Guerilla Marketing is an unconventional form of marketing that raises brand awareness among large audiences without interrupting them. One of the most successful guerilla marketing teams is right here in Kansas City and works with Tech N9ne and Strange Music, one of our oldest clients.
When Strange Music is going into a new market, releasing an album, or launching a new artist, they are on the ground weeks before the concert or launch in a city. They print huge posters that the street teams staple back-to-back on telephone poles to get everyone excited. They freely pass out posters and promotional items on the street and at events where their followers are.
They have built an incredibly strong brand over the years, without any advertising.
In marketing, guerrilla techniques mostly play on the element of surprise. It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines.
If you’re promoting a smaller brand, think of creative approaches to your work that can maintain guerrilla marketing’s budget-friendly, inbound nature.
Guerrilla ways, by definition, are easy to understand, easy to implement, and inexpensive. Combine that with today’s technology and social media marketing, mobile devices, and the use of video to give you an awesomely unfair advantage.
The book Guerrilla Marketing Attack has been around since 1984, when Jay Conrad Levinson wrote his book while working as the creative director at J. Walter Thompson and Leo Burnett Advertising. The Facción Marketing principles – word of mouth, helped people like Steve Jobs and Bill Gates get their companies started, and are still taught today in MBA courses.
Catch people where they are and insert your brand there. Don’t interrupt, but invite them to participate.