Guerrilla Marketing Problems. Mysterious messages can be misunderstood. There’s often an air of mystery to guerrilla marketing campaigns, and while it’s this sense of mystery that can often propel a campaign’s attention and notice, the lack of clarity can also skew audience interpretation.
Confusion associated with guerrilla marketing campaigns can have extreme implications, such as in 2007, when flashing LED circuit boards promoting a new animated series, Aqua Teen Hunger Force, were quietly installed around the city of Boston. The objects were mistaken for explosive devices, causing citywide panic as bomb squads were brought in to examine and remove the unknown devices.
The hired installers were even arrested for mounting “hoax devices,” but were later released. While it’d be easy to label this campaign as a disaster, the story got picked up on major media networks across the country, so despite whole ordeal, some would probably call it a success.
Authority intervention. Some forms of guerrilla marketing, such as non-permissioned street graffiti, can result in tension with authorities.
Unpredicted obstacles. Many guerrilla marketing tactics are susceptible to bad weather, thrown timing, and other small instances that could easily threaten to undermine an entire campaign.
Potential backlash. Savvy audiences may call out businesses who are implementing guerrilla marketing campaigns they don’t approve of. This is especially true of undercover marketing campaigns – if you’re caught, prepare to face the wrath.
There’s no doubt that guerrilla marketing can provide fantastic results while allowing marketers to exercise their creativity in a unique way, but it will only work for businesses who aren’t afraid of risk-taking.