An average consumer is bombarded with about 3,000 advertising messages a week. Of course your poster or ad in the city or in the subway loses its value.
Be honest, when was the last time you responded to the ad in the city and noticed the little shop on the corner?
Not that the billboards in the city have no right to exist, but don’t you think that an unusual advertising campaign, that stands out from all the advertising that we encounter every day, receives more attention? And therefore your potential customers are more likely to go to your store and buy your product?
Guerrilla Marketing – What is that?
There are countless definitions of Guerrilla Marketing, but originally the term was introduced in the 80s by Jay C. Levinson.
“Guerrilla marketing is a dynamic advertising principle. It works unconventional, surprising and with simple means. Guerrilla actions are spectacular and win the attention of the audience and media. Therefore, it encourages communication and this way, the message is distributed.”
The multiple definitions, however, differ only in detail or wording.
In short, is guerrilla marketing is:
If you want people to notice your next advertisement and remember your business, you should advertise creatively and unconventional.
How do you attract your customers with guerrilla marketing and what do you need for that?
A brief note yet: guerrilla marketing doesn’t work miracles. Creative advertising starts at basis of your business. Look at your products, services and business process to find previously untapped potential. Also check what you are offering the customer. Is it still in demand? Maybe your advertising is good but your sales are suffering from an outdated range of products or services. Of course, you can only know this if you know your customers.
Essential for a successful guerrilla campaign is having customer knowledge
Only when you know who your customers are and where to best reach them with your ad, your guerilla campaign can be a success. Look closely at your customers. Maybe create a short questionnaire about customer satisfaction, ask your customers where they learned about your business.
Important: Your advertisement must offer customers added value.
Depending on the product or service the added value can be informal or emotionally. After all, some of your customers are not just on the hunt for information, but are also looking for ads that can make them smile.
If you have done your homework and you advertise in the right place (for example on their daily commute) to make someone smile, this simple smile can lead to positive emotions, which in turn is connected to your business or product.
Whether you offer your customers an informal or emotional value, that depends entirely on you and your customers.
An advantage, you will surely appricaite: Guerrilla marketing is cheap.
Compared with the traditional marketing channels (particularly television, radio or print), you can save a lot of money with unconventional and creative guerrilla campaign. On some occasions, you could even use free public media.
In grand style of Vodafone:
During a rugby match between Australia and New Zealand in Sydney 2002, with the consent of the managing director of the Australian Vodafone, a streaker painted with the Vodafone logo caused worldwide headlines. The financial penalty was of course included in the budget. But you can be sure that there is no faster way to reach millions of people at once.
How do you develop your own guerrilla marketing campaign?
Once you know that your business is good, who your customers are and what their habits are like, you can get started.
To get your creative thinking going, pick up a few suggestions. Feel free to browse through the following blogs:
Well, you just have viewed some really good examples. Now you should set a goal. What do you want to achieve? Would you like to attract new customers or perhaps reactivate old customers?
An example of finding ideas:
Shortly after the launch of Payleven, IFA 2012 was about the happen. The electronics fair was the perfect place for us to draw attention to our new card reader. But as a young company we didn’t want to rent an expensive fair stand. So we asked ourselves how we could attract the most attention. How do we ensure that prospective customers at the end of the day remember us, because visiting a trade show can be exhausting.
The best way to win customers is through direct interaction with the product. Food is tasted; games consoles are tested and large machines are demonstrated and not just explained. The prerequisite for such a product demonstrations is that customers stop by you. Since we did not have a stand, that was not an option for us.
How do we reach as many visitors as possible and, ideally, also make them test our product?
Well, every visitor must at some point eat or drink something. Since food is not the focus of the IFA, the first point of contact with payleven would be at a food stand. So we equipped a couple of kiosks with a smartphone and our card reader. We also rented a few Grillwalker and provided them with card readers as well.
At the IFA all visitors were able to buy their bratwurst and cola easily with card payments.
For us, a huge success. The images were taken by the media and the people were amazed. For where in Germany can you pay by card for a sausage?
And the cost for this? Low!
Conclusion: guerrilla marketing thrives on surprise.
Meet the customer in unexpected places and bring about an unexpected message that surprises your customer.
Do what you do well, be brave and risk something! Your creativity will be rewarded!
Which guerrilla actions you have already recruited customers?