s) and New Age Media decided to approach advertising in an unpredictable way. At Cinema City in Romania, you can enter a movie theater where the seats have covers with the famous candies. The chain also introduced a special bar menu there, where before the screening, in addition to the usual popcorn, you can also order M&M’s in different colors and flavors, and at the opening customers were greeted by funny mascots.
IKEA bus shelter
Have you ever dreamed of waiting for a bus comfortably? The classic benches, if there are any, do not impress with their appearance, and also with their comfort. In 2018 in Australia, IKEA decided to meet customers and create a luxury bus shelter. Everyone could sit on a soft couch with elegant cushions, and read the company’s latest catalog, encouraging people to take advantage of the offer.
Kit Kat bench
Who said guerrilla marketing can’t be done in parks? Nestle has set up several hundred benches in many places around the world, with a design reminiscent of the famous waffles. Visitors to parks, shopping malls or crowded streets could sit comfortably and rest on them. The campaign was designed to be consistent with the advertising slogan “Time for a break. Time for KitKat.” Thanks to the power of word of mouth (verbally communicating information about a brand and its products to others) and social media photos, it became one of the most popular of its kind and is still a model example of guerrilla marketing today.
Take advantage of Marketing Automation and increase the potential of guerrilla marketing
Whether you plan to put up a giant truck or turn an ordinary bus into an advertisement for your products, it’s worth letting people know about special campaigns. Marketing automation will allow you to easily determine the recipients of your messages, as well as tailor your in-laws according to the specific person. What tools you can use:
- E-mail marketing will allow you to reach potential customers – in the center of the city will stand a statue with a figure from your game? Will they open a playground in the park styled after the candy you sell? No matter how you want to promote your brand, you can let people know about it, which is where email marketing will work.
- Forms will collect data from interested parties – regardless of your guerrilla marketing idea, it is not worth sending messages to people all over the world, as it generates huge costs. It is much simpler to create a proper form that will collect information about interested parties, such as email or name.
- GeoPoints will allow you to communicate with users based on location – where your customer lives can be of great importance, especially when promoting a guerilla marketing campaign. Knowing about a huge sandwich stand in the center of Los Angeles, advertising your fast food restaurant, you will personalize messages and send them only to people living, for example, 20 km from that city.
- SMS will remind about the most important events – soon everyone will see your creative ads? Remind people of this important event and send them a short SMS encouraging them to take advantage of your offer, such as this one: “Jump into the world of your favorite series from 09.11.2024 in New York! [Link].”
Summary
Guerilla marketing allows you to create unusual advertisements, and at the same time to show extraordinary creativity and gain popularity with little cost. We hope that the examples we have given you have allowed you to see the potential in guerilla marketing and your company will also start using it. As you can see, you don’t have to spend millions on the right advertising, and properly selected content and a catchy form of message will allow you to increase interest and willingness to use your offer.
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