Guerrilla marketing is an unconventional and often surprising way of promotion designed to make a strong impression on an audience. Guerrilla marketing is a strategy that uses creativity, unexpected approaches, and low-budget techniques to achieve high impact on the target audience. This type of marketing focuses on surprise and originality, capturing attention and staying memorable.

What is guerrilla marketing?

Guerrilla marketing is an unorthodox strategy that uses unexpected, creative, and often inexpensive techniques to reach the public and leave a strong impression. The goal isn’t just to promote a product or service, but to surprise and create an unforgettable experience that sparks curiosity and emotion.

The history of guerrilla marketing

The term guerrilla marketing was introduced by Jay Conrad Levinson in 1984 in his book Guerrilla Marketing, where he describes how small businesses with limited budgets can compete with larger, stronger rivals. He drew inspiration from military tactics emphasizing surprise, speed, and creativity. Guerrilla marketing became popular thanks to its ability to deliver strong impact without the high costs of traditional advertising.

Key principles of guerrilla marketing

• Unusual and unexpected content – guerrilla marketing aims to provoke an immediate reaction, often unexpected and entertaining. This can include unconventional ad placements, flash mobs, or viral videos.
• Low budget, high impact – guerrilla marketing is often associated with lower costs because it relies on creative ideas and innovative techniques instead of large ad buys. This approach frequently includes viral elements that help content spread through social sharing.
• Focus on experience – this type of marketing seeks to elicit an emotional response from viewers. The experience should be strong enough to be unforgettable, prompting people to talk about the campaign, share it with others, and stay loyal.

Guerrilla marketing is therefore a strategy built on surprise and creativity that constantly evolves and adapts to current media and technology trends.

Guerrilla marketing techniques

Guerrilla marketing draws its strength from creativity and uses various techniques that can have unexpected and powerful impact. Among the main advantages are innovation that grabs attention and generates buzz around the brand. Choosing the right technique depends on the target market and how strongly a company wants to influence its customers.

Examples of creative and unconventional campaigns

• Interactive public installations – one of the most effective guerrilla methods is using public spaces, for example, unusual installations that become part of city life. These installations not only surprise passersby but also spark curiosity and encourage interaction.
• Viral campaigns – for example, a viral video spreading across social media. Unconventional ads with humor or shock value can trigger strong reactions and generate high interest. This technique enables global reach even on a low budget.

How to use surprise to achieve high visibility

• Unusual ad placement – guerrilla marketing uses unexpected locations for ads, which can include sidewalk ads and similar formats. These placements become viral because they differ from traditional ad spaces, attracting attention.
• Flash mobs – flash mobs are a great way to surprise large groups. When a few people start doing something unexpected, it quickly captures the attention of bystanders.
• Gaining media attention – guerrilla marketing often directly targets media and journalists who cover the campaign. This can include controversial or entertaining elements that draw media interest and crowds.

Guerrilla marketing in practice

Guerrilla marketing can deliver significant success if executed properly, but it also carries risks. The strategy is built on creativity and the ability to surprise, which can lead to incredible attention and strong public response. Poorly executed campaigns, however, can easily trigger negative reactions or damage brand reputation.

Successful examples of guerrilla marketing

Guerrilla marketing attracts attention through unusual and surprising campaigns. When done well, it can not only leave a strong impression but also change how we perceive marketing.

• Red Bull Stratos – the Red Bull Stratos campaign is a prime example of a well-executed guerrilla technique. In 2012, Felix Baumgartner jumped from an altitude of more than 39 kilometers. This bold feat captivated a global audience, and the way Red Bull connects marketing with extreme sports created a powerful impression that forever linked the brand with adventure and courage.
• IKEA, „Sofa Trial“ – IKEA came up with the idea of testing furniture right on the streets. It placed beds and sofas in public spaces for people to rest on and try the comfort of its products. This unusual, interactive experience showed how a brand can meet the needs of customers who want a personal and authentic shopping experience.

Risks and ethical questions of guerrilla marketing

Although guerrilla marketing can bring great attention, it has its risks. Some campaigns can provoke negative reactions or raise ethical questions that must be carefully considered.

• Controversial campaigns – a campaign can spark controversy if it crosses the line of what’s acceptable. Shocking or provocative ads can easily attract negative media attention and harm brand reputation. It’s important to balance surprise with acceptable behavior.
• Ethical boundaries – guerrilla marketing sometimes raises questions about where creativity ends and manipulation begins. If a campaign is too aggressive or uses emotional pressure, it can be perceived as unethical and lead to a loss of customer trust.
• Lasting effect – a campaign that draws attention only briefly may lack long-term impact. Maintaining interest after a guerrilla activation can be challenging, so it’s important to design strategies with lasting effect.

Useful links:

1. https://www.salesforce.com/au/sales/guerrilla-marketing/
2. https://www.coursera.org/articles/guerrilla-marketing
3. https://www.investopedia.com/terms/g/guerrilla-marketing.asp
4. https://airfocus.com/glossary/what-is-guerrilla-marketing/