{"id":86223,"date":"2017-05-22T09:00:00","date_gmt":"2017-05-22T08:00:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=86223"},"modified":"2020-03-16T09:56:30","modified_gmt":"2020-03-16T09:56:30","slug":"plan-effective-guerrilla-marketing-campaign","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/traffic-building-strategy\/campaign-planning\/plan-effective-guerrilla-marketing-campaign\/","title":{"rendered":"How to plan an effective guerrilla marketing campaign"},"content":{"rendered":"

3 Tips to Ensure the Success of Your Guerrilla Marketing Efforts<\/h2>\n

Guerrilla marking can be\u00a0defined as \u201can innovative, unconventional, and low-cost marketing technique aimed at obtaining maximum exposure for a product<\/a>.\u201d<\/p>\n

Lower cost and increased exposure \u2014 that\u2019s the dream, right?<\/p>\n

To illustrate with a modern, classic example, in 2012, Dollar Shave Club nailed guerrilla marketing with its viral YouTube video<\/a>. For just $4,500, the company created a surprising and funny commercial that went viral in 72 hours. Although consumers see\u00a0more than 2,900 media messages<\/a>\u00a0every day, the sad truth is they will only remember four of them. DSC managed to remain one of those memorable four for a long time, all thanks to a relatively inexpensive video.<\/p>\n

If that kind of return is possible, why even bother with marketing initiatives that yield lower returns?<\/p>\n

Guerrilla Tactics Expand Your Reach<\/h3>\n

Most marketing \u2014 traditional and digital \u2014 is about scalability and input\/output; it costs more the bigger you get. Think of traditional marketing tactics like blue chip stocks: You know you\u2019re going to make a return on them, but they\u2019re also consistent and scalable.<\/p>\n

Think of marketing techniques in terms of investing. Like any investment portfolio, traditional \u201cblue chip stock\u201d tactics yield predictable returns at a slow and steady pace. On the other hand, a guerrilla marketing campaign (GMC) is more akin to investing in a risky startup \u2014 unique, exciting, and potentially a windfall, but also a big gamble.<\/p>\n

You want these tactics to comprise a minor part of your overall portfolio, of course, because the returns could be enormous (or abysmal).<\/p>\n

Planning an Effective GMC<\/h3>\n

When it comes to guerrilla marketing, you can do lots of\u00a0crazy stunts that sometimes work beautifully<\/a>\u00a0and sometimes flop completely. How do you ensure you make the biggest impact on the smallest budget?<\/p>\n

Just like investing in a startup, launching a GMC is part art, part science, and part timing. When we\u2019re devising our company\u2019s guerrilla marketing tactics, I ask the following questions to integrate our best ideas into a solid, potentially successful framework:<\/p>\n

    \n
  1. Does it grab attention?\u00a0<\/strong>Try to determine whether your GMC will make people stop and say, \u201cOh, now\u00a0that\u2019s surprising<\/a>.\u201d<\/li>\n<\/ol>\n

    Typically, three pillars support attention-grabbing GMCs:<\/p>\n