Guerrilla Advertising Examples that Fit Low Budgets
Lean more about inexpensive guerrilla advertising examples.
To win the competition for attention, many marketers promote their products more aggressively by using more and more advertising activities. This attempt appear less effective as it requires a higher advertising budget not necessarily leading to results.
Many smaller enterprises are urged to find innovative ways of effective advertising with limited marketing budgets. They attempted to compensate their disadvantages compared to large companies by means of unconventional ways of advertising, which they adjusted fast and flexibly, to changing market conditions.
New instruments emerged in this meantime to address this issue as guerrilla advertising. These instruments are considered revolutionary because they were substantially different to classical advertising. The core principle of the guerrilla approach is to surprise consumers with unexpected activities in order to draw their attention to the advertising message. Surprise leads to a change in the cognitive activation and better assimilation of the advertising message. Marketers need to find more guerrilla advertising examples to be applied.
One effective guerrilla advertising example is In-the-Hand advertising. This concept relies on placing ads on consumables that the target audience can’t ignore as they have to take them in their hands. Such consumables can be: coffee cups, pizza boxes,drink coasters, door hangers, prescription bags, hotel key cards.
Here 3 interesting guerrilla advertising examples:
1. Pizza Box Advertising
The logo and message of the advertiser are printed on pizza boxes (or pizza box toppers) and distributed to the network of pizza venues. The venues are usually recognized pizza chains so the advertisement has an exposure to reputable brands. The pizzerias deliver either in the hands of the consumer or at their homes reaching on average 45 min of brand exposure. The ad is placed on the center of the box generating guaranteed impressions. Sometimes the consumer leaves the pizza in the fridge generating additional exposure and more impressions. The unconventional and unexpected nature of this type of advertising enables better perception and assimilation of the message.
2. Drink Coaster Advertising
Bar coaster advertising is a creative option to spread your message in a relaxing environment. The venue places the coasters on the dining or bar tables generating a direct impact on consumer who receives the message in their hands. This is guaranteed impressions, as they have to take the coaster in their hands. Approximately 1,500 coasters/month can be distributed by each venue generating estimated 0.7M of impressions/month. The ‘unusualty’ raises level of interest in consumer and hence their willingness to expend cognitive effort to process message. Bar coasters are viewed by on average 4-6 other people in a relaxing environment enabling your target audience to better assimilate your message. Bar coasters advertising programs can be run locally or nationwide. Most of the metropolitan regions are covered.
3. Coffee Cup Advertising
Each venue distributes approx. 2,500 coffee cups/month, generating an estimated total of 1.7M impressions. Think this as small moving billboard that the audience will grab and carry it forward. The coffee venues deliver in the hand of the consumer generating an impact up to 70% brand lift. The advertisement can not be ignored as the consumer will grab it in their hands. On average, each coffee cup will provide 35 min of exposure since the coffee cup Ad provide an additional exposure to other viewers who are in the surrounding.
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