Guerrilla Marketing Kent
Guerrilla marketing is the term used to describe unconventional promotional activities, usually performed on a low budget. Guerrilla marketing doesn’t rely on large budgets but instead on time, energy, creativity and initiative.
Small businesses are ideally positioned to take advantage of this type of marketing.
The Value of Creativity
People are bombarded with over 3,000 product messages every single day. Companies are increasingly resorting to guerrilla marketing to overcome this, but to be a resounding success real creativity is required.
One tactic is to think of what attracts attention and then use that as the basis of your marketing idea.
Retailers can hold contests or competitions to get people talking. Unusual competitions such as guess the number of flowers or what time will the thousandth visitor enter the store can work well. To capitalise on the success of a campaign retailers should capture the contact details of visitors, possibly through the use of a guest book. This also applies to web retailers.
Why not send your customers a card wishing them a happy August 12th for example. The day doesn’t mean anything but people love to receive a gift whatever the reason and you can be sure they’ll mention it to their friends.
Darren Paul, managing director of Night Agency, does have a few words of warning:
"The field of guerrilla marketing is similar to advertising. There's good and bad marketing. There's good and bad execution. And there are negative case studies of companies crossing the line."
One high profile example occurred in 2001 when IBM spray-painted "Peace, Love and Linux" on San Francisco streets. The result? A fine of $120,000 imposed by the local government.
To avoid the risk of going too far you could always just announce your intentions but never follow them through.