We’ve all seen the “Buy Before They’re Gone!” ads screaming at us from our social media feeds, bus benches, and billboards. We know traditional advertising when we see it, and we know how it makes us feel: icky.
That cringey, overly pushy, salesy vibe? You’re not imagining it. It feel fake, it feel forced, and it definitely feels like something you’re not into doing. Large corporations can get away with that style of advertising because they have a massive budget to run those ads over and over until they stick in your brain. I feel like I have a constant internal soundtrack of “L-A-Double M-L-E-S” in my brain, or some other incredibly catchy jingle, because that’s what they’re INTENDED to do — stay front of mind. (PS. If you sang along to that, you’re probably from Western Canada and it’s probably stuck in your head now. Sorry not sorry).
Fun Fact: The average person needs to see an ad approximately seven times before they finally make a purchase. SEVEN. For small creative businesses, there’s no competing with that level of saturation. And honestly, who even wants to? Unless your ads are so incredibly specific at targeting your perfect demographic, they’re burning up the budget before most consumers even see it twice.
So what’s the alternative? Guerrilla marketing.
If you haven’t heard of it before, guerrilla marketing is a type of organic advertising that costs little (or nothing) but makes a big impact. My favourite part about it is that it’s scrappy and it takes a lot of creative thinking, which is just about perfect when you’re working with creative entrepreneurs. It’s almost like this is what we do.
Guerrilla marketing, or guerrilla advertising is about creating memorable moments for your audience instead of just throwing money at ads. It is still very important that you know your audience, because that is how you can come up with creative methods to create a buzz and reach them in an impactful way. Okay, okay, now hold on one minute. This might seem incredibly unmanageable to you, and maybe a little scary, so I want to share some real-world examples to show just how effective (and fun!) this can be.
Sara Blakely, the founder of Spanx, is honestly such a great example of this. She hustled in department stores when her product was brand new, speaking directly to customers and pushing Spanx, asked her friends to call in to stores and request the product, and even made DIY displays from cheap office organizers to get Spanx in front of people (much to the store owner’s dismay). She was out in the world promoting her product and doing what she needed to do to make a buzz with a minimal budget.
Another terrific example, Whitney Wolfe Herd, founder of Bumble, and her team went to sororities and as long as students agreed to download the app, they handed out boxes of free cookies plastered in Bumble branding. They would then go to fraternities on the same campus with free pizza, Bumble stickers and swag, and ask that they download Bumble as well (not without mentioning that the sororities had already been using it).
Herd also, after finding out that many campuses had posted signs that banned Facebook, Snapchat and Instagram in classes, had new signs made that included ‘No Bumble’. This created interest because many people were just learning of it, and put Bumble in the same category as Facebook, Snapchat and Instagram.
Both of these founders leaned into creativity, boldness, and a bit of rule-breaking and it worked. Let’s look at this from the lens of creative entrepreneurs. What does guerrilla marketing look like when you don’t have a corporate budget or a street team?
Here are some ideas you can try right away:
Shock-Value or Funny Posters with a QR Code
Think bold, funny, or thought-provoking designs (or text!) that people want to snap a photo of. For example: “Stop Mediocre Tattoos! Seriously. Book a tattoo with someone who values their craft.”
Much like Bumble did with their cheeky posters, you can also lean into mystery. Imagine a series of small flyers with nothing but your signature style and the words “Curious? Scan me.” Curiosity drives people to look you up. This has been an incredibly popular trend on socials as well, with some business owners using hooks like “I can’t believe you cheated on me!” and a QR code to their website.
Stickers. Everywhere.
Design a handful of stickers that capture your vibe: something people would actually want to slap on their water bottle, car window, or laptop. Leave them EVERYWHERE your target demographic would want to hang out. If you’re an author, tuck one into a book at a local bookstore. If you’re a tattooer, slip them into goodie bags at conventions or leave a stack at your favourite coffee shop or art shop. Stickers are small, low-cost, and travel farther than you think. They’re like tiny little street teams working on your behalf.
Live Art in Public Spaces
This one is very extrovert-friendly, so definitely won’t be for everyone, BUT you could bring your sketchbook, iPad, or painting kit to a busy park or café and set up. People are naturally curious and will ask what you’re working on, giving you the chance to connect and hand them your card.
Collaborations With Local Businesses
Find a café, salon, or boutique with a similar clientele and ask if you can host a pop-up event, hang art, hand out postcards and chat, or create a unique opportunity custom for their space. It’s low-cost (or even free!) but puts you in front of a fresh audience.
Swap Art For Exposure (*with a note)
I don’t generally suggest offering your services unpaid, so this suggestion comes with a note. Offer to paint a small mural (keyword: small), design a chalkboard menu, or create window art for a business in exchange for your name and socials being displayed. This offers exposure, which is ongoing.
*Note: If you decide to use this method, you should ensure that the clientele frequenting this display aligns with your target demographic.
Guerrilla Freebies!
If you sell prints, stickers, or small pieces, leave a few in random public spots with a note: “Free art. Take me home. Find more at @yourhandle.” It creates a little magic moment for the finder and spreads your name organically.
You could even create a scavenger-hunt of sorts by posting a reel to your socials of you hiding the items, asking finders to tag you. This could create more engagement on your account and increase your online visibility.
The beauty of guerrilla marketing is that it’s less about money and more about creativity. It rewards you for thinking outside the box, leaning into your personality, and creating experiences that stick in people’s minds. Try one of these ideas this week and see what happens. And if you do, I’d love to see it—tag me so I can cheer you on!
With love,
Erin
