What Is Guerrilla Marketing? 7 Examples to Inspire Your Brand

first_img Topics: Don’t forget to share this post! Event Ambush Guerilla Marketing. Leveraging the audience of an in-progress event — like a concert or a sporting game — to promote a product or service in a noticeable way, usually without permission from the event sponsors. Okay, this one might not be entirely fair, since it wasn’t pulled off “in real life.” But how cool would it be if it was? To promote the nominees for its Album Of The Year category, the GRAMMYS music awards show created a video to show what would happen if posters for the nominated artists just began singing.It might sound impossible to actually carry out something like that. But imagine — what if you could create musical posters for your brand? Again, it’s different than a billboard ad, because when we walk by a wall of paper advertisements in, say, New York City, we don’t expect them to start moving. Now, we’ll admit that this idea isn’t exactly a budget friendly one, as it might require some technical work to bring to fruition. But even if you could include a single moving or digital image among a sea of still ones — in a place where it would come as a surprise, like a brick wall — it would catch people off guard and, therefore, get their attention.The big takeaway: Think about the things that your audience might just pass by every day — and make those things do something that’s both unexpected and interactive.3) FrontlineSource: Marketing Ideas 101When I first saw this photo, I’ll admit that I fell for it. “Someone, get that dog away from those flies!” I frantically thought. Then, I realized that the dog wasn’t real, and neither were the flies. The former was a photo, and the latter were actually humans.That’s because Frontline, the makers of flea and tick prevention products for dogs, were able to fill the entire floor of this large, public space with this image. The brand knew that many people walk across that space every day, and that a good number of people would also see it from the building’s upper levels, creating the dog-and-insect illusion. It’s hard to miss — and to not look twice.Again, this campaign is different than traditional marketing, because it’s not just plastering a single message somewhere that’s likely to be ignored. It creates a form of accidental human interaction that reminds the viewer what the product does.The big takeaway: Figure out how humans might involuntarily interact with your marketing messages. While your product or service may not address the issue of, say, insect removal, there are ways to make people part of the campaign.4) Burger KingSource: seventeenBreaking up is hard to do in person, let alone when it’s publicly played out online. That’s what happened — allegedly — when one Instagram user left a comment on this post sharing a tale of his “girl” procuring food from Burger King. There was just one problem. This guy does have a girlfriend, but she was nowhere near a Burger King. So, who was he referring to? The drama ensued, via Instagram comments:After the comments began to make headlines, many speculated that the entire exchange may have been staged by Burger King. And if it was, we can’t help but salute them — what a way to get your brand into the zeitgeist. Burger King has roughly one million followers on Instagram. Compare that to the 2.1 million followers of its chief competitor, McDonald’s. And while we’re not sure how many followers the former had before this famous breakup, it makes sense to assume that this at least drew more attention to its social media presence, at least on this particular platform. People may have already been observing the brand on Instagram, but before now, were they actively discussing it?The big takeaway: Guerrilla marketing has gone digital. Think about where your audience already exists digitally — then, give ’em a show. While we can’t condone lying, we can applaud creativity, so don’t be afraid to use the comments to get people talking.5) UNICEF Indoor Guerilla Marketing. Similar to outdoor guerrilla marketing, only it takes place in indoor locations like train stations, shops, and university campus buildings. The word “guerrilla,” in its written form, seems very intense. It conjures images of rebellion and conflict. Put it next to the word “marketing,” and it makes a lot of people ask, “Huh?”But guerrilla marketing isn’t some sort of combative form of communication. After all, that would be highly disruptive, which violates the inbound methodology. In fact, it’s actually a very unconventional form of inbound marketing, in that it raises brand awareness among large audiences, without interrupting them.Because it’s so unconventional, however, it’s not the easiest concept to explain. Guerrilla marketing is often best understood when it’s observed, so that’s how we’re going to approach its best practices and takeaways here.Get our “event in a box” essential event marketing kit here.We’ll start with some basics around where it came from and how it works, followed by an examination of how it’s been carried out successfully.What Is Guerrilla Marketing?Roots of WarfareWhen we hear the term “guerrilla marketing,” it’s hard not to think of guerrilla warfare — which makes sense, since that’s where this style of marketing got its name. In the warfare context, guerrilla tactics depend largely on the element of surprise. Think: “Ambushes, sabotage, raids,” according to Creative Guerrilla Marketing.But how does that translate into the work we do every day? In marketing, guerrilla techniques mostly play on the element of surprise. It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines. You’ll see what that looks like in some the examples below.The term itself was created in the early 1980s by the late business writer Jay Conrad Levinson, who wrote several books about guerrilla tactics in a number of professional areas. Of course, at that time, marketing in general looked very different, and while guerrilla marketing is still used today, the ever-growing digital landscape is changing what it looks like. Again — you’ll see what that looks like in some of the examples below.Budget-FriendlyWhat marketers really enjoy about guerrilla marketing is its fairly low-cost nature. The real investment here is a creative, intellectual one — its implementation, however, doesn’t have to be expensive. Michael Brenner summarizes it nicely in his article on “guerrilla content,” where he frames this style of marketing in the same context as repurposing your existing content, like taking certain segments of a report, and expanding each one into a blog post. It’s an investment of time, but not money, per se.In a way, guerrilla marketing works by repurposing your audience’s current environment. Evaluate it, and figure out which segments of it can be repurposed to include your brand.Types of Guerrilla MarketingAs niche as it might seem, there are actually a few sub-categories of guerrilla marketing, as outlined by the firm ALT TERRAIN: Experiential Guerilla Marketing. All of the above, but executed in a way that requires the public to interact with the brand.center_img I’m as guilty as anyone of wasting money on bottled water. I have no excuse. I have a reusable one. My workplace offers filtered water from a machine, not a traditional cooler, and yet, it remains a bad habit.That’s why this guerrilla marketing campaign from relief organization UNICEF resonated with me. It posed the question, “What if those bottles of water you waste money on were filled with dirty water?” It was a way of reminding the privileged masses that in too many parts of the world, entire populations have no access to clean drinking water.So instead of frivolously spending that money on bottled water, UNICEF suggested putting it toward efforts to bring clean drinking water to these areas. It did so by creating makeshift vending machines that sold bottled dirty water, with each button labeled as a disease caused by a lack of clean drinking water.The big takeaway: Guerrilla marketing works in the not-for-profit sector, too. And while scary, saddening images are often an impactful way of communicating your mission, there’s a way to convey it by creating something less in-your-face and interactive for the public.6) GoldToeSource: ALT TERRAINAre you an underwear company looking for an unconventional way to market your product? Why, just try placing an enormous pair of briefs on an iconic charging bull statue.Really, we can’t make this stuff up.It’s so simple, in theory, that it sounds like fiction. But when the GoldToe brand needed a way to tease and promote the launch of its new undergarments, that’s exactly what it did — casually placed these new items of clothing on statues throughout New York. And while we can’t be sure that it’s the route GoldToe took, we sincerely hope that those bull-sized briefs were made with leftover manufacturing fabric, helping to make this campaign even budget-friendlier.The big takeaway: Don’t overthink it. Sometimes what looks like your silliest idea might be the best one.7) Greene KingWhen you make plans to catch up with friends and family, what are the two things around which you inevitably gather? We’ll take a stab at guessing:FoodDrinkWhen pub and brewing company Greene King feared that small, neighborhood establishments — notably, the pub — would start to be overtaken by large corporate retail, it launched a campaign to communicate just how important these local businesses really are. Even better, the content was almost entirely created by those who understand this predicament best: Pub owners, bartenders, and patrons.These individuals were given cameras to capture video of the most meaningful moments and gatherings they’ve experienced inside these local pubs — from weddings, to funeral receptions, to birthdays. These videos were shared on Greene King’s YouTube profile and posed the question, “Without these neighborhood meeting places, where would we share these moments?”The big takeaway: It’s okay to get a little sentimental with guerilla marketing. Think about the emotions invoked by what you offer. Then, invite your audience to create content around what your brand means to them.Guerrillas in the WildStarting to make a little more sense?When we set out to write this post, we were disappointed with just one element of it — we found virtually no B2B examples. That doesn’t mean it’s impossible within that sector. It just requires extra creativity.Hopefully, you’ll be inspired by these examples, especially if you’re promoting a smaller brand. Don’t be afraid to crowdsource the content for these campaigns, for example — after all, it’s creative approaches to your work that help maintain guerrilla marketing’s budget-friendly, inbound nature. Remember: Catch people where they are, and insert your brand there. Don’t interrupt, but invite them to participate. Outdoor Guerrilla Marketing. Adds something to preexisting urban environments, like putting something removable onto a statue, or putting temporary artwork on sidewalks and streets. Originally published Jul 30, 2018 8:30:00 PM, updated July 28 2017 Holiday Marketing We know — without context, the whole idea of guerrilla marketing can be a little confusing, so let’s see how it’s been executed by a few other brands.7 Guerrilla Marketing Examples to Inspire Your Brand1) BountySource: TOXEL.COMHere’s a fun fact about your neighborhood marketing blogger: I. Spill. Everything. Coffee? Check. Olive oil? You got it. Generally, I am simply a mess, and like to have paper towels nearby at all times.Naturally, I couldn’t help but be impressed by this guerilla marketing installment from paper towel company Bounty. By installing life-sized “messes” throughout the streets of New York — a giant, knocked over coffee cup and a gigantic melting popsicle — the brand found a unique way to advertise its product and the solution it provides, with minimal words.You might ask, “Wouldn’t a concise billboard ad accomplish the same thing?” Well, not really. Culturally, we’re starting to opt for every possible way to eradicate ads from our lives. That’s why we love things like DVR and ad-free options on streaming services like Hulu and YouTube. This campaign, unlike an ad, isn’t as easy to ignore. After all, if you stumbled upon a melting popsicle the size of your mattress on your way to work, would you stop and look? We would.The big takeaway: Identify the biggest problem that your product or service solves. Then, find an unconventional way to broadcast that to the public — preferably without words.2) The GRAMMYSlast_img read more

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India vs South Africa T20 series: MS Dhoni unlikely as selectors ready to persist with Rishabh Pant

first_imgMahendra Singh Dhoni may have put his international retirement on hold but he is unlikely to be selected for India’s three-match T20 home series against South Africa starting September 15 in Dharamsala.The team for the series is expected to be picked on September 4. The remaining two games will be played at Mohali (September 18) and Bengaluru (September 22).In all likelihood, the squad that blanked West Indies 3-0 is likely to be retained (subject to fitness) and the selection committee wants to continue building towards World T20 in Australia in October 2020.”There are only 22 T20 Internationals before India play their first World T20 game and selectors are clear in their vision that it’s time to move forward,” a senior BCCI official privy to developments in selection committee told PTI on Wednesday.”They are planning on getting a pool of three keepers ready for limited-overs, especially T20s,” he added.It is still not clear whether the BCCI brass or the selection committee will speak to Dhoni to enquire about his plans as they did before the West Indies tour when the former captain informed that he would be taking a break to serve his regiment in Territorial Army.”Retirement is an individual decision and selectors or for that matter, no one has any right to decide on that front. But they have every right to decide the roadmap for the 2020 World T20 and that’s to give Rishabh Pant maximum chances,” the official explained.It is learned that the second and third option for the selection committee is Sanju Samson, whose batting is considered to be on par with Pant and India A regular Ishan Kishan.advertisementWhile Pant remains the first choice across formats, the selectors are also factoring in the fitness and workload management.A few members of the selection committee will be in Thiruvananthapuram for the A-series and Samson’s performance will be keenly watched as he has made the squad for the last two List A games.As far as batting is concerned, the selection committee believes that Samson is ready for top-level cricket but his wicket-keeping is still work in progress.”Pant scored a fifty in the last T20 that he played. Ishan Kishan is in the A set-up. Do we even have an option of looking back when we need consistent big hitters on big Australian grounds?” the official questioned.Also Read | ICC’s cheeky tweet irks Sachin Tendulkar fansAlso Read | India vs West Indies: Keemo Paul replaces Miguel Cummins for second Testlast_img read more

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Barcelona vs Betis: Griezmann leads line as Messi & Suarez miss out

first_imgBarcelona will look to put the disappointment of opening-day defeat behind them as they look forward to their first home fixture of the new season with Real Betis.This fixture last season produced an instant classic as Betis earned a 4-3 win in a pulsating game at Camp Nou – with the scoring opener by Barca’s summer signing Junior Firpo.After Aritz Aduriz’ stunning overhead kick consigned Barca to defeat at Athletic Club last weekend, Betis were also beaten after going down to ten men early on against Real Valladolid. Article continues below Editors’ Picks Emery out of jail – for now – as brilliant Pepe papers over Arsenal’s cracks What is Manchester United’s ownership situation and how would Kevin Glazer’s sale of shares affect the club? Ox-rated! Dream night in Genk for Liverpool ace after injury nightmare Messi a man for all Champions League seasons – but will this really be Barcelona’s? Game Barcelona vs Real Betis Date Sunday, August 25 Time 8:00pm BST / 3:00pm ET Stream (US) fubo TV (7-day free trial) TV Channel, Live Stream & How To Watch In the United States (US), the game can be watched live and on-demand with fuboTV (7-day free trial) .New users can sign up for a free seven-day trial of the live sports streaming service, which can be accessed via iOS, Android, Chromecast, Amazon Fire TV, Roku and Apple TV as well as on a web browser. US TV channel Online stream beIN Sports / beIN Sports en Espanol fubo TV (7-day free trial) In the United Kingdom (UK), the match will be shown live on ITV 4, and available to stream on the ITV Hub. UK TV channel Online stream ITV 4 ITV Hub Squads & Team News Position Barcelona squad Goalkeepers Ter Stegen, Pena Defenders Pique, Lenglet, Semedo, Umtiti, Junior, Alba Midfielders Rakitic, Busquets, Arthur, Rafinha, Roberto, De Jong, Vidal Forwards Griezmann, Perez, Fati Barcelona starting XI: Ter Stegen; Semedo, Pique, Lenglet, Alba; Busquets, De Jong, Roberto; Perez, Griezmann, Rafinha. Position Real Betis squad Goalkeepers Robles, Martin Defenders Francis, Feddal, Bartra, Sidnei, Moreno, Barragan, Emerson, Mandi Midfielders Garcia, Pedraza, Canales, Tello, Carvalho, Joaquin, Guardado, Lainez, Kaptoum, Narvaez Forwards Iglesias, Fekir, Juanmi, Loren Betis starting XI: Martin; Emerson, Bartra, Sidnei, Pedraza; Carvalho, Guardado; Canales, Fekir, Tello; Loren.Betting & Match Odds Barcelona are 1/4 favourites to win this match with bet365. Betis are on offer at 10/1, while the draw is available at 21/4.Click here to see all of bet365’s offers for the game, including goalscoring markets, correct score predictions and more. Match Preview Lionel Messi Barcelona TrainingAfter a summer dominated by the transfer pursuits of forwards Antoine Griezmann and Neymar, Barcelona looked curiously blunt when they got the new Spanish season underway last Friday.Though it took a moment of sublime quality from Aritz Aduriz to down them, Ernesto Valverde’s side struggled to create chances.With Messi still not ready to return and starting forwards Luis Suarez and Ousmane Dembele also injured, the expectation in this game will be on Antoine Griezmann to deliver, with fans eagerly anticipating his competitive home debut. Valverde is looking forward to it too, but says Griezmann has to contribute more after a muted performance on his competitive debut.”He has to be more involved in the play and always be looking to get involved,” he said.”It is good to have him near the area because of his movement but that will only work if we completely dominate games.”Cristian Tello Real BetisGerard Pique is set to make his 500th appearance for the club, though he isn’t likely to come up against Betis’ new star forward Borja Iglesias, who is injured. Pique’s fellow La Masia graduate Cristian Tello, though, is looking forward to his trip back to Catalonia.”It’s the team that gave me the opportunity to debut in the first division,” Tello told Barca’s website. “I have a lot of love for Barça and I appreciate all the people there.”I experienced the best moments as a player who was trying to get to the top, and when you join the first team with all the enthusiasm that entails. I think it will be very special to return.”We are aware that to win at Camp Nou we have to play a practically perfect match, but I think we have the team for it. Against Valladolid we had some bad luck, but we were very focused. I think we can win again at Camp Nou.”last_img read more

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Why Air Canada flew a lone Boeing 737 Max across the country

While the world’s Boeing 737 Max fleet remains grounded after two fatal crashes, a solitary Air Canada plane has been spotted in the skies, shuttling between Quebec and Ontario.In a rare exemption, approved by Canadian aviation regulator Transport Canada, the 11 flights in August and September were partly to maintain the qualifications of senior training pilots, Air Canada told Reuters in response to a query about flight tracking data.A spokesman for Air Canada said the airline was not able to use similar 737s within its fleet “to maintain check pilot authority in alignment with (Canadian aviation regulations).”“So we are utilizing the 737 Max during planned maintenance movements to maintain qualification.” Between Aug. 28 and Sept. 8 the Air Canada Max plane criss-crossed between Montreal, Val d’Or, Quebec and North Bay, Ontario, data from Tracking website FlightRadar24 shows.Story continues belowThis advertisement has not loaded yet,but your article continues below.Then last week, it was flown to Pinal Airpark in Arizona to be parked in a desert storage site.Although unusual after the grounding imposed worldwide in March amid concerns over an anti-stall system, the flights highlight growing pressures facing some airlines as they prepare for the return to service of the 400-plane Boeing fleet. Air Canada says Boeing Max grounding hit it harder than other carriers ‘Extremely frustrating’: Air Canada will acutely feel the absence of Max 737s in the third quarter Air Canada scraps 737 Max flights until 2020, joining Southwest The planes have been sitting idle since March following two crashes in the space of five months.For airlines like Air Canada, which did not have earlier versions of Boeing 737s in their fleets, this has made it difficult to make sure pilots can demonstrate the skills required to retain their licenses.As North America’s sole Max operator which had not flown the earlier 737NG, Air Canada cannot use that model to maintain the qualifications of its check or trainer pilots, the company said.So regulator Transport Canada authorized a select group of Air Canada’s check pilots to fly the grounded jet, which was also conducting maintenance flights, the airline said.All the jets have the same control software suspected of contributing to the accidents, which Boeing is now in the process of revising to smooth its impact. However, some pilots have said existing procedures can prevent similar accidents.Boeing declined to comment.MARKET BATTLETransport Canada said in an email that it authorized the flights “because the carrier does not operate the Boeing 737 NG aircraft, but the pilots still need to maintain currency.”However, one U.S. carrier questioned by Reuters said such flights would not be possible in the United States where pilot training was not included in a list of exemptions to the ban issued by the Federal Aviation Administration.“Pilot currency isn’t a listed exemption in the U.S. order,” an FAA spokeswoman confirmed.North American Max operators, including Southwest Airlines , American Airlines, United Airlines and Canada’s WestJet Airlines, said they would only move their Max jets for maintenance and storage purposes.Air Canada’s position as a newly converted 737 operator follows a seven-year battle between Boeing and Airbus over the introduction of airplanes offering bold new fuel savings.The introduction of the Max, an upgrade of earlier 737 models with advanced new engines, coincided with a bitter contest for market share between Boeing and Europe’s Airbus, which was offering its similar A320neo.The feud saw both planemakers use the transition to a new generation of jets to try to poach each other’s customers, and traders said Air Canada’s 2013 decision to switch from Airbus’s A320 family to Boeing’s 737 Max stood out as a major defection.Now, the decision to switch suppliers potentially weighs on some of those same airlines as they cope without a 737 fleet.Boeing has predicted that the 737 Max will be cleared to take passengers early next quarter.The FAA, facing growing international scrutiny over its certification processes, has said it cannot give a precise date for the approval of software and training changes carried out in the wake of the two accidents, which killed 346 people.FAA chief Stephen Dickson plans to fly to Seattle this week to test modified 737 Max software in a simulator..© Thomson Reuters 2019 read more

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