Guerrilla marketing tactics for startups: creative and cost-effective marketing techniques that startups can use

Imagine if your startup could capture the attention of thousands of potential customers with minimal budget and maximum creativity. In today’s business world, innovative and exceptional approaches are crucial to attract attention and stand out from the crowd. This is especially important in times of limited budgets and intense competition, and in this article we will delve deep into the art of guerrilla marketing, exploring how startups with limited resources can not only attract attention, but also create lasting bonds with their target audiences. We’ll look at different strategies that rely on innovation and ingenuity to maximize impact without breaking the bank.

Another article for low-cost reach: SEO techniques for startups – search engine optimization on a limited budget

1. Creative outdoor advertising: stand out without expensive posters

In the urban environment, there are a variety of unconventional advertising spaces that can be used by startups without overburdening the budget. The possibilities are diverse, from impressive murals to street art interventions. Creative outdoor advertising not only offers visibility, but also the opportunity to create local culture and connection. Let’s take a look at some examples of creative outdoor advertising:

• Façade painting: a painted building façade can be transformed into a living work of art and become the talk of the town. This creative outdoor advertising not only gives the brand uniqueness, but also creates a local connection. Imagine a café with a colorful façade designed by a local artist. This artistic design not only draws attention to the café, but also integrates it seamlessly into urban life.
• Street art interventions: Street art interventions can be seen as guerrilla marketing or creative outdoor advertising. Here, talented street artists create temporary works of art in public spaces to convey a startup’s message. For example, a fashion startup could organize a campaign in which artists design garments in public areas and distribute them free of charge to passers-by. This not only increases the visibility of the startup, but also creates an unforgettable experience for the target group.
• Inflatable advertising media: Suppose a startup that manufactures outdoor equipment places giant inflatable replicas of its products in popular tourist locations. These eye-catching advertising media not only attract attention, but also serve as interactive advertising spaces where information about the products can be provided. These unusual advertising media are memorable and stimulate conversation.

Some examples of successful campaigns illustrate the effectiveness of these unconventional advertising spaces. The Swiss watch brand Tissot, for example, transformed the facades of buildings into giant clock faces, while Ricola, known for its herbal sweets, created impressive herb gardens in Switzerland. Wingtra, a drone startup, organized impressive drone flight shows in cities. And let’s not forget the inflatable advertising media, such as the famous inflatable geckos of the “Geico” insurance company, which repeatedly fascinated passers-by.

2. Viral stunts and campaigns: Attracting attention without big budgets

The following examples of successful stunts and campaigns by Swiss start-ups will show you how you can attract maximum attention on a low budget. These examples illustrate how creative and original approaches that rely on creativity and surprising elements can stand out from the crowd.

• Escape game marketing by Enigma: The startup Enigma, which offers live escape games, relied on guerrilla marketing by placing mysterious puzzles and clues in unexpected places in cities. Curious passers-by were invited to solve the clues and were thus drawn into the world of Enigma. These puzzle campaigns went viral on social media and brought in numerous new customers.
• Drone deliveries by SkyFly: Swiss startup SkyFly, which offers drone deliveries, ran an eye-catching guerrilla marketing campaign. They symbolically and humorously delivered pizzas by drone to unusual places, such as mountain peaks or park benches, and filmed the reactions of the recipients. This original idea quickly spread online and gave SkyFly the attention it was looking for.
• Beekeeper’s bee costume flash mobs: The Swiss startup Beekeeper chose an unusual tactic to promote their services. Employees dressed in bee costumes made surprise appearances at various locations and performed synchronized dances to attract attention. This unconventional approach went viral online and became a talking point.

These examples from Switzerland illustrate how viral stunts and campaigns offer startups an excellent opportunity to harness the power of viral marketing and increase their visibility.

3. Guerrilla events and pop-up stores: direct interaction with customers

Where the boundaries between advertising and experience become blurred and customers have a brand experience without realizing it, we are talking about guerrilla events and pop-up stores. They have proven to be proven tools for startups to engage customers, increase brand visibility and boost sales. Pop-up stores can be designed in different variants, which are presented below.

• Temporary retail store: This is the classic form of a pop-up store, where a temporary store is set up in a physical location. This can be in an empty store, a container, a tent or even a converted vehicle such as a food truck.
• Shop-in-shop: A pop-up shop-in-shop is located within an existing retail store. This allows startups to benefit from the host’s established customer base while showcasing their products or services.
• Mobile pop-ups: This type of pop-up travels to different locations and is mobile. These can be mobile vending carts, trailers or even converted vans. This type of pop-up is ideal for food trucks, mobile boutiques or pop-up events at changing locations.
• Pop-up events: These are temporary events or activities that offer an experience, such as pop-up restaurants, art exhibitions or workshops. This type of pop-up allows companies to engage with customers and create brand awareness.

Regardless of your chosen option, implementing temporary, experiential events and stores has proven time and time again to be a compelling way to build customer loyalty, increase brand visibility and boost sales.

4. Street art and creativity in public spaces: art as an advertising medium

Art connects people and thus serves as an effective advertising medium in the form of public art. It is not just about painting walls, but also about using art as a means of communication. Street art can not only convey messages, but also reflect local culture and leave a lasting impression. Here are some ways in which you can use art as an advertising tool to reach your target groups in an unusual and engaging way.

• Creative street realism: Companies can use urban environments as canvases to communicate their messages in a creative way, be it through graffiti, murals or installations. This creates a captivating experience that draws the attention of passers-by and leaves unique visual impressions.
• Art in context: A compelling street art campaign should be integrated into the local culture and environment. By relating to local issues and stories, the campaign can create a deeper connection with the community and promote brand exposure in a unique way.
• Digital Street Art: In today’s digital world, businesses can also create digital street art installations and augmented reality artwork. These interactive artworks can be experienced on-site and offer the opportunity to share them on social media, which can significantly increase the reach and impact of the campaign.

A number of Swiss brands have successfully integrated street art elements into their marketing strategies.

VIU Eyewear, a Swiss startup that produces high-quality eyewear, took an innovative approach by inviting graffiti artists from Switzerland to create unique eyewear models. These hand-painted glasses, available in limited editions, caused quite a stir in the street art and fashion community and helped VIU establish its brand.

On, a manufacturer of innovative running shoes, was also looking for an unusual way to promote its products. In cooperation with street artists, they came up with creative designs for their shoes. These limited editions were sold in limited quantities and attracted a lot of attention.

5. Guerrilla marketing online: Viral content and social media

Learn how you can use low-cost online tactics to create viral content and generate buzz. This requires you to find the right strategies. Following are practical tips for creating engaging online content and encouraging user engagement:

• Authenticity beats perfection: users:inside prefer authentic content over perfect productions. Show the human aspect of your company and your employees.
• Creativity and storytelling: Tell stories that touch your target group. Use videos, images and text to generate emotions and engagement.
  Encourage interaction: Ask questions, encourage participation and actively respond to comments and messages from your followers. Interaction with your community is the key to virality.
• Visualize your message: Use visual elements such as graphics and videos to convey your message more effectively. Well-designed visual content is often more engaging and has a higher sharing potential on social media.

Using these tips, you can develop low-cost online marketing approaches that have the potential to go viral and significantly increase your company’s presence. By focusing on authenticity, creativity and interaction, you can create viral content that captures the attention of your target audience and puts your business in the spotlight.

6. Word of mouth and unconventional partnerships: Networking without traditional advertising

Networking is also possible without traditional advertising, namely through word of mouth and unconventional partnerships. In this section, you will learn how you as a startup can use existing customers and networks to achieve organic reach. Let’s focus on building word of mouth and forming unconventional partnerships, which are highly effective ways to spread your message without resorting to traditional advertising methods. Read on to find out how you can do this successfully:

• Strengthen referral marketing: A proven approach is to encourage satisfied customers to actively recommend your products or services to others. This can be done, for example, through incentives or rewards for successful recommendations.
• Seek collaborations: Partnerships with other companies or organizations can create synergies and significantly expand your reach. Think about joint initiatives that can benefit both sides.
• Identify influential ambassadors: In many industries, there are influential figures or experts. Working with them can help get your message across to a wider audience and add credibility.
• Promote user-generated content: Encouraging your customers to create content related to your business can boost engagement. This could be reviews, testimonials or creative posts that offer authentic insights.

Conclusion – Guerrilla or not?

By thinking outside the box, creating memorable experiences and using unconventional channels, startups can not only attract attention but also ensure sustainable success. The strategies presented, from creative outdoor advertising to guerrilla events and street art, emphasize the importance of creativity and innovation in guerrilla marketing. Start-ups need to take bold steps to stand out from the crowd and inspire their target groups. In the world of guerrilla marketing, the possibilities are limitless, and it’s time to embrace these creative ways to shine in today’s business world.

Sandra Kobel

Sandra Kobel is the founder of zealy. She has a huge passion about building brands, bringing them successfully to market and helping them grow. One of her strongest fields of expertise is Growth Hacking, what she also lectures at universities. Before she established herself in the startup industry, she worked for Ringier and Neue Zürcher Zeitung and was responsible for some of the biggest campaigns in Switzerland. An Executive MBA in digital marketing rounds off her profile. With her ability to always keep the bigger picture in mind, she already guided many startups through almost every challenge.