Definition
Guerilla marketing describes an unconventional and creative marketing strategy intended to get maximum results from minimal resources. [1]
from marketbusinessnews.com
Companies using guerrilla marketing rely on its in-your-face promotions to be spread through viral marketing or word of mouth, thus reaching a broader audience. It’s often used for “edgy” products and younger consumers who are more likely to respond positively. Types of guerilla marketing include: [2]
- Ambient marketing – A technique that blends into a natural environment, such as advertisements on a bus bench.
- Ambush marketing – Companies employ coattail marketing, appearing like a sponsor although they are not. Popular within event sponsorships, ambush marketing is a guerrilla marketing strategy by companies looking to save money yet capitalize on a major event.
- Buzz marketing – Focuses on word-of-mouth distribution. Often deployed in social media, this strategy relies on one user sharing content from a company with their social network, friends, or family.
- Grassroots marketing – Companies that embrace grassroots marketing often employ low-cost marketing strategies such as paper flyers, used by local or small companies, grassroots marketing is a simpler strategy than embarking on a marketing campaign.
- Stealth marketing – A low-cost strategy that strives to market to a customer without the customer realizing it, such as integrating products into TV shows.
References
- American Marketing Association, AMA Dictionary.
- Investopedia, Guerrilla Marketing: What It Is and How It’s Used.