Get Some Guerrilla In Your Marketing To Get Results

Get Some Guerrilla In Your Marketing To Get Results
Guerrilla marketing. It can be so easy to get wrong! Don’t be fooled in thinking that you
can take and idea and make it as impressive as a rabbit being pulled from a hat! If that’s
what you thought, you need to rethink and redefine what your impression of guerrilla
marketing is.
There are so many nooks and crannies in a guerrilla marketing campaign, which need to
be well thought out before it is executed. A poorly thought through plan can result in a
disaster and will most likely negatively impact your brand or product, and that is
definitely NOT what guerrilla marketing is to do!
So make sure the Guerrilla in your Marketing is well planned and take a look at a recent
example for how it can go wrong – unless of course you brand has lots of dollars and then
it can be turned into a positive.
Justin Bieber has risen in fame in the last few years and recently, he is actually getting
quite good press surrounding him, with his new singles being released and his album.
Purpose, his latest album impressed a wide demographic with ladies of all ages getting on
their Bieber Fever however it did not impress the San Francisco’s council.
The guerrilla marketing campaign to promote the album included the pavement being
sprayed with permanent spray paint. The city was not very happy with this stunt and
requested Justin Bieber to remunerate the city for removing the graffiti.
This example highlights that before the guerrilla marketing campaign was carried out,
there was no research or consideration for the laws and legislations in San Francisco
regarding graffiti, even if it was on the pavement rather than on hoarding or walls of
private property.
Thus this indiscretion by Justin Bieber’s team reflects negatively on the singer and acts as
a warning to others who are considering guerrilla marketing about the consequences that
can occur when certain aspects are not abided by, such as the law.
The public’s perception of a marketing campaign is so important and a guerrilla
marketing campaign is no different. If carefully crafted, the campaign can be a positive
and position the product and brand specifically in the consumer’s mind.
So make sure you well research your guerrilla marketing or you can pretty much
guarantee disastrous results and they are not the kind of results we are looking for.
Wasted marketing funds are a sure fire way to get on the wrong side of the CEO however

a bad impression left in consumer’s minds is a sure fire way to finding a new job and
perhaps a career.
Just to prove a point, below is another train wreck guerrilla marketing campaign;
America has unfortunately had some pretty serious terrorist attacks, mass shootings, gang
warfare and lots of other super scary stuff going on. Most people in the sates are on high
alert with the constant threat of bombings and terror attacks.
American movies definitely have not helped with the movies and TV shows that they
make to depict terror attacks that happen on the streets.
With the release of Mission Impossible in 2006 Paramount Pictures though it would be a
brilliant idea for them to place devices in newspaper stands to play the theme song when
individuals collect their morning paper.
OK so I have painted the picture above about how high alert the American people are to
bombs and stuff so you can guess how this played out can’t you? You got it, when a
customer noticed the device they assumed it was a bomb!!! Talk about being caught up in
your own world and not taking into consideration the effects this would have in today’s
environment. Clearly the campaign totally backfired and all the devices needed to be
pulled and the Marketing Director would have most likely lost their job and the
respectability.
Just another example why you really need to research your idea, just because it sounds
like an amazing idea for what you are doing right here and now this may not translate
when you take the rest of the world into consideration.
Ensure you put the Guerrilla in your Marketing and take in to account the following tips;
1. Perception is Reality
The way consumers perceive your product and guerrilla campaign is crucial to their
relationship with the brand and product. Get an outsider’s view on the campaign and even
run a small trial on friends and family to gain some feedback on the campaign. The
reason I say friends and family is they are most likely not tainted by your everyday work
like your colleagues are. You need a really broad range of prospective to ensure you
cover of all angles. Ask them if they have any positive feedback as well as constructive
feedback and be sure to include this in your research when exploring further with your
colleagues as all of this can draw light onto the strength and weaknesses of the guerrilla
marketing campaign.

2. Do your Research
Research, research, research! You need to do your research! Make sure you have covered
off all facets of the campaign. Find out the laws and legislations in the area and any
prohibitions that surround your project. Thoroughly research your target market, make
sure while your idea is going to piss anyone off it will resonate with them. It’s a real
balancing act however you play your research cards right and you will have the royal
flush of guerrilla marketing campaigns. You would not think it however even past events
that have had an impact on the community or have any negative connotations will place
your product and brand in a very negative light. So remember all angles and research,
research, research.
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