Guerrilla Marketing

The word "guerrilla" appears very intense and powerful in its written form. It evokes images of rebellion and conflict. However, when combined with the word "marketing," some people are probably puzzled. Find out exactly what guerrilla marketing is all about in this post.

What is Guerrilla Marketing?

Guerrilla marketing is a very unconventional form of inbound marketing, as it increases brand awareness among a large audience without interrupting them.
Because it is so unconventional, however, it is not the easiest concept to explain. Guerrilla marketing is usually easiest to understand when explained by example.

so we will approach its best practices and takeaways here.

The roots of the guerrilla strategy

When we hear the term "guerrilla marketing," it's hard not to think of guerrilla warfare - which makes sense, because that's where this type of marketing got its name he

But how does that translate into the work we do every day? In marketing, guerrilla techniques usually play with the element of surprise. It's about creating highly unconventional campaigns that catch people unexpectedly in their everyday lives. You'll see what that looks like in some of the examples below.

The term itself was originated in the early 1980s by the late business writer Jay Conrad Levinson, who wrote several books on guerrilla tactics in a variety of professional fields. Of course, marketing generally looked very different back then, and while guerrilla marketing is still used today, the ever-growing digital landscape is changing the face of it.

You will see how this looks in some of the examples below.

Budget friendly

What marketers really like about guerrilla marketing is the comparatively low cost. The real investment here is a creative, intellectual measure - but the implementation doesn't have to be expensive.

Through unusual, perhaps even provocative, methods, you can thus achieve strong effects on the audience. This is due to the fact that this type of marketing stands out from the crowd and is special.

Types of guerrilla marketing

As niche as it may seem, there are actually some subcategories of this particular form of marketing:

1. Outdoor Guerrilla Marketing.This involves adding something to existing urban environments, such as placing removable objects on a statue or placing temporary artwork on sidewalks and streets.
2. Indoor Guerrilla Marketing. It is similar to outdoor guerrilla marketing, but only takes place indoors such as train stations, stores or university campuses.
3. Event Ambush Guerrilla Marketing.Involving the audience of an ongoing event - such as a concert or sporting event, to heavily promote a product or service, usually without sponsor approval.
4. Experiential marketing for guerrillas. All of the above, but executed in such a way that the public must interact with the brand.