In today’s fragmented marketing mix, it’s becoming increasingly harder for brands to compete and gain any sort of cut through. There are so many mediums out there and the internet is filled with 500 word pieces on why you should and shouldn’t utilise this particular channel.
This piece on Guerrilla Marketing is exactly one of those.
One of the reason’s 360DMG love Guerrilla Marketing is that it allows our clients to compete with international brands like Coca-Cola but on a local tactical level. As an agency, we work with a lot of start-ups, owner operators and retailers throughout Australia, The United States and Singapore. If there’s one thing we’re good at, it’s creating bespoke unconventional, innovative and low cost ideas.
The options are endless when it comes to Guerrilla Marketing and whilst there are literally hundreds of executions. Let’s break it down into two categories: Ambient and Experiential.
Ambient media is now firmly entrenched in an industry where jargon is the norm, it can be defined as a hybrid form of out-of-home where your product or service is advertised at unconventional places. Due to the mediums youthfulness there is ample opportunity to let your imagination run wilder than Grant Hackett on an airplane. Whether it’s Transformers in Times Square or Velociraptor’s in the carpark of 2Day Hit 104.1 – there is no limit to where your imagination can take you.
However, if Velociraptor’s aren’t a good brand fit there are several other popular ambient mediums that are a little safer: street posters, graffiti, chalking, stickers, digital light projections, aerial advertising and mobile street media, to name a few.
When planning your next out-of-home campaign, consider Ambient for the following benefits:
- Cost effectiveness
- Attention grabbing
- Limited regulatory compliance issues
Experiential Marketing is where things get interesting, it’s a form of advertising that predominantly takes the consumer on a journey of brand experience. Experiential corners the product or service and aims to engage as many other social senses as possible.
Ultimately, the purpose of experiential marketing is to create a conduit of expressive connection between the consumer and the brand whilst influencing decision makers on their path to purchase.
Because experiential marketing influences consumers across several levels, it can focus a purchaser on a brand message relatively quickly. Therefore, in today’s tech-addicted age, it is the perfect environment to engage consumers who exhibit a shorter span of attention. If the campaign is successful, the consumer who reacts to the messaging ultimately ends up moving from a passive respondent to a brand evangelist.
Engagement is key when it comes to planning and executing across this medium, engagement in turn brings about chatter online and offline and will ultimately lead to new customers.
Guerrilla Marketing is like any other channel, you have your goals and your consumer profile, the rest is only limited by your imagination – whether it’s ambient campaigns that are running across the sky or an experiential execution on Bondi Beach.
Contact 360DMG to find out how we can help you with your next Guerrilla Marketing campaign across Australia, the United States and Singapore.