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Eight Tips For Creating A Successful Guerrilla Marketing Campaign

There is no one-size-fits-all template for creating a successful guerrilla marketing campaign. Rather, originality is key. Below, eight Forbes Agency Council members share advice on executing a guerrilla marketing campaign successfully and in a way that forms strong impressions with your target audience.

1. Focus On The Audience

Guerrilla marketing tactics fail when brands put their own interests above their audience’s. Above all else, make sure you know your audience – where they hang out (online and offline), how they communicate, what’s important to them, who they look up to. Within this context, your guerilla marketing tactics will have a much better chance of success. - Starr Million Baker, INK

2. Ensure You Have A Call-To-Action

Guerrilla marketing campaigns can be extremely beneficial with a call-to-action. Handing out information with your company information on it is not effective. If you want results, make sure you have a call-to-action, such as a giveaway, a coupon or a link for them to fill out contact information for follow-up. This way, you can track your ROI on the campaign and ensure it’s successful. - Joey Kercher, Air Fresh Marketing

3. Focus On Smaller Groups

If you are targeting the middle of the bell curve, it can be difficult to create a meaningful relationship with a potential customer. It’s easier to create and sustain relationships will smaller, passionate groups. Focusing on small groups gives you the opportunity to make a bigger impression and develop brand advocates. - Gayle Rogers, Strong Automotive Merchandising

4. Have Concise Messaging And Media Amplification

The key to a successful guerrilla marketing campaign is clear and concise messaging tailored to the target audience, coupled with a strategic communications plan for post-event amplification. At Demonstrate PR, we refer to this as “experienced by few and seen by many.” - Joey Hodges, Demonstrate PR

5. Research

Before executing any marketing campaigns, you have to know your target audience inside and out. This means performing research, research, and more research. If you know your audience as well as you should, you will be able to analyze which platforms and tools work best for not only reaching your audience but leaving a lasting impression. - Phil Laboon, Eyeflow LLC

6. Entertain, Startle And Surprise

Successful guerrilla marketing campaigns entertain, startle and surprise. For instance, Dollar Shave Club (DSC) founder Michael Dubin used savvy guerilla marketing to create a now famous YouTube video that separated DSC from the “other” boring shaving companies that simply want to sell you high-priced razors. The key was that Michael stayed focused on his audience while creating an outrageous video. - Kristopher Jones,

7. Don’t Be A Copycat

The most successful guerrilla marketing techniques must be unconventional and original if you really want to capture the attention of your audience. Consumers can see right through copycats and posers but reward marketers who are clever and engaging. - Jeremy Ostermiller, Altitude Digital

8. Don’t Focus On Going Viral

Don’t aim for virality. Having something go viral is a false idol. Aim for something that truly adds value to the lives of consumers. Consumers are the ones who latch on to content, and that translates into sales. - Stephanie McCratic, Acorn: The Influence Company

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