HOW TO STAND OUT IN A CROWDED MARKET PLACE! - BE A GUERILLA

“Be Different or Be Dead”, is so true today in business than ever, keeping up with the changing times is vital for businesses, but even more important is standing out. Those who remain the same often get left in the dust, replaced by “the new and improved.”

“Business is marketing”, Peter Drucker said. Business should be innovative in their Marketing strategies and approaches. One such innovative marketing strategy is Guerrilla Marketing.

What is Guerrilla Marketing?

Many of us must have seen this. Isn’t it! Axe’s guerilla marketing strategy aims to show that the fire exit man is being chased by women after using the Axe body spray. With the use of custom stickers, Axe Body Spray has been able to create a story about the familiar exit man who we see on stickers in nearly all establishments. By attaching a sticker next to the ‘exit man’ one, Axe has used a tinge of creativity and quirkiness to promote their body spray.

Famous author Seth Godwin quoted, “Marketing is no longer about the stuff that you make, but about the stories you tell.”

Guerilla marketing is an unconventional yet popular form of marketing that uses certain elements of shock and surprise in order to drive publicity and brand awareness. It has an average ROI of 4.5 to 5 times their initial cost.

Guerilla marketing focuses on using shock-factor as a way to promote brand visibility and recognition. The tactics involved are unconventional and low-cost, so it could be an approach worth trying to connect with your audience in ways traditional methods can’t.

If you’re looking for ways to spice up your marketing strategy to stand out in a crowded market, guerilla marketing offers a variety of innovative ways to do so.

Guerrilla marketing is a set of marketing tools, techniques, and practices to connect directly to customers and leave a lasting, memorable impression. The ultimate goal of guerilla marketing is to get customers to remember a brand’s products in a way they are not accustomed to.

Guerrilla marketing tactics

Here are some common guerrilla marketing tactics that businesses can use to promote their products or services:

• Street art: Use graffiti or street art to promote your brand in urban areas where people will likely see it.
• Public stunts: Create a memorable experience for your target audience by staging an unexpected, attention-grabbing public event or performance.
• Branded merchandise giveaways: Offer free branded merchandise like stickers or T-shirts to create a buzz and encourage word-of-mouth marketing.
• Social media campaigns: Create viral social media campaigns that encourage user-generated content or use hashtags to generate buzz and increase brand awareness.
• Flash mobs: Organize a group to perform a choreographed routine publicly to draw attention to your brand.
• Pop-up shops: Set up temporary retail locations in high-traffic areas to showcase your products or services and generate buzz.
• Guerrilla advertising: Use unconventional advertising methods, such as projections or chalk art, to promote your brand in public spaces.

Types of Guerrilla Marketing:

Outdoor marketing

This type of guerilla advertising utilizes public spaces to create eye-catching and abstract campaigns.

It usually involves large-scale installations, street art, or interactive displays that engage passersby. It’s common in areas with high amounts of footfall.

Indoor marketing

For indoor guerilla marketing, interior spaces, such as theaters, malls, and museums, are used to deliver creative and targeted messages.

It typically carries lower risks compared to outdoor marketing due to fewer environmental variables and regulatory concerns.

Ambush marketing

Here’s a tactic that involves capitalizing on high-profile events or locations to gain exposure without official sponsorship or permission from event organizers. 

The element of surprise makes it a powerful tool for capturing your audience’s attention and creating a lasting impression.

Experiential marketing

This type of guerilla marketing can occur in any public space, whether it’s indoors, outdoors, or at an event. 

It creates immersive experiences that directly engage consumers, allowing them to interact with your brand in impactful ways.

A comparison of the four Guerrilla marketing strategies shows how the elements of humor, surprise are used in different degrees in different GM strategies. Accordingly, also the risk and cost effectiveness vary across the types of guerrilla marketing.

Type of guerrilla marketing	Risks	Cost-effectiveness	Humor	Surprise
Indoor marketing	Low	Medium	Medium	Medium
Outdoor marketing	Medium	Medium to high	Low	High
Ambush marketing	High	Medium	Low	High
Experiential marketing	Medium	Low to medium	High	High

Guerrilla marketing tactics can effectively generate buzz and reach a wider audience, especially for businesses with limited marketing budgets. However, ensuring that the tactics align with the brand values and won’t offend or alienate the target audience is important.

Author: Dr. Sabyasachi Rath, Professor, Department of Management Studies

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