Guerrilla Marketing Objectives. By definition, guerrilla tactics are fundamentally different than traditional marketing messages. Thus, guerrilla marketing messages have the ability to stand out among the endless barrage of marketing that consumers see on a daily basis.
Standing Out
The ability to do something unique that truly catches people’s attention can be more effective than the ability to fund a multi-million dollar campaign that people will subconsciously ignore. A guerrilla marketer for a small snack brand may walk around large events wearing a costume made entirely of free samples, for example, whereas a major brand might simply run a television advertisement. The costume would be almost guaranteed to attract attention and get products in people’s hands, whereas only a fraction of the ad viewers would even pay attention.
Brand Building
Guerrilla marketing strategies themselves can help to develop an edgy or “hip” brand image. The very act of going against tradition and the sheer creativity of guerrilla tactics can label a company as “cool” in consumers’ minds. This can be especially advantageous when marketing to young people trying to establish a unique identify for themselves. Anything that makes people want to share their experiences with others can also lead to free word-of-mouth advertising within your target market.
Lasting Impressions
Much of guerrilla marketing relies on face-to-face interaction with potential customers. The personal nature of these interactions — whether it be handing out free samples, giving away branded collateral or simply talking to people whose curiosity is aroused by what you are doing — can leave greater impressions on people than the inorganic experiences of watching or listening to advertisements. When guerrilla marketing tactics on the street are tied with social-media-driven promotions, the bond between a company and its new customers can grow even stronger.
Viral
Going viral is all the rage in the 21st century. Whether it’s a clever YouTube video, or a well-crafted tweet, producing media that is widely appreciated and shared is an excellent way to reach your target audience. You can’t promise that everything you put out will automatically be trending all over the world, but you can better your chances by getting to know the niche you’re a part of. Guerilla marketing should always represent the population it intends to reach. In other words, it should reflect those that are creating it and those that are consuming it. This usually requires a great deal of research and a sense of immersion in a particular niche. If you’re trying to take your brand to the next level, spending the time to understand the culture that is attached to your company is important.