A marketing strategy in which a business promotes a service or product through surprise and/or unusual interactions is called guerrilla marketing. Guerrilla marketing differs from traditional marketing in that it is frequently dependent on human interaction, has a lower budget, and concentrates on smaller groups of promoters who are accountable for spreading the word in a specific place rather than through broad media campaigns.
Guerrilla marketing companies depend on viral marketing, or word-of-mouth(WOM), to distribute their in-your-face promotions to a larger audience for free. Guerrilla marketing relies heavily on the emotional connection with customers.
This strategy isn’t intended for all types of products and services; it’s more commonly utilized for more “edgy” products and also to reach out to younger customers who may be more likely to respond positively. Guerrilla marketing occurs in public venues with the largest possible audience, such as concerts, sporting events, retail malls, streets, festivals, beaches, and public parks.
Guerrilla marketing strategies can also be significantly more dangerous for a large corporation. In some cases, their guerrilla stunts fail and turn into a public relations (PR)nightmare. Smaller firms aren’t as vulnerable because most people will see it as another unsuccessful gimmick.
Advantages of guerrilla marketing:
- A company can more simply form partnerships and target their desired audience.
- Creates engaging ads that go viral and garner millions of views in a short period of time.
- It’s one-of-a-kind and remarkable.
- Provides a low-cost means of increasing brand exposure.