Guerrilla marketing is a concept of marketing that focuses on being unconventional and low-cost in order to generate a larger return on investment. It cleverly uses surprise and/or shock tactics to create an impact. This method of marketing focuses on reaching out to consumers by using more personal interactions and through viral social media messaging to draw attention to a brand or a business. By achieving an increased ‘visibility’ and word-of-mouth communication, this method of marketing is able to generate a buzz and hype around the product.

Some common strategies used in Guerrilla Marketing are:

• Ambush marketing, where a company ‘hijacks’ a competitive brand or company’s event to promote their own products.

• Street marketing, which is a low-cost way of marketing that involves reaching out to consumers by giving out free samples and interacting with them directly.

• Stealth marketing, which exploits the consumers’ ability to absorb the advertising message without realizing they are the target audience.

• Guerilla Events, where one sets up an event in a public area with the aim of surprising and engaging people.

• Spy-Marketing, where companies use actors to blend in with the audience in order to get their message across.

• Viral marketing, which utilizes viral videos, digital word-of-mouth, and harnesses the power of existing social networks, to spread the message.

• Guerrilla Advertising, where targeted ads are placed in places such as wall murals, phone booths, and obscure online locations.

Guerrilla marketing has become widely popular because of its limited budget and unconventional methods of marketing. It is not only used to create brand awareness, but also to boost product sales. It works especially well for small businesses that may not have the budget for more traditional forms of marketing. They can easily reach out to potential customers by making use of social media, subtle advertisements, and aiming for unexpected moments of consumer surprise.

As opposed to traditional forms of marketing, Guerrilla Marketing campaigns tend to be much shorter, with the intent to get the attention of potential customers quickly. To make the most of this type of marketing, companies should devise creative strategies that anticipate the needs and wants of their target market. This will enable them to create impactful campaigns that will leave a lasting impression, and generate higher sales.