Guerrilla marketing: how, what and why ...

Guerrilla marketing: it is a common term that requires the necessary explanation. What exactly does this term mean? And what can you do with it in terms of marketing and advertising? We explain it in this blog.

Bold and original: that is it guerrilla marketing no doubt. It is often about unique, tailor-made promotions for brands, products, advertising campaigns or activations. The intention is to raid and surprise the audience with something it has not seen before. Or at least with a non-standard advertising form. Unlike traditional advertisements in magazines, this marketing expression must come very close to the people. Sometimes it is even a true experience. Because of this principle, guerilla marketing balances more often than once on the edge of what is and what is not allowed. Nevertheless, more and more leading companies and brands are taking the leap. Because guerilla marketing is undeniably effective.

From chalk expressions to 'beamvertising': what forms does guerrilla marketing take?

There are various forms in which companies can put guerrilla marketing into practice. Temporary chalk expressions for example, can be very effective. With certain techniques, it is possible to make logos, texts and images visible in the streets through temporary chalk advertising. This form of outdoor advertisingcatches the eye and is therefore excellent for promoting a product, event, trade show or store. From a legal point of view, chalk expressions fall into a gray area, but in general they are accepted, provided the campaign is well thought out.

In addition, it is possible to project an image from our mobile wildbeam unit. This form of guerilla marketing, which is also called 'beamvertising'is mentioned, makes it possible to project static or moving images onto buildings or objects. Certainly in the evening hours such an advertisement is of course much more striking than a traditional billboard - especially if you opt for a striking image. The audience that passes or drives by will be pleasantly surprised by this, so that your message will be engraved in their memory. It is also possible to run a wildbeam campaign as shown in this video;

Do you prefer to keep both legs on the floor? Then use the floor or sidewalk as a means of communication through, for example, an 3D street painting or floor and street stickers to bet. Many people like to see where they walk. That is why the land is a very suitable location for an advertisement. Effective forms of guerrilla marketing within this category are signposting or eye-catchers during trade fairs and events.

Do you want to tackle it even bigger, for example in the context of a PR stunt or a brand launch? Then you can laser graffiti to offer a solution. This is used to draw on a building in the dark with a laser application. Rainy weather is a fantastic option on drizzly days. With this option your message will only be visible on the ground when it rains.

Examples of guerrilla marketing campaigns

Fireworks campaign municipality of Utrecht

Fireworks campaign municipality of Utrecht

Chalk expressions

Wildbeam campaign Dua Lipa


Cretaceous route municipality of Dronten

Green graffiti

Awareness of street waste

Temporary chalk expressions

Beamvertising Aidsfonds

Projection on building

Fysius street advertising

Reverse graffiti

One expression, lasting effects

Above we have discussed the most common forms of guerrilla marketing. Of course we also think of it guerrilla stunts tailor-made which are fully tailored to your wishes, target group and message. If you want a complete overview, take a look these practical examples. For all forms it holds that they provide an unforgettable experience. This means that your campaign, brand or product also remains in the memory of the public. And that is what guerilla marketing ultimately revolves around!

Interested in guerrilla marketing?

Generally it is not possible to apply for a permit for guerilla marketing. That is why it is essential that you take a subtle and thoughtful approach to an action. Graffitinetwerk specializes in this. Every year we run hundreds of successful advertising campaigns for international brands, local entrepreneurs and government institutions. With our experience we can estimate in advance what is and what is not possible.

Want to know more about our guerrilla marketing?

Curious about how we can support your brand, product, event, advertising campaign or activation with an original guerrilla marketing campaign? Read more about our guerrilla marketing or take without obligation contact contact us for advice or a quote.

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