Guerilla marketing involves unconventional marketing strategies usually executed in the streets or in other uncommon spots on a smallebudget. Stickers, chalk on the sidewalks, and motion ads (among countless others) are some staples of guerilla marketing. The expertise and effectiveness, though, come from originality.

Every business is different, and every business has different uses for guerilla marketing. So instead of giving you ideas to market your company, we’re giving you the steps to pulling off a successful guerilla marketing campaign. Check them out:

1. Do your research.

There are two main facets of research involved in any guerilla marketing campaign: internal and external. Internally, you need to figure out what your business wants to promote. Whether it is a product, a service, an idea, or a cause, nail it down to its simplest form. Externally, figure what is possible for you to accomplish, within your abilities and what is possible in the context of your community. Can you organize a flash mob? Do you have the resources to buy a billboard? Does your community allow you to put stickers wherever you need?

2. Brainstorm some ideas.

Once you’ve figured out what you want to promote and what you’re capable of, it’s time to start thinking of ideas. Many guerilla marketing campaigns involve advertisements that provoke thought in the viewer or make them laugh–any sort of emotional response is highly sought after in advertising. Every business has different needs, but lists like this one or this one can give you a good idea of where to start when brainstorming. Reminder: Guerilla marketing is all about creativity and originality, so don’t use any of these exactly as they are presented; create your own and see better results.

3. Plan your strategy.

Got an idea? Perfect. Let’s figure out how you’re going to get it done. First, think about all the materials you’re going to need. Whether it’s people, stickers, paint, chalk, animals, or any other materials, get everything in order. Draft down a plan and secure a date with your team. List every step you need to get done to make your campaign as effective as possible.

4. Execute that plan.

When the day comes, go out and get marketing! Try to be quick while you execute your project. You don’t want to draw too much attention to yourself. Guerilla marketing is often a mystery as to why it’s there and who put it there. This curiosity is what grabs the viewers and makes them want to learn more–leading to traffic to your site or store, and eventually more sales.

5. Promote your campaign.

Guerilla marketing works well when it’s mysterious. But, it can’t be too ambiguous because then no one would know where to look for more information. You should let your guerilla campaign runs its course for a few days, and stir up some attention, and then take credit after that on your social media accounts. This leaves enough time for people to notice and wonder, but it’s still likely that they’ll find you before you can tell them. That’s the big goal.

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