“Guerrilla marketing” as a term and technique has been around for a long time, but typically it is associated with B2C endeavors. However, guerrilla marketing can also be used in the B2B world. As competition is always fierce, and as everyone’s attention span gets shorter and more jaded, perhaps more AEC firms should implement some guerrilla tactics.
First, what exactly is guerrilla marketing?
One thing it is not, is GORILLA marketing. That is a very specific niche of marketing not super relevant to the AEC field.
“Guerrilla” marketing is often low-cost and UNCONVENTIONAL, and it aims to be out-of-the-box while often surprising its viewers/readers. In some ways it can be seen as less dignified (??) than normal marketing schemes. A firm does not need a large marketing/advertising budget to partake in guerrilla marketing- but one does need to be creative and also willing to take some risks.
In the B2B arena, there are several tactics that could be implemented. Several are noted below, per a recent blog post on Stratabeat:
A few points on the above article and partial listing.
As we roll into 2021 and the unknowns of the market and commercial activity, it may be even more needed to market and set yourself apart from competing outfits. Guerrilla marketing is not a bad word, and may be worth looking at closer.
(NOTE: this article, by Ken Lambert, was originally published on the website of Society of Marketing Professional Services in January 2020.)