Guerilla marketing 101

Guerilla marketing is an alternative marketing strategy that uses unconventional thinking and creativity. The term was popularized by Jay Conrad Levinson in his 1984 book, Guerilla Marketing. The concept thrives on the element of surprise to create a spark and drive visibility.

Guerilla marketing takes many forms. Some types of guerilla marketing include: 

Ambush marketing
This is the style of guerilla marketing that uses an ongoing event to promote a product, service or business. Marketers use a built-in audience as part of the stunt, often without their permission.

Example: Frontline’s Flea Dog

Ambient marketing
This type of marketing works by interrupting the original environment. A common example is placing ads in unexpected places to draw attention.

Example: BIC’s Lawn Razor

Experiential marketing
This is also sometimes known as participation marketing. It uses the concept of guerilla marketing in a manner that requires audience interaction. Think pop-up shops.

Example: Weight Watchers Bulge

Viral marketing
Creating content for the sake of achieving virality. These ideas tend to spread rapidly, drumming up momentum for the brand along the way.

Example: Snapchat Billboard

Regardless of the tactic, the goal is to generate a reaction. 

Guerilla marketing has many applications. It can be used to promote a product or service. It has been used to push sports, concerts, and commerce.

It draws on the human imagination and emotion to create impact. Depending on the audience, this may prove useful or it can fall flat on its face.

The Key Takeaway

Ultimately, the primary goal of marketing is to be memorable. Guerilla marketing achieves this by pushing emotional buttons. If done well, it can lead to buzz and increased visibility.