It was recently recommended that I take a look into the marketing of trade shows. One of the first results for trade show marketing on Google included the term “guerrilla marketing”. I was instantly curious to read a little more on the subject. I had some idea of what to expect, but the combination of the word guerrilla with any business profession seems odd.
Simply put, guerrilla marketing is an advertising or promotional strategy utilizing unconventional means to provide results at a low-cost. The association between guerrilla and marketing came about in a 1984 book by Jay Conrad Levinson, titled Guerrilla Advertising. He compared guerrilla marketing to guerrilla warfare. Where guerrilla warfare relied on quick attacks, surprising the enemy, guerrilla marketing typically uses small events that come of out nowhere to gain attention by shock and awe.
Originally, guerrilla marketing primarily included things like graffiti, sticker bombing and posting flyers. Some of those things are still done today (modern day graffiti in the featured image). More common means of guerrilla marketing recently are flash mobs and viral campaigns. While some new types of events have upped the guerrilla marketing aspect of promotion, the classics can still be quite effective. Many of “The 80 Best Guerrilla Marketing Ideas” in an article on creativeguerrillamarketing.com capitalize on the use of fresh paint in public places. Whatever type of tactic is used, guerrilla marketing can be an amazing way to spread the word of a product or an organization.