Guerilla marketing

Search for glossary terms (regular expression allowed)


Term Definition
Guerilla marketing

Guerilla marketing: Unconventional, low-cost marketing tactics.

Guerilla marketing is a unique and unconventional advertising strategy that employs surprise, shock, and creativity to grab attention and achieve maximum impact with minimal resources. It stands out from traditional marketing by:

  • Low budget: Guerilla tactics often rely on ingenuity and resourcefulness instead of expensive media buys.
  • High impact: The goal is to create memorable experiences that generate buzz and word-of-mouth publicity.
  • Unexpectedness: The element of surprise is key to capturing attention and sparking curiosity.

Here are some key characteristics of guerilla marketing:

  • Engaging with the environment: Utilizing public spaces, street art, or everyday scenarios for creative interventions.
  • Interactive experiences: Encouraging active participation from the audience to create a memorable connection.
  • Humor and playfulness: Employing lightheartedness and wit to make the message more engaging.
  • Social media integration: Leveraging online platforms to amplify the reach and impact of the campaign.

Examples of guerilla marketing:

  • Flash mobs: Large groups of people suddenly gathering in a public space to perform a coordinated dance or stunt.
  • Street art: Using creative murals or installations to convey a message or brand identity.
  • Interactive installations: Creating experiences that people can participate in and share on social media.
  • Ambient marketing: Blending the ad seamlessly into the environment, like projecting onto buildings or sidewalks.

Benefits of guerilla marketing:

  • Cost-effective: Requires less financial investment compared to traditional media campaigns.
  • High visibility: The unconventional approach can generate significant media attention and buzz.
  • Memorable: Creates unique and engaging experiences that people remember and share.
  • Targeted reach: Can be tailored to specific audiences and locations.

However, it's important to consider the potential drawbacks:

  • Risk of negative publicity: Not all campaigns are well-received, and there's a possibility of backlash.
  • Limited reach: May not be suitable for reaching large audiences across broad demographics.
  • Difficulty in measuring success: Tracking the ROI of guerilla campaigns can be challenging.