“Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. It is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz.
“Guerrilla marketing is said to make a far more valuable impression on consumers compared to more traditional forms of advertising and marketing. This is because most guerrilla marketing campaigns strike consumers at a more personal and memorable level. Check out some of these examples:
You can use different promotional materials to execute guerilla marketing such as posters, print cards, street art and more. A great guerilla marketing campaign that took place in 1989 which was dubbed as Andre the Giant Has a Posse, used stickers. The campaign was fueled by the creative genius of Frank Shepard Fairey and started as an inside-joke for the skater and hip-hop community. By the early 1990s, tens of thousands of stickers were being made and put in public places around the world!
By observing and learning from the success of “Andre the Giant Has a Posse”, we can learn a few tips on how we too can succeed at this affordable and viral marketing concept.
1. Laughter is contagious and worth sharing. Because Fairey and friends chose to use an inside joke for their sticker design that many people could relate to, they set the stage for viral distribution. The natural response from the community was to share a laugh with friends.
2. Good design never fails. As a renowned graphic illustrator and designer, Fairey had a good eye for good design. If you do not have the expertise to create an amazing design yourself, don’t fail to invest in finding the right person.
3. Familiarity promotes recognition. Using something that your audience is familiar with and can relate to is important. The use of a famous/notorious wrestling star like Andre the Giant helped the sticker grab people’s attention.
4. Keep your initial investment low. Guerilla marketing can be a hit or miss. Fairey didn’t intend to make an international viral sticker campaign. The use of stickers was a safe decision since you can be creative in your design and mass produce them at low costs.
The success of any marketing campaign starts with a goal, proper timing and execution. It is also important to choose the right materials for your campaign and know how to use them wisely. Be sure to study each element of your campaign and understand how they’ll work well altogether.