EMBiz: The New Age of Guerilla Marketing

The New Age of Guerilla Marketing

Laurel Mintz

What is Guerrilla Marketing & Who’s Using it?

Hi everyone, Laurel Mintz here CEO of Elevate My Brand. We are entering what we’re calling the "new era of guerrilla marketing" and for those of you that don’t know, guerrilla marketing are very like boots-on-the-ground, grassroots way to market a brand. Historically and typically, this has been for new baby brands that haven’t had really big budgets to play with. But more so now than ever before we’re seeing more established brands use guerrilla tools and techniques to get their brand out there. And in particular, there’s a few things that we’re seeing and that we’re actually implementing for some of our fun brands right now. And these are actually more established brands. So I think that these are brands that haven’t historically used guerrilla techniques and now are seeing the value, importance, and that it’s a really great cost-effective way to create a lot of visibility and awareness. So a couple things were seeing right now:

Utilize Projection Mapping

Projection mapping, so, building projections. I would say projection mapping is not really a guerrilla technique because it can be really really expensive but like a very simple projection or a QR code projection can get great possibility because it’s on the outside of a building, there’s lots of foot traffic, or drive-by traffic that can create really great opportunities for visibility and awareness and capture.

Pop-Ups & In-Store Campaigns

The next one is, of course, pop-ups. This one is not new. We’re seeing a lot more store in-store because people aren’t buying as much real estate, retail real estate specifically. So we’re seeing a lot of guerrilla campaigns happening within pop-ups, and in-store pop-ups store in-store.

Use Art to Elevate a Creative Campaign

The final one is like street art, using local artists, pop-up artists, really cool ways to implement creative campaigns. So for example, we have a large market store chain that we are doing marketing for, and one of the things we’re doing when they have new openings is a whole campaign with street artists and chalk art on the ground as directionals leading into the store. So, there’s some really fun ways that we’re seeing this new age of guerrilla marketing be implemented.