{"id":2441,"date":"2024-09-09T15:31:48","date_gmt":"2024-09-09T15:31:48","guid":{"rendered":"https:\/\/getleadster.com\/blog\/?p=2441"},"modified":"2024-11-07T02:46:08","modified_gmt":"2024-11-07T02:46:08","slug":"what-is-guerrilla-marketing","status":"publish","type":"post","link":"https:\/\/getleadster.com\/blog\/what-is-guerrilla-marketing\/","title":{"rendered":"What is Guerrilla Marketing and How to Get Started?"},"content":{"rendered":"\n

Guerrilla Marketing<\/strong> is a highly interesting strategy, but unfortunately, it’s not well-utilized by everyone.<\/p>\n\n\n\n

But here’s the thing: I’m not saying there are few examples of Guerrilla Marketing in Brazil and around the world. They do exist and are everywhere.<\/p>\n\n\n\n

However, these actions tend to be underutilized by small businesses<\/strong> or brands that prioritize digital marketing.<\/p>\n\n\n\n

In today\u2019s article, I want to turn the page on that. If you run a small business, you\u2019ll learn what Guerrilla Marketing is and how to implement it on a local scale, in a way that works for you.<\/p>\n\n\n\n

But if you have a good budget and support from your board for a guerrilla campaign, I\u2019ve brought some great Brazilian examples to inspire you.<\/p>\n\n\n\n

Shall we begin?<\/p>\n\n\n\n

What is Guerrilla Marketing?<\/h2>\n\n\n\n
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Guerrilla Marketing is the term for a methodology that seeks to create unexpected and creative actions, directly inserting them into the routine of the target audience.<\/p>\n\n\n\n

\u201cBut wait,\u201d you might be thinking, \u201cisn\u2019t that the definition of marketing and advertising as a whole?\u201d<\/p>\n\n\n\n

In a way, yes, but Guerrilla Marketing goes much further.<\/p>\n\n\n\n

Think of a billboard, for example. It\u2019s created with creativity in mind and truly impacts people\u2019s routines. Take a look at this example: <\/p>\n\n\n

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Is it a disruptive and creative action? Definitely. But not at the level Guerrilla Marketing can reach.<\/p>\n\n\n\n

This is because the term \u201cguerrilla\u201d is not used lightly. A brand carrying out a Guerrilla Marketing action aims to occupy spaces that are not typically associated with advertising.<\/p>\n\n\n\n

For example, doing an action in the middle of a square, in a shopping mall corridor, at a traffic light, or on an office building.<\/p>\n\n\n\n

The main rule of Guerrilla Marketing is to offer an experience to the target audience. And the experience needs to be impactful enough for the action to be shared with more people, making it viral.<\/p>\n\n\n\n

This sharing takes various forms: online, through word-of-mouth, and even through traditional media.<\/p>\n\n\n\n

So, a billboard, a bus ad, or a mall totem cannot be considered Guerrilla Marketing because everything about them is already expected by the public; there\u2019s nothing different.<\/p>\n\n\n\n

However, all of this doesn\u2019t stay in the realm of ideas. There are specific characteristics defined by various authors and marketing researchers.<\/p>\n\n\n\n

We will delve into each of these characteristics and triggers of Guerrilla Marketing. But for now, let\u2019s move on to a more practical topic:<\/strong><\/p>\n\n\n\n

What Are the Types of Guerrilla Marketing?<\/h2>\n\n\n\n
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Guerrilla Marketing can be executed in several different ways.<\/p>\n\n\n\n

Many people think it\u2019s only the traditional approach: doing some street action and inviting the media to film and share the message.<\/p>\n\n\n\n

But it\u2019s not quite that simple. Guerrilla Marketing can take different forms, impacting thousands of people at once or just one or two.<\/p>\n\n\n\n

It can be done on the street, inside a space, and can last just a few hours or extend over months and even years!<\/p>\n\n\n\n

For example, the virtual reality game created for the launch of the movie \u201cThe Dark Knight\u201d in 2008 involved over 650,000 players over several months.<\/p>\n\n\n\n

One of the \u201cclues\u201d even featured 5 planes in the sky writing a phone number. The campaign was so extensive that fans even created a Wiki with its history.<\/p>\n\n\n\n

So, Guerrilla Marketing is like a state of mind<\/strong> \ud83d\udc7b It can present itself in various forms as long as its main principles are respected.<\/p>\n\n\n\n

What forms are these? Let\u2019s find out together now:<\/p>\n\n\n\n

Outdoor Guerrilla Marketing<\/h3>\n\n\n\n

This is the classic case: Guerrilla Marketing done on the street, activating a brand, and involving people passing by.<\/p>\n\n\n\n

But at the same time, this type of action is the most complicated to plan.<\/p>\n\n\n\n

First, you\u2019ll need to determine where your target audience usually gathers.<\/strong> And that alone is quite a job.<\/p>\n\n\n\n

Next, you\u2019ll need to understand what permissions you\u2019ll need<\/strong> to conduct your action \u2014 usually, this approval comes from the city council through the Civil Guard or with the endorsement of the Fire Department\/Police.<\/p>\n\n\n\n

Before carrying out the action, you\u2019ll need to handle all the logistics<\/strong> \u2014 promoters, structure, food, transportation, etc.<\/p>\n\n\n\n

Finally, during the execution, you\u2019ll need senior marketing staff dedicated to overseeing the entire development.<\/p>\n\n\n

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Along with this type, the next is also quite popular:<\/p>\n\n\n\n

Indoor Guerrilla Marketing<\/h3>\n\n\n\n

This type of Guerrilla Marketing is done inside another structure \u2014 in a shopping mall, an office building, or anywhere your target audience is.<\/p>\n\n\n\n

These cases are usually a bit simpler, especially in terms of research.<\/strong> The tricky part is getting approval if you\u2019re proposing a more unusual location \u2014 like a subway station.<\/p>\n\n\n\n

But in any case, the planning and execution of the action are quite similar to Outdoor Guerrilla Marketing.<\/p>\n\n\n\n

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