We have been hearing talk of this for years within the sector. Unconventional Marketing And Experiential Marketing but in reality few people have a clear idea of what we are talking about when we talk about Guerrilla Marketing. We are sure that many large Italian companies have probably never even heard this term… let alone SMEs.
But let's get this out of the way right away by giving as reliable a definition as possible:
“Guerrilla Marketing, or Guerrilla Advertising, is an unconventional form of marketing that uses low-cost tools to achieve objectives, maximizing results”
What is Guerrilla Marketing?
As you can guess from the name itself, Guerrilla is a term that derives from the military sphere to indicate a civil war, often at low cost. Here, however, someone misunderstands and over the years the idea has become somewhat widespread that the Guerrilla Marketing it's just a way to get people talking about you or your company without spending a fortune on Advertising. But that's not the case: it's not just any out-of-the-box idea that increases the Brand Awareness.
As well as everything else that concerns The Marketing and communication, we find ourselves in a strategic area inserted within a well-defined and structured communication plan. Guerrilla Marketing is (and must be considered) as an advertising technique on a par with those implemented on social media, search engines rather than the signage.
How to do Guerrilla Marketing, some tips
Although it is a type of communication unconventional and not based on schemes And standardized practices, but rather on creativity and flash of genius, there are some tips that are good to follow if you want to implement a Guerilla Marketing StrategyLet's see them together:
- Choose the right channel: online or offline? Remember that it is not the channel that is important but the word of mouth generated;
- Be consistent. Don't detach yourself too much from the Mission and from the Vision of your brand, you could risk causing the opposite effect: negative word of mouth, which harms your company;
- Don't bother. Since these are operations that could involve open spaces It is very important not to disturb the people present and, if it is unavoidable, it is essential that this annoyance generates a proactive stimulus towards the Brand.
Some examples of Guerrilla Advertising
As mentioned above, it is mainly large companies that adopt this type of strategy. Let's see some success stories.
Nike
The underlying goal of their strategy was to consolidate further its own Mission, consisting of values such as energy, strength, courage and victory. One of the most famous examples is certainly the installation of benches, inside the major American parks, with a backrest in the shape of the Nike logo but with the particularity of not having seats: the invitation was not to sit down and not to rest but to run and stay active.
Generali Group
To give a purely Italian example, we cannot fail to mention the strategy of Guerrilla Marketing adopted by Generali Insurance. The ultimate goal was to sponsor the birth of a new Milanese branch and, at the same time, raise public awareness of the importance of the social security aspect. To achieve this goal, they arranged for a submarine to appear in the center of Milan, leaving everyone speechless and wondering what was happening.
If you are interested in taking up a Guerrilla Marketing Strategy don't hesitate to Contact us. Remember that this is a particularly effective technique with young people and Gen Z!