Guerrilla marketing is another word for experiential marketing and that is to offer an immersive and exceptional experience to potential customers.
The term, first used in Levinson’s book ‘Guerrilla Advertising’, finds its roots in the term guerrilla warfare, a form of warfare that utilizes the element of surprise and sabotage to win against enemies. The shock value provokes engagement and after having experienced this immersive experience, the consumer is then more likely to share their memorable experience with the advertisement through word of mouth.
Guerilla campaigns are normally targeted towards city centers or public areas with high traffic in order to encourage the most number of people possible who see it to “record” it in some way: picture it, film it and spread it across their social media platforms.
Why are Guerrilla Marketing tactics so popular?
- Low cost: the focus is more on creativity and time than money.
- The surprise element makes it easier for consumers to share the experience
- Experiential marketing creates a sudden “connection” between the consumer and the brand because of the “shock” factor.
Look at the following example of Guerrilla “street marketing” to advertise the HBO series, The Sopranos:
Thanks to guerrilla advertising, companies are focusing on having a better relationship with their customers and improving their customer follow-up. By using tools such as email subscriptions, newsletters and offers, companies are able to retain repeat customers and get new ones through referrals and word of mouth.