How Guerilla Marketing Works for Small Businesses

Guerilla Marketing, at its core, is advertising that utilises cheap and creative tactics to generate hype and draw attention to a product or service. It often allows you to take “the consumer by surprise, make an indelible impression and create copious amounts of social buzz,” which means that, in a time where “meaningfully different brands capture five times more volume”, guerilla marketing tactics can be very effective indeed.

So how can guerilla marketing work for your small business?

Budget friendly with great ROI

The inherent affordability of guerilla marketing is the first advantage for small business. Especially for new or smaller companies, allocating a large marketing budget is often necessary but a concerning one. But if utilised effectively, guerrilla marketing can generate a massive return on investment.

Take ‘The Blair Witch Project’ for example. The 1999 film was produced on a budget of just $50,000 (chump change as far as the film industry is concerned), and with little to no funds available for marketing the movie, the filmmakers decided to get creative. Not only did they present the film as real ‘found footage’, but they also fabricated an urban legend centred around ‘The Blair Witch’ online. By using this technique, one that has been repeated for numerous films since then, the website gained a following, and there were eventually even true believers in the Blair Witch. Soon enough, the website had generated hype that encouraged movie-goers and allowed the film to gross $250 million worldwide.

While this is an extreme best case scenario, it just goes show just how effective guerilla marketing can be when it’s utilized to it’s fullest potential; even on a low budget.

Stronger Brand Identity & Insight

Face-to-face marketing “builds confidence and trust between you and your potential customer,” and creative guerilla marketing has the potential to make a lasting positive impression on consumers. While social media and online marketing tactics have their benefits, connecting with a “real” audience can help your small business make a longer lasting impression.

Pop up events, giveaways at popular places; like train stations or shopping centres, experiential moments like flash mobs, all use guerilla marketing in very physical ways to engage customers. Remember, “the basic tenet of guerrilla marketing is to surprise the customers”.

Take for example the recent street art installation by Kopparberg. In an effort to promote their major new product, Kopparberg Fruit Lager, they hired a street artist to create for them “an anamorphic art instillation” in the middle of Shoreditch; an area of London renowned for it’s murals and street art.

This marketing tactic was born from the company’s desire to reflect how their new product will be “challenging the familiar and doing something different.” By coming up with a creative and unique way to communicate the company’s own feelings towards their new product, Kopparberg was offering an insight into their brand personality while giving potential customers something genuinely beautiful to look at.

Instantly Memorable (and Shareable on Social)

If a marketing strategy isn’t memorable, then it hasn’t been executed effectively. Fortunately this is an area in which guerrilla marketing excels. Guerilla marketing is by its very nature memorable. The successful guerilla marketing campaign seeks to be unique and creative; to stand out from the crowd and cut through the white noise of it’s competition. That is part of why so many guerilla marketing stunts attract the attention of the media.

In the age of the digital, even instantaneous events can become viral online, as well as connecting your brand with those people on the day. Social media posts and creating entries on your small business website about your marketing campaigns can help bolster your brand identity and create a ripple effect of awareness for your guerilla marketing.

Kellogg’s Krave Creates Live Art Installation using Cereal at Comic-Con

Comic-Con is a comic book convention that is held every year since 1970 in San Diego, CA. It’s a time where thousands of comic book fans come to hear the latest from the industry and share experience with other like-minded individuals. It’s also a great place for companies to get some major buzz around their brand.

Kellogg’s wanted to promote their new Krave cereal by partnering with Edelman and comic book artist Francis Manapul to do live art installations. Manapul created several paintings on cereal for display during comic con. Each painting took around 5 hours to complete and then was displayed in Nerd HQ.

Kellogg Krave Comic-Con Kellogg Krave Comic-Con 3 Kellogg Krave Comic-Con 2

Watch the video here

How to Apply Guerrilla Marketing to Facebook

Guerrilla marketing is essentially an approach to advertising that uses cost effective, unconventional methods to raise the profile of a company. As we have mentioned before in our article What is Guerilla Marketing? the term was originally coined by Jay Conrad Levinson, and essentially relies on alternative marketing strategies. This means applying imaginative thinking to conventional methods of marketing.

For example, Facebook marketing is a well-known and effective form of marketing. As suggested in the 1&1 digital guide “no other network is able to fuse aspects like brand building, customer loyalty, and reputation management so effectively like Facebook”. Nowadays, Facebook is considered a traditional form of marketing, a company with a Facebook page is the norm. But, unconventional marketing methods can be applied to Facebook, combining social media with guerilla marketing strategies for instant success.

Know Your Competitors

Facebook advertising is fruitful ground for selecting competitor’s fans, to target your own advertisements. By finding out which Facebook users are expressing a positive or negative interest in a product similar to yours, you will access a potential audience for your own advertising. For example, if you are advertising luxury travel resorts, look for companies such as designer swimwear retailers, find out which Facebook users like their products and include their profiles in the target audience for your ads. Chances are they’ll like your company too. You can also use Facebook to target occupations. Ask yourself what kind of person will be interested in your product, and think about what their occupation will be. If you are offering luxury holidays, it is likely that only people in lucrative occupations such as finance, advertising or law will be interested. So you can target Facebook users with job titles such as ‘financial banker’, or ‘commercial lawyer’. As you can see, there are many different ways a marketer can apply creative thinking to target customers, it’s all about using available resources in unconventional ways.

Think Outside of the Box

The most important thing to remember when applying guerilla marketing strategies to Facebook, and other social media platforms is to think outside of the box. Don’t just write status updates that only have the purpose of selling a product. Spark a conversation with your users, show that there is a person behind the company. Share interesting and unusual photos, videos, and quotes that aren’t directly linked to your company but will interest your target audience. Have a look at what your competitors are doing on their Facebook pages, and do something different. Go against the grain and more users will sit up and take notice. After all, guerilla marketing is all about attracting attention for a company in unusual ways, so find something that makes you stand out from all the rest.

Pokémon Go Showing The Potential Value In Augmented Reality

It was only officially launched on 6th July, but Pokémon Go has already become a massive hit for Nintendo and its partners. The free app had added $7.5bn to Nintendo’s market valuation by the 12th July, and it has been adopted and installed by 5% of the US Android owning population. What’s more, its users open the app more often than LinkedIn users visit LinkedIn and spend more time on the app than they do on WhatsApp and Instagram. It is difficult to read any news site without seeing a Pokémon Go related story; some of them bad, but most of them positive.

Details About Pokémon Go

Pokémon Go is an Augmented Reality, or AR, app. Users take on the role of Poketrainers and attempt to catch Pokémon by viewing them through their cell phone screen while going about their day. Users’ mobile phones vibrate to let them know when a Pokémon is nearby, and gamers are also required to look for Pokéstops and gyms in their local neighbourhood. The game was originally launched in the US, Canada, and Australia, and will soon launch in Japan, the UK, and a host of other territories.

Augmented Reality

While Virtual Reality has been taking a lot of headlines recently, especially thanks to the announcement that VR ready Playstation and Xbox One consoles will launch by the end of the year, it is AR that could arguably be the future of gaming and apps. While VR enables users to immerse themselves in a different reality, AR aims to improve or change the current reality.

In practical terms, VR requires the use of a headset while AR apps are available through existing technology. Pokémon Go, for example, is available on the majority of modern cellphones and smartphones.

Getting Into AR

Although VR and AR are still in their infancy, they have begun to gain traction in the consumer marketplace. Gaming and entertainment are the obvious benefactors of this technology, but alternate realities like these are also proving popular and effective in industries like healthcare, tourism, manufacturing, and retail.

The technologies are surprisingly open, and there are numerous applications and pieces of software that can be used to develop apps. Creating a game like Pokémon Go would require 3D designers to create 3D models, audio engineers to create the audio files, and programmers to combine the different elements and to code the actual game behind the AR. Alternatively, it is possible to use a service like Best 3D Model, which enables developers to buy existing, stock 3D models and then use these to create their apps.

Analyst Predictions For AR and VR vary dramatically and fluctuate wildly but all agree that it is a developing market. The launch of the Google Cardboard Viewer, which is a $20 mobile VR headset, and the launch of consumer VR headsets from HTC, Samsung, and Oculus Rift, indicate that the market has plenty of movement left.

AR – The Future

Augmented and Virtual Reality technologies have got gamers excited, and while VR requires the purchase of a potentially expensive headset, AR apps and software becoming more readily available on a host of different devices. Pokémon Go, which represents Nintendo’s first foray into mobile gaming, is already leading the way in terms of what developers can achieve, although analysts remain sceptical that the millions of free downloads will translate to an increase in bottom line revenues.

An Association for Disabled Children in Brazil Encourages Gratitude in the Most Beautiful Way

Sometimes we need to be thankful for what we have and to keep a positive attitude in life. The Assistance Association for Disabled Children (AACD) in Brazil partnered with Z+ to create the fantastic problem-solving machine.

They created a small pop-up booth in which people can walk in, sit down and take part in an experience. Once inside, children with disabilities tell about why it’s important to stay positive, how to get through times of struggle and remind us that it is important to be grateful for what we have. The close and intimate experience provides a very powerful one-on-one chat with a young child that makes us really reflect.

Hopefully, the message is strong enough to brighten the lives of the people that walk into the booth but also inspire them to help others and consider donating.