What Is Guerrilla Marketing? - Definition, Strategies & Examples

What Is Guerrilla Marketing? - Definition, Strategies & Examples
Coming up next: What is Mass Marketing? - Definition, Advantages & Examples

You're on a roll. Keep up the good work!

Take Quiz Watch Next Lesson
 Replay
Your next lesson will play in 10 seconds
  • 0:00 What is Guerrilla Marketing?
  • 0:52 Guerrilla Marketing Strategies
  • 3:02 Examples of Guerrilla…
  • 4:53 Lesson Summary
Save Save Save

Want to watch this again later?

Log in or sign up to add this lesson to a Custom Course.

Log in or Sign up

Timeline
Autoplay
Autoplay
Speed

Recommended Lessons and Courses for You

Lesson Transcript
Instructor: Ashley D. Manker
In this lesson, we will discuss what guerrilla marketing is and why it is so different from traditional marketing efforts. We will also review some strategies for creating this type of marketing.

What is Guerrilla Marketing?

Business competition is at an all-time high these days. Businesses want consumers to spend their money on their products, so consumers receive a lot of junk mail, spam email, and unwanted phone calls. Consumers are so used to these traditional tactics that businesses sometimes have to think of other ways to get their attention.

Guerrilla marketing is the act of executing an unusual or unexpected marketing activity in a common, everyday place in order to generate a buzz for products or services. The main point of guerrilla marketing is to get your business's name in front of as many people as possible in an unexpected way. Guerrilla marketing is usually a low or no-cost form of marketing that can reap substantial profits if implemented correctly.

Guerrilla Marketing Strategies

Because guerrilla marketing strategies are very different and usually more unpredictable than traditional marketing activities, they can be more memorable and can produce a bigger impact. Key elements of successful guerrilla marketing campaigns include being bold, assertive, and taking a chance.

Here are seven strategies for creating a successful guerrilla marketing campaign:

  1. Take a Stand: Pick a popular or controversial industry topic, define your stance, and make it known. Be ready to defend your perspective and be ready to receive opposing viewpoints.
  2. Give Products Away: Some businesses offer free samples in order to generate business. Take it a step further by giving away a full version of a product or a complete service in order to benefit from referrals. To select the recipient of this give-away, have a drawing or run a contest.
  3. Be Aggressive with Follow-Up: Don't worry about annoying your prospects. Come up with a well-timed follow-up plan and stick to it.
  4. Honor Your Competitor's Coupons: Retailers use this technique to grab customers who typically shop somewhere else. If you're willing to risk upsetting your competitors, you can use this strategy, too.
  5. Use Money: Use cold, hard cash to get people's attention. Hand out dollar bills, mail a note along with cash, or send out $5 bills with the promise of giving your prospective customer another $5 after a free consultation.
  6. Use tattoos: Get a tattoo or pay someone else to get one with your company's logo and then flaunt it at a public event or a party. The shock factor can be worth the effort if you're successful.
  7. Utilize Social Networking: Websites like Facebook, Myspace, and YouTube are free to join and receive millions of hits every day. Post your business's profile and any attention-grabbing ideas you can think of. And don't forget to include a link to your business's website.

Examples of Guerrilla Marketing Campaigns

Guerrilla marketing is advertising with a twist. Successful guerrilla marketing campaigns usually get the attention of thousands, sometimes millions, through hidden strategy before revealing their true purpose.

Here are five successful examples of guerrilla marketing:

To unlock this lesson you must be a Study.com Member.
Create your account

Register to view this lesson

Are you a student or a teacher?

Unlock Your Education

See for yourself why 30 million people use Study.com

Become a Study.com member and start learning now.
Become a Member  Back
What teachers are saying about Study.com
Try it risk-free for 30 days

Earning College Credit

Did you know… We have over 200 college courses that prepare you to earn credit by exam that is accepted by over 1,500 colleges and universities. You can test out of the first two years of college and save thousands off your degree. Anyone can earn credit-by-exam regardless of age or education level.

To learn more, visit our Earning Credit Page

Transferring credit to the school of your choice

Not sure what college you want to attend yet? Study.com has thousands of articles about every imaginable degree, area of study and career path that can help you find the school that's right for you.

Create an account to start this course today
Try it risk-free for 30 days!
Create an account
Support