Yearbook Academy: Guerilla Marketing

Yearbook Academy: Guerilla Marketing

Exactly what is “Guerilla Marketing?”

By definition, it means using innovative, unconventional and low cost marketing techniques to gain maximum exposure of a product — in this case, the yearbook!

The main goal when selling the book is to for your marketing tactics to be unexpected when reaching the consumer. Typically, if you can stand out in your efforts, you’ll be seen and noticed.

What do you need to get started?

  • Time
  • Energy
  • Imagination



Choose a high-traffic area of your school; you want to reach as many students as possible with your message. Implement your marketing plan over a set amount of time (A few days? A week? All month?) Decorate this space with posters, banners and balloons!

Focus more on yearbook awareness, rather than constantly telling students to BUY a yearbook. With enough exposure and heightened awareness, the selling should come naturally.

Other guerilla marketing techniques:

  • Sign spinners by the school entrance/exit
  • Yard signs
  • Advertising during lunch periods

If this seems like a bit much, simply start with posters. Get creative. Put them on the ground, on cafeteria trays and in bathroom stalls. The bottom line is: Be different, stand out and be unexpected! Good luck!

*If want access to watch them all, visit the Yearbook Academy page and log in with your HJ credentials. Not yet a Herff  Jones customer? Click here to gain access to the entire collection of Yearbook Academy videos.


Herff Jones Yearbooks

Herff Jones Yearbooks

We inspire creativity, celebrate great yearbook design and marvel at the amazing storytelling capabilities of yearbook staffs near and far. BY YOUR SIDE.
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