Understanding guerrilla marketing

The term “guerrilla marketing” might sound aggressive, but it’s all about unconventional strategies to raise brand awareness without interrupting the audience.

Coined in the 1980s by Jay Conrad Levinson, this marketing approach focuses on creativity and surprise, drawing from guerrilla warfare tactics like ambushes and raids.

Why guerrilla marketing works

Guerrilla marketing is popular because it’s cost-effective. Instead of spending heavily on traditional advertising, the investment is primarily in creativity and execution. Marketers often repurpose existing environments, cleverly integrating their brand into everyday settings. This approach can be highly impactful without the high costs of mainstream campaigns.

Types of guerrilla marketing

There are several types of guerrilla marketing:

Outdoor: Modifying public spaces, like adding temporary art to sidewalks.
Indoor: Similar to outdoor, but within places like malls or train stations.
Event Ambush: Engaging with audiences at events, often without official sponsorship.
Experiential: Interactive campaigns that involve public participation.

Tips for effective guerrilla marketing

Know Your Audience: Understanding your audience is crucial. It’s not just about reaching them but connecting on a deeper level. Analyse their interests, routines, and what surprises them to craft a campaign that resonates. For example, Red Bull Stratos’ jump campaign succeeded because it tapped into its audience’s love for adventure and extreme sports. Obviously not every brand has the budget for such an extreme stunt – but a surprise event of any scale can be an excellent way to increase brand awareness.
Be Original: Guerrilla marketing thrives on creativity and originality. Avoid copying others; instead, find unique ways to integrate your brand into unexpected places. Authenticity is key. Ambient marketing is one way to achieve this, as it seamlessly blends your brand into the audience’s environment. At Cordis, we created augmented reality (AR) experiences at Peterborough One Retail Park that digitally enhanced the shopping centre environment, allowing participants to interact with it in an exciting new way.
Test Before Launching: Even the most creative ideas need testing. Run your campaign by a small focus group first to gauge reactions. This step helps you avoid potential backlash and refine your approach for maximum impact.

Cordis

Guerrilla marketing is about surprising and engaging your audience in ways they don’t expect. By knowing your audience, being creative and testing your ideas, you can execute a campaign that leaves a lasting impression.

At Cordis Creative, we specialise in taking bold ideas and turning them into powerful marketing strategies that resonate. Whether it’s through a dynamic online presence, or an unforgettable event – we’re here to help your brand make waves.