{"id":5600,"date":"2016-02-01T20:03:59","date_gmt":"2016-02-01T20:03:59","guid":{"rendered":"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/?post_type=chapter&#038;p=5600"},"modified":"2024-05-15T16:05:42","modified_gmt":"2024-05-15T16:05:42","slug":"reading-guerilla-marketing","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/reading-guerilla-marketing\/","title":{"raw":"Reading: Guerrilla Marketing","rendered":"Reading: Guerrilla Marketing"},"content":{"raw":"<h2>Guerrilla Marketing: Thinking Outside the Box<\/h2>\r\nGuerrilla marketing is a relatively new marketing strategy that relies on unconventional, often low-cost tactics to create awareness of and goodwill toward a brand, product, service, or even a company. The term \u201cguerrilla marketing\u201d itself comes from Jay Conrad Levinson, who coined the term in his 1984 book <em>Guerrilla Advertising<\/em>. Though \u201cguerrilla\u201d has military connotations (the word means \u201clittle war), guerrilla promotion strategies\u00a0often combine elements of wit, humor, and spectacle to capture people\u2019s attention and engage them in the marketing act. Guerrilla marketing is memorable. And, like the renegade militias\u00a0it was presumably named for, unexpected.\r\n\r\nPractitioners of guerrilla marketing today have used other words to describe it: <em>disruptive, anti-establishment, newsworthy<\/em>, and <em>a state of mind.\u00a0<\/em>By its nature, guerrilla marketing defies precise description, so it may be worthwhile to view an example before going further.\r\n<div class=\"textbox examples\">\r\n<h3>Classic Guerrilla: Nike Livestrong at the Tour de France<\/h3>\r\nAlthough this campaign was a full-blown IMC effort, at its core it was really a memorable guerrilla marketing stunt: the spectacle of\u00a0painting\u00a0the\u00a0streets of France during the world-famous Tour de France bicycle race. It ran in 2008 when Lance Armstrong was still one of the most revered athletes of his generation. Designed to generate awareness for Nike, the nonprofit Livestrong Foundation, and the cause of fighting cancer, marketers succeeded in sharing inspiring messages of hope with\u00a0their\u00a0target audiences: athletes, sports enthusiasts\u00a0and people affected by cancer, particularly young people.\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?mf=1280642&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=iCLdyKHxBnQ&amp;video_target=tpm-plugin-459ih9rj-iCLdyKHxBnQ\" width=\"800px\" height=\"520px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\" data-mce-fragment=\"1\"><\/iframe>\r\n\r\nYou can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/NikeLivestrongChalkbotWebFilm_Transcription.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for \"Nike Livestrong Chalkbot Web Film\" (opens in new window)<\/a>.\r\n\r\n<\/div>\r\n<h3>Telltale Signs of Guerrilla Marketing<\/h3>\r\n<img class=\"alignright wp-image-8213\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/295\/2016\/02\/26190627\/541692032_24b9726be8_k-1024x768.jpg\" alt=\"Photograph of a man with a bright red surfboard with an ad for &quot;John from Cincinnati,&quot; an HBO show. There are Women wearing safety vests in the background of the photo.\" width=\"400\" height=\"300\" \/>Guerrilla marketing campaigns can be very diverse in their approach and tactics. So what do they have in common? Guerrilla marketing often has the following characteristics:\r\n<ul>\r\n \t<li>It's imaginative and surprising, but in a very hip or antiestablishment\u00a0way<\/li>\r\n \t<li>Doesn't resemble a traditional marketing initiative, such as a straightforward print or TV advertising campaign<\/li>\r\n \t<li>Uses combinations of different marketing communications tactics, in creative ways<\/li>\r\n \t<li>Is experiential, drawing in the target audience to participate<\/li>\r\n \t<li>Takes risks in what it aspires to accomplish, even if it might ruffle some feathers<\/li>\r\n \t<li>Is not 100 percent approved by the establishment (i.e. the city, the event planners, the powers that be)<\/li>\r\n<\/ul>\r\n<h2>When to Use Guerrilla Marketing<\/h2>\r\nThis edgy marketing approach focuses on two goals: 1) get media attention, and 2) make a positive\u00a0and\u00a0memorable connection with your target audience. Many noteworthy guerrilla campaigns, like Nike Livestrong, focus on creating an experience that embodies the spirit of the brand. Often these projects invite\u00a0people who encounter the campaign to become co-conspirators in achieving the campaign's vision and reach.\r\n\r\nGuerrilla marketing experts assert that this technique can work for virtually any brand or organization, so long as the organization doesn't mind taking some risks, and so long as the project is true to who you are and what you represent. The right concept for the guerrilla marketing effort should capture your organization's authentic\u00a0voice and express what is unique about your brand identity. At some point you may be asked to stand up for your actions if you're called onto the carpet, so you need to believe in what you are doing. Guerrilla marketing is particularly suited to small, imaginative\u00a0organizations that may not have\u00a0much money but have a burning desire to do something memorable\u2014to make an entrance or a splash. Severe budget constraints can encourage\u00a0creative teams to be\u00a0very inventive and original.[footnote]<a href=\"http:\/\/www.entrepreneur.com\/article\/206202\" target=\"_blank\" rel=\"noopener\">http:\/\/www.entrepreneur.com\/article\/206202<\/a>[\/footnote]\r\n\r\nBecause it is inherently <em>spectacle<\/em>, guerrilla marketing tactics work very well for building brands and generating awareness and interest in an organization, product, service, or idea. They aim to put a company on the map\u2013the mind-share map. It's interesting that guerrilla marketing often calls on the audience to engage or take action, but turning participants into a paying customers may not be the goal. However, successful guerrilla marketing can make\u00a0audiences undergo\u00a0a kind of\u00a0\"conversion\" experience: if the impact is powerful\u00a0enough, it can move consumers further along the path towards brand loyalty.\r\n<div class=\"textbox examples\">\r\n<h3>Volkswagen: Take the Slide!<\/h3>\r\nTake a look at the following guerrilla marketing\u00a0spectacle\u00a0organized\u00a0by Volkswagen. Notice how the event capitalizes on a unique combination of emotional appeal and surprise. (Note: there is no narration to the video; just background music.)\r\n\r\n<iframe src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;cc=0&amp;mf=4595378&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=W4o0ZVeixYU&amp;video_target=tpm-plugin-jgdvakbb-W4o0ZVeixYU\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe>\r\n\r\nYou can access the <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/SpeedUpYourLifeTakeTheSlideVolkswagen_alternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative for Speed Up Your Life, Take the Slide (opens in new window).<\/a>\r\n\r\n<\/div>\r\n<span style=\"color: #077fab; font-size: 1.15em; font-weight: 600;\">Guerrilla Marketing Tactics: The Usual Suspects<\/span>\r\n\r\nAs you saw in the example of the lamppost transformed into a McDonald\u2019s coffeepot, all kinds of spaces and urban environments present opportunities for the guerrilla marketer. In fact, guerrilla marketing initiatives can be executed offline or online. Some companies feel that an\u00a0edgy, unexpected online campaign with creative guerrilla elements is a little safer than executing a project in the bricks-and-mortar world.\r\n\r\nIt goes against the very notion of guerrilla marketing to establish\u00a0a set of tactics or practices that are \"conventional\" or \"typical.\" However, the following list describes\u00a0some examples of guerrilla marketing tactics from noteworthy campaigns, which will give you an idea of what's\u00a0been used\u00a0in the past.[footnote]<a href=\"http:\/\/www.wordstream.com\/blog\/ws\/2014\/09\/22\/guerrilla-marketing-examples\" target=\"_blank\" rel=\"noopener\">http:\/\/www.wordstream.com\/blog\/ws\/2014\/09\/22\/guerrilla-marketing-examples<\/a>[\/footnote]\r\n<table><caption>Guerrilla Tactics<\/caption>\r\n<tbody>\r\n<tr>\r\n<th style=\"width: 191.84px;\" scope=\"col\"><strong>Guerrilla Tactic<\/strong><\/th>\r\n<th style=\"width: 737.396px;\" scope=\"col\"><strong>Description<\/strong><\/th>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Graffiti<\/td>\r\n<td style=\"width: 737.396px;\">Graffiti marketing, a subset of guerrilla marketing, turns walls, alleys, and streets into larger-than-life canvases for marketing activity.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Stencil graffiti<\/td>\r\n<td style=\"width: 737.396px;\">Use of stencils to create repeated works of graffiti, with the stencils enabling\u00a0the project team to rapidly recreate the same work in multiple locations. Stencils tend to be smaller-scale and simpler than classic graffiti art.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Undercover, or stealth marketing<\/td>\r\n<td style=\"width: 737.396px;\">Use of marketers or paid actors to go \u201cundercover\u201d among peers to engage unsuspecting people in a marketing activity of some sort. For example, attractive actors are paid to strike up conversations, rave about a new mobile device, and then ask people to take a photo using the device, so that they get hands-on experience with the product\u00a0in question.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Stickers<\/td>\r\n<td style=\"width: 737.396px;\">Inventive use of stickers as a temporary medium for creating an image, posing an illusion, or conveying a message<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Flash mobs<\/td>\r\n<td style=\"width: 737.396px;\">A group of people organized to perform an action at a predetermined place and time; usually\u00a0they blend in with bystanders initially and then join the \u201cmob\u201d activity at a designated moment.<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Publicity stunts<\/td>\r\n<td style=\"width: 737.396px;\">Extraordinary feats to attract the attention of the general public, as well as media<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Treasure hunts<\/td>\r\n<td style=\"width: 737.396px;\">Placing a series of online and offline \u201ctreasure hunt\u201d clues in an urban environment and inviting target audiences to participate in the hunt to win prizes and glory<\/td>\r\n<\/tr>\r\n<tr>\r\n<td style=\"width: 191.84px;\">Sham events<\/td>\r\n<td style=\"width: 737.396px;\">Staging an activity or event that appears real, but in fact is a fake, for the purposes of drawing attention and making a statement<\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\nDespite the irreverent, anti-establishment spirit of guerrilla marketing, marketers should use good judgment about seeking permission from building owners, city managers, event planners, or others in a position of authority, to avoid unpleasant or unnecessary complications. Some coordination, or even a heads-up that something is happening, can go far toward earning goodwill and a cooperative spirit in the face of an\u00a0unexpected spectacle.\r\n<h3>How NOT to Guerrilla Market<\/h3>\r\nWhen three guerrilla marketing veterans spoke with <em>Entrepreneur <\/em>about their work, they gave their top advice about what NOT to do with these projects:[footnote]<a href=\"http:\/\/www.entrepreneur.com\/article\/206202\" target=\"_blank\" rel=\"noopener\">http:\/\/www.entrepreneur.com\/article\/206202<\/a>[\/footnote]\r\n<ul>\r\n \t<li>Adam Salacuse of ALT TERRAIN: \"Never aim to upset, scare, or provoke people in a negative way. The goal should be to implement something that people will embrace, enjoy, and share with friends.\"<\/li>\r\n \t<li>Brett Zaccardi of Street Attack: \"Don't be contrived or too bland. Don't try to be something you're not.\"<\/li>\r\n \t<li>Drew Neisser of Renegade Marketing: \"Try not to annoy your target. [It] is generally not a good idea to do something that will cause someone on the team to go to jail.\"<\/li>\r\n<\/ul>\r\n<h2>Advantages and Disadvantages of Guerrilla Marketing<\/h2>\r\nGuerrilla marketing has several notable advantages. It can be inexpensive to execute\u2014it's often much cheaper than traditional advertising when you consider\u00a0the number of impressions and amount of attention generated. It encourages creativity and inventiveness, since the goal is to create something novel and original. Guerrilla marketing is about buzz: it is designed for viral sharing, and it taps into powerful word-of-mouth marketing as people share their memorable guerrilla-inspired impressions and experiences with friends and acquaintances. A guerrilla marketing phenomenon can take on a life of its own and live in the memories of the people it affected\u00a0long after the actual event is over. Finally, when executed effectively, guerrilla tactics are designed with media and publicity in mind. Media attention can snowball and generate a larger-than-expected \"bounce\" as local or even national outlets choose to cover these events.\r\n\r\nAs suggested above, guerrilla marketing also carries some disadvantages and risks. When an (apparently) spontaneous activity springs up\u00a0in a public space, property owners, the police, and other authorities may\u00a0object and try to interfere or stop the event. Unexpected obstacles can\u00a0arise, which even the best-laid plans may have missed: weather, traffic, current events, timing, etc. Some audiences or bystanders may\u00a0misinterpret what is happening, or even take offense at provocative actions or messages. When guerrilla projects are cloaked in secrecy or mystery, people may\u00a0become uncomfortable or fearful, or the aura of mystery may\u00a0cause them to interpret the message and goals incorrectly. Similarly, if people feel they have been duped by a guerrilla marketing activity, they may come away with negative impressions. If some people disapprove of a given guerrilla marketing activity or campaign, there's a risk of backlash, anger, and frustration.\r\n\r\nCompared to traditional marketing, guerrilla tactics are definitely\u00a0riskier. Then again, the\u00a0rewards can be brilliant, when\u00a0things go as planned.\r\n<h2>The Role of IMC in Guerrilla Marketing<\/h2>\r\nAs noted above, one telltale sign of guerrilla marketing is the way it blends multiple tactics to create maximum exposure and impact. Most guerrilla marketing campaigns incorporate multiple marketing communication methods and tools to carry out the the full vision. This makes them more than IMC compatible\u2014they are really IMC <em>dependent<\/em>. For example, organizers of guerrilla stunts and feats frequently film their activities and post them online to generate (hopefully) viral videos and other content. Real-world guerrilla messages and promotional pieces often include information to access company Web sites, where custom-designed landing pages welcome visitors to the online counterpart of the guerrilla experience.\r\n\r\nSocial media is a staple of guerrilla marketing. Organizing, publicizing, and sharing a campaign's outcomes and impact may all take place through social channels. Social media also helps generate the buzz that drives guerrilla content to become viral. As guerrilla activities draw media attention, they intersect with PR and media relations.","rendered":"<h2>Guerrilla Marketing: Thinking Outside the Box<\/h2>\n<p>Guerrilla marketing is a relatively new marketing strategy that relies on unconventional, often low-cost tactics to create awareness of and goodwill toward a brand, product, service, or even a company. The term \u201cguerrilla marketing\u201d itself comes from Jay Conrad Levinson, who coined the term in his 1984 book <em>Guerrilla Advertising<\/em>. Though \u201cguerrilla\u201d has military connotations (the word means \u201clittle war), guerrilla promotion strategies\u00a0often combine elements of wit, humor, and spectacle to capture people\u2019s attention and engage them in the marketing act. Guerrilla marketing is memorable. And, like the renegade militias\u00a0it was presumably named for, unexpected.<\/p>\n<p>Practitioners of guerrilla marketing today have used other words to describe it: <em>disruptive, anti-establishment, newsworthy<\/em>, and <em>a state of mind.\u00a0<\/em>By its nature, guerrilla marketing defies precise description, so it may be worthwhile to view an example before going further.<\/p>\n<div class=\"textbox examples\">\n<h3>Classic Guerrilla: Nike Livestrong at the Tour de France<\/h3>\n<p>Although this campaign was a full-blown IMC effort, at its core it was really a memorable guerrilla marketing stunt: the spectacle of\u00a0painting\u00a0the\u00a0streets of France during the world-famous Tour de France bicycle race. It ran in 2008 when Lance Armstrong was still one of the most revered athletes of his generation. Designed to generate awareness for Nike, the nonprofit Livestrong Foundation, and the cause of fighting cancer, marketers succeeded in sharing inspiring messages of hope with\u00a0their\u00a0target audiences: athletes, sports enthusiasts\u00a0and people affected by cancer, particularly young people.<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?mf=1280642&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=375&amp;video_id=iCLdyKHxBnQ&amp;video_target=tpm-plugin-459ih9rj-iCLdyKHxBnQ\" width=\"800px\" height=\"520px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\" data-mce-fragment=\"1\"><\/iframe><\/p>\n<p>You can <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/NikeLivestrongChalkbotWebFilm_Transcription.txt\" target=\"_blank\" rel=\"noopener\">view the transcript for &#8220;Nike Livestrong Chalkbot Web Film&#8221; (opens in new window)<\/a>.<\/p>\n<\/div>\n<h3>Telltale Signs of Guerrilla Marketing<\/h3>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignright wp-image-8213\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images\/wp-content\/uploads\/sites\/295\/2016\/02\/26190627\/541692032_24b9726be8_k-1024x768.jpg\" alt=\"Photograph of a man with a bright red surfboard with an ad for &quot;John from Cincinnati,&quot; an HBO show. There are Women wearing safety vests in the background of the photo.\" width=\"400\" height=\"300\" \/>Guerrilla marketing campaigns can be very diverse in their approach and tactics. So what do they have in common? Guerrilla marketing often has the following characteristics:<\/p>\n<ul>\n<li>It&#8217;s imaginative and surprising, but in a very hip or antiestablishment\u00a0way<\/li>\n<li>Doesn&#8217;t resemble a traditional marketing initiative, such as a straightforward print or TV advertising campaign<\/li>\n<li>Uses combinations of different marketing communications tactics, in creative ways<\/li>\n<li>Is experiential, drawing in the target audience to participate<\/li>\n<li>Takes risks in what it aspires to accomplish, even if it might ruffle some feathers<\/li>\n<li>Is not 100 percent approved by the establishment (i.e. the city, the event planners, the powers that be)<\/li>\n<\/ul>\n<h2>When to Use Guerrilla Marketing<\/h2>\n<p>This edgy marketing approach focuses on two goals: 1) get media attention, and 2) make a positive\u00a0and\u00a0memorable connection with your target audience. Many noteworthy guerrilla campaigns, like Nike Livestrong, focus on creating an experience that embodies the spirit of the brand. Often these projects invite\u00a0people who encounter the campaign to become co-conspirators in achieving the campaign&#8217;s vision and reach.<\/p>\n<p>Guerrilla marketing experts assert that this technique can work for virtually any brand or organization, so long as the organization doesn&#8217;t mind taking some risks, and so long as the project is true to who you are and what you represent. The right concept for the guerrilla marketing effort should capture your organization&#8217;s authentic\u00a0voice and express what is unique about your brand identity. At some point you may be asked to stand up for your actions if you&#8217;re called onto the carpet, so you need to believe in what you are doing. Guerrilla marketing is particularly suited to small, imaginative\u00a0organizations that may not have\u00a0much money but have a burning desire to do something memorable\u2014to make an entrance or a splash. Severe budget constraints can encourage\u00a0creative teams to be\u00a0very inventive and original.<a class=\"footnote\" title=\"http:\/\/www.entrepreneur.com\/article\/206202\" id=\"return-footnote-5600-1\" href=\"#footnote-5600-1\" aria-label=\"Footnote 1\"><sup class=\"footnote\">[1]<\/sup><\/a><\/p>\n<p>Because it is inherently <em>spectacle<\/em>, guerrilla marketing tactics work very well for building brands and generating awareness and interest in an organization, product, service, or idea. They aim to put a company on the map\u2013the mind-share map. It&#8217;s interesting that guerrilla marketing often calls on the audience to engage or take action, but turning participants into a paying customers may not be the goal. However, successful guerrilla marketing can make\u00a0audiences undergo\u00a0a kind of\u00a0&#8220;conversion&#8221; experience: if the impact is powerful\u00a0enough, it can move consumers further along the path towards brand loyalty.<\/p>\n<div class=\"textbox examples\">\n<h3>Volkswagen: Take the Slide!<\/h3>\n<p>Take a look at the following guerrilla marketing\u00a0spectacle\u00a0organized\u00a0by Volkswagen. Notice how the event capitalizes on a unique combination of emotional appeal and surprise. (Note: there is no narration to the video; just background music.)<\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/plugin.3playmedia.com\/show?ad=1&amp;ad_autoplay=0&amp;ad_default_source_volume_control=0&amp;ad_source_volume_control=0&amp;cc=0&amp;mf=4595378&amp;p3sdk_version=1.10.1&amp;p=20361&amp;pt=573&amp;video_id=W4o0ZVeixYU&amp;video_target=tpm-plugin-jgdvakbb-W4o0ZVeixYU\" width=\"800px\" height=\"500px\" frameborder=\"0\" marginwidth=\"0px\" marginheight=\"0px\"><\/iframe><\/p>\n<p>You can access the <a href=\"https:\/\/oerfiles.s3-us-west-2.amazonaws.com\/WM+Marketing\/Transcriptions\/SpeedUpYourLifeTakeTheSlideVolkswagen_alternative.txt\" target=\"_blank\" rel=\"noopener\">text alternative for Speed Up Your Life, Take the Slide (opens in new window).<\/a><\/p>\n<\/div>\n<p><span style=\"color: #077fab; font-size: 1.15em; font-weight: 600;\">Guerrilla Marketing Tactics: The Usual Suspects<\/span><\/p>\n<p>As you saw in the example of the lamppost transformed into a McDonald\u2019s coffeepot, all kinds of spaces and urban environments present opportunities for the guerrilla marketer. In fact, guerrilla marketing initiatives can be executed offline or online. Some companies feel that an\u00a0edgy, unexpected online campaign with creative guerrilla elements is a little safer than executing a project in the bricks-and-mortar world.<\/p>\n<p>It goes against the very notion of guerrilla marketing to establish\u00a0a set of tactics or practices that are &#8220;conventional&#8221; or &#8220;typical.&#8221; However, the following list describes\u00a0some examples of guerrilla marketing tactics from noteworthy campaigns, which will give you an idea of what&#8217;s\u00a0been used\u00a0in the past.<a class=\"footnote\" title=\"http:\/\/www.wordstream.com\/blog\/ws\/2014\/09\/22\/guerrilla-marketing-examples\" id=\"return-footnote-5600-2\" href=\"#footnote-5600-2\" aria-label=\"Footnote 2\"><sup class=\"footnote\">[2]<\/sup><\/a><\/p>\n<table>\n<caption>Guerrilla Tactics<\/caption>\n<tbody>\n<tr>\n<th style=\"width: 191.84px;\" scope=\"col\"><strong>Guerrilla Tactic<\/strong><\/th>\n<th style=\"width: 737.396px;\" scope=\"col\"><strong>Description<\/strong><\/th>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Graffiti<\/td>\n<td style=\"width: 737.396px;\">Graffiti marketing, a subset of guerrilla marketing, turns walls, alleys, and streets into larger-than-life canvases for marketing activity.<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Stencil graffiti<\/td>\n<td style=\"width: 737.396px;\">Use of stencils to create repeated works of graffiti, with the stencils enabling\u00a0the project team to rapidly recreate the same work in multiple locations. Stencils tend to be smaller-scale and simpler than classic graffiti art.<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Undercover, or stealth marketing<\/td>\n<td style=\"width: 737.396px;\">Use of marketers or paid actors to go \u201cundercover\u201d among peers to engage unsuspecting people in a marketing activity of some sort. For example, attractive actors are paid to strike up conversations, rave about a new mobile device, and then ask people to take a photo using the device, so that they get hands-on experience with the product\u00a0in question.<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Stickers<\/td>\n<td style=\"width: 737.396px;\">Inventive use of stickers as a temporary medium for creating an image, posing an illusion, or conveying a message<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Flash mobs<\/td>\n<td style=\"width: 737.396px;\">A group of people organized to perform an action at a predetermined place and time; usually\u00a0they blend in with bystanders initially and then join the \u201cmob\u201d activity at a designated moment.<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Publicity stunts<\/td>\n<td style=\"width: 737.396px;\">Extraordinary feats to attract the attention of the general public, as well as media<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Treasure hunts<\/td>\n<td style=\"width: 737.396px;\">Placing a series of online and offline \u201ctreasure hunt\u201d clues in an urban environment and inviting target audiences to participate in the hunt to win prizes and glory<\/td>\n<\/tr>\n<tr>\n<td style=\"width: 191.84px;\">Sham events<\/td>\n<td style=\"width: 737.396px;\">Staging an activity or event that appears real, but in fact is a fake, for the purposes of drawing attention and making a statement<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Despite the irreverent, anti-establishment spirit of guerrilla marketing, marketers should use good judgment about seeking permission from building owners, city managers, event planners, or others in a position of authority, to avoid unpleasant or unnecessary complications. Some coordination, or even a heads-up that something is happening, can go far toward earning goodwill and a cooperative spirit in the face of an\u00a0unexpected spectacle.<\/p>\n<h3>How NOT to Guerrilla Market<\/h3>\n<p>When three guerrilla marketing veterans spoke with <em>Entrepreneur <\/em>about their work, they gave their top advice about what NOT to do with these projects:<a class=\"footnote\" title=\"http:\/\/www.entrepreneur.com\/article\/206202\" id=\"return-footnote-5600-3\" href=\"#footnote-5600-3\" aria-label=\"Footnote 3\"><sup class=\"footnote\">[3]<\/sup><\/a><\/p>\n<ul>\n<li>Adam Salacuse of ALT TERRAIN: &#8220;Never aim to upset, scare, or provoke people in a negative way. The goal should be to implement something that people will embrace, enjoy, and share with friends.&#8221;<\/li>\n<li>Brett Zaccardi of Street Attack: &#8220;Don&#8217;t be contrived or too bland. Don&#8217;t try to be something you&#8217;re not.&#8221;<\/li>\n<li>Drew Neisser of Renegade Marketing: &#8220;Try not to annoy your target. [It] is generally not a good idea to do something that will cause someone on the team to go to jail.&#8221;<\/li>\n<\/ul>\n<h2>Advantages and Disadvantages of Guerrilla Marketing<\/h2>\n<p>Guerrilla marketing has several notable advantages. It can be inexpensive to execute\u2014it&#8217;s often much cheaper than traditional advertising when you consider\u00a0the number of impressions and amount of attention generated. It encourages creativity and inventiveness, since the goal is to create something novel and original. Guerrilla marketing is about buzz: it is designed for viral sharing, and it taps into powerful word-of-mouth marketing as people share their memorable guerrilla-inspired impressions and experiences with friends and acquaintances. A guerrilla marketing phenomenon can take on a life of its own and live in the memories of the people it affected\u00a0long after the actual event is over. Finally, when executed effectively, guerrilla tactics are designed with media and publicity in mind. Media attention can snowball and generate a larger-than-expected &#8220;bounce&#8221; as local or even national outlets choose to cover these events.<\/p>\n<p>As suggested above, guerrilla marketing also carries some disadvantages and risks. When an (apparently) spontaneous activity springs up\u00a0in a public space, property owners, the police, and other authorities may\u00a0object and try to interfere or stop the event. Unexpected obstacles can\u00a0arise, which even the best-laid plans may have missed: weather, traffic, current events, timing, etc. Some audiences or bystanders may\u00a0misinterpret what is happening, or even take offense at provocative actions or messages. When guerrilla projects are cloaked in secrecy or mystery, people may\u00a0become uncomfortable or fearful, or the aura of mystery may\u00a0cause them to interpret the message and goals incorrectly. Similarly, if people feel they have been duped by a guerrilla marketing activity, they may come away with negative impressions. If some people disapprove of a given guerrilla marketing activity or campaign, there&#8217;s a risk of backlash, anger, and frustration.<\/p>\n<p>Compared to traditional marketing, guerrilla tactics are definitely\u00a0riskier. Then again, the\u00a0rewards can be brilliant, when\u00a0things go as planned.<\/p>\n<h2>The Role of IMC in Guerrilla Marketing<\/h2>\n<p>As noted above, one telltale sign of guerrilla marketing is the way it blends multiple tactics to create maximum exposure and impact. Most guerrilla marketing campaigns incorporate multiple marketing communication methods and tools to carry out the the full vision. This makes them more than IMC compatible\u2014they are really IMC <em>dependent<\/em>. For example, organizers of guerrilla stunts and feats frequently film their activities and post them online to generate (hopefully) viral videos and other content. Real-world guerrilla messages and promotional pieces often include information to access company Web sites, where custom-designed landing pages welcome visitors to the online counterpart of the guerrilla experience.<\/p>\n<p>Social media is a staple of guerrilla marketing. Organizing, publicizing, and sharing a campaign&#8217;s outcomes and impact may all take place through social channels. Social media also helps generate the buzz that drives guerrilla content to become viral. As guerrilla activities draw media attention, they intersect with PR and media relations.<\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-5600\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Guerrilla Marketing. <strong>Provided by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Downtown Guerilla Marketing. <strong>Authored by<\/strong>: Daniel X. O&#039;Neil. <strong>Provided by<\/strong>: Flickr. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/flic.kr\/p\/PSjaN\">https:\/\/flic.kr\/p\/PSjaN<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">All rights reserved content<\/div><ul class=\"citation-list\"><li>Nike Livestrong - ChalkBot - Web Film. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/iCLdyKHxBnQ?list=PLGhn_uYiaIc8injQ6hgMPXHwmXc3l66Hx\">https:\/\/youtu.be\/iCLdyKHxBnQ?list=PLGhn_uYiaIc8injQ6hgMPXHwmXc3l66Hx<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><li>Speed up your life - Take the slide!. <strong>Provided by<\/strong>: Volkswagen. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/youtu.be\/W4o0ZVeixYU\">https:\/\/youtu.be\/W4o0ZVeixYU<\/a>. <strong>License<\/strong>: <em>All Rights Reserved<\/em>. <strong>License Terms<\/strong>: Standard YouTube license<\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t <\/section><hr class=\"before-footnotes clear\" \/><div class=\"footnotes\"><ol><li id=\"footnote-5600-1\"><a href=\"http:\/\/www.entrepreneur.com\/article\/206202\" target=\"_blank\" rel=\"noopener\">http:\/\/www.entrepreneur.com\/article\/206202<\/a> <a href=\"#return-footnote-5600-1\" class=\"return-footnote\" aria-label=\"Return to footnote 1\">&crarr;<\/a><\/li><li id=\"footnote-5600-2\"><a href=\"http:\/\/www.wordstream.com\/blog\/ws\/2014\/09\/22\/guerrilla-marketing-examples\" target=\"_blank\" rel=\"noopener\">http:\/\/www.wordstream.com\/blog\/ws\/2014\/09\/22\/guerrilla-marketing-examples<\/a> <a href=\"#return-footnote-5600-2\" class=\"return-footnote\" aria-label=\"Return to footnote 2\">&crarr;<\/a><\/li><li id=\"footnote-5600-3\"><a href=\"http:\/\/www.entrepreneur.com\/article\/206202\" target=\"_blank\" rel=\"noopener\">http:\/\/www.entrepreneur.com\/article\/206202<\/a> <a href=\"#return-footnote-5600-3\" class=\"return-footnote\" aria-label=\"Return to footnote 3\">&crarr;<\/a><\/li><\/ol><\/div>","protected":false},"author":20,"menu_order":21,"template":"","meta":{"_candela_citation":"[{\"type\":\"copyrighted_video\",\"description\":\"Nike Livestrong - ChalkBot - Web Film\",\"author\":\"\",\"organization\":\"\",\"url\":\"https:\/\/youtu.be\/iCLdyKHxBnQ?list=PLGhn_uYiaIc8injQ6hgMPXHwmXc3l66Hx\",\"project\":\"\",\"license\":\"arr\",\"license_terms\":\"Standard YouTube license\"},{\"type\":\"original\",\"description\":\"Guerrilla Marketing\",\"author\":\"\",\"organization\":\"Lumen Learning\",\"url\":\"\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"},{\"type\":\"cc\",\"description\":\"Downtown Guerilla Marketing\",\"author\":\"Daniel X. 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