EMBiz: Why Guerrilla Marketing Is Effective

Hi everyone, I'm Laurel Mintz, CEO and founder of Elevate My Brand, and this is EMBiz. Let's face it, budgets are still tight this year. So how can you get more bang for less buck? We get this question all the time, and our answer, especially when it relates to products, is guerrilla marketing. It relates to services too, but there's something about sips to lips and getting products in people's hands that's really exciting. And that's why guerrilla marketing is so effective. It's really like street marketing. It gives you some street cred.

It’s Low Cost

Typically, it's lower cost because you're paying for the product, which you usually already have in production, or couponing, which is not that expensive, and a street team, which can be paid by the hour. They usually have a minimum of 3 to 5 hours at a time. And then it also depends on how many streets, blocks and cities you're covering. But generally, you can get away for— get away with it for a lot less than you would think. It's also very attention-grabbing. We had a studio, for example, and we were going to do this like a boxing experiment out in the street, where people were play-fighting to get people into the studio. We thought that was going to be a really fun, playful guerrilla marketing tactic. 

It’s Buzz-worthy

It also helps to generate social and press buzz, especially if you do it with intention, meaning you are covering your own content. So you've got your social team, maybe some influencers wrapped around the campaign, so that you're starting to kind of spread out that content into social land on different channels. And of course, if you do have a PR team or have an editor, editorial list publications that make sense, you can invite them to come see the campaigns live if there's like a moment in time. We did something very similar for that for the Gelson's launches. 

It’s Memorable

Ultimately, guerrilla marketing should help to create brand recall. It should be these like really fun viral moments, these memorable events that are tactile and real and human. And that's the most fun part about guerrilla street marketing, especially when you're on a limited budget.