For small business owners, guerrilla marketing tactics have long been one of the best ways to get noticed in a crowded marketplace without breaking the proverbial piggy bank. The term "guerrilla," in this instance, refers to a small team of professionals who are using unconventional or irregular tactics in their marketing campaigns, especially when compared to what larger organizations are doing.
At its core, guerrilla marketing is a way for businesses to promote themselves in a way that’s both unique and cost effective. These campaigns aren’t focused on shouting a marketing message from the highest rooftop. Instead, they’re designed to boldly attract the attention of customers in a way that’s hard to ignore.
The Definition of "Unconventional" is Constantly Changing
While guerrilla marketing, in general, has been around almost as long as traditional marketing, the form these campaigns take changes every so often. In the early days of the Internet, when most of the homes in the United States still had painfully slow dial-up connections, even just putting a video online would have been practically unheard of. Businesses that were able to get in on the viral video craze from the ground floor, however, experienced a tremendous amount of success. Of course, putting out a video on YouTube and hoping your audience discovers it is hardly grounds for a guerrilla campaign today. To truly stay in line with the spirit of the unconventional nature of these promotions, you now have to think bigger and more unique.
The Guerrilla Marketing Campaigns of Today
Modern guerrilla marketing campaigns are every bit as unconventional as their predecessors, but they generally take bigger and bolder risks when it comes to being noticed. Perhaps one of the most successful guerrilla campaigns of the last several years came during the promotion for the film Cloverfield. Directed by J.J. Abrams and written by Drew Goddard, the film featured a mysterious monster of unknown origin ravaging New York City in the style of Godzilla movies from decades past.
What made this guerrilla campaign so notable, though, was its seeming lack of promotion at all. The film was ushered into theaters with an incredibly simple teaser trailer that didn’t even feature the title of the film. It only contained the release date – 11/18/08. Beside the fact that it starred a cast of unknown actors and featured a monster doing something in a city that had yet to be identified, almost nothing was known about the film prior to its release in theaters. Beyond the title, it initially wasn’t even clear if Abrams himself was even the director or if he was just attached in some way as a producer.
In many ways, the complete lack of marketing for Cloverfield actually BECAME the campaign. People were so desperate for answers that the only solution became, "you have to see the movie to find out." Suddenly, a cheaply produced fake documentary with almost no marketing dollars spent became one of the most talked about (and successful) movies of its age, at least as far as total revenue is concerned.
The spirit of guerrilla marketing will always be one of the biggest weapons small businesses have in their quest to get noticed and spread brand awareness. By remembering that "unconventional" is key, and that you don’t have to spend a war chest filled with cash in order to attract the attention of both new and existing customers, you’ll find that guerrilla campaigns can provide exceptional value for your marketing dollars – regardless of the type of business you happen to run.