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Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results. This alternative advertising style relies heavily on unconventional marketing strategy, high energy and imagination.
Guerrilla marketing is often ideal for small businesses that need to reach a large audience without breaking the bank. Advertising can be dated back to 4000 BC where the early Egyptians used papyrus to make sales messages and wall posters. It was at this time that the main goal of advertisements were to educate the consumer on the product or service rather than to entertain and engage them.
In 1960, campaigns focuses on heavy advertising spending in different mass media channels such as radio and print.
It wasn’t till the late 1980s and early 1990s that cable television started seeing advertising messages. Agencies struggled to make an impression on consumers and consumers were tired of being marketed to.
Small businesses started changing their ways of thinking and approached marketing in a brand new way. You can find more information about Jay Conrad Levinson at the Official Site of Guerrilla Marketing. Guerrilla marketing originally was a concept aimed towards small businesses with a small budget, but this didn’t stop big businesses from adopting the same ideology. Larger companies have been using unconventional marketing to compliment their advertising campaigns.
One such example would be the famous 2007 Boston Bomb Scare caused by Turner Broadcasting on January 31, 2007. On October 14th, 2012, Red Bull and Austrian extreme athlete Felix Baumgartner set a world record for the highest skydiving jump. One of the most famous examples is The Blair Witch Project, a film that was promoted using guerrilla marketing efforts. The Blair Witch Project is a 1999 American psychological horror film that was produced by five graduates of the University of Central Florida Film Program with a minimal budget and a camera. The duo created a website devoted to the Blair Witch to help support the case for this fictitious woods-based spectre.
In order to find some creative advertising inspiration, I decided to search the web for the best examples of guerrilla marketing I could find. A closer look at guerrilla marketing and non traditional marketing concepts from around the world and a great platform to feature our own guerrilla marketing efforts.


This not so appetizing guerrilla marketing campaign for a Quentin Tarantino DVD release is very powerful and hard to overlook. With smartly placed ads on corners of buildings, BBC America promotes that they cover "both sides of the story." Very nice. Ad agency Bray Leino in the UK sent these boxes out at Christmas to remind people that they are donating money to the "No more land mines trust" in lieu of sending cards.
While we are aware that children do not know their boundaries, we sometimes need to be reminded of that fact. These custom pacifiers created for and distributed by an orthodontist in Germany make it very clear for parents what the teeth of their babies might look like if not checked regularly. Sometimes a creative guerrilla marketing campaign can ride very nicely on the coat tails of an original marketing concept or guerrilla marketing idea.
To promote a computer games museum in Berlin, Germany, a complete construction scaffold was utilized for some ambient marketing. Check out this neat way to get people to reach for your product, design stickers that go with the door handles.
The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Guerrilla Marketing is about taking the consumer by surprise, make an indelible impression and create copious amounts of social buzz.
It also is used by big companies in grassroots campaigns to compliment on-going mass media campaigns. What we consider traditional advertising and marketing slowly developed over the centuries but never really boomed until the early 1900s. The most memorable pioneer during this time was MTV where they focused on getting the consumer to tune in for the advertising message rather than it being the by-product of a featured show. Some marketers argue that when big businesses utilize guerrilla marketing tactics, it isn’t true guerrilla.
What started off as a guerrilla marketing campaign to promote a new film featuring a Cartoon Network show called Aqua Teen Hunger Force, turned into a citywide bomb scare. The video featured a Coca-Cola vending machine that dispensed a lot more than just a cold beverage. The Red Bull Stratos was a campaign to send Baumgartner on a death defying jump at over 128,100 feet into the stratosphere. On this day, they also broke social media records when they reached over 8 million confirmed concurrent views on YouTube.


They ran with the tagline, “In October of 1994, three student filmmakers disappeared in the woods near Burkittsville, Maryland, while shooting a documentary.
The website launched in the summer of 1998 and in November, we found out we were accepted into Sundance Film Festival. The IAMS ambient marketing campaign converted one into a cute cat tail to promote their pet food. Here Wonderbra spoofs the original Cadbury viral youtube gorilla ad with a much less hairy drummer.
Guerrilla marketing is said to make a far more valuable impression with consumers in comparison to more traditional forms of advertising and marketing. In Levinson’s book, he proposes unique ways of approaching and combating traditional forms of advertising. Bigger companies have much larger budgets and their brands are usually already well established.
Smaller businesses don’t run as much risk as most people will just write it off as another failed stunt. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry. This is due to the fact that most guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level.
The goal of guerrilla marketing was to use unconventional tactics to advertise on a small budget. By visiting the Red Bull Stratos website, users could tune in to the jump LIVE, stay engaged via the twitter stream and a connect with others on Facebook. It can also be a great way to get noticed, distinguish from the competition and earn a reputation for being fun and different.
During this time, radio, television and print were on the rise, but consumers were growing tired.



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