What is guerrilla marketing?
Guerrilla marketing refers to a modern marketing strategy that uses unconventional, surprising tactics to break through the noise of traditional advertising and promotions. The goal is to capture attention, make the brand memorable, and build a loyal customer base through creativity, humor, and originality.
Types of guerrilla marketing
Street marketing
Street guerrilla marketing involves creative and often cost-effective strategies that take place directly in public spaces. Examples include advertisements placed on sidewalks or roads, engaging with potential customers in their immediate environment.
Viral marketing
Viral marketing leverages the rapid and widespread dissemination of messages, products, or services via social media platforms.
Stealth marketing
Stealth marketing involves subtly promoting a product or brand without the consumers being aware that they are being advertised to. It aims to influence consumers subconsciously, such as through product placements in movies.
Astroturfing
This strategy involves creating fake grassroots movements by lobby groups or companies to promote products or services under the guise of genuine public support.
Ambush marketing
Ambush marketing capitalizes on popular events, like the FIFA World Cup or the Olympics, by promoting a brand in association with the event, often without paying for official sponsorship.
Ambient marketing
Ambient marketing uses existing environmental elements to convey a brand’s message. For example, placing eye-catching ads on city infrastructure like bus stops or benches.
Guerrilla marketing by format:
- Indoor: Unusual and interesting advertisements placed inside stores, educational institutions, or other public places.
- Experiential: Involving the target audience directly in the campaign, such as through flash mobs.
- Event-Related: Targeting audiences gathered at sporting events or concerts.
- Outdoor: Ads like drawings on sidewalks or walls that attract attention.
Guerrilla marketing’s creativity and unexpected nature make it a powerful way for brands to make an impact with minimal investment.