Guerrilla Marketing: Unconventional Marketing Tactic

When the classic strategies aren’t delivering, you send in the guerrillas.

They’re the extra-special forces – the ones that implement killer strategies to turn the tide and defeat the enemy.
Guerrilla marketing is a great alternative to traditional marketing.
It thrives on original thinking and creativity, where imagination and ingenuity beat out big guns and big budgets.
Guerrilla marketing tends to be cheaper than traditional marketing, relying on smaller, more localised brick and mortar strategies.

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. 

The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing.
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources.

Since decades,
Mass Media in the early days used to be controlled by big companies who could afford to splurge on advertising.
This resulted in small companies being taken out of the equation until Guerrilla marketing came along.
The concept involves advertising a product or service unconventionally.
It can be a new strategy for your product launch.
This concept has become into in professional strategy.
This strategy is concentrated on helping small companies and businessmen to advertise their products and services with a limited budget.
Going Guerrilla is simple and straightforward.
If you want to execute it in your business, designing a complicated marketing programme is not required.
The main purpose of going guerrilla is to create awareness at a low cost.
Now visualise a company spending millions on conventional advertising just to remind thousands of customer’s within an hour.
With guerrilla marketing, you don’t need a massive budget to refresh memories of the same number of customers within the same period of time.
This basically means working behind the cameras to win over the attention of the huge population that’s going about their daily routine.

The only question is how you will implement it.
That depends on your business.
A guerrilla marketing campaign’s foundation is based on creativity because it has to be unique most of the time.
To make it more effective, think of a way to advertise at a small price.
When you’ve thought of an easy way, be certain that no one else is using such a strategy in your category.
What this means is that common strategies can be applied to particular categories but which have not been used in your product category.
Here are some examples to show you’ll how guerrilla marketing works.
The campaigns showcase themselves.

On the floor of elevators, this sticker was placed, giving users a feeling of the Swiss Skydive experience.


The beer company Tyskie turned a door handle into the feeling of holding a beer mug.

Duracell added their posters to areas projecting light, reminding users the power of Duracell.


A customised bus in Copenhagen, with the aim of promoting their city zoo. 


Colgate: Toothbrush shaped wooden Popsicle sticks was set into ice-creams, reminding children & adults the importance of brushing.


DHL: an outdoor marketing campaign


African Tourism: Zebra crossing to promote wildlife


IKEA: Innovative ways to promote the concept of saving spaceThere’s no shortage of stairs in the world, and many genius guerrilla marketing tactics make use of staircases for their own benefit. This IKEA ad reminds users of how IKEA furniture works to save space in your home.


King Cong 3D: Film promotion which saw people taking pictures and sharing them on social media. It became a rage.


NIVEA: a brilliant campaign to highlight its core proposition that it is good for skin.

Amul: The most memorable campaign, which has not lost its charm even after decades.

Amul uses only outdoor media in selected towns with new and innovative topical news given in a witty manner. Consumers love Amul.

The future looks very bright for guerrilla marketing.
As a matter of fact, it is the future of marketing.
With more new start-ups joining the race-low cost innovative marketing campaigns will be in great demand.

Digital marketing is a type of guerrilla marketing, which is extremely popular amongst the modern-day marketers.
Guerrilla Marketing is about creating maximum impact with least amount of resources.
Your customer should be blinded by the sheer force of your new idea.
Because confronting your superior enemy in a face-to-face combat in insanely foolish.
Guerrilla marketing strategies give you a chance to fight and win against the bigger brand.

May you Win!

Comments (1)

Thank you for sharing this valuable information…
Yeah, Guerrilla Marketing is a special force to attract customers and it requires a creative mind.
Guerrilla marketing originally was a concept aimed towards small businesses with a small budget, but this didn’t stop big businesses from adopting the same ideology.

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