The ‘101’ Back to Basics: Guerrilla Marketing

by Ren Slavin April 03, 2023

Guerrilla marketing is a type of marketing strategy that involves using unconventional tactics to promote a product or service. It is an approach that relies on creativity, imagination, and boldness to attract the attention of potential customers. 


Guerrilla marketing is typically used by small businesses with limited budgets, but larger companies have also adopted this approach to create buzz and generate excitement around their products.


The origins of guerrilla marketing can be traced back to the 1980s when Jay Conrad Levinson, a marketing consultant, first coined the term. He believed that small businesses could compete with larger corporations by using creative and cost-effective marketing strategies.


One of the key principles of guerrilla marketing is to think outside the box.

The aim is to create a memorable experience for potential customers that will make them remember the product or service being promoted. This could involve using unusual advertising mediums, such as graffiti, street art, or stunts that are designed to attract attention.


Another key principle is to use social media and other digital platforms to amplify the impact of the campaign. This could involve creating a viral video, launching a social media hashtag, or using influencers to spread the word.


One of the most famous examples of guerrilla marketing is the “Red Bull Stratos” campaign. In 2012, Red Bull sponsored a mission that saw Austrian skydiver Felix Baumgartner jump from a helium balloon in the stratosphere. The jump was broadcast live on YouTube and generated over 50 million views, creating a massive amount of buzz around the Red Bull brand.


Another example is the “Dove Real Beauty” campaign, which aimed to challenge traditional beauty standards by featuring women of different ages, sizes, and ethnicities in their advertisements. The campaign was a huge success, generating over 30 million views on YouTube and sparking a conversation about body image and self-esteem.


Guerrilla marketing can be a highly effective way to promote a product or service, but it also comes with its risks. If the campaign is too controversial or offensive, it could backfire and damage the reputation of the brand. It is important to carefully consider the message being conveyed and ensure that it aligns with the values of the target audience.


Guerrilla marketing is a creative and unconventional approach to promoting a product or service. It is an approach that requires boldness and imagination, but it can be highly effective in generating buzz and creating a memorable experience for potential customers. When executed correctly, guerrilla marketing can be a powerful tool for small businesses and large corporations alike.


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