3 guerrilla marketing ideas to pump up promotions

By Mae Strehlow

Government agencies—much like many businesses and organizations—are always seeking new and innovative ways to connect with audiences. When promoting programs or initiatives, it can be challenging for a message to break through using traditional marketing strategies. That’s why an outside-the-box tactic like guerrilla marketing can be a game-changer.

Guerrilla marketing uses unconventional methods to grab the attention of consumers in ways traditional marketing cannot. It typically relies on personal interactions and focuses on using unexpected strategies to share a message in a particular location. Guerrilla marketing can integrate its message into consumers’ lives without them realizing that it’s marketing. Some especially creative strategies have even gone viral. Here are three promotional ideas to surprise and delight your community members.

Street art

Capture the attention of residents through the creation of a public art installation. Wall murals, chalk art and other visuals are eye-catching and engaging ways to share messages. Solicit community volunteers to participate in the project—or commission a local artist. Seventy-eight percent of marketers say guerrilla marketing provides a higher return on investment than traditional advertising channels. With a few supplies and a clever canvas, your art project can get people talking.

A mural featuring a city’s history, industries and people can artfully promote a milestone anniversary, museum or other programs. A series of chalk drawings on streets and sidewalks can let pedestrians know about upcoming events or initiatives. A creative landscaping design on a hillside or park can include a message, logo or other relevant visuals.

Incorporate the creation of public art into a community event, such as a farmers market, arts and crafts fair or night festival. People can watch as the work of art takes shape during the event and donate to the artist or cause. Imprint a QR code on branded posters or yard signs to promote the event and direct people to a landing page for more information.

Flash mob

A flash mob is when a group of people gather in a public place, perform an unexpected act—often a choreographed dance—and then quickly disperse. It has the potential to turn an everyday moment into a spectacular one. And while flash mobs are a surprise and appear spontaneous, they often involve a lot of planning and rehearsing.

Digital technology is often part of a guerrilla marketing strategy. When a flash mob emerges, it won’t just grab the attention of the people nearby, it’s likely to be captured on video and shared between friends and family and on social media. The life of a flash mob should extend well beyond the round of applause it elicits.

Collaborate with a local dance school or organization, or recruit enthusiastic participants through social media or community groups. Once your mob is assembled, find the perfect location and strategy for connecting the action to the message. For example, props like books might be incorporated in the promotion of a new library or reading program. Connecting music with strong sport or fitness associations could get people pumped up for a community wellness campaign. After the flash mob finishes its push-ups and jumping jacks, they can hand out gym towels and water bottles. Be sure to have a designated person film the event and promptly share on your social channels.

Surprise gifts

Guerrilla marketing can have a powerful effect on brand perception. Provide a surprise gift for community members to give them a smile, improve your brand reputation, and spread the word about something new and exciting. The best guerrilla marketing strategies make memories—and an unexpected gift can remind recipients of your message day after day.

Gifts can be physical items—like seed packets to promote a community garden or composting initiative—or fun experiences. For example, a pop-up face-painting station or lawn games at a playground can start conversations with parents or guardians about library programs.

On a chilly day, visit a public space like a bus stop, post office or train platform and give community members coffee or hot chocolate in travel mugs to promote upcoming initiatives, like new bus routes or ride-share promotions. Or visit a ballpark to hand out baseball sportpacks or stress relievers. Attach information about parks and recreation sports leagues. Include a QR code and clear direction on next steps to sign up.

Embrace the power of the unexpected

Guerrilla marketing can help your agency or department spread the word about programs and initiatives. Public art, flash mobs and surprise gifts can be engaging and cost-effective ways to get people talking. Add your own unique twist to make your message stand out and be heard.

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