What Is Guerrilla Marketing and How Can You Implement It?

4 min readNov 23, 2022

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Guerrilla Marketing is a marketing strategy that is low-cost and fast. It involves targeting specific segments of customers with relevant marketing messages, in order to build brand awareness, drive trial and convert them into loyal customers. Guerrilla Marketing is first described by marketer Keith Ferrazzi in his book Who’s Got Your Back? A Guerrilla-Based Approach to Customer Loyalty. This phrase became the standard for describing low-cost marketing strategies that don’t require a big budget but target specific segments of customers instead.

What Is Guerrilla Marketing?

\Guerrilla Marketing is first described by marketer Keith Ferrazzi in his book Who’s Got Your Back? A Guerrilla Based Approach to Customer Loyalty. This phrase became the standard for describing low-cost marketing strategies that don’t require a big budget but target specific segments of customers instead.

In this article we will explore what guerrilla marketing is, how it works and which industries it thrives in. Guerrilla Marketing is a marketing strategy that is low-cost and fast. It involves targeting specific segments of customers with relevant marketing messages, in order to build brand awareness, drive trial and convert them into loyal customers. Guerrilla Marketing is first described by marketer Keith Ferrazzi in his book Who’s Got Your Back? A Guerrilla Based Approach.

In this article we will explore what guerrilla marketing is, how it works and which industries it thrives in.

How Guerrilla Marketing Works?

Guerrilla Marketing takes advantage of the “remnant” in the consumer’s mind after the purchase of a product or service. It is the leftover positive feelings that the consumer has toward the company or product. These feelings can be cultivated into brand awareness, loyalty and trust. The guerrilla marketer uses a variety of different marketing strategies to increase brand awareness, drive trial and convert customers into loyal brand advocates.

Which Industries Benefit the Most from Guerrilla Marketing?

Guerrilla marketing is a great choice for many industries that have a low budget available. In fact, according to a survey by Hubspot found that, 1 out of 5 companies use guerrilla marketing. It’s a great way to impress stakeholders, get more sales, engage with current clients and attract new ones.

Advantages of Guerrilla Marketing

Brand Awareness — Builds brand awareness by creating a community around the brand by creating content and interacting with customers in a genuine way.
Trial — Provides a low-cost way to get new leads without the high cost of traditional paid advertising.
Lead Magnets — Using content to attract, engage and convert customers into brand advocates is a great way to build a list of qualified leads.
Low Risk — There is a lot less risk in guerrilla marketing than in traditional advertising methods because you don’t need to predict which product will sell best, and you don’t need to perform large-scale production or buy advertising space on TV.

Disadvantages of Guerrilla Marketing

Community Issues — A key issue with guerrilla marketing is that the community that is built may have a negative reputation if the company’s community standards are not high enough.
Lack of Focus — An issue with many guerrilla campaigns is that they may lack focus. If a campaign is not focused enough, it may not drive any sales at all.
No ROI — A key issue with guerrilla campaigns is there is no way to determine if they are driving any sales or brand awareness. You may only see that your marketing campaign is effective, but you do not see any sales that it may have driven.
Bad Content — A key issue with guerrilla campaigns is that you may use the wrong type of content, such as a product demonstration instead of a product review.
Low Audience Engagement — An issue with many guerrilla campaigns is that they do not engage the audience enough to create a positive experience.

Conclusion

Guerrilla marketing is a low-cost, fast and effective strategy for building brand awareness, trust and creating buzz. It works great at any stage of growth, including when you are starting out, scaling your business and expanding to new markets. Guerrilla marketing also has no limits on budget, so you don’t have to worry about budget limitations. With all these advantages, it is easy to see why you should start implementing guerrilla marketing in your business. Guerrilla marketing is a form of marketing that is based on low-cost strategies and creative tactics to build brand awareness, create buzz and boost sales. In this article, we’ll discuss what guerrilla marketing is, how it works and which industries it thrives in.