Guerilla Marketing campaigns were made for small business owners. It requires creativity, flexibility and a willingness to take a little risk. The one thing it doesn’t take is a big budget.

Guerrilla programs usually start when a client says to us, “we don’t have any money but we’d really like to get some media attention,” A lot of business owners ask me about effective marketing, in terms of cost and result.

Guerilla Marketing Campaigns can also be an awesome way to get you noticed, set you apart from your competition and earn you a reputation for being fun and different–all tailored to whatever budget you have available.

What is guerrilla marketing?
While difficult to define exactly, guerrilla marketing is any promotion that’s unconventional, unexpected and usually evocative of a unique, memorable reaction from or interaction with the viewer.

Guerilla Marketing Campaign

Guerilla Marketing Campaign for The Sopranos

Other descriptive words to explain the essence of guerrilla marketing – unauthorized and disruptive and sticky.

Others emphasizes the underground element of guerrilla marketing when it’s “brand activation that isn‘t 100 percent permitted by the city, event or establishment.”

“Guerrilla marketing is a state of mind, It simply isn’t guerrilla if it isn’t newsworthy.”

Guerrilla marketing is NOT traditional media.
All of our sources were emphatic about what guerrilla marketing is not: anything resembling traditional media, like print or TV advertising.

Jay Conrad Levinson, the man who coined the term and literally wrote the book on guerrilla marketing, lists the most important ways guerrilla marketing is different from traditional marketing on his website. A few of the most compelling:

“Instead of investing money in the marketing process, you invest time, energy and imagination.”

“Instead of ignoring customers once they’ve purchased, you have a fervent devotion to customer follow-up.”

“Instead of believing that single marketing weapons such as advertising work, guerrillas know that only marketing combinations work.”

Guerilla Marketing Campaign for McDonalds

Guerilla Marketing Campaign for McDonalds Fries – Yum

A guerrilla program is probably not right for your business if you can’t take a risk.
While guerrilla marketing is great for small businesses, there are certain industries and clientele for which a guerrilla campaign might not be appropriate.

You should consider the fact that a guerrilla campaign, by nature – could ruffle the feathers of cities and some consumers.

If that thought worries you, guerrilla marketing might not be a good fit for your business.

A guerrilla marketing campaign can be tailored to almost any small business.
With that being said, there’s a way for basically any business or brand to do some form of guerrilla marketing, it’s just a question of risk tolerance . . . [since it] requires a brand to step outside its comfort zone and do something they’ve never done before.

Once again, guerilla campaigns can find a fit for about any brand–guerrilla marketing can even occur in an online setting, which is a much safer/familiar medium for some brands.”

But if edgy is your thing, a guerrilla campaign is right up your alley. Guerrilla marketing is often the only way to implement a desired concept, and that today’s consumers often tend to gravitate toward brands that implement original and edgy campaigns.

When it comes down to it, guerrilla marketing can really mean anything, as long as it’s unexpected, non-traditional and memorable. As Neisser says, “guerrilla marketing done right is newsworthy.”

If your strategy embodies the spirit of your brand and your customers, it’s a winner. And, please–make sure nobody ends up in jail.