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Guerrilla Marketing

Updated: Nov 8, 2023

Ersin Yaldız, author of the article with title " Guerrilla Marketing"

Author: Ersin Yaldız

Date of Publication: 09/08/2022

What is ‘’Guerrilla Marketing’’ ?

Guerrilla Marketing is an advertising method that focuses on low-cost non-traditional marketing tactics. The latter provide maximum results and aim to contribute to brand awareness. In short, we can say that it is a marketing area that uses unusual tactics when promoting a product or brand.

Apple and Guerrilla Marketing campaigns

Where does the term 'Guerrilla Marketing' come from?

The term Guerrilla Marketing was used by Jay Conrad Levinson in his book 'Guerrilla Advertising' published in 1984. The term comes from ‘’Guerrilla Warfare’’, which has an irregular form of warfare. Actually, it is concerned with petty but effective strategies. Many of these war tactics include traps, ambushes, sabotage, raids, and surprise attempts. Similarly, guerrilla marketing uses such tactics to gain customers.

kitkat and Guerrilla Marketing

Advantages for small businesses:

Guerrilla marketing campaigns are often inexpensive, innovative and highly creative strategies. Generally, the purpose of a guerrilla marketing strategy is to go viral and contribute quickly to the brand in the eyes of the consumer. Large firms have sufficient budgets to use all forms of traditional and modern marketing. However, medium and small firms may not have sufficient budgets. This is where guerrilla marketing comes into play and enables small companies to demonstrate their power. This can happen by gaining a share in the market. Just like guerrilla soldiers fighting against a large army with a good navy. As a result, even if you own a small business, with guerrilla marketing, you can run an incredibly cost-effective advertising campaign. This requires a low investment and allows you to make a huge impact in the public. All you need is a creative and effective advertising idea.

Heineken beer and Guerrilla Marketing
rayban and Guerrilla Marketing

McDonalds and Guerrilla Marketing

How to do guerrilla


Guerrilla marketing relies on high energy and imagination. Surprising the consumer, leaving an indelible impression and creating plenty of social interaction are the main goals. By doing so, it is said to leave a much more valuable impression on consumers than other traditional forms of advertising and marketing. The main reason for this is definitely not about the budget used. In fact, the main reason is that the guerrilla marketing campaign aims to hit the consumer on a more personal and memorable level.

3M and Guerrilla Marketing

What are the essential principles for guerrilla marketing?

The essential principles for guerrilla marketing are as follows:

  • Unconventional, unusual, unexpected, classic ways of advertising and marketing

  • Independent, original, creative, provocative, economical

  • Effectively action-oriented, viral: “I have to tell you more!”.

Miele and Guerrilla Marketing


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