Articles

guerilla marketing Guerilla Marketing Tactics Guerilla Marketing Strategy Experiential Marketing Ambush Marketing Human Billboards Poster Sniping PR Stunts Business-to-business Marketing Build Brand Loyalty Brand Loyalty Measurement What Is Guerilla Marketing? Alternative Media Product Sampling Guerilla Advertising Sponsorship Marketing Experiential Branding Mobile Marketing Campaigns Event Sponsorship Programs Word Of Mouth Advertising Brand Influence Below The Line Advertising Experiential Sports Marketing Hip Hop Street Team Network Street Team Guerilla Marketing Consultants Peer-to-Peer Marketing Brand Building Corporate Identity Brand Building Buzz Campaigns Market Demographics Measure Market Reach Target Market Advertising Target Market Demographics Brand Identity Unconventional Promotions Effective Marketing Branding Consultants Sales Promotion Planning Market Research Design Product Line Repositioning Effective Brand Strategy Brand Positioning Target Market Profile Target Market Research Street Teams Sales And Marketing Technique Sponsorship Activation On-site Activation Guerilla Marketing Info More Resources About Guerilla Marketing

guerilla marketing

Guerilla Advertising

by Linda Alexander

Timing is everything in guerilla advertising. Don't make rookie mistakes--advertise during the peak seasons in your industry. Spend more and do more ads during those times, while advertising less during traditionally slow times of the year. Notice that I said, "advertise less," not "don't advertise." Your message should always be out there, in below-the-line media as well as traditional above-the-line media (press, TV, radio, outdoor ads, and cinema).

Maintain a consistent presence. Consistency is key in marketing and guerilla advertising is no different. To penetrate all the clutter in consumers' minds these days, you have to repeat your message over and over in different media--not only for brand building and name recognition, but also to reinforce your core message.

Guerilla Advertising in Traditional Media

When dealing with print advertising, spend the money and get the largest ad you can afford. Smaller ads are often overlooked, which leads marketers to assume their print ads don't work. They do if people see them! Larger ads also give you more room to tell people about your company and services.

Finally, in guerilla advertising, you should never pay full price. Guerillas know that advertising is a perishable commodity and account execs are eager to sell all they can. Thus, if there is remnant space available right before closing time, you can almost always get a discount on it. Also, agencies typically receive a 15% commission (discount) on their ads. If you are like many small businesses and act as your own agency, there is no reason why you can't take advantage of this discount also.

Get all Guerilla Marketing articles via