Guerrilla marketing, like guerrilla warfare, employs unconventional tactics to gain a competitive advantage. But when most people think of guerrilla marketing, they think of crazy stunts like streakers and flash mobs.
While it is true these are guerrilla tactics, there are more realistic (and less fanatical) strategies you can employ. The fastest and least expensive of which is vehicle-based branding. No, it’s not as sexy as hiring 80 people to breakout into dance at White Marsh Mall, but it is a powerful tool nonetheless.
In a medium-sized city like Baltimore, a car wrap would get 1,000 to 3,000 impressions every hour on a busy street or highway, and thanks to specialty printers, vehicle wraps can turn any car, truck or van into a rolling billboard for as little a $2,000. This means that driving only two hours per day, five days a week will garner an average of 1 million impressions annually. (That’s two tenths of a penny per impression).
Best of all, with a little added creativity you can take this frequently overlooked form of guerrilla marketing and turn it into even greater exposure. For example, depending on your target market you can park your branded vehicles outside sports venues during games or in front of the Baltimore Convention Center for suitable Events and Expos. Take it even further by strategically placing your vehicle where news crews will be; like near a courthouse for a big case or a fundraiser for a political campaign.
Marketing goes far beyond running an ad in the paper and creativity is the critical component to the success of your marketing efforts. Brand-emblazoned vehicles are a fantastic first step in your guerrilla marketing efforts.