What you need to know about Guerrilla Marketing

What is Guerrilla Marketing?

Guerrilla Marketing can be seen as an alternative marketing strategy that has its focus on instigating a low-cost marketing campaign that will yield maximum results. The term originated from Jay Conrad Levinson’s book ‘Guerrilla Advertising’, back in 1984 where it referred to a warfare tactic that consists of irregular methods used by armed civilians. These tactics had their focus on the element of surprise which can now be translated in terms of advertising.

The key of Guerrilla Marketing is to make an impression and create a buzz around a topic by using a creative original tactic, the advertisement will strive to be memorable and make a personal appeal to its consumer or market.

Benefits of Guerrilla Marketing for your business

Making use of a Guerrilla Marketing strategy might just be the face lift that your company needs. Even though this form of marketing was mainly used for small businesses, bigger companies use this strategy alongside their traditional advertising campaigns. The greatest benefit of Guerrilla Marketing for your business is the introduction to something new, whether it’s a product, event or design change.

Guerrilla Marketing is cost-effective and will lead to creative thinking and innovative ideas in your company’s strategy team. This form of advertising cuts through the clutter of trying to reach your customer or clients directly. The biggest benefit of it all is that this form of marketing is memorable. Even though your campaign might just last a few days or weeks, if successful, it will be remembered and referred back to for years to come.

Guerilla Marketing Campaign Tips

Even though most people might think that online advertising is taking over, offline marketing can be just as effective, and in fact it is one of the most popular platforms to create awareness. When you are planning a campaign strategy for your company, don’t be afraid to think big. Guerrilla Marketing goes hand in hand with taking risks and being innovative.

When it comes to online marketing campaigns, try to develop a strategy that grabs attention, creates interest, develops urgency and calls to action. Through creative banners and advertisement you can follow all of these steps. If your target market is introduced some feeling they can relate to and the promise of its resolve within a specific time frame, they are more likely to react.

Successful Guerrilla Marketing Campaigns

These images are a few examples of creative Guerrilla Marketing Campaigns:

(Images for Effective Marketing)


Placing the image of a begging child at the bottom of the shopping cart will most definitely induce certain emotions within the shopper. It’s important that these types of advertisements not only shock the customer, but allow for a solution or way for the customer to take action.

Coca-Cola Campaign January 2011


You might be familiar with a series of ‘Happiness’ advertisement by the popular soft drink company. It all started with the ‘Happiness Machine’ that refers to a vending machine placed at the St John’s University in Queens, New York that distributed more than just the cold drinks from the vending machine. These customers’ reactions were filmed via five hidden cameras and then later broadcasted as a YouTube video.

96.3 Rock Radio


Another great guerrilla marketing initiative was taking by 96.3 Rock Radio in their campaign to advertise a new radio station. A guitar stand was placed in public with a sign indicating a ‘free’ air guitar. This promotion of the radio station was sure to appeal to rock lovers, and lead to interaction between the audience and their imagination.

Dental Implants


There is nothing that appeals more than an enticing visual. This dental implant advertisement is such an example of out of the box thinking, and creating a buzz without trying too hard. Word of mouth is one of the best forms of promoting, and with an ad campaign like this, news will surely spread.

These are just a few examples of creative and unique marketing campaigns relating to guerrilla marketing. There are numerous ways in which you can include this form of advertising in the promotion of your small business, especially if you are just starting out. Think big and spend small, a successful guerrilla marketing campaign can be hugely beneficial to your business and its reputation.

About Farhan Niazi

Farhan Niazi is an experienced web developer with a passion for blogging. He lives in Auckland, New Zealand and is currently working for McCarrison Hayes as their Chief Information Officer. He is the founder of SMB Tech Guide and writes for several blogs and magazines including SmallBizTechnology.com, Two's Company, Stirring Media and TMR Direct. Follow him on Twitter.

%d bloggers like this: