As an online seller, you're constantly looking for ways to expand your business. SEO, SMM, email marketing, and many other digital marketing approaches have made it incredibly easy for new and established business owners to start, run, and grow their business offline and online.
But, all of these tactics require a decent marketing budget, without which you won't be able to access the recent tools and solutions to get your store the success it deserves.
One of the effective low-budget marketing types was guerrilla marketing. Even before the internet came into existence, many small businesses used that strategy to promote their business.
Guerrilla marketing tactics serve as a low-budget marketing solution for owners facing budget constraints and not able to hire a full-time marketer to perform their everyday digital marketing tasks.
This low-budget marketing strategy enables you to achieve optimum results using creativity without investing lots of money.
We have created this post to help you learn the basics of guerrilla marketing and how you can grow your business offline using the best guerrilla marketing strategies.
What Is Guerrilla Marketing?
The term 'Guerrilla Marketing' was first coined by Jay Convard Levinson in his famous book 'Guerrilla Advertising' back in 1984. Guerrilla marketing focuses on unorthodox strategies that create buzz and make a lasting impression on customers.
It also acts as a perfect bridge to bring buyers online to offline. Unlike other forms of marketing that follow a standard set of rules, guerrilla marketing ideas rely solely on creativity and execution.
While guerrilla marketing was introduced to aid small businesses, many large-scale organizations also take advantage of the best guerrilla marketing tactics to grow their business offline.
How Does Guerrilla Marketing Work?
Are you tired of using those same old-school marketing tactics that every business uses to expand its customer base? It's time to explore unconventional approaches and create a wow factor for your brand that your customers and target audience will remember forever.
Here are a few things you should consider before you give guerrilla marketing a try.
First and most importantly, you have to consider foot traffic. The idea here is not to target people but the right audience who's genuinely interested in your products.
Don’t Annoy Customers
It can be easy for your buyers to ignore your guerilla marketing tactics unless your idea is powerful enough to capture their attention. Even if you have successfully captured your audience's attention, the real challenge is to get your message across without breaking any laws or annoying your customers.
Consider Different Variables
An effective guerrilla campaign depends on many factors, including your city laws, theft, weather, or more. So make sure you keep these things in mind before creating a campaign for your business.
Create A Link Between Your Offline Marketing And Online Brand
Customers should be able to find a connection between your brand and offline marketing strategies. In other words, your guerrilla marketing strategies should complement your overall organizational goals and objectives.
Types Of Guerrilla Marketing
There are many ways you can implement guerrilla marketing tactics to grow your business offline. Make sure you keep your budget and the creative capacity of your marketing personnel in mind before you create any personalized campaign for your brand.
Here are some of the known guerrilla marketing types you may want to try for your business.
Unlike traditional marketing models in which customers usually act as passive participants, experiential marketing allows them to participate in the process and helps a brand grow and excel.
Experiential marketers use creative marketing to introduce campaigns that help customers build an emotional connection with a brand and its products.
Unlike buzz marketing that involves organic recommendations from a brand, Astroturfing marketing uses fake endorsements to build a reputation and social proof. McDonald used this tactic a few years back when they paid 1000 customers to leave positive reviews to persuade others to trust a brand and make a purchase.
Buzz marketing is a popular guerrilla marketing tactic used by marketers to create hype about a product or a brand. This type of guerilla marketing is incredibly cost-effective as there is minimal involvement by a brand. The process revolves around getting genuine endorsements from high-profile individuals, celebrities, and popular influencers who promote a brand or a service without getting anything in return from a brand.
Stealth marketing is a popular guerilla marketing tactic that targets customers without them realizing they're being targeted. Marketers use this strategy to create brand awareness and buzz around a product or a service.
Street marketing is not as popular as other forms of guerrilla marketing. However, this tactic can drive more engagement and leads than other available alternatives.
Marketers use posters, billboards, and street art to get their brand message across.
Benefits Of Guerrilla Marketing
The biggest advantage of using guerrilla marketing tactics to grow your business is you can implement them without breaking your bank. Guerrilla marketing is all about unorthodox strategies that are mainly targeted towards creating brand awareness instead of making money.
If you trust your team's creative skills, then the budget should not be a constraint for you.
Today, only brands able to successfully build reputation and awareness can go a long way. Guerrilla marketing allows marketers to create a lasting impression that helps consumers remember their brand.
Guerrilla marketing strategies are unconventional and unique. Businesses gain more exposure when they successfully manage to get their brand recognized by their audience.
Now that you know why and how you can use guerrilla marketing tactics to grow your business offline, it's time to reveal seven low-cost guerrilla marketing strategies you can implement now to gain exposure and help your campaigns go viral.
Seven Low-Cost Guerrilla Marketing Tactics To Grow Your Business Offline
1. Use Sticker Marketing To Boost Your Brand
Did you know simple stickers can make your brand stand out in the crowd?
That's fine if you haven't heard of this type of marketing. After all, guerrilla marketing is all about implementing unconventional marketing tactics. But this strategy has the potential to create brand awareness and help your target audience become familiar with your brand.
Take an example of Reddit here. The popular social media platform used stickers of their legendary alien logo to create awareness. Those stickers got famous in no time and we've seen them on people's laptops, cars, binders, and literally everywhere.
Interestingly, Reddit only spent $500 on those stickers, and according to the CEO, the results they got were astounding.
2. Set Up A Pop-Up Shop
Another effective low-budget marketing tactic is to set up a pop-up shop. Yes, you guessed that right. We're talking about the same shops that almost every customer has experienced at some point. The good thing about those shops is that anyone can easily create one. Also, you can take them down whenever required.
With these pop-up shops, you can provide your consumers with a point of sale they can use to purchase their desired items.
You can even process payments using the POS system. The main point of concern is the location. The good news is you can set up your store anywhere - in your office, home, or even inside any other shop.
This strategy, if done right, can bring wonderful results to your business.
3. Give Away Samples
Who doesn't admire free stuff? Of course, we all do. Why not leverage this foolproof guerrilla marketing tactic to grow your business offline?
Giving away free samples is a surefire way to know people have access to your products and they will use them.
First, people love freebies. Second, when people get free samples, they feel obliged to spend their money on the products they once received as samples.
Approach organizers of local events or fairs and offer them to distribute your products as samples to their visitors. You can even set up a stand there if you want to interact with your customers directly.
Hire a few influencers after that who can endorse your products, and voila. You're all set to receive tons of traffic on your website.
4. Pay Attention To Product Placement
How you position your product can make or break a deal for you. The key here is to place your products in front of your customers in a way that they realize their value and eventually feel an urge to invest their hard-earned money in them.
In 2010, the Volkswagen Company installed a popping red slide labeled 'the fast lane' in a train station in Germany. Commuters were encouraged to use a slide instead of stairs or electrical escalators. The idea got popular in no time and became the talk of the town.
Small businesses can specifically use such 'out of the box ideas to create brand awareness and leave a lasting impression on their potential clients.
5. Support Local Community Events
One of the best ways to gain exposure is to become active in your local community events. For example, if your local community is organizing any seasonal fair or charitable event, you can sponsor that program to give your brand a positive exposure.
When people around you start recognizing your brand, they will Google your brand, and you’ll get more traffic to your website.
Also, they can turn into your brand advocates when they get a chance to meet you at local events.
6. Street Propaganda
Street propaganda is another old-school yet highly effective guerrilla marketing strategy that revolves around creating innovative street campaign ideas that you can implement in your nearby areas to get attention.
The purpose of this strategy is to create brand awareness in a specific area. You can distribute flyers, showcase your brand through posters, or even use street art to gain brand exposure.
7. Hire An Influencer
You don't really have to collaborate with famous social media stars and Tiktokers to gain exposure for your brand. Many offline influencing figures can spread positivity about your brand without having you spend extravagantly on your marketing efforts.
Look for those influential figures around you and approach them with a proposal. Some influencers ask for a monetary reward, while others can even settle for a free sample or a giveaway. Even if it's a cash reward, it will be much lesser than what you have to pay to macro-influencers or celebrities when they promote your brand within their social circles.
The key here is to find an influencer who can make a big difference.
Essentials Of A Successful Guerrilla Marketing Strategy - Getting Started
Step 1 - Choose a type of guerrilla marketing campaign you want to implement for your brand
Step 2 - Set your objectives/goals
Step 3 - Conduct market research and see what’s trending
Step 4 - Know your target audience (demographics/interests/buying preferences)
Step 5 - Position your brand in the best possible manner using the guerrilla market approach you have selected in the first step
Step 6 - Time to execute your plan. Run a campaign and see how well it is aligning with your set objectives
Step 7 - Document your results
Step 8 - Test and make changes accordingly
Guerrilla marketing can be truly rewarding when you go for the wow factor instead of trusting those old-school traditional tactics. While guerrilla marketing tactics have a limited reach, it still has the power to expand and speed up when you know what you're doing.