guerrilla marketing

What is Guerrilla (Not to Be Confused With Gorilla) Marketing?

Taking Your Marketing Strategy Outside of the Box with Guerrilla Marketing

“Life is full of surprises” is an age-old phrase that is used to describe unexpected events, both good and bad. Reconnecting with an old friend, getting caught in unanticipated weather, acing a test you didn’t study for…oh, and guerrilla marketing.

Grab Their Attention

Guerrilla marketing is a form of non-traditional marketing. Chances are, you’ve seen a brand’s creative advertising technique go viral in the past few years. For example, a European dental insurance company advertised at a bowling alley. An image of someone’s nose and open mouth was placed at the end of each bowling lane, and the pins represented the person’s teeth. When bowlers knocked down the pins, the gaps looked like missing teeth. And what was the company advertising? Inexpensive dental implant insurance.

The point of guerrilla marketing is to catch the attention of your audience in head-turning, unconventional, and creative ways. Jay Conrad Levinson first coined the phrase in 1984 with his book Guerrilla Marketing. It was created as a way to bridge the shift away from traditional print marketing to electronic and digital techniques like TV and radio. Levinson described guerrilla marketing as a way for small businesses to create engaging and effective marketing campaigns without wiping out their marketing budget. Since then, this non-traditional marketing approach has been adopted by brands and companies of every size.

Don’t Break Your Budget

You heard us correctly. Guerrilla marketing is a low-cost option for small businesses and practices. You can target local foot traffic by putting up fun, eye-catching art like posters, graffiti, chalk art, and advertisements in community spaces like parks, libraries, or even your local coffee shop.

Many brands use stickers in their marketing campaigns, which they hand out as freebies to patients and consumers. Do you have a fun logo or an idea for a cute graphic? Print it on a sticker and hand them out with dental goody bags. Stickers are free advertising that end up appearing in a variety of areas that you normally wouldn’t show up on like laptops, the back of a bus seat, or on a college campus.

Along those same lines, go out into town with some coupons for a free or discounted service. Hand them out to people that you see, and tell them a little bit about yourself and your practice. People love to receive free things, and the time it takes you to get their attention and hand them a coupon is an ideal time to begin building that patient relationship. Keep in mind, though, that you want to avoid being too overbearing or annoying as this could drive away potential patients.

In-Person To Online

We just talked about how stickers are free advertising for your practice. When it’s done right, guerrilla marketing methods can find themselves being shared across various social media channels like Facebook and Twitter. Your creative marketing strategy can find itself being shared to friends and families of those who have taken the time to snap a photo and send it off into the Internet.

There are many ways to implement a guerrilla marketing campaign that will benefit your practice without emptying your pockets. We’ve given you a few ideas in this article, but we’d love to hear about any creative ideas you might have! Otherwise, you can always get in touch with us to talk about other marketing strategies that we can design for you!

Author: Kathy Jiamboi

Owner of Creativedge Marketing, where growth-oriented dentists find dental practice marketing strategies and advice to take their practice to a new and higher level.

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