What Is Guerrilla Marketing? A Detailed Overview

Guerilla Marketing: A Detailed Overview

The surprise element constituted a major element of guerilla marketing and is considered a form of innovative communication strategy in the modern global market. The marketing style takes an unconventional approach to communicate its message to the masses. It is particularly the implication of eye-catching creative ideas which helps organizations successfully implement guerilla marketing techniques. This approach’s high level of innovativeness would help achieve a higher level of impact by just making a modest budget.

Don't use plagiarized sources. Get Your Custom Essay on
What Is Guerrilla Marketing? A Detailed Overview
Just from $13/Page
Order Essay

A detailed look over guerilla marketing

The renowned US marketer Jay Conard Levinson in the early 1980s, put forward the concept of Guerilla Marketing. He coined this term by referring to military concepts and vocabulary. In the context of army tactics, guerilla warfare is considered to take unconventional strategies to weaken and defeat enemies. Similarly, the business organizations would focus on innovative and unusual approaches to gain the cutting edge over the business rivals by implementing Guerrilla marketing.

The classical advertising measures are being disregarded under guerilla marketing, and for the same reason, it is an unconventional approach. The potential interactive points acquired through the tool of below-the-line communications help organizations apply various unorthodox approaches.

The positioning of the advertising is done in such a way under the concept of guerilla marketing that no one expects it to appear. The unexpected appearance of the advertisement would create suspense and astonishment among the customers. This approach is not bound for innovativeness, and you explore as much as possible. You could include every product under the radar of this approach, whether it is the advertisement of public facilities, coasters, or escalators. Engagement with the audience at the emotional level will happen if an innovative approach is taken in advertising. Creating surprise, laughter, emotion, etc., among viable customers through advertisement would bring excellent results.

Though the approach of implying Guerilla marketing brings many benefits, they are majorly aimed at enhancing the brand value and sales of the product.

It was to promote the new feature films that the guerilla marketing strategy was utilized in the market. A similar approach was also considered to be the best one for promoting any sports event. The close attention towards the event was able to be generated because of the offbeat approach. The fact that guerilla marketing is a much cheaper option than other advertisement approaches attracted a lot of entrepreneurs to adopt it. Now the mode of guerilla marketing is recommended to multinational companies and medium-scale and small-scale enterprises. Even startup companies and freelancers are frequently implying Guerilla marketing techniques.

Instruments of guerilla marketing

If considered in the theoretical aspect, guerilla marketing could be classified in various sections though these classifications do not appear to be significant in the practical aspect. The classification could be respectively termed viral marketing, sensational marketing, ambient marketing, and ambush marketing.

Viral marketing

The concept of viral marketing is highly associated with that guerilla marketing. Viral marketing intends to make a maximum impact by attracting the attention of the targeted section and customers.

The mode focuses on spreading the intended message among the targeted customers through the online platform of social media, word of mouth, referrals, and personal recommendations.

Ambient Marketing

By utilizing the element of surprise, the organizations use the strategies of ambient marketing. It is the product that is used every day and marketed through this method. The public spaces are utilized under this method to display the outdoor advertisement innovatively. You could trace the frequent examples of ambient marketing in destinations like restaurants, airports, trains, buses, etc. In the modern scenario, ambient marketing could even be seen in the toilet seats of bars and pubs, postcards, coasters, etc.

Sensation Marketing

The spectacular demonstration of the innovative advertisement is done through sensation marketing. It is majorly done at the instance of point of sale. In this instance, the strategy for marketing performs the effect of a multiplier or a promoter. The frequent use of sensation marketing could be witnessed in instances like flash mobs conducted in the pedestrian area and at instant fashion shows.

Ambush Marketing

The issues that are in trend or the topic with a high potential for publicity are used under the strategy of ambush Marketing. It is also often termed ambush marketing. This type of marketing is adopted in association with large-scale events or functions, which would give high appreciation to the product’s brand value.

The approach of ambush marketing is considered fraudulent since some event is manipulated for the company’s personal gain. Hence it has always been labeled as a controversial approach.

Major instances of the guerilla marketing campaign

In the modern global market scenario, most countries rely on the guerilla marketing strategy. The market for every product faces immense competition, and everyone wants to draw close attention to their products and brands. Let us take the instance of the movie King Kong. The marketing team had created a huge print on the beach to draw attention to the film before its release. A similar strategy was adopted in the case of the low-budget movie The Blair Witch Project. The marketing team had staged a fake disappearance of students in the woods to generate mystery among the public. If checked by the marketing strategies followed by a lot of companies in the world, various types of guerilla marketing were used.

Some of the prominent examples of guerilla marketing are: –

  1. Converting the zebra line into the large bag of French fries by McDonald’s.
  2. Giving away ice lollies by Colgate. The wooden stick resembled a toothbrush, and the Colgate advertisement got revealed when the lolly was finished.
  3. One of the 80-year-old marathon runners was encouraged to wear Nike shoes at an event sponsored by Adidas. Nike got heavy media attention and simultaneously decreased the impact of the marketing campaign by the actual sponsor.
  4. The 6th GDL car rental chief, Claus Weselsky, was strategically awarded the employee of the month position. Thus the customers were encouraged to choose rental cars to avoid rail strikes frequently. The action has helped the company in gaining significant publicity among the media.

The factors that make Guerilla marketing a successful approach

The implication of campaigns related to guerilla marketing requires a good level of preparation and planning. The heavy prerequisite of including the creative idea in it makes the approach much unique when compared to other marketing campaigns. The marketing team should also be aware of whether the approach you made in the guerilla marketing campaign is well suited for the targeted customers and doesn’t reduce the company’s brand value. The planned action will only be successful if the customers are allowed to respond through contact points immediately. If the targeted customers are engaged well in all the media channels situated in the network, the Guerilla marketing campaign will be a success. Social media should be used appropriately to make the message conveyed through guerilla marketing a viral hit.

Guerilla marketing


As mentioned in this article, the factor of surprise is considered the key element of guerilla marketing and hence is considered the creative classification of advertising. To give publicity to the products at a very wide range but cost-effectively, the companies use different variations of it like viral marketing, ambient marketing, ambush marketing, and sensation marketing. However, their classification ground is unclear since the concepts are a lot more similar.

The mode of guerilla marketing has higher significance in the fierce battle for consumer attention in the modern market. The fact that it appears when customers expect it the least makes it more efficient in its purpose. The use of humor and emotional content has increased in advertisements because of the increased acceptance of guerilla marketing. Using such elements would have a lasting impact on the targeted customers’ minds.

The inclusion of the guerilla marketing approach increases the potential of the advertisements to spread virally through various mediums. It should also be understood that the approach would be a disaster if the content does not abide by the product description. The companies would have to be cautious while implying guerilla marketing for their promotion campaigns. A small blunder may instigate immense outrage on the social media platform.

Calculate the price
Make an order in advance and get the best price
Pages (550 words)
*Price with a welcome 15% discount applied.
Pro tip: If you want to save more money and pay the lowest price, you need to set a more extended deadline.
We know how difficult it is to be a student these days. That's why our prices are one of the most affordable on the market, and there are no hidden fees.

Instead, we offer bonuses, discounts, and free services to make your experience outstanding.
How it works
Receive a 100% original paper that will pass Turnitin from a top essay writing service
step 1
Upload your instructions
Fill out the order form and provide paper details. You can even attach screenshots or add additional instructions later. If something is not clear or missing, the writer will contact you for clarification.
Pro service tips
How to get the most out of your experience with Home Work Stand
One writer throughout the entire course
If you like the writer, you can hire them again. Just copy & paste their ID on the order form ("Preferred Writer's ID" field). This way, your vocabulary will be uniform, and the writer will be aware of your needs.
The same paper from different writers
You can order essay or any other work from two different writers to choose the best one or give another version to a friend. This can be done through the add-on "Same paper from another writer."
Copy of sources used by the writer
Our college essay writers work with ScienceDirect and other databases. They can send you articles or materials used in PDF or through screenshots. Just tick the "Copy of sources" field on the order form.
See why 20k+ students have chosen us as their sole writing assistance provider
Check out the latest reviews and opinions submitted by real customers worldwide and make an informed decision.
Computer science
The work and detail provided in the assignment were exactly what I was looking for! Very pleased with the whole process and the data which was analyzed. I could not have asked for a better writer, thank you again for your hard work, and Happy Holidays
Customer 452445, December 10th, 2021
Social Sciences
The formatting was not okay but the paper was great.
Customer 452445, November 2nd, 2021
Business Studies
Amazing job on a tight deadline. Met all requirements and some. Will hire again if needed.
Customer 452445, March 3rd, 2022
Allows consistent with great work and following the instructions. Thank you for all your hard work!
Customer 452445, December 14th, 2021
Human Resources Management (HRM)
The best writer in his subject of expertise. It is reflected in the quality of the work.
Customer 452445, December 29th, 2021
Computer science
Great individual to work with. Always come through to provide the best services. Thank you.
Customer 452445, June 10th, 2022
Very professional and easy to work with. I highly recommend!
Customer 452445, December 12th, 2021
Health Care
Very well written and done earlier than scheduled. Thank you!
Customer 452445, January 12th, 2022
Human Resources Management (HRM)
Writer was cooperative and got me an A on my paper.
Customer 452445, December 20th, 2021
Human Resources Management (HRM)
Great paper and delivered on time.
Customer 452445, January 27th, 2022
Medical Sciences (Anatomy, Physiology, Pharmacology etc.)
Excellent job! The writer followed the directions perfectly and completed the assignment.
Customer 452445, December 24th, 2021
Biology (and other Life Sciences)
Customer 452445, October 30th, 2021
Customer reviews in total
Current satisfaction rate
3 pages
Average paper length
Customers referred by a friend
15% OFF your first order
Use a coupon FIRST15 and enjoy expert help with any task at the most affordable price.
Claim my 15% OFF Order in Chat

Order your essay today and save 15% with the discount code ESSAYHELP