20 January 2012
In advertising, your brand is only as good as your campaign. Just like being a guerilla soldier in the jungle, your advertising must strike fast, hit hard and resonate with your brand's identity. At Maximumedia, we take great pride in designing campaigns for guerilla marketing that have been used by some of the most creative brands in today's market.
So, how do you design a guerilla marketing campaign in your town and how do you ensure that it does what you intend? Let's go with our patented Think, Make, Do strategy:
1. Think about what you need your marketing to do, not what it is going to cost.
Many people think of guerilla marketing as inexpensive rather than innovative. This seems counter-intuitive assuming that your marketing ideas in the guerilla domain should be explosive and affect your target market in a unique way, a way that is nothing like your audience has never seen.
2. Make your marketing quantifiable.
A guerilla marketing initiative is only as effective as it's results. So, in order to test it's effectiveness, you need to track your marketing. Here are a few tried and tested marketing ideas that everyone has seen and used in their consumer life:
- Redeemable tokens
- Perforated coupons
- Electronic marketing
Whether we knew it or not, by redeeming any of the above, we were helping a brand define it's market. Especially in today's online world, using high-powered analytics packages has been embraced and standardized to match the ways in which we track the impact of our advertising.
3. Do something to make your campaign memorable.
An effective guerilla marketing campaign will not only be concerned with the final outcome of it's intended use, but in how it is implemented. In other words, the ways in which you get your marketing into the hands of potential customers is as much a part of your campaign as the actual piece. Think of creative ways to make your customers remember you. Sing a song. Show a movie. Create a viral marketing strategy that takes full advantage of today's "share" society. If you put it on Facebook and it is an emotional experience, people are going to pass it along. Next thing you know, you are forcing people to listen to your message, go to your website ane ultimately buy your product.
So, when it comes to promoting your business via guerilla marketing, creating a powerful sales tool is a lot like engaging your market in the trenches. You absolutely have to have the right plans, maps and ammunition to make your marketing successful. However, you also have to approach your market with emotion and a truly hands-on ethic.
Now, get out there and DO IT!
