KPIs for Marketing

KPIs for Marketing: guerrilla marketing reach

Learn how to measure the success of your guerrilla marketing campaigns with these essential KPIs for marketing.

The world of marketing is constantly changing, and it can be a challenge to keep up with the latest trends and strategies. One approach that has gained traction in recent years is guerrilla marketing. This innovative advertising tactic eschews traditional methods in favor of unconventional and often low-cost strategies that aim to create a buzz and generate excitement. When it comes to measuring the effectiveness of guerrilla marketing, the use of key performance indicators (KPIs) is essential. In this article, we'll explore the basics of guerrilla marketing, the importance of KPIs in marketing, and how to measure the reach of your guerrilla marketing efforts.

Understanding Guerrilla Marketing

Definition and principles

Guerrilla marketing is an advertising strategy that relies on unconventional or unexpected tactics, often with a humorous or surprising twist. Rather than using expensive media buys or traditional advertising channels, guerrilla marketing seeks to create a memorable experience that generates buzz and engages the audience. Core principles of guerrilla marketing include creativity, innovation, and a willingness to take risks.

One of the key principles of guerrilla marketing is to think outside the box. This means coming up with ideas that are unexpected and unconventional. For example, a guerrilla marketing campaign might involve staging a flash mob in a public place, or creating a viral video that gets shared across social media.

Another important principle of guerrilla marketing is to focus on creating a memorable experience for the audience. This might involve creating an interactive installation or hosting a pop-up event. The goal is to create an experience that people will remember long after the campaign is over.

History and evolution

The origins of guerrilla marketing can be traced back to the 1980s, when the term was coined by marketing expert Jay Conrad Levinson. At the time, the idea was to take advantage of underutilized advertising channels to create a greater impact than traditional advertising would allow. Today, guerrilla marketing has evolved to embrace new technologies and platforms. Social media, influencer marketing, and experiential marketing have all been incorporated into the guerrilla marketing playbook.

One of the most notable examples of guerrilla marketing in recent years was the "Fearless Girl" statue that was placed in front of the Wall Street bull in New York City. The statue, which was created by the investment firm State Street Global Advisors, was meant to symbolize the power of women in the financial industry. The campaign generated widespread media coverage and became a viral sensation on social media.

Benefits and challenges

One of the key benefits of guerrilla marketing is its ability to create a buzz and generate excitement without breaking the bank. By focusing on creativity and innovation, rather than big budgets and flashy production values, guerrilla campaigns can capture attention and create a lasting impression. However, there are also challenges associated with guerrilla marketing. For one, the unpredictability of the approach means that there's no guarantee of success. Moreover, some tactics may be seen as offensive or inappropriate, potentially damaging a brand's reputation.

Another challenge of guerrilla marketing is that it can be difficult to measure the success of a campaign. Unlike traditional advertising, which often relies on metrics like reach and frequency, guerrilla marketing campaigns are often focused on creating a memorable experience for the audience. This can make it difficult to determine whether a campaign was successful or not.

Despite these challenges, guerrilla marketing remains a popular and effective way for brands to connect with their audience in a memorable and engaging way. By embracing creativity and taking risks, brands can create campaigns that capture attention and generate buzz, without the need for a big budget or flashy production values.

Key Performance Indicators (KPIs) in Marketing

Marketing is a complex and multifaceted field that involves a wide range of activities, from advertising and public relations to market research and product development. In order to be successful, marketers need to be able to measure the effectiveness of their efforts and track their progress over time. This is where Key Performance Indicators (KPIs) come in.

Importance of KPIs

KPIs are the metrics that enable marketers to measure their progress and determine the effectiveness of their different activities. By tracking KPIs, companies can identify areas of strength and weakness, adjust their strategies accordingly, and improve overall performance. KPIs are essential for any marketing campaign, as they provide a clear and objective way to measure success.

Without KPIs, it can be difficult to know whether a marketing campaign is achieving its goals. For example, a company might spend a lot of money on advertising, but if it doesn't track its KPIs, it won't know whether that advertising is actually driving sales or increasing brand awareness.

Common marketing KPIs

There are many different KPIs that marketers can track, depending on their specific goals and objectives. Some of the most common marketing KPIs include:

  • Customer acquisition cost (CAC): This metric measures how much it costs to acquire a new customer. By tracking CAC, companies can determine whether their marketing efforts are cost-effective and adjust their strategies accordingly.
  • Customer lifetime value (CLV): This metric measures the total value that a customer brings to a company over the course of their relationship. By tracking CLV, companies can identify their most valuable customers and focus their marketing efforts on retaining them.
  • Conversion rate: This metric measures the percentage of people who take a desired action, such as making a purchase or filling out a form. By tracking conversion rates, companies can determine how effective their marketing campaigns are at driving action.
  • Return on investment (ROI): This metric measures the amount of revenue generated by a marketing campaign compared to the amount spent on that campaign. By tracking ROI, companies can determine whether their marketing efforts are generating a positive return and adjust their strategies accordingly.

Aligning KPIs with business objectives

While there are many potential KPIs that a company could track, it's important to focus on those that align most closely with its overall business objectives. For example, a company that is looking to increase brand awareness might prioritize metrics like reach and impressions, whereas a company that is focused on driving sales might focus more on conversion rates and revenue.

By aligning KPIs with business objectives, companies can ensure that they are tracking the metrics that matter most and making data-driven decisions that will drive success.

Guerrilla Marketing KPIs

Guerrilla marketing is a creative and unconventional approach to marketing that aims to grab the attention of the target audience in unexpected ways. This type of marketing is often low-cost and relies on creativity, imagination, and a good understanding of the target audience. Guerrilla marketing campaigns can take many forms, including stunts, flash mobs, or interactive experiences, and can be executed in both physical and digital spaces.

Reach and impressions

One of the core objectives of guerrilla marketing is to create a viral or word-of-mouth effect that extends beyond the initial audience. In order to track this impact, marketers might focus on metrics like reach and impressions. Reach refers to the number of unique individuals who come into contact with a campaign, while impressions measure the total number of times a campaign is seen. By tracking these metrics, marketers can assess how far their campaign has spread and how many people it has potentially influenced.

For example, if a guerrilla marketing campaign involves a flash mob in a public space, the reach and impressions could be measured by the number of people who witnessed the event in person, as well as the number of views and shares of videos or photos of the event on social media platforms.

Engagement and interaction

Another key guerrilla marketing KPI is engagement and interaction. Because guerrilla campaigns often rely on unexpected or interactive elements, tracking how people engage with the campaign can provide insight into its effectiveness. Metrics like social media shares, comments, and likes can show how people are interacting with the campaign, while surveys or feedback forms can provide additional data on customer perceptions and responses.

For instance, if a guerrilla marketing campaign involves a pop-up store that offers a unique and immersive shopping experience, engagement and interaction could be measured by the number of people who entered the store, the length of time they spent there, and the number of social media posts or reviews that mention the store.

Conversion and sales

While guerrilla marketing may not always be directly tied to sales, it's still important to track metrics that provide insight into this area. Conversion rate, for example, measures how many people take a desired action after engaging with a campaign. This might include signing up for a newsletter, completing a form, or making a purchase. By tracking conversion rates, marketers can understand what tactics are most effective at driving customer action.

For example, if a guerrilla marketing campaign involves a free trial of a new product, conversion and sales could be measured by the number of people who signed up for the trial, the number of people who converted to paying customers after the trial period, and the revenue generated from those conversions.

Return on investment (ROI)

Ultimately, marketers want to know whether their guerrilla campaigns are actually providing value for the company. This is where return on investment (ROI) comes in. ROI measures the ratio of revenue generated to the overall cost of the campaign. By tracking this metric, marketers can assess whether a campaign is providing a positive return, as well as identify areas for improvement.

For instance, if a guerrilla marketing campaign involves a sponsored event, ROI could be measured by the revenue generated from ticket sales or merchandise sales, minus the cost of sponsoring the event.

By keeping track of these KPIs, marketers can gain valuable insights into the effectiveness of their guerrilla marketing campaigns, and adjust their strategies accordingly to achieve better results.

Measuring Guerrilla Marketing Reach

Traditional vs. digital reach

When it comes to measuring the reach of a guerrilla campaign, there are both traditional and digital methods to consider. Traditional methods might include tracking the number of people who visit a physical location or attend an event associated with the campaign. Digital reach might include metrics like website traffic, social media shares, or search engine rankings. By using a combination of these approaches, marketers can gain a more comprehensive view of the impact of their campaign.

Tools and techniques for tracking reach

There are a variety of tools and techniques that can be used to track the reach of a guerrilla campaign. These might include social media monitoring platforms, website analytics tools, or survey software. By using these tools, marketers can gain a deep understanding of how people are interacting with the campaign, as well as identify areas where the campaign is resonating most effectively.

Analyzing and interpreting reach data

Once data on reach has been gathered, it's important to analyze and interpret the results in order to make data-driven decisions. For example, if a guerrilla campaign is intended to generate buzz and excitement, a high level of social media shares and comments might be a positive sign. However, if the campaign is intended to drive sales, a high level of engagement might not necessarily translate into actual conversions. By looking at the data in context, marketers can make more informed decisions about how to optimize their campaigns.


Measuring the reach of a guerrilla marketing campaign is essential for determining its effectiveness and improving overall marketing performance. By focusing on key performance indicators that align with business objectives and using a variety of tools and techniques to track reach, marketers can gain a comprehensive view of their campaign's impact. Whether it's measuring impressions, engagement, conversions, or ROI, KPIs are an essential component of any successful marketing strategy. By incorporating them into your guerrilla marketing efforts, you can optimize your campaigns and achieve greater success.