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How do you leverage social media, influencers, or word-of-mouth for guerrilla marketing?

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Guerrilla marketing is a creative and unconventional way of promoting your brand, product, or service. It relies on surprise, humor, or emotion to capture the attention of your target audience and generate buzz. But how do you measure the effectiveness of your guerrilla marketing campaigns? In this article, we will explore some of the metrics and tools that can help you track and optimize your guerrilla marketing strategies.

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1 Goals and objectives

Before you launch your guerrilla marketing campaign, you need to define your goals and objectives. What are you trying to achieve? Who are you trying to reach? How do you want them to respond? Your goals and objectives will guide your choice of tactics, channels, and messages. They will also help you set the criteria for measuring your success. For example, you might want to increase your brand awareness, generate leads, drive traffic, or boost sales.

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Logan Mallory

Force for Good | Vice President of Marketing
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Guerrilla marketing is typically marketing that takes place outside of normal channels. It doesn't happen in magazine ads, tv commercials or emails. It happens in places where an audience wouldn't necessarily expect the ad...or any ad at all! It's difficult to assign metrics to this type of campaign, but brand awareness is likely the most common outcome. Though they aren't perfectly synonymous, there is some overlap between guerrilla and "viral" marketing.

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2 Reach and impressions

One of the most basic metrics for guerrilla marketing is reach and impressions. Reach refers to the number of people who are exposed to your campaign, while impressions refer to the number of times your campaign is seen or heard. You can use tools like Google Analytics, social media analytics, or media monitoring services to track your reach and impressions across different platforms and channels. You can also use hashtags, QR codes, or landing pages to track the online response to your offline campaigns.

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3 Engagement and interaction

Another important metric for guerrilla marketing is engagement and interaction. Engagement refers to the level of involvement and interest that your audience shows towards your campaign, while interaction refers to the actions that they take as a result of your campaign. You can measure engagement and interaction by looking at indicators like likes, comments, shares, mentions, reviews, ratings, clicks, downloads, sign-ups, or purchases. You can also use surveys, polls, or feedback forms to collect qualitative data from your audience.

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4 Sentiment and reputation

A third metric for guerrilla marketing is sentiment and reputation. Sentiment refers to the tone and emotion that your audience expresses towards your campaign, while reputation refers to the perception and image that your campaign creates for your brand. You can analyze sentiment and reputation by using tools like social media listening, sentiment analysis, or online reputation management. You can also monitor the media coverage, word-of-mouth, or influencer endorsements that your campaign generates.

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5 ROI and cost-effectiveness

A final metric for guerrilla marketing is ROI and cost-effectiveness. ROI refers to the return on investment that your campaign delivers, while cost-effectiveness refers to the ratio of benefits to costs that your campaign achieves. You can calculate ROI and cost-effectiveness by comparing the revenue, profit, or value that your campaign generates with the expenses, resources, or time that your campaign consumes. You can also use tools like Google Ads, Facebook Ads, or email marketing to track the conversion and attribution of your campaign.

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Logan Mallory

Force for Good | Vice President of Marketing
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Ideally, guerrilla marketing has an element of "surprise and delight". Though the ROI may not be immediate from the individual that experiences it, you'll see a positive sentiment that gets extra exposure as people comment, share, take pictures of, talk about their experience, etc.

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How do you leverage social media, influencers, or word-of-mouth for guerrilla marketing?

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3

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5

1 Goals and objectives

2 Reach and impressions

3 Engagement and interaction

4 Sentiment and reputation

5 ROI and cost-effectiveness

Marketing

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How do you leverage social media, influencers, or word-of-mouth for guerrilla marketing?

1

2

3

4

5

1 Goals and objectives

2 Reach and impressions

3 Engagement and interaction

4 Sentiment and reputation

5 ROI and cost-effectiveness

Marketing

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