Why Every Brand Needs Guerilla Marketing to Thrive

Marketing Shenanigans (#007)

Authors Note:

My mission in life is to help brands that support positive people, products, and philosophies achieve 9+ Figure exits. This newsletter is a platform to discuss unconventional concepts and ideas I’ve encountered while developing consumer brands.

I aim to empower the next generation of business owners, marketers, and product developers by sharing insights into the frameworks and revenue-driving practices I've encountered in my career. I believe these topics are not adequately covered in modern education; therefore, I hope that by reading this I’m bridging the gap between applicable industry tactics and what’s taught in the textbook.

I hope you enjoy it and take something with you to make the world a more enjoyable place. 😎🤟🏽

Today, we are going to discuss the following:

• Marketing 😳: Guerilla Warfare In The Denver Airport (Yes, I took a picture of a bathroom stall for the newsletter)

• Advertising 🎥: Drop Your Drawers. (Yes, I found this commercial researching for this newsletter, and it rips.)

• Health & Wellness 💪: Rare Knee Exercises (Not pulling your knee by pulling your knee.)

• Product ⚙️: Underwater Jetpacks (Practical? Probably not. Fun? No idea, probably. Down to try? Absolutely.)

• Wisdom 💭: Prioritizing The 80% (Finding balance in setting goals)

Marketing 📈
Guerilla Warfare In The Denver Airport

Look I know what you’re probably thinking, what prompted you to stop what you were doing, walk over to an empty bathroom stall, and take a picture of a pack of wipes? Yes, right when I saw the wipes I thought to myself, “wouldn’t it be cool if Dude wipes had a wipe runner in the Denver airport?” and before I could finish my profound thought process, I saw another pack of wipes in the neighboring stall. So what did I do you ask? Instead of going to the Amex longue I walked multiple terminals to see how far the dudes at dude wipes would go, the answer, they went 2 far… too soon? Too bad of a joke? Well, I’m not sorry about it because I spent an hour of my time hunting down butt wipes in the airport, after all why would I want to go to the Amex longue to get free food, fast wifi and potential a beverage for my layover? There’s nothing thought provoking about that!

So why would I walk 2-miles in the Denver airport to track down butt wipes? Because I love Guerrilla marketing. The answer, they’re willing to go far. So let’s talk about it.

Ever wondered why some ads just stick with you while others fade into oblivion? It's all about guerrilla marketing. This isn't your run-of-the-mill marketing plan—it's the kind that catches you off guard and stays with you.

Guerrilla marketing is the art of using unexpected and unconventional methods to grab attention, create buzz, and leave a lasting impression. Coined by Jay Conrad Levinson in the 1980s, it aimed to help small businesses fight big players with creativity rather than large budgets. Think of it as the underdog's toolkit to not just survive but thrive.

Let’s dive into another real-world example to see how a brand can leverage this strategy to their advantage.

Chipotle created a $30 Car Napkin Holder that clips to a car sun visor, strategically encouraging folks to fill it up with napkins from their stores. The brilliant part is that it comes with a gift card for a free entrée. This cheeky move not only promoted their brand but also engaged customers in a playful way.

So, DUDE Wipes taking guerrilla marketing right to the bathroom? Freaking brilliant. They strategically placed their products in public restrooms, offering people a chance to experience the product when they needed it most. The outcome? Increased product usage and brand loyalty. It's all about being at the right place at the right time, literally.

When a brand surprises you, it creates a memorable experience. Our brains are hardwired to remember unusual events more vividly than mundane ones. So, when you encounter a brand in an unexpected setting, it sticks with you, creating a positive and lasting memory.

Preston Rutherford talks about the 95:5 rule, which states that 95% of your potential customers aren't ready to buy at any given moment. But, if you make a strong impression, you'll be the first one they think of when they are ready. Guerrilla marketing leverages this rule by creating unforgettable moments that keep your brand top-of-mind.

So, how do you even begin to tackle such a weird and elusive experiment? First, brainstorm where your audience will most likely be—and then think outside the box. Can your product or branding fit seamlessly into their daily routine in a surprising way? Whether it's a bus stop, a public park, or even a bathroom, find that unique spot where people will least expect to encounter your brand. Even better, hit them over the head with the product when they could use it most! (ex. needing wipes after taking a dump!)

Tracking the success of surprise placements can be tricky. Often, direct tracking isn't necessary. The buzz and word-of-mouth generated by these placements can be enough to see an uptick in brand recognition and sales. Social media engagement, increased website traffic, or even more foot traffic to your store can all be indicators of success.

Guerrilla marketing and surprise placements offer the perfect way to make your brand unforgettable. By thinking creatively and strategically, you can create powerful marketing moments that leave a lasting impression. So start brainstorming, get a little wild, and remember, sometimes the best brand blessings come without a budget.

The key to any brand's growth strategy often lies in the guerilla marketing playbook because you truly need to “give a s**t” to have one.

Advertising 💰
Drop Your Drawers

What Makes This Video So Engaging?

1. Shock factor: The opening shot sets the tone right away. The average consumer is going to ask themselves, what have I gotten myself into and or, what side of the internet am I on?

2. Humor: The video is funny, and a little humor goes a long way in making content memorable. Dropping the toilet paper and picking up Dude Wipes? It's a visual that sticks.

3. Play on words: Dude Wipes are the best clean, pants down. If you don’t get this, you live under a rock.

4. Catchy Music: Everyone loves and or hates a cheesy corporate anthem because it gets stuck in our heads

One type of content that you should never overlook as a brand is a landing page video. This video should serve as your brand's anthem, convey your voice, visually demonstrate the value of your products, and, most importantly, not look low-budget.

If your video looks low budget, it can give the impression that your brand is struggling, and in other terms, you become the guy with a sweaty, weak-ass handshake… don’t be that guy. If your money is in the brand, wear it on the landing page.

Health & Wellness 💪
Rare Knee Exercises

basketball.biology

View more on Instagram

Is the solution to not pulling your knee pulling your knee? Does that line have more to do with the flow of an opening hook than the practicality of this conversation? Probably.

But seriously, when was the last time you worked out your legs? See what I did there? You always skip leg day, and I caught you red-handed.

When we picture leg day, we often think of exercises that involve “pushing.” Rarely do we find ourselves “pulling.” So here’s an essential pull exercise you can work into what should be a “more frequent” leg day.

I hope you enjoy it.

Product ⚙️
Underwater Jetpacks? Say Less.

cudajet

View more on Instagram

Let's be honest: The underwater jetpack market can’t be that crazy… but the experience itself looks rather unforgettable.

With the rise of electric capabilities and jet propulsion engineering (that sounds right, doesn’t it?), we are at the forefront of some wild to conceptualize products that nobody needs.

Now, although nobody needs these, it doesn’t mean they’re not a good time. I’d sure as heck like to give it a run.

That is all.

Inspiration & Motivation 💭
Prioritizing The 80%.

I’ve always loved the 80/20 principle; it applies to all aspects of life and business. Take it a step further, here’s how I apply this principle to marketing:

• 20% of the time invested produces 80% of the results.

• 20% of customers generate 80% of sales.

• 20% of customers are responsible for 80% of complaints.

• Most customers (80%) buy generic colorways, but the 20% who buy unique colorways are your lead magnets and the core you probably want wearing your product.

Alright, that’s enough figurative math for the day. Signing out! 🤟🏽

Teddy Giard

In case you don’t already know, my name is Teddy, and I operate a firm that specializes in marketing strategies for outdoor brands. Our approach is simple: align your product development timeline with your marketing production timeline; by doing so, we can own the distribution of our message and our products.

If you’d like to explore working together, feel free to fill out this form, and if we’re a good fit, we can schedule a discovery call. We ask this because we keep a fairly narrow target for whom we work, and we like to be as open about that on the front end as possible. After all, time is life’s most valuable resource.