“Guerilla marketing” is a way to generate buzz without instituting a hefty marketing budget. This method is oftentimes effective because it is attention-grabbing and easy to understand. Arguably one of the most famous guerilla marketing campaigns is the Oscar Mayer Wienermobile. The enormous hotdog-shaped car makes its way across the nation drawing attention from children and adults, stirring conversation and making for a memorable event.
Guerilla marketing is based off of several guiding principles including:
- The customer is more important than sales.
- Targeting individuals is more effective than targeting groups.
- Interactive campaigns in unconventional spots demand attention.
Guerilla marketing can positively position a company by portraying it as targeting the customer’s needs rather than their pockets. Customers that understand the message that a guerilla marketing campaign is portraying will likely spread the idea to their friends by word of mouth or social media, which continues to drive buzz for a company and generate media coverage. Marketing and public relations efforts, when tightly coordinated and in sync, are extremely beneficial in helping drive the success of a business.
Some good video examples of effective guerilla marketing can be found in the Mashable article, “10 Excellent Examples of Guerrilla Marketing Campaigns.” My favorites from that article include:
- Absolut Temptation. A box full of Absolut Temptation-flavored vodka was placed on a baggage claim belt in the Amsterdam airport forcing those waiting for their luggage to be “tempted” to grab a bottle. This campaign was very simple, yet effective, and drew a clear correlation to the idea of being “tempted” and the Temptation vodka itself.
- Nike Boot. On International Car Free Day, Nike placed a “boot” with a Nike running shoe on 100 cars along with a ticket, resembling a parking fine, to promote running instead of driving in Prague. The campaign played on the recognizable experience and added a little humor to create recognition of the slogan “run on air.” This is also an example of timing is everything.
- IKEA Everyday Fabulous. In the “Everyday Fabulous” campaign, IKEA invaded the streets of Manhattan by making little pockets of the city “homier.” For example, IKEA decorated a bus stop with a couch, throw pillows and curtains. By placing decorative items in plain sight, it helps demonstrate IKEA’s merchandise and keep it top of mind for consumers.
- Loctite Coin on the Street. Loctite Super Glue 3 offers the simplest example of utilizing guerilla marketing all while demonstrating the power of the product. For their campaign, Loctite glued a coin to the sidewalk and filmed as people tried to pick up the coin. The Loctite sticker was placed right next to the coin. The result? Dozens of duped passers-by left with the knowledge the Loctite Super Glue 3 works and the resulting YouTube video received thousands of hits.
- UNICEF. In 2010, UNICEF used a bottled water vending machine to convey a powerful message, how something we take for granted is not such a luxury in developing countries. The organization filled the machine with bottles of dirty, diseased drinking water that people in certain areas of the country regularly consume due to lack of a cleaner option. By raising awareness to the cause of clean drinking water in such a vivid and tangible manner, UNICEF saw the donations pour in. In addition, the stunt garnered significant media attention.
The phrase “guerilla marketing” was coined by Jay Conrad Levinson and defined in The Guerilla Marketing Handbook. In it he writes, “In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customer’s needs, and it must provide a product that delivers the promised benefits.”
If you are going to adopt a guerilla marketing campaign for your company, take into consideration how everyday people utilize your product or service, and how you can best demonstrate that in a fun or vivid manner to ensure the event makes a memorable impression on your consumers.
Do you have any guerilla marketing campaigns that you have found especially memorable? Please feel free to share them with a comment.