Description: Guerrilla marketing is an unconventional promotional strategy that aims to generate a significant impact on the audience using creative and low-cost tactics. Unlike traditional advertising campaigns, which often require large budgets and mass media, guerrilla marketing focuses on originality and surprise to capture consumers’ attention. This form of marketing is based on the idea that being unexpected and memorable can generate greater word-of-mouth and a stronger emotional connection with the brand. The main characteristics of guerrilla marketing include its focus on creativity, interaction with the public, and the use of public spaces or everyday environments to carry out promotional actions. Its relevance lies in its ability to stand out in a saturated market, where brands compete for consumer attention. By leveraging the virality of social media and the sharing culture, guerrilla marketing has become a powerful tool for companies of all sizes, especially those looking to maximize their impact with limited resources.
History: The term ‘guerrilla marketing’ was coined by Jay Conrad Levinson in his 1984 book titled ‘Guerrilla Marketing’. Levinson proposed that small businesses could compete with large corporations using creative and low-cost tactics. Since then, the concept has evolved and adapted to changes in technology and culture, especially with the rise of social media and digital marketing.
Uses: Guerrilla marketing is primarily used by small and medium-sized businesses looking to maximize their visibility on a limited budget. It is applied in various forms, such as live events, artistic installations, viral campaigns on social media, and experiential marketing actions that engage the public directly.
Examples: A famous example of guerrilla marketing is the campaign by the chocolate brand ‘Snickers’, which placed a huge billboard on a highway that said ‘Hungry? Eat a Snickers’. Another case is the movie ‘The Blair Witch Project’, which used a website and online promotional materials to create an aura of mystery and generate interest before its release.
