Reasons to do Guerrilla Marketing. Guerrilla marketing has some advantages and disadvantages. Take both into consideration before choosing to move forward with a campaign.
Pros of Guerrilla Marketing
Cheap to execute. Whether using a simple stencil or a giant sticker, guerrilla marketing tends to be much cheaper than classic advertising.
Allows for creative thinking. With guerrilla marketing, imagination is more important than budget.
Grows with word-of-mouth. Guerrilla marketing relies heavily on word-of-mouth marketing, considered by many one of the most powerful weapons in a marketer’s arsenal. There’s nothing better than getting people to talk about your campaign on their own accord.
Publicity can snowball. Some especially noteworthy or unique guerrilla marketing campaigns will get picked up by local (and even national) news sources, resulting in a publicity powerhouse affect that marketers drool over.
A guerrilla marketing campaign can be tailored to almost any small business.
With that being said, there’s a way for basically any business or brand to do some form of guerrilla marketing, “it’s just a question of risk tolerance . . . [since it] requires a brand to step outside its comfort zone and do something they’ve never done before,” Neisser explains.
Zaccardi reiterates that there can be “a fit for about any brand–guerrilla marketing can even occur in an online setting, which is a much safer/familiar medium for some brands.”
But if edgy is your thing, a guerrilla campaign is right up your alley. Salacuse says that “guerrilla marketing is often the only way to implement a desired concept,” and that today’s consumers often “tend to gravitate toward brands that implement original and edgy campaigns.”