Guerrilla marketing was originally characterized by actions in the middle of the street (distributing flyers, projection advertising on buildings, etc.). Today, guerrilla marketing also takes place on the internet and social networks, often with cross-channel marketing to amplify a campaign’s reach.
The primary objective of this type of marketing action for a company is to make an impact. A strong message is projected in an unconventional way to encourage word of mouth and engagement. This is different from, say content marketing, which focuses on providing valuable, engaging digital or written content to build long-term relationships.
There are several types of guerrilla marketing that advertisers can use:
- Viral marketing: this involves word of mouth, generally obtained through social media networks, which enables the brand to create a buzz.
- Ambush marketing: takes advantage of the reputation of a third party or an event to promote its own products. This is the case, for example, with certain advertisements (Coca-Cola, Pepsi, Nike, etc.) broadcast during the soccer World Cup, taking advantage of this event to sell their products.
- Ambient marketing: this type of marketing uses the environment in which the advertising is broadcast as a marketing medium. Street furniture, airport baggage carousels, storefronts, etc. can all be used to create an impactful marketing operation.
- Stealth marketing: stealth marketing is as unobtrusive as its name suggests and involves broadcasting advertising messages without appearing to do so.
- Street marketing: this well-known technique involves organizing advertising campaigns in the street, incorporating people passing by and the elements present.
- Guerrilla projections: these are visual projections generally broadcast on large buildings, to be seen by as many passers-by as possible.
Since guerrilla marketing uses unconventional methods of promotion and communication, the greatest danger of these operations concerns their legal repercussions.
Certain actions can fall under the heading of disturbing the peace, trespassing on private property, damaging property, etc. Not to mention the fact that, if misunderstood by the public, they can have a detrimental effect on the business.
