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Derek Crowden | blog

Guerrilla Marketing – How To Make it Work for You

Oct 7th 2014 at 2:17 AM

Marketing is essential if you want to get the word out about your business, but if you have very little money to spend, you may feel as if you have hit a brick wall. This is where guerrilla marketing comes into its own. A guerrilla marketing program requires nothing but imagination and a willingness to push the envelope. So how can you make guerrilla marketing work for your small business?

The Definition of Guerrilla Marketing

It is not all that easy to define, but broadly speaking guerrilla marketing is any type of marketing strategy that is unusual, unexpected, and guaranteed to provoke a reaction from the viewer. It isn’t a traditional marketing strategy such as asking to print some marketing leaflets for your business or sending out email newsletters. No, the idea behind guerrilla marketing is that you do something out of the ordinary to raise your brand and create a news buzz, online or offline.

Make a Guerrilla Marketing Campaign Work for Your Business

Before beginning any marketing campaign, it is essential that you analyse your customer demographic. What type of people are you trying to target? If you don’t know who your customers are, it is very difficult to come up with a marketing strategy that stands any chance of success. Other things to think about include:

  • What’s your message?
  • What’s your goal?
  • What would appeal to your customer?

Once you have a few ideas, you need to do some research to ensure that what you are planning has not been done before. And if it has, go back to the drawing board and start again.

Adapt to Suit Your Business

Any small business can make a guerrilla marketing campaign work for them, although there are some niches where it might not be appropriate. Since the point of guerrilla marketing is to create a stir and attract media attention, the edgier and more provocative the better, but remember – the idea is to entertain and amuse, not scare and disgust people.

For example, say you own a lingerie design business and your brand message is ‘underwear you can’t wait to show off’. An example of guerrilla marketing would be to pay some models to stroll through a public area wearing glamorous lingerie. As long as you didn’t pull this stunt in a country where nudity was a definite no-no this would create a buzz and raise your profile.

Will It Work?

The key point here is: will the customer remember what we did? Will it entertain them or make them laugh? If the answer is ‘yes’ on both counts, your strategy is likely to be successful; if the answer is ‘no’ on either count, time to have a re-think. But, if the thought of doing anything a bit edgy scares the pants off you, perhaps guerrilla marketing is probably not a good fit for your small business.


Of course there is no reason why you shouldn’t stick to safe types of marketing. Social media marketing and other modern ways to increase brand awareness are very successful for small businesses, so why not give them a go instead?

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