Guerrilla Marketing is an advertising strategy that focuses on unconventional, low-cost marketing tactics that produce maximum results.
The original term was coined by Jay Conrad Levinson in his 1984 book 'Guerrilla Advertising'.
So the term “guerrilla marketing” was inspired by guerrilla warfare, which is a form of irregular warfare and relates to the small tactical strategies used by armed civilians.
Many of these tactics include ambushes, sabotage, raids, and elements of surprise. Like guerrilla warfare, guerrilla marketing uses the same type of tactics in the marketing industry.
On the other hand, this alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination.
Guerrilla Marketing is about taking the consumer by surprise, making an indelible impression and getting the message across.
This type of marketing is done to create a much more valuable impression on consumers compared to more traditional forms of advertising and marketing.
And this is due to the fact that most guerrilla marketing campaigns aim to impact the consumer on a more personal and memorable level.
On the other hand, guerrilla marketing is often ideal for small businesses that need to reach a large audience without breaking the bank.
It is also used by large companies in campaigns to complement ongoing media campaigns.
However, the word “guerrilla” in its written form seems very intense. It conjures up images of rebellion and conflict. Put it next to the word “marketing” and many people will be left with a poker face.
Contrary to what you might think, guerrilla marketing is not a combative form of communication. It is actually just a very unconventional form of marketing, as it raises brand awareness among large audiences, without interrupting them.
It's not that easy to explain in words, as guerrilla marketing is often best email lists uk understood by observing it, which is why we'll be looking at the best examples later on, so stay with us!
When we hear the term “guerrilla marketing,” it’s hard not to think of guerrilla warfare, which makes sense since that’s where the name comes from.
In the context of war, guerrilla tactics depend heavily on the element of surprise. As we mentioned in the introduction, we think of ambushes, sabotage, raids, etc.
In marketing , on the other hand , guerrilla techniques rely primarily on the element of surprise. They aim to create highly unconventional campaigns that catch people unexpectedly in the course of their daily routines.
The term itself was coined in the 1980s by Jay Conrad Levinson, who wrote several books on guerrilla tactics in a number of professional areas.
Of course, at the time, marketing in general looked very different, and while guerrilla marketing is still used today, in the digital field it is growing and changing.