In the modern world in which we live, it is not surprising that we interact on a normal and daily basis with hundreds and hundreds of advertisements that incite us or even suggest us to consume, buy or make use of an infinite variety of products or services. From a billboard, a pamphlet, a banner on a web page, or that thirty-second ad that interrupted the chorus of your favorite video clip on Youtube.
We can’t deny that these ads can be annoying and even invasive. But what if I told you that it doesn’t have to be that way. There are advertising strategies designed to surprise and innovate in unique ways because advertising saturation can not only overwhelm consumers but also make it difficult for companies to stand out and draw attention to themselves.
Short-duration campaigns in alternative media, with less investment, generate a great impact. This would be a quick description of what Guerrilla Marketing is.
Guerrilla Marketing or BTL requires a lot of ingenuity, but if developed correctly it can become a great boost for brand positioning and the creation of viral content on social networks, which makes it a multiplatform strategy option.
Coca-Cola is crowned as the queen of Guerrilla Marketing with dynamic campaigns that reinforce the values and humanization of its brand, such as The Happiness Machine in 2010, The Dancing Vending Machine in 2021, and of course, its magical Christmas campaigns (Christmas Balloons).
Although it is not necessary to be a big brand already positioned to carry out a Guerrilla strategy, we offer you successful examples by well-known brands of how to reach the hearts of the public and generate engagement by offering them a unique and unrepeatable experience, such as the one carried out by Milka in Argentina (Chain of tenderness), Walt Disney Studios in the United States (The mad hatter surprise), Nutella in Holland (Nutella interactive panel) or Mattel in Canada (Pictionary mall surprise).
How to execute your own Guerrilla Marketing strategy?
There are several methods with which you can carry out a marketing strategy for your company or brand.
1-Transform a landscape or environment: Many campaigns take a creative approach by taking existing elements of a street, plaza, park, or bus station and transforming them to incorporate an innovative and interesting design that awakens the average passerby and generates interest in the brand.
2- Move the consumer to act: Take people out of their routine and offer them something they are not used to. Simple activities like pressing a button, taking a photo, or interacting with a stranger in exchange for a fun and creative response will be enough to improve someone’s day and stay in their mind for a while.
3-Social media presence: In these pandemic times we have discovered the power of media and the internet in all aspects of our lives. There are more than 3.4 billion active users on social networks, so these can be of great use to boost your brand promotion to another level. The correct use of trends and Outside the box thinking is the key to your success in the digital world.
