What Is Guerrilla Marketing?

An organization can promote a product, service, or cause by employing unconventional marketing and advertising techniques in guerrilla marketing. "guerrilla" comes from the Spanish word for war, "Guerra". It refers to the fact that guerrilla marketers often use tactics similar to guerrillas in war. For example, guerrilla marketing can involve guerrilla tactics such as sabotage or ambush marketing. Guerrilla marketing is sometimes called "unconventional" or "off-the-wall" marketing because it does not rely on traditional advertising methods such as mass media campaigns or billboards. Instead, it depends on more unusual techniques such as word-of-mouth (WOM), viral marketing and public events. Guerrilla marketing is the art of getting much attention for your product or service without spending much money. The guerrilla marketer doesn't rely on traditional advertising; instead, they work to build a buzz around their product by getting creative and thinking outside the box. They'll use guerrilla tactics like street performances and flash mobs to draw attention to their brand. They'll also encourage customers to post photos and videos of themselves using their products so that other people can see how it's used in real-world situations. Guerrilla marketing is not what you can do in your sleep. Guerrilla marketing aims to get people's attention by using unexpected techniques, such as putting a vending machine on the street that sells dirty water instead of Coke or Pepsi. UNICEF tried this technique in New York City to remind people about the water quality issue in some developing countries. They made a vending machine that sold bottles of dirty water labeled with diseases such as cholera, malaria and typhoid. People who saw it were shocked and even posted pictures on social media. This simple stunt got people's attention - and the media's - which helped spread the word about their cause: improving access to clean drinking water worldwide.