Effective Guerrilla Marketing is Limited Only by Imagination
Some of the most impactful and successful marketing activity ever witnessed has been guerrilla marketing. No, that doesn’t involve the use of freedom fighters, but is defined as: ‘unconventional marketing intended to get maximum results from minimal resources’ according to Jay Conrad Levinson, the self-proclaimed father of the activity.
It can be done in many different ways, but the tactic is best employed when ambushing someone else’s significant marketing spend. It can be event-based and some notable examples of guerrilla marketing emerged at the Euro 96 football tournament played in England.
The tournament limited the number of official sponsors to certain categories, meaning that the organiser’s income was maximised by forcing major players in each category to bid up the price paid for exclusivity. As a result some companies baulked at the process, deciding they could get far more exposure by spending a lot less and operating on the fringe of the tournament.
Two such examples of ultra-successful guerrilla marketing at Euro 96 involve sports equipment supplier Nike and leading UK tabloid The Sun. Despite the tournament’s stadia being covered with their sponsors’ brands the organisers failed to consider advertising media available in the vicinity of the stadia, and also the attire of the people attending the games – but Nike and The Sun didn’t! In audacious moves Nike bought all the available advertising space around the stadia and packed it with Nike branded material, and The Sun dished out tens of thousands of plastic bowler hats, carrying the England flag co-branded with The Sun and Mars Snicker’s brand to everyone entering the stadium.
As a result many attending the event mistakenly thought that Nike were officially associated with the tournament, allowing the sports equipment giant to get the result they wanted for a few million pounds less! And, the Sun and Snickers brands received extensive TV exposure worth millions as broadcasters zoomed in on fans and their hats during live coverage of the games.
However, the Euro 96 examples are extreme versions of guerrilla marketing as most of it tends to be low-level, and used more frequently by smaller businesses. Essential guerrilla marketing tools include imagination, energy and banner stands!
Banner stands can be quickly assembled and packed away, and are extremely portable. They can be pre-printed with the company’s campaign message and literally set up in any location in a number of minutes. They can, of course, also be used for legitimate advertising such as at events or trade exhibitions, but their portability is what makes them ideal for guerrilla marketing activity.
However, the most important weapons in the small business guerrilla marketing arsenal are items that are all free – innovation, imagination and energy. Being able to come up with marketing activity that is unique, and appeals directly to your customers is the key. Most small businesses don’t have the money to mount such marvellous guerrilla marketing activities as Nike and The Sun did for Euro 96, but many owners have boundless energy, enthusiasm and a belief in their business which means they will promote it better than anyone else.
About the Author
Andrew Regan is a freelance online journalist.
Nike Commercial – The Arsenal Pledge
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