Understanding Experiential & Guerrilla Marketing.

Experiential marketing and Guerrilla Marketing involves a more dynamic approach that seeks to break free from the confines of traditional marketing. We work with many different types of clients, but the one thing they have in common is they want to make some noise and refuse to follow the “norm”. We shake it up, mix it about and create campaigns designed to stand-out, regardless of how saturated the market is!

Experiential Marketing is about encompassing a range of activities that engage customers directly, in real life (none of this AI generated nonsense) and it creates a truly memorable experience that cannot easily be forgotten. This marketing strategy thrives on creativity, surprise, and direct customer interaction, making it a powerful tool to create a lasting impression.

We never know what our next Experiential activation is going to look like. Clients will generally approach us and say something like “we need something for Christmas” and our job is to come up with some wild ideas that can be brought to life in the real world and create something amazing.

Oftentimes experiential campaigns happen in real life, but form part of a larger strategy which also incorporates online. They may be designed to attract Press, or create months of organic social media content, or maybe it’s the foundation of a commercial we’re filming. We’ve said it before and we’ll say it again, we blend together a multitude of tactics to create campaigns that make serious noise!

Guerrilla Marketing is more about the tactics employed in how we engage our target audience. It used to be a buzzword for brands that were trying to make a large impact with a smaller budget, however over time, it’s now more recognised as a style of marketing that stands apart from the more ‘boring’ methods we’ve become accustomed to.

We like to say that for our clients, Guerrilla Marketing is generally lower cost and as a result we have to get much more creative. It also heavily relies on our willingness as a disruptive agency to skate around in the more ‘grey area’ of life.

Guerrilla campaigns tend to be a little more mischievous and we very rarely ask permission (more seek forgiveness type of situation).

We’d be lying if we said Guerrilla Marketing campaigns always go to plan. In the last year alone we’ve had to evade the police in three different cities and play cat & mouse with security on more occasions than we care to count. But that … that is marketing!

It’s probably worth noting we don’t do anything illegal, our cheeky campaigns are more about challenging the perceptions that somethings not allowed rather than accepting things have to be a certain way.

The Process:

How We Create Experiential & Guerrilla Marketing Campaigns

Brand and Audience Analysis:

The journey of creating a remarkable campaign begins with a comprehensive understanding of your brand. At Hussel, this process starts as soon as we have an outline of your budget and a clear understanding of your campaign goals. We delve deep into the essence of your brand – its values, vision, history, and market positioning.

Equally important is our analysis of your target audience. We invest significant time and resources into understanding who your customers are, what they value, and how they interact with your brand and similar products or services. This detailed audience analysis allows us to tailor your campaign in a way that resonates powerfully with your target market. By understanding the nuances of their preferences, behaviours, and interactions, we can craft a campaign that speaks directly to them, ensuring a deeper and more meaningful connection with your brand.

Ideation and Conceptualisation:

Our team brainstorms and conceptualises innovative ideas, focusing on creating a unique experience that aligns with your brand’s ethos. We aim to come up with at least five ideas and pitch these to you, at this point we ask you to consider share insight and add to those initial concept ideas. As we know your budget, all proposed ideas will match your budget and we will ensure they can be achieved within the expected timeline.

Once you’ve selected your preferred campaign, we then start to make calls and provisional bookings of assets, vehicles, locations, personnel, etc. We can then use this information to provide an exact breakdown of costs for you to check before we start.

Design and Development:

At Hussel, the Design and Development phase is where your campaign begins to take physical shape, transforming ideas into tangible experiences. In this crucial stage, our attention to detail is unparalleled. Every aspect of the campaign is crafted with meticulous care, from the creation of bespoke props and striking visual elements to the intricate logistics and practical feasibility. Our team of designers and developers work hand-in-hand, ensuring that every component not only aligns perfectly with your brand’s identity but also contributes to the overall impact of the campaign

We firmly believe that sometimes, it’s the smallest details that make the biggest difference. That’s why, during the Design and Development phase, nothing is too minor to warrant our full attention and consideration. Our process involves a rigorous scrutiny of every aspect of the campaign. We leave no stone unturned, ensuring that each element is not just aesthetically pleasing but also functionally sound.

Execution and Logistics:

At Hussel, the Execution and Logistics phase of your campaign is where our meticulous planning and creative vision come to life. This stage is the heart of the operation, where every detail is orchestrated with precision and an eye for innovation. From organising captivating live performances to hiring skilled actors who embody your brand’s message, we handle each element with expertise and flair.

Attention to detail is our forte. Whether it’s walking the route weeks in advance to foresee any potential challenges or meticulously planning the layout of an event, we leave no stone unturned. Our goal is to ensure that every aspect of your campaign is not just executed but masterfully crafted to reflect the essence of your brand.

Measurement and Analysis:

Post-campaign, the Measurement and Analysis stage at Hussel becomes pivotal in understanding the success and impact of your marketing efforts. We don’t just look at surface-level metrics; our analysis dives deep into the data to uncover how the campaign resonated with your audience. Utilising a combination of advanced analytics tools and methodologies, we meticulously measure various success indicators, from audience engagement and reach to conversions and overall ROI. This comprehensive assessment allows us to quantitatively evaluate the effectiveness of the campaign, providing clear insights into what worked well and what can be improved.

Beyond measuring success, this phase is instrumental in shaping future strategies. The insights gathered are not merely numbers and percentages; they are valuable lessons that inform our approach to future campaigns. By analysing audience responses, engagement patterns, and conversion rates, we can identify trends and preferences unique to your target market. This cycle of implementation, measurement, and refinement is a cornerstone of our commitment to continuous improvement and marketing excellence.

  • Memorable Experiences: By creating interactive and immersive experiences, this marketing approach leaves a lasting impression, making your brand more memorable.
  • Increased Engagement: These campaigns are designed to engage the audience, encouraging them to interact with the brand on a deeper level.
  • Wider Reach: The share-worthy nature of these campaigns ensures they reach a wider audience, often extending beyond the initial target market and incorporating a mix of traditional and digital marketing channels.
  • Immediate Feedback: Direct interaction with the audience allows for immediate feedback, providing valuable insights into customer preferences and behaviour.
  • Breaking Status-Quo: Most businesses (especially B2C) will rely on what they’ve always done until what they do no longer works. This leaves most markets open to disruptors and those willing to play the game differently. As they saying goes, high-risk, high-reward (however the risk is generally nominal regardless of how it’s perceived)

Why Choose Hussel for Your Experiential and Guerrilla Marketing Campaigns?

We don’t just create campaigns; we create legacies. Our team at Hussel is driven by a passion for innovation and a commitment to excellence. We understand the power of Experiential and Guerrilla Marketing in shaping brand perceptions and creating lasting legacies. Our campaigns are carefully created experiences designed to resonate with audiences long after they’ve concluded.

Experts in Immersive Marketing

With over a decade of experience in the dynamic field of marketing, we can confidently claim to know what we’re talking about (but don’t worry, we’re always trying to learn what’s new too) and we’ve likely worked in your industry before. Our seasoned professionals are not just marketers; they are architects of immersive experiences. We know what it takes to create campaigns that not only capture attention but also immerse your audience in the essence of your brand.

Tailored Experiential Strategies

We believe in the uniqueness of every brand, and our approach to Experiential and Guerrilla Marketing reflects this belief. Every campaign we design is tailored to the specific needs and identity of your brand. Our team takes the time to understand your brand’s story, audience, and objectives, crafting a campaign that stands out in a world where uniqueness is the key to success.

Results-Driven Campaigns

At Hussel, we go beyond the spectacle. Every campaign is strategically engineered to achieve tangible results. Our focus is not just on creating memorable experiences but also on ensuring these experiences translate into real-world results. Whether it’s increased brand awareness, customer engagement, or sales, our campaigns are designed to deliver a substantial return on investment. We are committed to providing you with not only creative solutions but also measurable success.

Continued Support

Our relationship with you goes beyond the completion of a campaign. We offer ongoing support and campaign management to ensure that your investment continually yields positive results. Our team closely monitors campaign performance, ready to make data-driven adjustments for optimal impact.

Ready To Take It To The Next Level?

Are you ready to see your brand in a new light? To transform your message into an unforgettable experience? Contact Hussel today and let us embark on a journey to create something extraordinary. It’s time for your brand to step into the spotlight and shine.

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