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Guerrilla Marketing

What is Guerrilla Marketing?

The term “guerrilla marketing” was first coined by Jay Conrad Levinson in his 1984 book of the same title, and has since become an important section in many marketing textbooks. Basically, guerrilla marketing is about investing time, energy, and (particularly) imagination into a campaign, instead of primarily money. Guerrilla tactics use unconventional communications, often in unexpected places, and focus on low-cost strategies that make a high-impact impression. (See also Non-Traditional Marketing)


Guerrilla marketing is a marketing and advertising technique that uses unconventional methods and techniques to promote a product, service and/or organization.

Guerrilla marketing relies on unique and unorthodox practices to gain prospective customers’ attention and interest. It is typically interactive in nature and tends to be less costly than typical marketing tactics.

As part of guerilla marketing tactics, unconventional marketing methods are used instead of regular media channels, to keep the costs low. Consumers or customers are targeted in the most unusual locations to add in the surprise and shock element. Bringing in consumer engagement as part of the campaign can be of more value, but is not required. Apart from these basic guidelines, there is no fixed pattern of doing a guerilla marketing campaign because no rules are followed.

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