By Zach Collier
Many people have heard this expression, but what exactly is guerrilla marketing? Guerrilla marketing is using unique and unconventional, often low-cost approaches to promote a product or service. Think Netflix starting a new YouTube channel appearing to be critical of Netflix by naming it “Netflix is a Joke,” only to reveal they were launching comedy specials on the platform. Or UNICEF putting vending machines everywhere that appeared to be selling bottles of dirty water labeled “Malaria,” “Typhoid,” etc.
These quirky and unconventional approaches to getting the word out create memorable and lasting impressions in the minds of the public. While the two examples mentioned come from major organizations, most guerilla marketing techniques come from grassroots efforts. The entire Found Footage horror genre rose to prominence on the back of the indie film The Blair Witch Project, which was widely advertised and promoted as a true story, complete with elaborate website tie-ins.
TLDR: guerrilla marketing is all about thinking outside of the box and finding creative ways to reach your target audience. Here are three guerrilla marketing tactics that musicians can use to promote their music and grow their fan base.
1. Busking – But Different
Busking, or street performance, is a classic guerrilla marketing tactic that can be incredibly effective for musicians. By performing in public places like parks, subway stations, and busy intersections, musicians can reach a large and diverse audience who may not have otherwise been exposed to their music. Walk The Moon and Freelance Whales all built their early careers on the back of effective busking.
In Provo, we don’t have the foot traffic that New York or Los Angeles do. But we do have densely populated apartment complexes near UVU and BYU. Each one of those complexes have clubhouses or central living spaces that can be reserved or rented. Consider posting up at apartment common areas or playing free shows in these spaces. These shows can be as simple as playing an acoustic guitar on the sidewalk, or it can be a more elaborate performance with a full band. The key is to choose a location with high foot traffic and to make sure that your performance is visually and sonically engaging. This will give you a chance to connect with new fans and promote your music in a fun and interactive way.
Just make sure you respect noise ordinances and you’re not being h*ckin annoying, or you’ll alienate people instead of winning them over.
2. Ambush Marketing
Ambush marketing is all about catching people off guard and creating a buzz around your music. This tactic can be especially effective for musicians who are just starting out and looking to gain visibility in a crowded market. Crafting a fascinating or unexpected story is crucial here. For a perfect example of this, look no further than No Such Animal’s successful series for their single “Witches In Salt Lake City.”
Another good example of ambush marketing is the time JTM got his own Ozzy. You never know when an Ozzy is going to come in handy.
3. Street Art
It’s a time-honored tradition to haphazardly slap the poster for your show on the street lamps in downtown Provo. But are you hitting the backs of stop signs with stickers? Are you making your posters so good and so distinct (like John-Ross Boyce) that people want to steal them and collect them? Are you hiring street artists to create permanent murals or eye popping chalk art promoting your music or turning it into a staple of the community?
This is a VERY public way to make a lasting impact on a community and to create a buzz around your music. Again, make sure everything you do is legal and doesn’t hurt anybody. But also, don’t be afraid to take chances. Sometimes it’s better to ask forgiveness than permission.
In Conclusion
Guerilla marketing takes many forms: whether it’s getting your own Ozzy, playing in unconventional places, installing zany vending machines, or making phenomenal art to enhance your music.
These are all wild ideas. Will any of them work? H*ck if I know. But at least it’ll be interesting and lead to a good story. And sometimes, forging that good story is what’s going to set you apart in the long run. Don’t be afraid to take risks, experiment, and try new things. Doing something is always better than doing nothing. In today’s music landscape, nobody is going to find you and launch you to stardom. You’ve gotta find your own way.
Because they won me over with their “Witches” campaign, here’s another track by No Such Animal. Get familiar.