Guerrilla marketing

What it means

Guerrilla marketing consists of unconventional, low-cost marketing stunts that surprise, grab attention and spread by word of mouth or on social media. Examples include street installations, unexpected happenings, witty stickers or creative use of everyday objects in the city.

Jay Conrad Levinson coined the term for small businesses that cannot afford expensive campaigns and rely on creativity instead of money. The aim is to create an experience people talk about and photograph, raising brand awareness on a minimal budget.

Today guerrilla marketing is closely tied to social media marketing. A stunt seen by a few hundred people on the street can reach tens of thousands thanks to passers-by's photos and videos, that is, user-generated content.

How it works in practice

A good stunt has a clear idea linked to the brand, an element of surprise and an easily shareable moment. It should be understandable without explanation and carry a recognisable brand, or people will remember the experience but not the company.

Stunts in public spaces require permits and payment of the public space tax. Unauthorised stickers, pavement paintings or installations can lead to fines and removal costs that wipe out the savings.

Effectiveness is measured by social media reach, media mentions, website traffic and sales during and after the stunt. It pays to prepare shareable content in advance and use a clear hashtag or link so the response can be tracked.

What to watch out for

Provocative stunts can easily cross the line of taste, damage others' property or cause alarm, for example when an unknown object is mistaken for something dangerous. A negative public reaction then harms branding more than it helps.

Covert marketing, where people do not realise it is advertising, may be an unfair commercial practice. Third-party rights must also be respected, for example when using another brand, celebrities or photos of people without consent.