Looking for a way to promote your business on a skimpy budget? Guerrilla marketing exploits our hard-wired instincts for ogling strange or unexpected phenomena. In short, guerrilla marketing demands our attention, as it puts the unexpected on public display.
Experts in this form of marketing concoct a potent publicity brew that includes these four essential elements: Humor, strangeness, eye-catching visuals, and a healthy dose of social media to spread the marketing message far and wide.
1. Juxtapose the ordinary with the out-of-the-ordinary. Whimsy is a crucial element in guerrilla marketing. People going through the daily grind find guerrilla marketing a welcome distraction, if it’s crafted in such a way to bring a bit of cheer to a harried passerby.
2. Eye-catching visuals. Have a graphic designer onboard from the very beginning of planning the campaign. Not only do graphic designers understand the basic elements in what draws the eye, they usually have some degree of training in the ethics of marketing. That expertise may prevent some embarrassing public-relations disasters.
3. A whimsical theme. Playfully quaint behavior engages consumers. That’s why it is essential to incorporate whimsy into every guerrilla-marketing campaign. Devise smile-producing, visually engaging stunts, and remember to be cognizant of obeying laws, as well as keeping all paid participants properly clothed. It’s in poor taste to exploit women’s feminine attributes to sell products or services, even though the practice is unfortunately endemic.
4. Coordinate with local police. Law enforcement professionals love a well-staged social media campaign as much as anyone else, but it’s not nice to take them by surprise. And, it’s also just good common sense to ensure public safety. You don’t want to unduly alarm emotionally fragile pedestrians, or young children.
5. Social media connections. Without this element, there is no viral campaign. If your follower list is short, invest in increasing your social media followers first, before laying out an expensive campaign that few people might see. Use traditional marketing strategy to increase the numbers of your Twitter and Facebook followers, so you have a base from which to start your unconventional marketing.