The term Guerrilla marketing applies to any promotion marketing strategy that prioritizes innovative or unconventional techniques to increase exposure. Examples of guerrilla advertising tactics in the consumer market include companies using massive art displays to promote brands or smart giveaways to introduce products. Guerrilla marketing is often considered a B2C strategy, but B2B marketing teams could benefit from outside the box thinking.
B2B often avoids Guerilla campaigns, but why? The B2B audience is still people, who want to feel an emotional response to the content. The realization that business people are also consumers can become a turning point for many companies looking to come up with unique strategies to generate business. We are all becoming more resilient to traditional media-based messages that we see all day, and have been for years. Companies who haven’t clocked onto this yet – and aren’t starting to rethink their strategies – are going to be left behind.
While we know very well how effective Guerrilla Marketing is in the B2C world, it’s taking some time to hit the B2B arena. B2B marketers can undoubtedly profit from creativity, but they need to find ways to focus campaigns on business professional instead of substantial public displays.
If your traditional marketing efforts just haven’t been cutting it lately, it’s time to try something new, something bold like a Guerrilla Marketing campaign. If you’ve got big plans and a small budget, this is for you. Here are more reasons why Guerrilla Marketing might be a good idea for your B2B company:
SEND CREATIVE MESSAGES
B2B companies don`t feel they have the same opportunities for branding as B2C organizations, but they need to be more creative. B2B Marketing is usually associated with writing press releases, researching forward features, finding speaker opportunities, setting up roundtable events and attending trade conferences. Many B2B companies hand out pens, magnets and key chains decorated with their logo. These options are relatively common and may fail to capture interest – plus a brand attached to a cheap pen may create a negative impression. However, things are gradually changing, and B2B companies are beginning to think more about using Guerrilla Marketing tactics to get noticed.
Some argue that B2B has to take the standard route because the business media have become so difficult to penetrate. B2B marketers should try rethinking traditional handouts, but they should make sure their branding materials fit with company goals and products. Guerrilla Marketing shouldn’t just spread a company’s brand; it should create a positive association in the audience’s mind.
Guerilla Marketing is bringing your brand alive in a physical space in a way that can surprise and delight potential and existing customers. The next time you go to create a product brochure or sales pitch, why not bring your brand alive in an offline campaign instead?
RETHINK YOUR AUDIENCE
For prioritizing creativity companies need to make sure that they aren`t stuck in a routine. B2B Marketing warned companies against functional fixedness, which is halting innovation once existing solutions demonstrate value. Just because something works a certain way, it doesn’t mean there aren’t other opportunities B2B marketing teams should explore. Companies may succeed at appealing to a particular business consumer group, but they overlook different possible audiences for a B2B lead generation.
Guerilla Marketing should always represent the population it aims to reach. In other words, it must reflect those that are creating it and those that are consuming it. This usually requires a lot of research and a sense of immersion in a particular niche. If you try to take your brand to the next level, it is essential to spend the time on understanding the culture attached to your company.
Businesses can start expanding their scope by looking at their current audiences. Marketers should examine trends in both the type of company that converts and which phase of B2B lead nurturing is most convincing. By studying current clients, B2B marketers gain insight into how companies use the product or service advertised. Using this data, teams can search for new audiences that share certain qualities and plan innovative content around previous successes. Understanding the culture of the target market will help you narrow ideas for Guerilla Marketing. This can be good for both small and large business to grab the audience’s full attention to their brand. It`s a way to bring the product out of its usual context. Bringing it outside of a store shelf can help consumers to focus on just one brand and not its competitors, building brand loyalty.
CONTENT CREATES CONTENT
A company’s marketing team should try to generate as many creative ideas as possible. The advantage of Guerrilla Marketing is that creativity allows companies to use limited resources efficiently. Innovation urges companies to get the maximum of what is available. B2B marketers should reevaluate every tactic and piece of content to see if they can use it again in a new way.
The importance of Guerilla Marketing isn`t only the aesthetics and attractiveness of the design but the concept behind the idea. The message conveyed to the audience should be clear and compelling. If the consumer doesn`t understand the message in a short amount of time, then the concept should be reevaluated.
Companies need to use videos, blogs, and mobile advertising for demonstrating the effectiveness of their products. For example, when a company has a fun and exciting booth at a trade show, its employees should record the interaction with the audience to produce marketing videos. In the more ways, a company can show a successful realization of merchandise and services; the more likely business decision-makers will see a situation that applies to their particular needs. If B2B marketers try Guerilla strategies, they can show the effectiveness of a product in genuinely eye-catching ways. Many B2B tech companies could create content that shows an audience member’s delight and surprise at efficiency in unique ways.
MAKE YOUR ADVERTISEMENT MEMORABLE
Guerilla Marketing will help your brand to become memorable. Its advertisements are shocking and all-consuming, so most people who encounter them will most likely remember the brand and become familiar with their essence. Guerilla Marketing helps you to stand out from the competition. By creating memorable advertising, you can reach audiences that you never thought possible. As a result, Guerilla Marketing is fun, it’s a worthwhile creative endeavor, and it’s an opportunity to breathe life into your brand. Its campaigns are challenging to complete at times due to the amount of work required, but are definitely worth the extra effort.
Successful Guerrilla Marketing strategies attempt to use the element of surprise to shock, delight and inspire clients. This unconventional style is high energy, imaginative and innovative, utilizing surprise to make a long-lasting impression and make a ton of buzz on Social Media. The amazement and shock intend to influence the customers at a personal level and establish an emotional connection to the brand and a memory that they will never forget.
Going viral is all the rage in the 21st century. Whether it’s an amusing YouTube video, or a well-crafted tweet, producing media content that is widely appreciated and shared is a great way to reach your target audience. You can’t promise that everything you put out will automatically be trending all over the world, but you can increase your chances by getting to know the niche you are a part of.
Above all, one aspect of Guerrilla Marketing that mainly appeals to marketers is its ability to be carried out productively, at a low price. Companies spend vast amounts of money on promotional marketing, direct mailing, commercials, and other various forms of marketing. However, Guerilla Marketing is more functional than these forms of marketing. You may attract an extensive range of people or a specific target market depending on the location.
If your company can’t afford grand installations, there are still plenty of safe and cost-effective Guerilla Marketing tactics that will suit your needs. Rather than spending millions on big-budget advertisements, small companies can make use of stickers, custom wallpaper, and in some cases, graffiti to get their name out to the public.
To build a successful campaign you need a lot of creative and intellectual investment, but it doesn’t need to be expensive in execution. Guerrilla Marketing is like expanding on current content and repurposing it – it is an investment of time as much of anything else. While time does equate to cost, Guerrilla Marketing negates the huge fees associated with press space, TV and radio coverage. Good ideas don’t need to be expensive. Designers have to find the ways to create something visually useful without having a big budget. Thus if your company has a creative solution, it can become an exciting way to interact with the community and your brand.
The idea of Guerrilla Marketing might not be anything new, but it still feels fresh and is limited only by imagination. It provides a field to create and produce unique campaigns, with little planning and even less budget. Most advocates argue that these costs are more than sending out a few press releases. They point out, however, that the results justify the increased cost.
As with any innovation, Guerilla Marketing within B2B has its critics, and not everyone supports the idea that the consumer purchasing model translates well to B2B. So, is Guerrilla Marketing something that B2B companies should be doing more of? Some complain that often it is about creativity for the sake of creativity, and few would disagree that PR activity has to be directed towards the strategic goals of the campaign.
Although Guerrilla activity within a B2B campaign may be refreshing, humor or shock tactics alone won`t be enough to affect the cynical business market. It is essential that the campaign also conveys the selling points and business benefits of the product or service.
Furthermore, Guerrilla Marketing can be challenging to integrate with other marketing activities and runs the risk of sending out mixed messages. While there is a high risk of larger consumer companies damaging a reputation with something going wrong during a stunt, the risk could be even more catastrophic should a B2B stunt go wrong. It is wise to take note of any legal or health and safety restrictions before going through with a Guerrilla stunt. Failure to meet objectives will at best waste resources, and at worst confuse the audience.
Larger brands still find it easy to gain editorial coverage in the business media, and so have little need for these new methods of connecting with customers. However, a growing number of smaller companies are finding that the media are not the only way to reach a business audience. Smaller B2B companies use these techniques to get their foot in the door, or, to raise a smile. If at the very least, they bring humor into B2B marketing and putting a smile on a few more faces, then it can only be a good thing.