The wave of social media marketing, supplemented by the continuation of traditional marketing techniques, is growing day by day. It’s easy to get lost in the wave or feel like your project will never rise to the top and be visible to your target audience. Maybe your marketing plan isn’t as successful as you hoped it would be, or maybe you’re running out of funds to market your product and not getting enough return. You might be asking yourself, How can my target audience read my book if they don’t even know about it? How can I make my product stand out? Is it possible to market my product on a budget?
The answer to your questions might just be guerrilla marketing. Creative Guerrilla Marketing defines guerrilla marketing as “an advertisement strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.” As the site further explains, “this alternative advertising style relies heavily on … high energy and imagination.” This involves getting the attention of the public. The idea of guerrilla marketing is drawn from guerrilla warfare, which focuses on ambushes and the element of surprise. The goal is to surprise the public and get consumers talking about your product or service.
So how can you make guerrilla marketing work for you and your product? Here are a few creative ideas to get your product top of mind for your target audience:
- Stickers: Stickers are a cost-effective and unique way to grab the attention of the public. According to Creative Guerrilla Marketing, “many companies whose only form of advertising is stickers have seen an increase in business by as much as 550%.” Many stickers use interesting optical illusions to make someone look twice and ponder what they’re seeing. This double take and sense of wonder puts your product, service, or brand at the front of the public’s mind.
- Street Art: Although eye-catching and often beautiful, traditional street art can be destructive and illegal. Another option is the environmentally safe and creative art of clean graffiti. Clean graffiti does not use any color or spray paint, but rather uses dirt and the absence of it. Find a grimy wall, a section of sidewalk, or another dirty surface in your city. Next, use your hands, a brush, or even a pressure washer to create your temporary message. You can add a stencil for a more detailed design. Another temporary form of street art is chalk drawings. Direct the public to your book signing or your public reading, inform them about sale items, or point them in the direction of your store. The options are endless!
- Social Media and Public Forums: Get creative with how you use social media to benefit you and your product. Although it’s expected that nearly everyone is utilizing social media to market their product in some way, there is always more you can do. Start a campaign or a contest to create buzz about your upcoming book launch (and use a hashtag, of course). Take to the forums on Reddit to start conversations about your product or service and to gain insight on what sparks the interest of your target audience.
As you can see, guerrilla marketing techniques provide unique solutions to gaps in your marketing plan. Your only limit is how far your mind and creativity can stretch.