Imagination and ingenuity can beat big budgets – Guerrilla Marketing​

A bottomless marketing budget – wouldn’t that be nice!

But for most of us that’s not the case and by the time we’ve done our traditional advertising: print, radio, direct mail and online directories, there’s not a lot to go around.

Guerrilla marketing is the new digital term for an old idea: a sales promotion that gets people talking, thinking and buying. You just need a small budget and large imagination! It focuses on grasping the public’s attention on a personal and memorable level.

Not easy but not hard if you think like an old marketer (or retailer).

The promotions are done in public places such as shopping centres, parks or beaches – but don’t think handing out flyers, it’s more than that!

(Local shopping centres are ideal for villages and care facilities).

Guerrilla marketing is about creating a memorable experience for the consumer, who after interacting with your product will tell their friends and family about it.

Check out how eMart, a grocery store from Korea, used the midday sun as part of their promotion and how Fantastic had people bowing to their almighty biscuit.

The pros and cons of Guerrilla Marketing:

Pros

• Cheaper than traditional advertising
•  Uses the power of word-of-mouth
• It can get picked up by news sources

Cons

• Susceptible to poor weather
• You need to get the right permits or you could end up in trouble with authorities

Allison