Guerilla marketing refers to an unconventional and innovative marketing strategy that focuses on low-cost, creative tactics to achieve maximum exposure and impact. The term was inspired by guerrilla warfare, where irregular tactics, such as ambushes and sabotage, are utilized by smaller forces to combat larger, more traditional armies. Similarly, in guerilla marketing, smaller companies or those with limited budgets aim to surprise and engage consumers through unexpected and memorable interactions. These tactics often leverage the element of surprise, targeting consumers in public places or through viral social media campaigns. The goal is to create a unique, engaging, and thought-provoking concept that generates word-of-mouth and social sharing, thereby amplifying the marketing message with minimal expense. Guerilla marketing can take many forms, including street art, flash mobs, pop-up events, or interactive installations, and is designed to leave a lasting impression on the audience, encouraging them to share their experience with others. This approach can be particularly effective for startups or businesses looking to disrupt the market by standing out from the competition and connecting with customers on a more personal and emotional level.
