Guerrilla Marketing Tactics That Boosted Local Event...

How a Local Bakery Doubled Attendance at Their Annual Pie-Eating Contest Using Guerrilla Marketing

As the owner of a small neighborhood bakery, I was always looking for creative ways to drum up excitement and get more people through the doors, especially for our annual pie-eating contest. In 2023, we were struggling to attract the same level of interest as previous years, and I knew we needed to try something different.

That's when I stumbled upon the concept of guerrilla marketing - unconventional, low-cost tactics designed to make a big impact. I was skeptical at first, but after doing some research and getting buy-in from my team, we decided to give it a shot. The results were nothing short of amazing.

Leveraging Hyper-Local Partnerships

One of the first things we did was reach out to other small businesses in our community and propose a partnership. We offered to promote their products or services in exchange for them helping to spread the word about our pie-eating contest.

For example, we teamed up with the local hardware store down the street and offered to give away a free tool set to the contest winner. In return, they agreed to hang flyers in their storefront and include a mention of the event in their weekly email newsletter.

We also connected with the neighborhood association and got them to post about the contest on their social media channels and include it in their monthly community newsletter. This helped us tap into an existing audience of engaged local residents.

Creating Shareable, Viral Content

Another key element of our guerrilla marketing strategy was creating highly shareable, visually-appealing content that would spread organically on social media. We knew that traditional advertising methods like print ads or direct mail were unlikely to move the needle, so we focused our efforts on digital channels instead.

Our team put together a series of funny, eye-catching video clips showcasing highlights from previous pie-eating contests. We made sure to optimize these videos for social platforms like TikTok and Instagram, using relevant hashtags and encouraging viewers to tag their friends.

We also ran a social media contest where people could win free pie for a year if they shared our event post and tagged three friends in the comments. This helped us leverage our existing followers to reach a much wider audience.

Guerrilla Stunts That Generated Buzz

In addition to our digital efforts, we also got creative with some guerrilla marketing stunts to generate buzz and excitement leading up to the event.

Surprise Pie Giveaways

One tactic we used was surprise pie giveaways around the neighborhood. Our team would randomly show up at local businesses, community centers, or busy street corners and hand out free slices of our famous apple pie. Not only did this help spread the word about the upcoming contest, but it also got people talking and created a sense of excitement and anticipation.

To make the giveaways even more memorable, we dressed our team members up in silly pie-themed costumes and encouraged them to interact with passersby and take photos. We then shared these photos on our social media channels to further amplify the buzz.

Chalk Art Advertising

Another guerrilla tactic we employed was creating large-scale chalk art advertisements around the neighborhood. Our team spent an afternoon meticulously drawing massive pie illustrations and event details on the sidewalks near high-traffic areas.

Not only did this grab people's attention as they were walking by, but it also gave us the opportunity to hand out flyers and coupons to interested onlookers. Plus, the chalk art itself became a form of shareable content that people would photograph and post on social media.

The Results: A 42% Increase in Attendance

By the time our annual pie-eating contest rolled around in 2024, we had completely transformed the level of awareness and excitement in our local community. Thanks to our strategic guerrilla marketing efforts, we saw a 42% increase in attendance compared to the previous year.

Not only did more people show up to participate in the contest, but we also saw a significant boost in foot traffic at the bakery in the weeks leading up to the event. Many of the new customers told us they had heard about the contest through our social media posts, partnerships, or guerrilla stunts, and decided to check out the bakery for the first time.

The increased attendance and buzz also allowed us to generate more revenue from contest entry fees, pie sales, and sponsorship opportunities. It was a true win-win for our small business.

Guerrilla Marketing Tactics You Can Apply to Your Local Event

If you're looking to breathe new life into your local event and attract more attendees, here are some guerrilla marketing tactics you can try:

Leverage Hyper-Local Partnerships

• Reach out to other small businesses in your community and propose mutually beneficial partnerships.
• Offer to promote their products/services in exchange for them helping to spread the word about your event.
• Tap into existing audiences by getting your event featured in local newsletters, social media channels, or community forums.

Create Shareable, Viral Content

• Produce fun, visually-appealing video content that's optimized for social media platforms.
• Run social media contests that encourage people to share your event with their friends and followers.
• Leverage user-generated content by encouraging attendees to share their own photos and experiences.

Execute Guerrilla Stunts

• Surprise people with unexpected, memorable experiences like free product giveaways or large-scale chalk art.
• Dress up your team members in costume or have them interact with the community in unique ways.
• Turn your guerrilla stunts into shareable content that can be amplified on social media.

Conclusion: Embrace the Power of Guerrilla Marketing

By embracing the principles of guerrilla marketing, we were able to breathe new life into our annual pie-eating contest and achieve a 42% increase in attendance. The key was focusing on hyper-local partnerships, creating shareable content, and executing memorable guerrilla stunts that generated buzz and excitement in our community.

If you're looking to take your local event to the next level, I encourage you to experiment with these guerrilla marketing tactics. With a little creativity and a willingness to think outside the box, you can attract more attendees, generate more revenue, and build lasting connections with your local community.

... our pie-eating contest. This allowed us to tap into their existing customer bases and leverage their social media channels and email lists to promote the event.

For example, we partnered with a local craft brewery down the street. In exchange for featuring their beer at the contest, they agreed to post about the event on their Instagram and include it in their weekly newsletter. We also collaborated with a nearby fitness studio, offering free contest tickets to their members in exchange for them sharing the event details with their community.

These hyper-local partnerships were a game-changer. Not only did they help us reach a much wider audience, but they also added an extra layer of credibility and excitement to the event. People were intrigued by the idea of local businesses coming together to support something so fun and community-oriented.

Guerrilla Tactics to Drive Buzz and Attendance

In addition to the local partnerships, we also employed several guerrilla marketing tactics to create buzz and drive attendance for the pie-eating contest.

Chalk Art and Sidewalk Stencils

One of the most eye-catching things we did was create custom chalk art and sidewalk stencils around the neighborhood, directing people to the event. Our team spent an afternoon meticulously crafting vibrant, attention-grabbing designs that featured the contest details and our bakery's branding.

We strategically placed these chalk and stencil installations in high-traffic areas, such as the main street, the local park, and outside other popular businesses. Not only did this help spread the word, but it also added an element of whimsy and excitement to the streets, piquing people's curiosity and drawing them in.

Guerrilla Sampling Stations

Another tactic we used was setting up guerrilla sampling stations around the community in the weeks leading up to the contest. Our team would pack up mini pies, forks, and napkins and set up shop at local events, street fairs, and even the nearby train station, offering free samples to passersby.

Not only did this allow us to directly engage with potential attendees and get them excited about the contest, but it also gave us the opportunity to collect email addresses and other contact information that we could use for follow-up marketing. Many of the people who tried our samples ended up coming to the event, and some even became regular customers at the bakery.

Unconventional Signage and Promotion

In addition to the chalk art and guerrilla sampling, we also got creative with our event signage and promotional materials. Instead of just hanging posters in our storefront window, we placed them in unexpected places around the neighborhood, like on the sides of delivery vans, in the windows of other businesses, and even on the back of park benches.

We also created custom stickers and temporary tattoos that featured the contest details, and we handed them out to people in the community, encouraging them to share photos on social media using a branded hashtag. This helped us tap into the power of user-generated content and social proof, further amplifying the reach of our marketing efforts.

Leveraging Influencers and Local Celebrities

Finally, we reached out to local influencers, bloggers, and even a few minor celebrities in our community, inviting them to attend the pie-eating contest as VIP guests. In exchange, we asked them to share their experience on social media and encourage their followers to come out and join the fun.

This strategy was incredibly effective, as it allowed us to tap into the existing audiences and credibility of these local personalities. People were much more likely to attend the event if they saw their favorite neighborhood influencer or local celebrity getting excited about it.

The Results: A Resounding Success

By implementing these guerrilla marketing tactics, we were able to more than double the attendance at our annual pie-eating contest. Where we had struggled to attract even a few hundred people in previous years, we now had over 500 attendees, many of whom had never even heard of our bakery before.

The event was a raging success, with people lining up to participate in the contest, enjoy the free samples, and soak in the lively atmosphere. We even saw a significant spike in foot traffic and sales at the bakery in the weeks following the event, as new customers came in to try our pies and other baked goods.

Key Takeaways and Lessons Learned

Looking back on the experience, there are a few key lessons and takeaways that we've carried forward:

• Embrace the power of community partnerships: Collaborating with other local businesses was crucial to the success of our event. It allowed us to tap into new audiences and lend an extra layer of credibility to our marketing efforts.
• Get creative with guerrilla tactics: The unconventional, low-cost nature of guerrilla marketing was a perfect fit for our small bakery. The chalk art, sampling stations, and unexpected signage really helped us stand out and capture people's attention.
• Leverage influencers and social proof: Partnering with local influencers and celebrities was a game-changer, as it allowed us to tap into their existing audiences and benefit from the power of social proof.
• Focus on creating a memorable experience: At the end of the day, the success of our event came down to creating a truly memorable and engaging experience for attendees. The free samples, the lively atmosphere, and the fun of the pie-eating contest all contributed to the event's overall success.

Conclusion

Guerrilla marketing proved to be a highly effective strategy for our small bakery, allowing us to significantly boost attendance and generate buzz for our annual pie-eating contest. By leveraging hyper-local partnerships, employing creative guerrilla tactics, and tapping into the power of social proof, we were able to reach a much wider audience and create a truly unforgettable event.

The lessons we learned from this experience have continued to inform our marketing efforts, and we're now exploring ways to apply similar guerrilla tactics to other events and promotions at the bakery. If you're a small business looking to make a big impact with limited resources, I highly recommend exploring the world of guerrilla marketing. With a little creativity and a lot of passion, you can achieve some truly remarkable results.