Guerrilla Advertising – The art of making a Big Impact on a Small Budget

Posted on October 31, 2016

Guerrilla advertising is a strategy with which a company or organization employs surprise and/or unconventional interactions to promote a product, service or cause. It often targets smaller groups with the hope they’ll spread the message by word of mouth or social media, thereby foregoing the need to advertise to large audiences with costly campaigns using traditional media such as print or broadcast.

Once the exclusive province of small businesses and start-ups, guerrilla advertising is now going more mainstream. It seems that big companies and even giant multinationals have observed what can be achieved with overactive imaginations and underfunded promotional budgets.

An internet search of the terms “guerrilla advertising” or “guerrilla marketing” will bring more than dozens of examples to your screen, but if one comes to mind it would probably be 2014’s ALS Ice Bucket Challenge.

Spread virally on Facebook and Twitter, the challenge encouraged participants to be videotaped having a bucket of ice water poured on their heads and then reaching out to friends via social media for them to do the same. Those nominated would have 24 hours to comply… or forfeit by way of a charitable donation to ALS.

Amazingly, the bucket-based guerrilla advertising campaign generated buckets of money for the charitable cause! The challenge brought in a staggering $220 million to fund research of ALS (amyotrophic lateral sclerosis).

But going viral on social media is but one way to utilize guerrilla advertising. That internet search likely brought up surprising uses of grocery carts, manhole covers, shopping bags, park benches and utility poles, just to name a few. Given the low-cost focus of the tactic, you’ll discover that a large percentage of successful examples employ signs and graphics.

Rely on Signs By Tomorrow for guerrilla advertising or more conventional marketing solutions.

Celebrating 30 years of meeting the needs of businesses and organizations of all types and sizes, look to us for signage and other solutions that attain your promotional, informational and directional goals as they adhere to your branding strategy. To get started, contact us today.


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