Did anyone else feel panicked by the Tubi SuperBowl commercial? We all screamed as a Philly fan in a room filled with Eagles die-hard fans.
This is only one example of guerrilla marketing that has been successful. Who would pull off a prank on 113 million people in a game of nail biting? Tubi, thank you!
Guerrilla marketing can be difficult. The most successful guerrilla campaigns of recent years used sophisticated, coordinated efforts that included outdoor, print and digital as well as interactive, social, mobile, or even on-ground activities. Woof…
These campaigns can be omnichannel, with a dedicated website, an app, or digital resources. An omnichannel guerrilla campaign is time-consuming, expensive, and requires a lot of effort. It is important to do your campaign correctly the first time.
Although clever guerrilla campaigns require clever people to make them, consistency is the key. You can achieve this by using innovative tools and following judicious procedures. For guerrilla marketing tips and examples, read on.
Creativity is the key. Advertising today is too noisy with more of the same.
Do not allow your gut reaction to take over. To avoid being #canceled, stay in tune with the world.
Unify your group with collaboration platforms that ensure everyone is heard from conception to completion.
What is Guerrilla Marketing?
Let's get on the same page first. Guerrilla marketing is marketing that shocks and surprises consumers in unusual ways. Guerrilla marketing is a form extreme marketing intended to have a lasting impact.
Guerrilla marketing is a tricky business. Guerrilla marketing can be a valuable asset if done correctly. If it's not done well, it can lead to headaches in every department of your company.
How can you avoid this and make your guerrilla marketing campaign shine? Let's dive in.
Listen To Your Gut, But…
Marketers today rely on numbers, platform-specific predictive analytics and detailed research to determine if a campaign is going to succeed. It would be foolish to not trust your gut instincts. Listen to your gut but add a little spice.
Today's marketer has a wide range of tools, including social listening and sentiment analysis, data analytics and competitor research. These tools allow you to predict what your customers will do to your campaign, and how it would impact revenue. This helps you avoid disasters.
Personalization is the cherry on top of big data. Monetate, a multi-channel optimization tool for campaign optimization, will allow you to segment your audience based on visitor characteristics and buyer behaviour. You can then deliver personalized content and product suggestions through your website and email.
Traditional campaigns were created by creative directors. Copywriters, planners, graphic artists, media buyers, and copywriters execute the instructions. The times are changing and it is important to include everyone, from account managers to data scientists, in the creative thinking process.
To encourage creativity, you might use a mind-mapping program, such as XMind.
These tools encourage team members to think creatively every day, perform SWOT analysis for new ideas, create campaign processes and reach consensus.
Get a 360-Degree view
Drew Neisser, Renegade Marketing's CEO, stated that guerrilla marketing is all about seeing the whole picture. This allows you to see the possibilities and imagine how your idea could be realized. Neisser says it is important to visualize every detail. He cites the following: "The story headline you want to see, tweets you would like to read and photos you'd love to take, as well as YouTube videos you'd enjoy viewing."
This is particularly important because even small budget stunts can result in huge losses. In order to promote Aqua Teen Hunger Force, Cartoon Network put out blinking appartices across 10 cities in the US in 2007. Boston's onlooker thought it was an explosive device. The city dispatched their bomb-squad to shut down the entire city. Cartoon Network was able to secure $2 million in emergency response funds.
This brings us to the most important point: know what's going on out there.
Keep your team talking
Planning a guerrilla campaign is not easy. Everyone involved in the campaign, from your art director to your copywriter to your sales representative, might have insights. It is not easy to get everyone involved and contribute ideas or opinions during critical moments, if you look at the way agencies work. Standardization is key to this.
Remote workers are connected via multiple devices using Slack, which is why it's a popular choice at startups. A "collaboration tool", however, is not sufficient for serious marketing campaigns. Task allocation and scheduling are much more critical, so project management software is necessary. WorkZone, for example, is a lightweight, simple solution that allows team members leave notes, to annotate documents and highlight and comment on photos. This makes it easy to execute time-intensive marketing campaigns.
Do not be afraid to disrupt from start to finish
Make sure your PR is as disruptive as the disruptive campaign you are creating.
The Hereditary PR team made dozens of creepy dolls, and then surprised the audience at the first screening at midnight with them the next morning.
These were not your typical joes, but film critics and directors who are movie-buffs. Anyone will be intrigued by the eye-catching dolls and the ominous note.
To prove ROI, take it online
You may need to show the ROI of your campaign to convince clients and directors. It is almost impossible to calculate the ROI of determining how many people saw 1,000 papier-mache pandas and then took concrete action. Research has shown that guerrilla marketing recall is near-100%, as opposed to traditional advertising which only has a 33 percent recall.
Viral marketing is a great way to show the ROI of your campaign. Social media is a great place to promote disruptive content and guerrilla campaigns.
Every conversation in your campaign becomes digital once it has been "gone digital". Brandwatch and other social media analytics tools make it simple to collect customer feedback and analyze sentiment. You can even discover influencers and identify potential crises in advance.
Five Guerilla Marketing Examples to Inspire
Tubi Super Bowl Commercial 2023
The 2023 Super Bowl was an important event for me and my family, as well as all my friends, being a Philadelphia native. The 113 million people who are watching it! Tubi, a Fox-owned streaming service that offers free content, created a 15-second commercial to fool everyone.
The 2023 Fox Super Bowl announcers were featured in the commercial, which was interrupted by what appeared to be a remote change channel to Tubi. Fans of all sports screamed and talked about the commercial for days. The tricky ad paid off, and Tubi's search trends skyrocketed that evening. Tubi is now a household name, even if it wasn't before.
IHOP is now IHOb
IHOP announced via Twitter in 2018 that they would be changing the letter P from their name to a "B", implying that this was a major change for the company.
Image Source: SFGate
There was a lot of speculation about what the B stood for. Was it Beyonce? Or bitcoin?
People all over the world were praising, criticizing, and guessing about the chain's decision not to change its name. Some wondered why they would fix something that wasn't broken. They would also be a disgrace to their reputation. These doubters were wrong.
After the temporary name change, hamburger sales at the chain increased by four times. It's safe to assume that this guerilla tactic paid off.
Image Source: Vanity Fair
A paid promotional model was the unexpected star at the 2019 Golden Globe Awards. Fiji Water enlisted several models to distribute water bottles to celebrities who were thirsty. They also photobombed a few. Kelly Steinbeich, a model who excelled in this task, was featured as the background for a dozen runway shots taken by A-listers.
She was the most talked about topic at the online golden globes. Her images earned her the equivalent of $12,000,000 in paid advertising. This was a huge win for the water company.
Burrito Baby Shower Gift – Chipotle
The company responded quickly when a baby was delivered in a chipotle lot in 2018. Baby Jalen was born to parents Adrianna Alvarez and Jalen. They were heading to the hospital when baby Jalen realized that they wouldn't make it. Jalen was "the chipotle child."
Image Source: PopSugar
Chipotle invited all those involved in the incident back into the restaurant for a burrito-themed baby shower. This made headlines and was quickly shared on social media, just like good stories do.
PETA's Meat is Murder campaign
Peta is a leader in guerilla marketing campaigns. The company frequently uses publish displays of action. Their 'Meat is Murder" campaign, which was launched in 2019, one day before National Vegan Day.
Image Source by PETAIndia
PETA volunteers were found lying in the streets 'dead’ in the outlines animal shapes. As always, the goal is to convince people not to eat animals' meat.
Guerrilla marketing can be risky. It can become a huge success in the industry, or sink into the sea of failed campaigns. It can grab attention or cause people to roll their eyes in disgust. It can cost as little as a few dollars or as much, depending on your reputation.
It is important to take all steps necessary to protect your brand, from conception through execution and even PR.
If you are a marketer, I hope you find this helpful. I believe you can deliver the most successful campaign the world has ever seen.
Marketing Insider Group's post How to Do Guerrilla Marketing like an Agency Pro (with Examples) originally appeared on Marketing Insider Group.
Frequently Asked Questions
What are the 7 Steps of Internet Marketing Strategy?
Internet marketing strategies help businesses achieve their goals through online media. These steps include research, planning, implementation, monitoring and analysis. Each step is crucial for internet marketing success and should be done regularly.
- Planning – This is the step that involves identifying your target market and creating a plan on how to reach them. Also, think about who might be interested in your product or service.
- You can understand the needs of your customer and help you choose the best products or services to meet them. It also gives you valuable insights into popular trends and consumer behavior.
- The first step in implementing your campaign is to select a platform (e.g. Facebook), and then determine where to place your ads. Once you have selected your platforms, make sure that they are correctly set up. Also, consider whether to pay per Click or spend money advertising.
- Monitoring – This allows you to monitor your efforts and determine if they are succeeding. Use analytics tools like Google Analytics to track traffic flows, conversion rates, and customer demographics.
- This analysis will allow you to compare your results with benchmarks and past performance levels. This step shows you how to improve areas where you are struggling.
- Optimization – Optimizing your website means making changes to improve its ability to attract visitors. You can add new features or alter how users navigate through your site.
- Evaluation – You can evaluate the progress of your campaign to determine how it's performing. Do you see any areas for improvement? If not, you may not have reached your goals. If you have any questions, it is important to revisit the situation.
How much should I budget for my initial digital marketing campaign?
It all depends on what type of campaign you want to launch. You can spend $50 to $100 on your first campaign.
Advertising space can be purchased on search engines such Google and Bing. These ads usually cost around $10 per click.
If you have a website, you can create banner advertisements at various places on your site. This will attract new visitors to your site and help them return.
You can also hire a freelancer to design some banners for you. Freelancers are typically paid between $20 and $30 an hour.
Once you have created your first ad, you can begin tracking results. There are many analytics tools available for free on the Internet.
Data can also be tracked manually. You can use a spreadsheet to keep track of each metric, such as impressions, clicks, and impressions.
You can then determine whether your campaign was a success by collecting these data.
If that is the case, you can still try different methods to find one that works.
What is the difference between advertising and marketing?
Advertising is a form of communication that promotes products or brands. Advertising is usually accompanied by a clear call for action, such “Buy Now!” Click here.
On the other hand, marketing is a way of communicating your company's mission, vision, and values to potential customers. Marketing helps to build relationships with prospects and customers.
If you sell shoes online, for example, marketing can be used to tell the story of who you are and what your offer. Talk about your values, philosophy, and dedication to quality. You could even share testimonials of satisfied customers. Perhaps you can even hold an event where people are encouraged to visit your website by giving away free shoes.
In short, marketing is about telling stories. Advertising is about selling products.
What are the most important types of marketing?
Marketing is the act or communication of ideas, values and messages to consumers. Marketing is often used interchangeably with advertising. Marketing goes beyond advertising. Marketing includes all forms of communication that promote and market a product or service.
Marketing is comprised of branding, promotion, as well as distribution. The company's brand is how it identifies with its target audience. Promotion is the act of getting attention for your brand by using paid advertisements, free promotions, and public relations activities. Distribution is how you get your message across to your target audience. It can be done through traditional methods like television, radio, print, and email, but new technologies have made this more accessible than ever.
What are the four functions marketing serves?
Marketing is the art and science of creating demand for products or services.
It communicates information about an organization's offerings, and values and how those affect customers' lives.
Marketing stimulates interest, creates awareness, and finally drives action (or purchase), in response to an invitation.
Marketing can be divided into four functions.
- In order to create demand, you must build relationships with potential buyers in order to convince them that there is value buying your product or services.
- Stimulating interest – This is when you increase consumer awareness about your product or service.
- Building Awareness – This refers to making sure consumers are familiar with your product and services, as well as why they might be interested in buying them.
- Driving Action – This is ensuring that customers make purchases once they are aware of your products or services.
What are the five marketing concepts?
The following five marketing concepts can be used:
- Branding is a way to project a positive image of yourself. It is what people think of when they hear your name. It's important to establish a brand identity that is consistent across media.
- Your position is how you present yourself to your market. What does it mean to be who you are and why should people care?
- Message: This is the message. What is your point What's the point?
- Marketing mix – This includes channels, pricing, promotions, and other marketing tools that help you reach your target audience.
- Measurability – How can you measure your success?
- Today, 81% of brands around the world have affiliate programs. (influencermarketinghub.com)
- This allows us to deliver CPCs that are 80% less than average and CTRs 4-5 times higher than average. (marketinginsidergroup.com)
- A poll earlier this year found that 14% of older Gen Z's had bought an item in the previous six months based on an influencer's recommendation. (influencermarketinghub.com)
- Meanwhile, a PartnerPath poll found that co-marketed ads help 68% of consumers arrive at a buying decision before even speaking to a salesperson. (influencermarketinghub.com)
- Many experts recommend you share 20% of your promotional content and 80% of other valuable content you find. (marketinginsidergroup.com)
20 Innovative Affiliate Marketing Strategies You Should Try in 2022
Affiliate marketing is a great way to make money online. This is one of the easiest ways you can get started. You must first sign up with an affiliate program like Commission Junction or ShareASale, then place links to your blog or website. If someone makes a purchase through one of the links, you will be paid a commission.
Here are 20 strategies for affiliate marketing that you can try in 2022
- Create a Content Calendar
- Google Adwords
- Start your podcast
- Join A Blogging Network
- Create an Email List
- Reviews get paid
- You can become an influencer
- Offer Free Trials
- Start a Membership Website
- Amazon Sellers:
- Write Articles
- Create a YouTube Channel
- Host Events
- Develop A Mobile App
- Promote Your Business Online
- Run Facebook Ads
- Start A Twitter Account
- Grow Instagram Followers
- Be Transparent With Customers
- Make More Long-Term Money
By: Giana Reno
Title: How to Do Guerrilla Marketing Like an Agency Pro (With Examples)
Sourced From: marketinginsidergroup.com/strategy/how-do-guerrilla-marketing-like-agency-pro/
Published Date: Wed, 15 Feb 2023 15:00:00 +0000