Guerrilla marketing is a sucker punch. Its unexpected impact leaves you breathless.
The difference in this type of marketing, versus traditional marketing, is that there’s a payoff for the recipient. So maybe a better way to state it is that guerrilla marketing is a lolli-punch. Its impact is unexpected and sweet.
Using this logic, guerrilla marketing is the balance between off-guard and reward. This article is going to give you a few places to start thinking about where to post up and stage your creative assault.
Keep in mind that location is just the first half of the equation. Your execution needs to provoke thought, get a chuckle, manifest a solution for a problem someone might be having or, at the very least, have someone say, “That was neat!” The best way to ignite the creative spark is to start with where your guerrilla is going to go. Once you know the place, you can play with the space.
Here are five places to help catapult you into the fun and exciting world of guerrilla marketing.
1. Parking Lots
I can’t speak for everyone, but when I’m in a parking lot, the expectation to see an advertisement is a lot lower.
Parking lots work well because people are on the move and, more often than not, are on the move to buy something. With a medium like print or TV, people aren’t mobile. Your ad needs to get them out of their seats and prompt them to come down and visit you. By using guerrilla advertising in a parking lot, you close the distance between the consumer and you. Action can become immediate.
For example: You own a shoe store in a strip mall and have decided you want to experiment with some guerrilla tactics. You think the parking lot would be a great place to stage your execution because of its foot traffic (pun #1). You manipulate the fixtures in a parking lot to develop a shoe-based message. Maybe you start simple and make each of the parking lot stripes into shoe laces. Maybe you want a price point, so you put a sign at the edge of the parking lot row that says “Your shoes are untied.” When someone looks down, there is a message painted on the cement that says, “Never fall for this again. Loafers 20% off.”
2. Places You Don’t Want to Talk to Strangers
I’m talking about elevators and urinals. Guerrilla advertising in places like these provide a distraction. Since the reader is relieved (pun #2) to have your ad to read, rather than talk to the stranger next to him, he is more likely to engage with it. That high impact benefits you.
For example: Your shoe store wants to advertise in an elevator. Use the reflective surface on the back of the elevator doors to put a message like, “Are those executive-level shoes or lobby loafers?”
3. Other Businesses
Parking lots work because people are on the move to shop. Elevators work because people want to avoid interaction. The third place to implement guerilla tactics is at other businesses that are seemingly unrelated to yours. On the surface, shoes and gyms don’t have too much in common. If your shoe store can find a way to complement what’s in the gym, you can make a partnership with the other business.
Here’s an example:
Put decals on the treadmills at a local gym offering 20% off athletic shoes when people show their gym membership. This works in two ways: One, you know the people who see your ad are the type who will buy athletic shoes. Two, your ad is more likely to be read because people working out typically don’t want to be bothered by strangers.
If you want to see good, co-op guerrilla in action, take a walk around your grocery store. It probably seems obvious to have salsa by the tortilla chips, but there was a time when salsa was in the condiment aisle and tortilla chips were in the snack aisle. You can’t eat charcoal, but it sure makes a lot of sense to have it by the fresh meat. It doesn’t seem like a guerrilla tactic now, but it was revolutionary in its day.
4. Sponsorships
People love free things. Businesses are run by people. Use geometry. If people love free things and businesses are run by people, then businesses love free things. This is a good angle (pun #3). Offer to cover the costs of something a business would normally have to buy. For example, if you’re a tax preparer, offer to buy beer coasters for a local pub. The message on the coaster would be something to the effect of “Have another. Your taxes are covered.”
Many businesses are asked to donate to charity benefits or similar events. Typically, event sponsors get their name in the program and their logo on a sign at the event. Leverage your monetary donation and put your name elsewhere. For example, your shoe store has agreed to help sponsor a spaghetti feed. Instead of having your logo get lost next to all the other sponsors, buy the plates. This way, as everyone finishes eating, they can see your logo with a message that reads something like, “Thanks for coming to the benefit. You might want to participate in the next 5K walk to burn off these calories. We’ve got a great selection of walking shoes.”
5. None of the Above
The success of guerrilla marketing comes from the unexpected. If you start to see a lot of ads in parking lots and elevators, it’s time to mix it up. Flexibility is the key to spontaneity.
Guerrilla marketing is one of my favorite types of advertising. It’s a creative challenge that requires a strong idea to make an impact. If you know where you might want to plant your guerrilla, but need a little help taking your creative to the next level, call us. There’s no obligation, just conversation.