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A short primer on Guerilla Marketing

Marketing / Tips

A short primer on Guerilla Marketing

The word Guerilla, conjures images of rebellion and conflict. What comes to people’s head is freedom fighters etc. But it isn’t some sort of combative form of communication. The thing is it’s actually a very unconventional form of marketing, It works by raising brand awareness among large audiences without interrupting them.


The term itself was coined in the early 1980s by the late great business writer Conrad Jay Levinson. At that time however, marketing in general looked really different. While its still being used today, the everchanging landscape of digital, is changing what Guerilla marketing looks like.

To explain it simply, guerrilla techniques mostly play on the element of surprise.

Budget friendly

What a lot of marker

s love about guerilla marketing is that its very low cost in nature. The real investment is creativity and time.

Now lets take a look at the various types of Guerilla marketing

  • Outdoor Guerrilla Marketing. This is when a marketer adds something to preexisting urban environments for example temporary artwork on streets and sidewalks.
  • Indoor Guerilla Marketing. Similar to outdoor guerrilla marketing, this only it takes place in indoor locations.
  • Event Ambush Guerilla Marketing. This works when you leverage the audience of an in-progress event for example a concert or a sporting event to promote your product or service, usually without permission from the event sponsors.
  • Experiential Guerilla Marketing. All of the above, but executed in a way that requires the people to interact with your branding.

As you can see, it doesn’t take much to pull of a guerilla marketing campaign. The thing to remember is to always think outside the box, be memorable and most importantly, create resonance with your customers.

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