Guerilla marketing is a clever advertising and marketing strategy that uses very unconventional methods to send a message to consumers. These marketing campaigns are typically low-cost, but will return huge results.
The overall concept of guerilla marketing (or guerrilla marketing to use the alternative spelling); which is another form of experiential or out of home advertising, was created as an offbeat way of promoting a product or service that focuses on energy and imagination rather than a great big marketing budget. Usually, guerilla marketing campaigns are very unexpected for the consumer in a bizarre and eccentric way, which allows them to potentially interact. You will also find that this genre of marketing technique usually presents itself to the public in unusual places.
The term was actually defined by American businessman Jay Conrad Levinson in his book ‘Guerrilla Marketing’, which was published in 1984. This refers to and was inspired by guerilla warfare, which as we know is a form of sporadic warfare and relates to the small tactical strategies that the armed civilians used. A lot of these particular tactics seen includes sabotage, elements of surprise and ambushes. So, very typical to guerilla warfare, guerilla marketing uses similar methods and tactics within the marketing industry. Since Levinson’s popular book, the term has now entered every marketer’s vocabulary and is very much known within the industry.
The objective of guerilla marketing is to generate a unique, thought-provoking, and engaging concept or idea to generate a buzz. There are so many different types of Guerilla marketing, but they all involve unusual approaches such as intercept encounters in public locations, clever PR stunts, giveaways of products on high-streets, or any other unorthodox marketing intended to gain maximum results from minimal resources, and sometimes cost. Touchdown’s cast of actors are often used in this way. Guerilla marketing is proven to generate a far more valuable and lasting impression with consumers in comparison to the usual traditional forms of marketing.
