Definition: An unconventional way of performing marketing activities on a very low budget

Guerilla marketing is quite different from traditional marketing efforts. Guerilla marketing means going after the conventional goals of profits, sales and growth but doing it in an unconventional way. Instead of investing money into guerilla campaigns, it is time, energy, imagination and knowledge that is required. High traffic locations, memorable advertisements and human interest are key when it comes to successful guerilla marketing.

Essentially, a guerilla campaign is about reaching markets that they may not have otherwise been able to reach. It’s about expanding their brand awareness and increasing recognition. A guerilla campaign plants the seed, and traditional campaigns bring in the sales and profits.

Today, consumers are bombarded with unwanted junk mail and pointless emails, it’s difficult to get through to your customers when so much ends up unopened in the Junk folder. Guerilla campaigns are designed to catch people’s attention when they least expect it. Waiting at a bus stop, walking through the city on their way to get lunch or flicking through a magazine.

The best part about guerilla campaigns, is that they don’t have to cost you an arm and a leg to get the job done. In fact, many of the most successful campaigns cost very little at all, it is simply about being in the right place at the right time with the right message.

Here are a few of our favourite examples of Guerilla campaigns around the world.