Best Guerrilla Marketing Tactics You’ll Be Remembered For 6
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The sales funnel is evolving.
Instead of being “sold to,” modern customers only engage with marketing that’s either genuinely
helpful or entertaining.
Brands now have to earn
the customer’s interest.
Guerrilla marketing
Creative, low-budget, attention-grabbing techniques to surprise and delight
potential customers.
Successfully pulling off a guerrilla marketing campaign requires a careful balance.
Let’s look at some inspiring examples…
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WOW+ +
1.
The Obama Presidential Campaign
Shepard Fairey, famous street artist, was commissioned to create a unique depiction of the future president with the caption “Hope.”
Public Art, Graffiti, and Urban Art
Green Works
A 140-foot mural was made in a San Francisco by cleaning an image out of the accumulated
grime, promoting eco-friendly cleaning products.
1. Public Art, Graffiti, and Urban Art
The Green Painter, New Living
2. Unique Storefront Displays
A unique wall-to-window image promoted the grand opening of a new furniture line in New Living.
The Premiere Project, Alamo Drafthouse
2. Unique Storefront Displays
Alamo Drafthouse promoted the Premiere Project by commissioning artist Mike Johnston to create a massive mural of the Teenage Mutant Ninja Turtles.
Ikea’s Banksy-Inspired Stencils
3. Stickers Out in the Wild
Go further afield with easily-removed stickers or stencils.
Ikea paid street artists to add graffiti to their own street ads.
3. Stickers Out in the Wild
Procter & Gamble’s Crosswalk Stickers
By cleaning one crosswalk stripe to gleaming white and placing a sticker of Mr. Clean, a powerful message was conveyed without any words.
3. Stickers Out in the Wild
Folger’s Steamy Manhole
Placing an image of the top of a cup of coffee turned this steaming manhole cover into a mouth-watering ad.
3. Stickers Out in the Wild
Guinness’s Pool Cues
Making pool cue tips look like little glasses of Guinness was an ingenious way to advertise to the ideal target demographic.
3. Stickers Out in the Wild
Pixar’s Mouse Holes
Pixar created flyers that looked like mouse holes in doors until an inquisitive child picked it up and saw the hidden mouse from their new animated movie, Ratatouille.
4. Performance-Based Guerrilla Marketing
Performances are real attention-grabbers.
The most popular is the infamous flash mob.
2008
2009
2015
Comedian Charlie Todd organized the famous Grand Central Freeze.
T-Mobile organized a heavily choreographed flash mob at Liverpool Street station.
Molo Nation delighted the public with their Jedi Battle Prank to draw attention to their local fitness business.
Salesforce
5. Sabotage!
= Using the momentum of a competing brand’s campaign to draw attention to your own.
Marc Benioff, CEO of Salesforce, rented all of the taxis from the closest airport to the annual conference of competitor Siebel Systems, and pitched the riders on
Salesforce!
An ad campaign poached savvy customers from Uber after complaints rose around the behemoth's surge pricing.
5. Sabotage!
Gett
5. Sabotage!
New Castle
Brewing giant New Castle made fun of Stella Artois with hilarious billboard placements.
Successful sabotage campaigns use humor to redirect the customer’s attention to the saboteur's product while making them smile.
6. Web Campaigns
The Blair Witch Project
The student filmmakers generated massive buzz by listing the actors as “Missing, Presumed Dead” on their IMDB pages, making fake websites about the legend of
Blair Witch, and much more to make the movie seem like real found-footage.
The movie grossed an incredible $250 million worldwide.
6. Web Campaigns
The Dollar Shave Club
Founder Michael Dubin used his improv background to appeal to men tired of over-fancy name brand razor blades while making them laugh. The video had massive viral success.
7 Guerrilla Marketing Rules to Live By
Apply these rules to the 6 tactics we’ve covered and take your place in the marketing wall of fame.
Catch them off-guard (delight them).
Avoid unplanned associations (by being too vague).
Creativity is key (try not to copy-cat something famous).
Don’t annoy your audience (no water-bombs!).
Double-check that your displays are temporary.
Stay on brand (or many people won’t make the connection).
Share the entire process (even pre-production).
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