Generally speaking, guerrilla marketing is defined as event- or story-based promotional activities that create "buzz" among customers. The combination of word-of-mouth communication and media coverage can drive impressive results. For example, a pair of Twin Cities-based PR and marketing agencies helped client OfficeMax build considerable buzz by rolling out the "World's Largest Rubberband Ball" at a location in Chicago. The ball, which was 18 feet in circumference and used 175,000 rubber bands, broke the existing "Guinness Book of World Records" standard - driving widespread media coverage and Internet downloads of the event. Guerrilla promotions like these are successful because of their creativity and linkage to the client's brand image, says David Hopkins, managing director Carlson Brand Enterprise, an experiential marketing program at the Univeristy of Minnesota.
How can entrepreneurs and small business owners make the best use of guerrilla marketing? Hopkins suggests:
Beware unintended consequences. In a 2007 guerrilla marketing campaign, promoters for Turner Broadcasting installed several hundred flashing LED lights resembling a character from an animated TV series across public areas in Boston. After some people mistook the gadgets for explosive devices, resulting in transit shutdowns and police sweeps, Turner was forced to apologize and pay $2 million to the city and a Homeland Security goodwill fund. "Usually, there's a splash or an out-of-the-ordinary component in guerrilla marketing, but it needs to support the brand - not hurt it," says Hopkins.
Know your customers. While the Turner Broadcasting campaign did receive widespread media coverage - much of it negative - it did not install the lights in locations frequented by prospective program viewers. As a result, many people were scared, confused or just indifferent to the promotional approach.
Keep creativity in context. Guerrilla marketing should never be viewed as a singular activity. If one of a company's overall marketing goals is to build brand awareness, guerrilla marketing tactics can be a useful part of a larger strategy to get products or services in front of targeted consumers. "Guerilla marketing is not a replacement for traditional marketing," says Hopkins. "It needs to be consistent with an overall approach."
Brett Pyrtle is a writer and communications consultant based in St. Paul.
