It's no secret that the cost of marketing can sometimes really make you dig deep into your pocket. It's hardly the cheapest industry, with some campaigns costing well into the millions; in 2004 Chanel spent £20 million on an ad involving Nicole Kidman and Baz Luhrman, for example.
But, as with anything, ways round this have been found. See guerrilla marketing – a cheap and cheerful way to get around budget limitations.
Guerrilla marketing is defined as a tactic which uses unconventional methods to promote a brand in surprising and often relatively cheap ways. This method allows brands to engage with their audience in a less expensive and more stimulating way than big ads. It is a particularly useful tactic for smaller companies.
So what exactly constitutes guerrilla marketing? Well, it can be pretty simple. Essentially anything outside of the box, and often interactive, is guerrilla marketing. An example could be using street art to advertise your brand rather than typical TV or billboard ads.
Of course, nothing is quite as good as seeing some tried and true examples, so we've compiled a list of some of the best guerrilla marketing campaigns that may inspire you to try it out for yourself.
Unicef created a campaign to draw attention to the lack of clean drinking water in many parts of the world by installing a dirty water vending machine in New York. People who paid $1 would receive a bottle of dirty water but also the knowledge that their dollar could be used to provide a child with 40 days of clean drinking water.
National Geographic used guerrilla marketing to recreate the distance between a photographer and a wild animal in order to encourage people to come to their museum to find out more.
Another effective campaign is that by Bounty, a paper towel company. It created giant installations of messy situations such as knocked over ice lollies around New York, and people could use the paper towels to clean up the mess.
Swiss Skydive tried to encourage lift-users to try skydiving out by recreating the adrenaline rush in a lift with pictures of the city from high above.