For entrepreneurs seeking to take their small and medium-sized businesses (SMBs) to new heights, exploring innovative marketing strategies is essential.
One of the most enjoyable marketing strategies for small businesses is embracing creativity and diving into the world of guerilla marketing.
Early in my marketing career, I began employing these tactics – even at local trade shows, where I would often display a small stuffed gorilla in my booth, donning a nametag reading “guerilla.” This proved to be an excellent conversation starter, allowing me to discuss these unique marketing approaches.
To this day, I relish designing and implementing these strategies when they align with a client’s needs.
By leveraging unconventional, low-cost tactics, you can make a significant impact and attract new customers.
The Power of Guerilla Marketing
Guerilla marketing thrives on creativity and resourcefulness, utilizing unexpected methods to capture the attention of your target audience. By doing so, you create buzz and memorable experiences that can lead to increased foot traffic, phone inquiries, and website visits. When executed well, guerilla marketing campaigns can deliver impressive results for SMBs.
An Inspiring Success Story
We had a client who owned a local ballroom dance studio situated in a strip mall. We recognized the potential to market to the existing foot traffic beyond the immediate neighboring store. After obtaining approval from the shopping center management and ensuring legal compliance, we initiated our plan.
We crafted large poster board stencils shaped like dance step guides with footprints and used temporary spray paint to apply a series of these steps along the sidewalk outside the stores, leading to the studio. The steps were sized and spaced for actual dancing, so that prospects could dance their way all the way to the studio. Interspersed among the steps, we included the studio logo, directional arrows, phone numbers, QR codes, and special offers.
This approach integrated several key aspects of guerilla marketing: targeting an existing audience, engaging multiple senses, being interactive, raising brand awareness, and offering incentives.
Over a single month, the studio experienced a substantial increase in foot traffic, as well as a 357% rise in phone inquiries and a 1321% surge in website visits. After the month that we had agreed to with the shopping center management, we removed the temporary design, and then created a similar campaign six months later with a Valentine’s Day theme, footsteps that were obviously meant for a couple, and even more impressive results.
Practical Guerilla Marketing Ideas for SMBs
Here’s a few of the well-known ideas to help get you started brainstorming. Keep in mind, since each of these are sort of common, they can also be sort of boring.
Sidewalk Chalk Art
Create eye-catching, temporary sidewalk chalk art to promote your business. Use bright colors and unique designs to grab the attention of passersby. Include your logo, website, and social media handles to encourage further engagement. For instance, a local bakery could draw attention to their grand opening with an elaborate chalk art display, showcasing their delectable creations and inviting passersby to visit.
Pop-up Events
Host a pop-up event in a high-traffic area to generate interest in your business. Collaborate with other local businesses to create a fun and engaging atmosphere. Offer exclusive discounts, samples, or giveaways to entice potential customers. A boutique clothing store, for example, could partner with a local cafe and host a pop-up fashion show, drawing in customers for both businesses.
Local Sponsorships
Partner with a local event, sports team, or charity and offer your products or services as sponsorship. This not only boosts your brand’s visibility but also demonstrates your commitment to the community. A fitness center might sponsor a local charity run, offering free training sessions for participants and promoting their brand through banners and merchandise.
Flash Mobs
Organize a flash mob to promote your business in a fun and unforgettable way. Ensure the performance ties into your brand and message, and capture the event on video to share on social media. An example could be a bookstore organizing a flash mob where participants freeze in place, reading a book, drawing attention to the store’s offerings and creating shareable content.
It’s important to keep in mind that not all of these activities mentioned will be right for all businesses. The key is finding an idea that directly relates to your business – which is what will make it more memorable and attention-worthy.
Planning a Successful Guerilla Marketing Campaign
To create an effective guerilla marketing campaign, keep these key factors in mind:
Relevance: Ensure your campaign aligns with your product or service, as well as your target audience. Tailor your tactics to your specific industry and customer base, keeping their needs and preferences in mind.
Location: Identify where your ideal customer is likely to be, whether it’s physically, online, or elsewhere, and tailor your campaign accordingly. Select high-traffic areas or popular online platforms where your message can reach the most potential customers.
Goals: Establish clear objectives for your campaign to help guide its design and measure its success. Set specific, measurable goals related to foot traffic, inquiries, or online engagement to track your progress.
Brainstorming Creative Guerilla Marketing Ideas for Your SMB
To generate unique guerilla marketing ideas that suit your business, consider the following pieces to include in your brainstorming.
Know Your Audience
Understand your target audience’s demographics, interests, and habits. This knowledge can inspire creative marketing tactics that resonate with your customers.
For example, the flash mob we mentioned above won’t be right for all audiences. But maybe you’re an apparel store that caters to teens that go to one specific local high school. A flash mob made of up some of these students wearing your tops, combined with some of the cheerleaders and football players who are wearing their uniforms, that takes place in a mall (where prospective shoppers already are) could be memorable, since you’re connecting both to the location, to your audience (whose parents will probably show up to watch – and they’re likely the final decision makers), you’re integrating the teen shoppers and engaging with them, and your logo will be displayed prominently on the shirts they wear and near your store.
You need to really know your audience to find the right event.
Study Your Competition
Examine your competitors’ marketing strategies, identifying both their strengths and weaknesses. Look for opportunities to stand out by offering something different or filling a gap in the market.
Embrace Collaboration
Collaborate with team members or other local businesses to brainstorm innovative ideas. Leverage their unique perspectives and experiences to create a diverse range of marketing strategies.
Seek Inspiration
Look for inspiration outside your industry, exploring successful guerilla marketing campaigns in other sectors. Adapt and modify these ideas to suit your specific business needs.
Think Locally
Consider your community’s unique characteristics, events, and trends to create locally relevant campaigns. This can help foster a connection with your audience and demonstrate your commitment to the community.
Measuring the Impact of Your Guerilla Marketing Efforts
It’s essential to track the results of your guerilla marketing campaign to determine its effectiveness. You should have set some goals, which will let you know what to track. Monitor key performance indicators (KPIs) such as foot traffic, phone inquiries, website visits, and social media engagement. Analyze these metrics to identify areas of success and improvement, and adjust your strategies accordingly.
Although guerilla marketing typically requires minimal financial investment, it demands an investment of time, and even more importantly it needs thoughtful planning. The strategy should be closely tied to your product or service – it still needs to make sense – and target your ideal customer where they already are – physically, online, or elsewhere. It’s crucial to establish a goal for the campaign and design activities that drive initial interactions (mini-conversions) and eventual transactions.
Throughout the years, I’ve conducted hundreds of these campaigns, and they consistently prove to be enjoyable, buzzworthy, and effective when executed well, and they continue to be one of my favorite ways of marketing a small business.
