Does the term ‘guerrilla marketing’ immediately make you think of guerrilla warfare? Well if so, there’s a reason for this; just like guerrilla warfare, this style of marketing relies on the element of surprise.
Guerrilla marketing campaigns
Guerrilla marketing campaigns aim to catch consumers unaware, where the element of surprise helps to make a huge impression. In simple terms: this style of marketing involves a stunt of some sort that gets people talking, either by word of mouth or via social media, and the brand noticed. Guerrilla marketing is powerful in creating a buzz around a brand or product and doesn’t have to be expensive; the investment comes in creativity.
This effective type of marketing helps to create consumer ‘experiences’, which are becoming increasingly more important in the retail sector, as shopping centres are now being seen as leisure ‘destinations’ rather than just places to shop.
Our client, The Marlowes shopping centre in Hemel Hempstead, launched a Dino-Discovery event at the end of last year where they welcomed life-size dinosaur models into the centre and ran interactive events relating to this theme. This proved hugely popular with shoppers, increasing footfall and gaining coverage in local publications, and is a good example of how shopping centres can start using guerrilla marketing techniques to set them apart from others.
Our top five favourite Guerrilla Marketing Campaigns from the Retail Sector:
T-Mobile’s flash mob in London Liverpool Street Station
We thought we’d start our list with an oldie but a goldie. At the beginning of 2009, T-Mobile organised a flash dance in London Liverpool Street station as part of their ‘Life’s for Sharing’ advertising campaign. The crowd performed dance routines as commuters passed through the station, whilst hidden cameras captured commuters’ genuine surprised and delighted reactions. T-Mobile used the element of surprise and the power of viral video to creatively demonstrate that their products can be used to share exciting things with family and friends.