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Definition: It is a creative and innovative approach to marketing that uses unconventional tactics to generate awareness and attract attention.


When it comes to marketing, there are a lot of different ways to reach out to potential customers. 

One popular approach is known as guerrilla marketing. 

Guerrilla marketing is a marketing strategy that relies on small, unconventional tactics to get your product or service in front of potential customers.

Unlike traditional marketing methods, guerrilla marketing does not rely on expensive advertising or promotional campaigns.

Instead, it uses creative and innovative approaches to attract the attention of potential customers.

This form of marketing can be an extremely effective way to reach consumers who are not typically reached by more traditional forms of advertising.

How did guerrilla marketing get its name?

The term “guerrilla marketing” was coined in the early 1980s by American advertising executive Jay Conrad Levinson.

Levinson’s book, “Guerrilla Marketing” popularized the concept of using unconventional tactics to market products and services.

What are the characteristics of guerrilla marketing?

Some of the key characteristics of guerrilla marketing include its ability to create buzz, its focus on creativity and engagement, and its use of nontraditional media channels.

Guerrilla marketers often use stunts, giveaways, and viral marketing techniques to get their messages out there.

In addition, they may use social media sites like Facebook and Twitter to spread information about their products or services.

Different types of guerrilla marketing strategies

Guerilla marketing can be used to promote products or services from a company’s core product or service offering, to acquire new customers, or to build brand awareness.

There are many different types of strategies involved, but all have the same goal: to get your message out there in a creative and unexpected way.

Ambient marketing

Ambient marketing uses environmental elements to get people’s attention.

Some examples of ambient marketing include putting up billboards in unusual places, handing out flyers in unique ways, or using interactive displays.

Buzz marketing

Buzz marketing is the use of word-of-mouth advertising to generate interest in a product or service.

This can be done by getting people to talk about your product or by creating a “buzz” online.

Grassroots marketing

Grassroots marketing is a form of guerrilla marketing that focuses on building relationships with customers rather than simply trying to sell them products or services.

It involves creating a community of customers who are passionate about the brand and then encouraging them to spread the word to their friends and family.


Astroturfing is when a company creates fake online profiles to promote its product or service.

While this method can be effective, it’s also very controversial and risky since it can damage the company’s reputation and make them look like they’re trying to deceive customers.

Stealth marketing

Stealth marketing is a form of advertising that attempts to promote a product or service without drawing attention to the advertising.

This can be done by using subtle methods such as product placement or by hiding the advertising in unexpected places.

Ambush marketing

Ambush marketing involves trying to associate your product with an event without being the official sponsor.

This can be done by creating ads that are similar to the event’s branding or by using unofficial slogans or hashtags.

Street marketing

Street marketing is a type of guerrilla marketing that uses public spaces to promote a product or service.

This can involve setting up physical displays in high-traffic areas, handing out free samples, or using interactive displays like chalk drawings or street art.

Viral marketing

Viral marketing is another type of marketing that relies on creating content that is so interesting or entertaining that people will want to share it with their friends.

Videos, infographics, and articles that go viral can be extremely effective at getting attention to a brand or product.

Is guerrilla marketing legal?

Yes, it is legal and there are no specific laws that prohibit guerrilla marketing.

As long as you’re not breaking any laws while you’re promoting your product or service, you’re in the clear.

Keep in mind that just because something is legal doesn’t mean it’s always wise to do it.

Guerrilla marketing can be risky, so make sure you know what you’re getting into before you start planning your campaign.

Why should entrepreneurs use guerrilla marketing?

There are many benefits to using guerrilla marketing for entrepreneurs.

Perhaps the most obvious benefit is that it’s a very affordable way to reach a large audience.

Guerrilla marketing doesn’t require big budgets or elaborate campaigns.

In fact, many effective guerrilla marketing tactics can be executed with minimal effort.

Another advantage is that it’s often very interactive and engaging.

Because of this, guerrilla marketing is also much more likely to be remembered by consumers.

Finally, since it is often unexpected, it can create a lot of buzz and word-of-mouth promotion.

This can help increase brand awareness and lead to increased sales.

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