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GUERILLA MARKETING and Why It Works

Cut through the clutter and capture people's attention with the unexpected

Spark conversations and sharing with guerilla marketing tactics

Give people brand experiences they'll never forget 

Create eye-catching social media marketing content

Establish cultural credibility with guerilla marketing activations

Be a brand known for doing supercool things 

 

Guerilla Marketing: What You Need To Know

Guerilla marketing is a bold and unconventional advertising approach that employs creative and surprising tactics to capture attention, engage consumers, and achieve brand objectives. It often involves disruptive stunts that go beyond the boundaries of traditional advertising in public spaces.

Individual companies often use various terms to describe guerilla marketing, including ambush, grassroots, shockvertising, spectacle, stunts, disruptive, word-of-mouth, or stealth, reflecting the unconventional nature of this marketing strategy.

In order for guerrilla marketing to be successful, it must include elements that unpredictability, surprise, delight, and motivate people to act. 

The practice of guerrilla marketing takes place on public sidewalks, at public venues, and in other prominent places. 

Guerrilla marketing's innovative nature means brands usually implement ideas without asking permission from cities, events, or property owners beforehand.

A guerrilla marketing concept can be a standalone installation, a performance, or a small activation spreading across a city.

Guerilla Marketing Creative Sidewalk Activation

Guerilla marketing primarily operates at street level, though exceptions exist, such as Guerilla Projection, which utilizes high-rise buildings as canvases.

Guerilla marketing campaigns often incorporate social media and influencer strategies and public relations efforts to generate earned media coverage.

Guerilla marketing stunts have gained popularity due to their ability to cut through the noise, attract attention, drive social media engagement, and establish a brand as an active participant in the cultural conversation, particularly on social media platforms.

Guerilla marketing can be a single, impactful activation or a series of themed stunts throughout the marketing year.

 

Guerilla Marketing Services

 

1. Unconventional Strategies to Make Your Brand Unforgettable

Our guerilla marketing strategies are not for the faint of heart. We'll help you craft campaigns that break the mold, challenge expectations, and leave people talking. We'll tap into the power of surprise and creativity to make your brand noticed, respected, and understood.

2. City-Specific Guerilla Marketing: Adapting to Local Vibes

Every city has its own unique pulse, its own cultural nuances. We'll tailor your guerilla marketing campaigns to align with the specific rhythms and character of your target cities and audiences, ensuring that your activations resonate with the local community.

3. Guerilla Marketing Planning: From Concept to Execution

While guerilla marketing may appear spontaneous and unplanned, it demands meticulous preparation to ensure its success. Our team will embark on a thorough reconnaissance mission to identify the perfect locations for your guerilla marketing activations. We'll meticulously plan every step, from prepping and rehearsing to navigating city regulations, ensuring that your unconventional marketing efforts unfold smoothly and effectively.

4. Design and Fabrication of Captivating Guerilla Marketing Assets

Our creative team will design and fabricate visually striking and interactive guerilla marketing assets, like costumes and exaggerated props, that perfectly embody your brand concept and message. Whether it's eye-catching installations, engaging performances, or innovative pop-ups, we'll transform public spaces into canvases for your brand's story.

5. Staffing, Training, and Outfitting Your Guerilla Marketing Team

A successful guerilla marketing campaign hinges on an enthusiastic and well-trained team. We'll recruit, train, and outfit your guerilla marketing crew, ensuring they are not only knowledgeable about your brand but also capable of executing your campaign with energy and professionalism.

6. Dedicated Media Capture: Immortalizing Your Guerilla Marketing Moments

Our team of dedicated photographers and videographers will capture the essence of your guerilla marketing campaign, documenting the process from inception to execution. These high-quality visuals will serve as powerful tools for amplifying your brand's message and generating earned media coverage.

7. Recap and Assessment Reports: Measuring Success and Refining Strategies

After each guerilla marketing activation, we'll provide comprehensive recap and assessment reports, analyzing the campaign's effectiveness and identifying areas for improvement. These insights will guide us in refining our strategies and optimizing your brand's guerilla marketing efforts.

 

Guerrilla Marketing Wall Street Bull - Financial District, NYC

Popular Guerilla Marketing Tactics

 

Sidewalk Chalk Stencil: Branding sidewalks to create stand out, temporary promotional messages or images.

Building Projection: Employing cutting-edge technology to project eye-catching visuals or advertisements onto prominent buildings, garnering attention in high-traffic areas.

Wild Posting and Sticker Bomb: Posting promotional materials, such as posters and stickers, in unexpected and unconventional locations to create a widespread and attention-grabbing impact.

Sidewalk Installation: Placing engaging brand installations directly on sidewalks, transforming public spaces into interactive, memorable, and shareable experiences.

Banner Drop: Unveiling large banners strategically in public spaces to surprise and capture the interest of passersby, effectively conveying a brand message.

Scavenger Hunt: Creating an engaging and interactive promotional experience by organizing scavenger hunts that lead participants to discover and engage with brand-related content.

Popup Vehicle Experience: Utilizing mobile setups or vehicles as pop-up spaces to showcase products or services, reaching audiences in various locations with a brand experience.

Statue Takeover: Transforming public statues or monuments into temporary installations or displays that creatively promote a brand or message.

Costumed Character Popup: Deploying costumed characters in public spaces to interact with and entertain the audience, effectively integrating the brand into the surrounding environment.

Guerrilla Marketing Underwear Cling Wild Postings - New York City, NYC

Top 10 Guerrilla Marketing Tips

 

1. Chart Your Course: Defining Goals for Guerilla Marketing Success

Decide what your objectives are before you embark on your unconventional marketing campaign. Are you seeking to increase brand awareness, boost sales, or create social media buzz? By setting clear objectives, you will be able to ensure your guerilla marketing efforts are laser-focused on achieving your goals.

2. Originality is Key: Stand Out from the Crowd

A key element of guerilla marketing is originality. Avoid replicating tired tactics and challenge the norm with fresh, innovative ideas that will capture attention and leave a lasting impression.

3. Participation is Power: Engage Your Audience

In order to maximize the effectiveness of guerrilla marketing, make sure that your activations are interactive. Encourage customers to interact with your brand rather than just observe it. Provide opportunities for them to get hands-on, share your content, and communicate in two-way fashion.

4. Local Flavor: Embrace City Culture for Relevance

Tailor your tactics to resonate with the local audience, incorporating cultural references and adapting to the specific vibe of the city or region where you're launching your guerilla marketing campaign.

5. Strategic Reconnaissance: Scouting Locations for Success

Make sure you conduct a thorough reconnaissance before launching your guerilla marketing campaign. Consider factors like foot traffic, visibility, and regulation to ensure the message reaches the right audience.

6. Brand Alignment: Staying True to Your Identity

Your activations should be aligned with your brand's values, personality, and target audience. While guerrilla marketing encourages unorthodox approaches, your tactics must remain consistent with your brand's overall identity and messaging.

7. Strategic Timing: Spreading Guerilla Magic Throughout the Year

Plan a year-round series of guerrilla marketing stunts to maintain momentum and keep your brand in the public eye. Consider seasonal themes, special events, and cultural trends when timing your stunts.

8. Delight and Benefit: Creating Positive Public Interactions

The goal of guerrilla marketing is not just to promote your brand; it should also leave a positive impact on the community. Offer unexpected conveniences, provide entertainment, or contribute to the local community with guerrilla marketing.

9. Social Media Amplifier: Documenting and Amplifying Guerilla Magic

You can leverage social media to your advantage in today's digital age. Document your guerilla marketing stunts with high-quality photos and videos, then spread your message through social media. Provide engaging hashtags and interactive elements to encourage user-generated content.

10. Measure and Adapt: Evaluating Guerilla Marketing Success

Measure the effectiveness of every guerilla marketing campaign after it is completed. In order to optimize your guerilla marketing efforts for future success, analyze metrics like social media engagement, website traffic, and brand awareness. With these insights, you can refine your strategies and optimize your efforts.

 

Guerilla Marketing Coverage

 

Among the cities where guerrilla marketing production services are available are New York City, Los Angeles, Chicago, Boston, Portland, Philadelphia, Seattle, San Francisco, Miami, Baltimore, Pittsburgh, St. Louis, Denver, Houston, Dallas, Austin, San Antonio, Atlanta , New Orleans, Minneapolis, San Diego, New Jersey, Washington DC, and dozens more.

Guerrilla marketing stunts rely on pedestrian traffic, which is often scarce in smaller cities, suburbs, and college towns. 

United Nations UN General Assembly Guerrilla Marketing
How Much Does Guerilla Marketing Cost?

 

A single-day guerilla marketing activation ranges from $7,000 to $40,000 depending upon the concept, number of locations, production, staffing, testing, transport, and documentation required to bring the idea to life. 

 

Onboarding & Activation

 

1.) Share with us your ideas and goals 

2.) Review activation-ready solutions as well as custom recommendations

3.) Once we land on an idea you're in love with, we'll draw up a marketing agreement 

4.) Guerilla marketing design, production, and planning start 3+ weeks before the first activation day

5.) Train everyone on the team and ramp up the week before your first guerilla activation day

6.) Receive real-time reporting; photos, learnings, and ideas to improve

Guerrilla Marketing Sidewalk Chalk Decal Advertising - New York City
Guerilla Marketing Takeaways


In a world saturated with conventional advertising, guerilla marketing emerges as a beacon of creativity and disruption, capturing attention, igniting conversations, and propelling brands to the forefront of cultural relevance.

Unlike traditional marketing methods that blend into the background, guerilla marketing stands out, leaving a lasting impression that resonates with consumers in a big way.

The best guerilla marketing stunts are participatory and shareworthy.

Tap into ideas that creatively leverage unique city environments and local culture.

Enlist an experienced guerilla marketing team to help with ideas, design, recon, staffing, and execution. 

Document everything and amplify it on social.

Guerilla marketing spectacles help you become part of the cultural conversation.

 

Connect

 

Reach out with your brand goals for a complimentary guerilla marketing recommendation.

Explore More

 

Other forms of guerilla marketing include Wild Posting and Guerilla Projection.

 

Guerilla marketing definitions:

Street guerilla marketing is leveraging the cityscape (e.g. sidewalks, walls, bus stops, transit stations, etc.) to generate brand presence and engagement. 

This form of guerrilla marketing often involves marketing signage, performances, and installations lasting for a day or two.

Indoor Guerilla Marketing is executing marketing activations at publicly accessible, private property locations such as transit stations, college campuses, and retailers.

Indoor guerilla marketing encompasses activations ranging from creative flash mob performances to signage placement.

Indoor guerilla marketing is difficult to execute as privately operated locations (e.g. subways, parks, malls, etc.) typically have security that notices out of the ordinary activities.

Ambush Guerilla Marketing is activations in or at large events such as sports areas, festivals and/or trade show conventions without permission.

The aim of ambush guerilla marketing is to associate a brand with the event and connect with their audience without paying traditional sponsorship fees.

This form of guerilla marketing is challenging as many events have assigned security on the lookout for any unauthorized marketing activities, plus large events (e.g. Super Bowl, SXSW, X Games, etc.) coordinate with cities to create ‘advertising free zone’ to protect official sponsors.

Experiential Guerilla Marketing is when the activation's success is dependent upon public engagement and contribution.

Examples of experiential guerrilla marketing can range from an unauthorized sidewalk pop-up shop to a scavenger hunt throughout a city.

Guerilla Marketing FAQ:

Guerilla marketing pushes the boundaries of what is typically allowed in public spaces.

Some cities may have laws regulating your guerilla marketing approach, while others may not.

In either case, it is best to research and assess all possible outcomes to ensure your brand is prepared for any reactions to your guerilla marketing stunt.

Guerilla marketing is a highly effective way to achieve brand goals, particularly when it comes to creating awareness, interest, participation, content, and social shares.

Typically guerilla marketing concepts only reach a few thousand people a day; in turn, the real value is derived from documenting the activation for social media purposes.

When people cite a "guerilla marketing strategy", they can be referencing a nontraditional, creative, low budget, or even an in-house, do-it-yourself advertising solution. 

Best to ask people to clarify what they mean when they say "guerilla marketing strategy" to ensure everyone is on the same page.

ALT TERRAIN provides guerrilla marketing services for companies in the following cities:

New York City

Los Angeles

Chicago

Boston

Portland

Philadelphia

Seattle

San Francisco

Miami

Baltimore

Pittsburgh

St. Louis

Denver

Houston

Dallas

Austin

San Antonio Northern

New Jersey

Atlanta

New Orleans

Minneapolis

San Diego

Washington DC

Toronto

Vancouver

Montreal

London

Paris

Berlin

Amsterdam

Milan

Madrid

Guerilla Marketing Examples

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Gold Toe