In this article you will read how to use unconventional PR as a power channel for your real customers, and which mistakes should be avoided.
Recently, I’ve seen another wild guerrilla action. So I thought to myself, with such simple means and not at all made so expensive. Can anyone do that? Can we possibly do that too?
I want to know what this guerilla marketing is, what I can do with unconventional PR and PR stunts. Why do I need it and how does it work?
PR stunts are planned actions, events and occurrences that are rather unusual for the viewer, often inexpensive and easy to implement, and which aim to attract media attention. Unconventional PR actions can either be organized professionally or spontaneously at a suitable time.
Why such guerrilla marketing tactics make sense? With relatively small employment of means a comparatively high effectiveness exists on media and the target group.
The idea of using unconventional measures comparable to guerrilla tactics in warfare goes back to the marketing professional Jay C. Levinson.
Levinson developed the basic concept in the 1980s and published it for the first time in his book of the same name.
Pictures speak louder than words, so here is a great example of Daily Quenchers.
The colleagues from Statista also found out in the survey that the marketing decision-makers then rely on guerrilla actions when it is effective for the media.
Use words and statements very carefully in your guerrilla actions and let outsiders check the wording again. Otherwise, the shot will quickly backfire.
When people don’t like something, it’s boring or incomprehensible actions in marketing. Especially the latter has to be considered with guerrilla marketing measures. Does an uninvolved person understand the joke or the message behind it?
You perform untruthful PR stunts without any context or involvement in any strategy. This usually only leads to small straw fires that quickly extinguish and have no effect.
Skilful examples of guerrilla marketing convey a message to the viewer. Typically, a pure advertising slogan is not enough.
Throughout Marketing Funnel, the activities you do with Unconventional PR are located between Top of the Funnel and the middle range.
The focus here is on measures that (potential) customers first become aware of you and your solutions and want to learn more about you.
Unconventional public relations take time and, compared to sales, for example, do not have a strong immediate impulse to encourage purchase.
The reverberation, however, is especially present when the PR stunts are embedded in a strategy.
When you compile your portfolio of channels and actions, the actions of guerrilla marketing will typically have the function of acting as seeds in the minds of potential customers.
So this channel works best in combination with the extremely targeted spears and the nets to be ejected.
Unconventional public relations only really become sustainable when they are packaged into an overall marketing strategy and in a larger context including a storyline. In the marketing funnel, publicity is in the Top of the Funnel area, i.e. at the very beginning.
If you don’t start with the expectation of virality, but start with a smaller and defined target group, then this is the best way to win and retain customers through PR stunts.
And now: Let yourself be inspired by already performed stunts, but please don’t just copy blindly.
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