What is Guerrilla Marketing? History, Examples, FAQs

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What is Guerrilla marketing? 

Guerrilla Marketing is a popular marketing strategy that involves using unconventional and unexpected techniques to make an impact. 

In a world that is full of marketing messages wherever you see, it is important to stand out from the crowd. Guerrilla Marketing serves your way to stand out by doing things that are novel but impactful at the same time. Moreover, Guerrilla marketing campaigns are known to be much cost-effective as compared to their traditional alternatives. 

Though Guerrilla marketing tactics are impactful, they are not always appreciated by the public. For instance, Smirnoff was fined by the UK government for a hefty price due to its spray-painted pop-up marketing message being considered vandalism. To conclude, it is extremely crucial to ensure that your campaign is right (and legal) before you launch it. 

What is the history of Guerrilla marketing?

An author named Jay Conrad Levinson had coined the term, ‘Guerrilla Marketing,’ which is actually derived from the history of military warfare. 

The guerrilla tactic, also known as guerrilla warfare, is a strategy employed by smaller militaries who had lesser manpower or equipment as compared to their opponents. The ones who used the guerrilla tactics had to get creative and think out of the box to win over the larger army. Thus, usually employed irregular techniques such as hit-and-run, sabotage, etc. to throw the opponent army off guard. 

Similarly, with businesses that have low budgets and are looking for cost-effective ways of marketing, guerrilla marketing is a good solution because it is creative, out of the box, and helps to capture attention. 

What are the examples of Guerrilla marketing?

Following are some good examples of guerrilla marketing that is all creative and surprising: 

  • Colgate is a company that manufactures toothpaste and toothbrushes. As a part of guerrilla tactic, they once used popsicle sticks that resembled a toothbrush inside chocolate icecreams and cakes which served as a reminder to brush teeth after eating sweets to prevent cavities. 
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  • Wherever we go, we see staircases. IKEA made the perfect use of it to promote their own product which illustrated how staircases can be alternatively used as furniture drawers in order to save space. 
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  • Another good example is of Tyskie Beer shops who customized their door handles by putting a sticker of glass full of beer where the door handle acted as the glass handle. It was a call out to the beer lovers. It was a simple yet creative way to target their perfect customers and give them a feel. 
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FAQs

Q: Who invented Guerrilla Marketing?

A: An author named Jay Conrad Levinson had coined the term, ‘Guerrilla Marketing,’ which is actually derived from the history of military warfare. Businesses who have low budgets and are looking for cost-effective ways of marketing – guerrilla marketing is a good solution for them because it is creative, out of the box, and helps to capture attention.

Q: What is the best example of Guerrilla Marketing?

A: A good example is of Tyskie Beer shops who customized their door handles by putting a sticker of glass full of beer where the door handle acted as the glass handle. It was a call out to the beer lovers. It was a simple yet creative way to target their perfect customers and give them a feel. 

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