The word “Guerrilla” comes

from the Spanish for “little

war,”

A member of a band of persons

engaged in warfare not as part of
a regular army but as an
independent unit making surprise
raids behind enemy lines.
Guerrilla marketing is an unconventional and low-cost marketing strategy that relies on
creativity, imagination, and energy rather than a big marketing budget. The term was
popularized by Jay Conrad Levinson in his 1984 book "Guerrilla Marketing." The idea
behind guerrilla marketing is to use unconventional and unexpected methods to promote a
product, service, or brand, often in unexpected and unconventional places.
 HOW IT IS DIFFERENT FROM TRADITIONAL
MARKETING
1:-Targeting: Guerrilla marketing often targets specific niche audiences through
unconventional channels, aiming to create a more personal and memorable
connection. Traditional marketing, especially in mass media, tends to reach a broader
audience.

2:-Measurability: Guerrilla marketing can be more challenging to measure in terms

of direct ROI (Return on Investment) because it often relies on word-of-mouth, social
media shares, and other non-traditional metrics. Traditional marketing often involves
more straightforward measurement methods.

3:-Flexibility: Guerrilla marketing is often more adaptable and responsive to real-time

events and trends. Traditional marketing campaigns are typically planned well in
advance and may have a longer lead time.

4:-Channels: Guerrilla marketing often utilizes unconventional channels such as street

art, flash mobs, and viral campaigns, while traditional marketing relies heavily on
established channels like TV, radio, print, and online advertising.
 Types
1:-Ambient Marketing:
Involves placing ads or promotional messages in unusual, unexpected
places to surprise and engage the audience.

2:-Street Marketing:
Takes place in public spaces, such as streets or parks, and often involves
live demonstrations, performances, or other interactive activities.

3:-Viral Marketing:
Aiming to create content that spreads rapidly through online sharing,
often leveraging social media platforms.
4:-Sticker Bombing:
Involves placing a large number of stickers with a brand's message or logo in strategic locations.

5:-Guerilla Projection:
Using projections on buildings or other surfaces to display a marketing message or
advertisement.

6:-Reverse Graffiti:
Creating art or a message by cleaning a dirty surface, such as a wall or sidewalk, to reveal a
contrast with the surrounding area.

7:-Undercover Marketing:
Involves subtly promoting a product or service by infiltrating social groups or events without
explicitly revealing the marketing intent.
8:-Publicity Stunts:
Involves creating an event or situation designed to attract media
coverage and public attention.

9:-Pop-Up Shops:
Temporary retail spaces that appear in high-traffic areas, allowing a
brand to interact with potential customers in a unique way.

10:-Product Placement:
Integrating a product or brand into entertainment content, such as movies, TV
shows, or video games, in a way that feels natural and not like traditional
advertising
 ADVANTAGES
1:-Cost-Effective:
Guerrilla marketing often relies on creativity and unconventional tactics rather than
large advertising budgets. This makes it a cost-effective option for small and medium-
sized businesses with limited resources.
2:-Creativity and Innovation:
Guerrilla marketing encourages out-of-the-box thinking and creativity. Brands can
come up with unique and memorable campaigns that capture the audience's
attention, fostering a positive and lasting impression.
3:-Word-of-Mouth Marketing:
Guerrilla marketing often relies on the power of word-of-mouth. When people
encounter something surprising or memorable, they are more likely to share their
experiences with others, amplifying the reach of the campaign
4:-Memorability:
The unconventional nature of guerrilla marketing often leads to campaigns that are
memorable and leave a lasting impression on the audience. This can contribute to
better brand recall and recognition. recognition.
 PROBLEMS WITH GUERILLA
MARKETING
Keep in mind that the success of guerrilla marketing often depends on the creativity, relevance,
and timing of the campaign. It's important to consider the target audience and choose tactics
that resonate with them.
While guerrilla marketing can offer many advantages, it is not without its
challenges and potential problems.
1:- Legal and Regulatory Concerns:
Guerrilla marketing tactics often involve unconventional approaches that may push
legal and regulatory boundaries. Brands need to ensure that their campaigns comply
with local laws and regulations to avoid legal issues.
2:-Limited Control:
Guerrilla marketing campaigns may have a limited level of control over how the
audience perceives and reacts to the message. This lack of control can be a challenge,
especially when dealing with unpredictable public reactions.
 CONCLUSION
In summary, Guerrilla marketing offers an innovative and cost-
effective approach to engage audiences, leveraging creativity for
high-impact campaigns. Despite its advantages, challenges like
legal concerns and potential negative reactions exist. Success
hinges on strategic planning, alignment with brand values, and
careful execution. For brands seeking to stand out, guerrilla
marketing can provide a unique and memorable way to connect
with audiences, but a balanced approach is essential to navigate
potential risks.