Guerrilla Marketing

A real life example of Guerrilla Marketing

It’s not every day that you get to listen to a fantastic guerrilla marketing initiative. But that’s exactly what happened today when I was feeding my gorgeous five week old daughter. Over the airwaves, courtesy of the KC Show on Todayfm, I was reminded of the creativity that exists when one puts their thinking cap on.

Before I tell you about the initiative (stay tuned…it’s a good one), what exactly is guerrilla marketing?

Wikipedia defines Guerrilla marketing as:

“an advertising strategy in which low-cost unconventional means are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.”

And in the words of the Father of Guerrilla Marketing, Jay Conrad Levinson, he says:

..achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money. Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world.”

The Guerrilla Marketing Approach

Today I saw that investment of energy in practice. A guy called Dave walked into Today FM, one of Ireland’s leading independent radio stations at 8am with a CD glued to his head. He was staying until someone played it!

The Result

The KC show which starts at 12pm sent someone down to talk with him. And what a lovely guy he was too. He got radio play of the song (which is really good) and also got the band a gig at the Sea Sessions Festival to be held in June.

And this guy Dave isn’t even part of the band. He took a week off work to see if he can get some promotion for the band – such is his belief in the band. And the band’s name – the Dead Heavies.

Can you do anything like this Guerrilla marketing idea?

Think about it. Dave took a brave approach – it didn’t cost him anything in terms of money. Okay so he walked around Dublin town with a CD to his forehead but its bound to get him noticed. Can you do something in your business that makes you stand out from the crowd that is unconventional but gets results?


About the Author

Denise FayI'm Denise Fay, an international marketing communications advisor. For over 16 years, I've been helping corporations and business owners to promote themselves by communicating the right message with the right audience. They achieve clarity, leads and sales. I'm also an award-winning author, engaging speaker, entrepreneur, business owner and mum of two, I have written copy that has won awards, won clients and most importantly, built relationships. Because at the end of the day, it all comes down to how we relate to others. And writing great copy that engages with your reader is well worth its weight in gold. You too can find wealth in your relationships. I can guide and help you find your words, create an engaging message and build a relationship that results in repeat sales with your customers & leads. Contact me today to get started. Come find me on Google+View all posts by Denise Fay →

  1. Eric PangburnEric Pangburn02-20-2013

    That’s such an awesome story and example of true guerrilla marketing lived out! I always enjoy hearing this marketing ideas that really are out of the box ideas, but they really work!

    Very clever and thanks for sharing!


  2. Denise FayDenise Fay02-21-2013

    Hi Eric,
    It’s great, isn’t it? I was just feeding my little daughter and I heard it on the radio. I was well impressed.

    Thanks for stopping by.

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