What is Guerrilla Marketing? We Explain Here

Guerrilla marketing is a form of advertising that uses the element of surprise or the idea of “guerrilla” warfare to reach target consumers. This type of marketing uses unusual and creative displays to inspire awe or shock and can be very effective at generating publicity.

A business could spread a campaign via guerrilla marketing without investing heavily in advertising.

Guerrilla Marketing: What is It?

Guerrilla marketing is a form of advertising that use unorthodox methods to attract and entertain consumers. It serves as an alternative to conventional marketing techniques such direct mail, billboards, television ads, and print media. Instead, it concentrates on upsetting crowds and events with distinctive, enduring pictures or behaviours that can encourage brand identification or purchase. Guerrilla marketing typically uses urban human interaction to have a huge impact on a tiny budget and spread via social media and word-of-mouth.

In the early 2000s, guerrilla marketing became increasingly popular, and many concepts have subsequently been reused. To compete for attention, methods must be particularly innovative today. Because it targets consumers where they are today—online—digital marketing provides a better return on investment (ROI). 90 percent of Americans currently use the internet, and in the last ten years, daily time spent online has doubled to six hours. Guerrilla marketing’s ultimate objective, when effectively carried out, is to increase brand exposure on digital channels.

Does Your Brand Fit The Bill for Guerrilla Marketing?

Your target market may be emotionally and long-lastingly affected by guerrilla marketing. But if it’s not done correctly, it could also go wrong.

To determine whether this strategy is appropriate for your brand, consider the following questions:

  • Do you have a creative, entertaining idea for surprise or interacting with potential customers?
  • Does your plan respectfully make use of the environment or culture here?
  • Can onlookers get involved in your campaign? How?
  • Does the concept fit with the positioning of your brand? What do you hope to convey with this message?
  • Is it lawful? Is it contentious?
  • Will you be able to track and evaluate the outcomes of your campaign?
  • Is there a chance it may go viral?

Guerrilla marketing typically performs best for larger brands that target a particular area and rely on word-of-mouth to promote the campaign locally, nationally, or internationally. Small regional businesses might, however, also appear at events to increase reputation. Guerrilla marketing can be a low-cost technique to impress potential clients in any business while enhancing other marketing initiatives like display advertising and social media marketing.

Guerrilla marketing strategies can work well with digital marketing channels, especially social media. When a piece of disruptive content captures the interest of its target audience, it can quickly become popular on social media sites like Instagram, Facebook, and Twitter as users share and repost it. You might also be successful with fundraising giveaways and competitions.