When you think about it, evergreen guerrilla marketing probably offers the best combination for any business. Because it is evergreen, it keeps on generating value forever. And because it is guerrilla, it is low-cost, so it offers a higher ROI.
But which tactics should you be exploring in particular? What’s going to work at your business?
Well, you’re about the find out. This post explores various strategies and tactics you can use to get the most out of your next venture and really put the pedal to the metal, getting the results that you want.
Street Art Campaigns
One of the best places to start is with street art campaigns. These will sometimes go viral, allowing you to create incredible experiences for people that they will remember (especially if it goes on social media).
Ideally, you want it to be a combination of compelling and subtle. For example, adding your logo and hashtag to street art and then posting it online can help you grow a much bigger following far faster than you might think.
Of course, you’ll want to avoid damaging any property, and any street art you create should be physically present only temporarily. Don’t do anything permanent that might lead to property damage.
Sticker Campaigns
Another viral guerrilla tactic you could look into might be sticker campaigns. These work because they are so funny and witty (and people just love stickers anyway).
Sticker campaigns are actually more versatile than you might think. Most entrepreneurs imagine plastering them all over lamp posts in their area, but there are so many other things that you can do with them, including giving them out at events and, perhaps, supplying them alongside product deliveries.
Where possible, vary your stickers and make them as interesting as possible to your customers. Give them funky designs that they will love and that will cause them to remember them.
Flash Mobs
You could also look into organizing a flash mob (if you know the right people you could bring). These are fun for everyone involved, but also play well on social media while supporting your brand. People want to know who started them and what they mean.
What’s nice about flash mobs is that they often lead to an abundance of user-generated content. Regular people passing by will often film mobs in action and then share them online. This factor makes them even more memorable and shareable.
Pop-Up Experiences
Another option is to provide prospective audiences with pop-up experiences. These are special because they provide a window into your brand’s world and what you’re all about.
Live experiences work because they are often unscripted and your rivals aren’t ready to counter them. They can also be low-cost, high-value, because you are working with customers one-on-one.
Live experiences work in a variety of settings, so it is often just a question of asking what might work best for your brand. For example, you might add them to interactive booths or art installations.
Chalk Art Campaigns
If you wanted to take your art work to the next level, your brand could also explore the idea of chalk art campaigns. These are what they sound like — when you use chalk to create a cheeky message in high footfall areas.
Using chalk is usually legal in most places, as long as you agree to remove it when the campaign ends. However, it is worth getting the permission of the relevant people before you go ahead and do it, just in case.
A lot of brands leverage chalk for viral seasonal campaigns. It works better at some times of the year than others.
Publicity Stunts
You could also look into the gold standard of evergreen guerrilla marketing: publicity stunts. The idea here is to do something shocking so that it emphasises your brand.
What you choose to do is ultimately up to you, but it is worth thinking about it carefully. You don’t want to do anything that might ultimately backfire (especially among your target audience).
You also need to be careful not to be seen as insincere. If your customers believe that you’re just marketing in this way to gain attention, it is the sort of thing that can backfire against you quite hard.
Therefore, take your time. Consult with experts if necessary to find out what they would recommend you do if you want to start launching campaigns like this. Don’t just rush into it as it could be risky.
Handwritten Notes
You could also look into the possibility of using hand-written notes if you have a short list of customers or clients. These make whatever you are saying feel more special, no matter how mundane it might be in practice.
Handwritten notes could take the form of bookmarks or letters. Just pick something that will help you create a personal connection.
Merch
If you can offer merchandise to people, that’s another great way to get your brand out there. Branded items often have massive exposure, especially if people use the products all the time, wherever they go.
For example, branded backpacks are a great option. These provide your audience with utility while turning them into walking billboards whenever they are on the move.
You could also look into other items that people have high demand for, like t-shirts, pens, and keyrings. Again, these tend to be highly visible products and so it can help you get your brand in front of more pairs of eyes.
Creative Business Cards
Finally, you could look into designing and publishing some creative business cards. These often make a big impression on clients, especially if you do something a little unusual with them.
For example, you could add edible cards if you sell food, or cards with seeds embedded in them if you have an eco-conscious brand that likes to plant trees.
Of course, you’ll need to choose something that is right for you, but it can be a lot of fun when you get it right, and your customers will appreciate it.