Guerrilla Marketing - What Is It?

In recent conversations about Guerrilla Marketing, I’ve noticed some entrepreneurs are familiar with the term Guerrilla Marketing but they aren’t quite sure what it is and how it can improve their business so I thought it would be helpful to provide some background and a definition of Guerrilla Marketing.

Guerrilla Marketing is a strategy in which low-cost unconventional means (sampling, freebies, videos) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea.  The term Guerrilla Marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.


The concept of Guerrilla Marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.  Typically, Guerrilla Marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

The objective of Guerrilla Marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.  The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing.  The term has since entered the popular vocabulary and marketing textbooks.

Guerrilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources.  More innovative approaches to Guerrilla marketing utilize mobile to engage the consumer and create a memorable brand experience.

Guerrilla Marketing focuses on low cost creative strategies of marketing.  Basic requirements are time, energy, and imagination and not money.  Sales do not compose of the primary static to measure business but is replaced by profit.  Emphasis is on retaining existing customers then acquiring new ones.

That’s not to say that growing your number of customers isn't important, it’s just to emphasize that Guerrillas understand the power of existing happy customers and how they can grow your business faster and at a lower cost than your investments in simply gaining new customers.

The 200 Weapons that we provide for free, are an arsenal of weapons used by the Guerrilla Marketer for cost-effective, results-based marketing and planning.  

Are you utilizing the classic 200 Guerrilla Marketing Weapons that every business benefits from?  If not, enter your information below and we'll send you a pdf.

If you want to learn more about the Weapons, our Guerrilla Marketing Basic Training will fit your needs whether you're new to the Guerrilla brand and looking for tools to improve your life and business or you've already utilized some Guerrilla tools and want to learn more tools. Click here for detailed information about the training.