What Is Guerrilla Marketing? 7 Examples to Inspire Your Brand

The word “guerrilla,” in its written form, seems very intense. It conjures images of rebellion and conflict. Put it next to the word “marketing,” and it makes a lot of people ask, “Huh?” But guerrilla marketing isn’t some sort of combative form of communication. After all, that would be highly disruptive, which violates the inbound methodology. In fact, it’s actually a very unconventional form of inbound marketing, in that it raises brand awareness among large audiences, without interrupting them. Because it’s so unconventional, however, it’s not the easiest concept to explain. Guerrilla marketing is often best understood when it’s observed, so that’s how we’re going to approach its best practices and takeaways here. We’ll start with some basics around where it came from and how it works, followed by an examination of how it’s been carried out successfully. What Is Guerrilla Marketing? Roots of Warfare When we hear the term “guerrilla marketing,” it’s hard not to think of guerrilla warfare — which makes sense, since that’s where this style of marketing got its name. In the warfare context, guerrilla tactics depend largely on the element of surprise. Think: “Ambushes, sabotage, raids,” according to Creative Guerrilla Marketing. But how does that translate into the work we do every day? In marketing, guerrilla techniques mostly play on the element of surprise. It sets out to create highly unconventional campaigns that catch people unexpectedly in the course of their day-to-day routines. You’ll see what that looks like in some the examples below. The term itself was created in the early 1980s by the late business writer Jay Conrad Levinson, who wrote several books...

15 Fashion Brands You Should Follow on Instagram for Marketing Inspiration

No other B2C industry has thrived on Instagram quite like the fashion industry. Between their carefully curated photos, expertly targeted ads, and decisive adoption of Instagram Stories, fashion and beauty brands have become masters of consumer engagement on the visual content platform. And brands from any industry could learn a thing or two from these inspirational feeds.  Back in 2015, business intelligence firm L2 found that fashion and beauty brands were growing their community size and engagement rates on Instagram at a rapid rate.  Source: Digiday The L2 report also found that among fashion and beauty brands, Instagram had firmly become the social media platform of choice — far outranking Facebook and Twitter. Source: L2 Today, the industry’s love affair with Instagram isn’t showing any signs of slowing down. Digiday recently checked in with a number of fashion and beauty social media insiders at SXSW’s Decoded Fashion and Create & Cultivate events, confirming that Instagram remains a top priority in their digital marketing strategies. “Instagram is always a priority for us,” Rosi Sanchez, a social media strategist at Fossil, told Digiday. “We have more reach and a larger new follower group there, so it leads to more conversions. Until we get to 1.5 million or 2 million followers, it’s going to be our number one priority.” Fossil isn’t alone. Social media strategists from more established brands like L’Oréal USA, Shopbop, and Murad also indicated that Instagram was their top social media priority for the foreseeable future. Brands from any industry looking to level up their visual storytelling chops should keep a close eye on fashion brands for inspiration. To help...