Guerrilla marketing, also known as stealth marketing or unconventional marketing, is a marketing strategy that involves low-cost, highly creative, and unexpected marketing tactics to generate consumer attention and engagement. It often harnesses unconventional channels and techniques to reach a target audience in surprising ways.

Key Principles:

• Surprising and Contextual: Guerrilla marketing tactics are designed to be unexpected and relevant to the target audience’s interests.
• Creative and Interactive: They involve creative and interactive elements that engage consumers in unconventional ways.
• Memorable: The tactics are designed to create memorable experiences that stick in the mind of consumers.
• Low-Cost: Guerrilla marketing typically has a low budget, allowing for creative solutions.
• Outside-the-Box: It involves unconventional marketing channels and methods that are outside of traditional marketing strategies.

Examples of Guerrilla Marketing Tactics:

• Flash Mobs: Organized pop-up events that abruptly engage consumers in unique and memorable ways.
• Street Teams: Teams of marketers interacting with consumers in public spaces, providing information and samples.
• Interactive Street Art: Interactive murals or graffiti that allow consumers to engage and participate.
• Flash Sales: Unexpected sales pop-ups in unexpected locations.
• Public Relations Stunts: Creative and outrageous stunts that generate media coverage.
• Social Media Activism: Using social media platforms to mobilize consumers around a cause or issue.
• Experiential Events: Immersive experiences that engage consumers in unconventional ways.

Benefits:

• Incremental Brand Awareness: Guerrilla marketing can increase brand awareness and generate positive associations.
• Building Relationships: It can build relationships with consumers and create memorable experiences.
• Driving Sales: It can drive sales by creating intrigue and interest.
• Generating Buzz: It can generate buzz and positive conversation among consumers.

Examples of Brands Using Guerrilla Marketing:

• Red Bull
• Chipotle
• BMW
• Dollar General
• Mountain Dew

These brands have successfully used guerrilla marketing to increase brand awareness, engage consumers, and drive sales.