Guerrilla marketing is a form of experiential promotion that focuses on novel marketing ideas. When the film Carrie was coming out, for instance, the producers rigged a coffee shop to frighten unexpecting customers who saw a woman show off “telekinetic” powers. These types of marketing ploys can pay off huge, but that’s only if local businesses ignore the common guerrilla marketing myths out there.
Myth 1: Guerrilla Marketing Only Works with Crowds
Nearly 80 percent of Millennials prefer experiential techniques like guerrilla marketing. This means it would be great if every attempt reached hundreds of consumers in one fell swoop, but this doesn’t always happen. In fact, some of the most effective guerrilla marketers sit around all day and “like” statuses and share updates from fans.
While this isn’t going to result in fifty new customers a day, it will show results over time. Rome wasn’t built overnight, so a lack of crowds should be no excuse to not engage in guerrilla marketing.
Myth 2: Guerrilla Marketing Must Be Memorable
There is an idea that guerrilla marketing has to be memorable to be effective. It’s hard to doubt that the aforementioned crowd at the Carrie coffee house doesn’t remember their experience, but this isn’t an absolute necessity.
Guerrilla marketing just has to catch a consumer’s attention right now. What matters is that it takes up current space in their mind. This increases the likelihood of a spur-of-the-moment purchase, and if it’s a particularly impressive technique, it could find its way to YouTube viral status.
Myth 3: It Will Happen Overnight
While effective guerrilla marketing might snag a few new customers relatively quickly, it’s important to remember that it’s just like other marketing techniques. It takes time. Some Facebook pages with hundreds of thousands of followers took years just to reach their first 10,000 via guerrilla techniques. While it’s preferable that a strategy not take this long, marketers shouldn’t forget that it’s a marathon – not a sprint.
Guerrilla marketing might not be the silver bullet of marketing for every business, but it has its benefits. Local business owners should speak with their marketing managers about its potential, and if they opt to go forward, they should always avoid the aforementioned myths.