A very different type of marketing, guerilla marketing, is an advertising campaign that is more interactive, innovative, and appealing. The two guerilla marketing examples shown above don’t involve spending huge advertising budget. When planning a guerilla marketing campaign, it is important to realize that the strategies should be based on human psychology, and not just assumption or judgment.
Instead of attracting a huge number of new customers, it focuses on retaining old customers, referrals, more transactions by same customers, etc.
Use the same message in different manner over and over again, instead of coming up with new messages every time. A bench is a bench – except when it’s also a platform for a surprising, thought-provoking, memorable advertisement that sometimes even functions as urban art. Before anyone heard of a little film called District 9, signs barring non-humans from using benches and restrooms could be seen in major cities such as Los Angeles. Fed-Ex can ship practically anything – including benches, as ‘demonstrated’ by this bubble-wrapped bench. Can you picture yourself on an adventurous ski trip, heading up the slope on a lift that provides stunning views of the surrounding landscape? Ads promoting water conservation might be easily overlooked by a public that has begun to tune out conventional modes of promotion. A similarly skinny bench communicates something different altogether: if you can’t sit here, perhaps you need to lose some weight.
Similarly, one cereal brand hopes that consumers will be enticed to try their product after finding that a public bench caves in beneath their weight. Of course, if undersized or collapsing seating areas don’t work, there’s always a more potent way to shame the overweight public: abus shelter bench with a built-in scale that broadcasts their weight to the world at large. Just try sitting on this slanted bench with somebody else without sliding right into each other. This extra-tall stroller – or pram, if you’re not American – certainly catches the attention of anyone who happens to sit on the bench beside it. IKEA proves that even the ugliest, most worn-out bench you can find in an urban environment can be instantly transformed into a homey, welcoming space to relax with some inexpensive Swedish fabric and accessories.
Seeing the brown slats of a bench partially enveloped in a Kit-Kat wrapper begs the question: why didn’t they think of this earlier? We might let important social issues slip our minds while going about our daily lives, but Amnesty International is here to remind us that “More than 4000 condemned until death are waiting for their execution. If this ad and others in the same series were put out by an insurance agency, one would have to wonder whether the “extra safe” message really implies that consumers are buying way more coverage than they need. Reverse Graffiti: Reverse graffiti is when, instead of adding to a surface, marketers remove dirt and grime from a street or wall to create an all-natural marking message. Stickers: Creative use of stickers is another great guerrilla marketing tactic that can be very successful when implemented well. Undercover Marketing: Also known as “stealth marketing,” marketers disguise themselves as peers amongst their target audience. Flash Mobs: Flash mobs involve organizing a group of individuals to perform a specific action or task at a pre-determined location and time.
Publicity Stunts: Publicity stunts involve specific feats of awe and amazement, usually sponsored or in partner with a brand. Treasure Hunts: Creating custom, high-quality treasure hunts is another cool guerrilla marketing tactic that can energize audiences.
Urban Environment: The most successful guerrilla marketing strategies make great use of the spaces around them. While today we’re mostly showing physical, visual examples of guerrilla marketing, there are plenty of online examples. Cheap to execute. Whether using a simple stencil or a giant sticker, guerrilla marketing tends to be much cheaper than classic advertising. Allows for creative thinking. With guerrilla marketing, imagination is more important than budget. Mysterious messages can be misunderstood. There’s often an air of mystery to guerrilla marketing campaigns, and while it’s this sense of mystery that can often propel a campaign’s attention and notice, the lack of clarity can also skew audience interpretation. Confusion associated with guerrilla marketing campaigns can have extreme implications, such as in 2007, when flashing LED circuit boards promoting a new animated series, Aqua Teen Hunger Force, were quietly installed around the city of Boston. The hired installers were even arrested for mounting “hoax devices,” but were later released. Authority intervention. Some forms of guerrilla marketing, such as non-permissioned street graffiti, can result in tension with authorities.
Unpredicted obstacles. Many guerrilla marketing tactics are susceptible to bad weather, thrown timing, and other small instances that could easily threaten to undermine an entire campaign. Potential backlash.  Savvy audiences may call out businesses who are implementing guerrilla marketing campaigns they don’t approve of. There’s no doubt that guerrilla marketing can provide fantastic results while allowing marketers to exercise their creativity in a unique way, but it will only work for businesses who aren’t afraid of risk-taking.

Axe Body Spray uses custom stickers attached to the classic “exit man” signs that are so commonplace in establishments everywhere. Guinness adds small custom wraps to pool cues in bars, offering a clever reminder to pool players to grab a brew.
Discovery Channel reminds beach goers about upcoming Shark Week by placing these bitten boards along beaches. This sticker was placed on the floor of elevators, giving riders a taste of the Swiss Skydive experience.
An organization raising awareness of Alzheimer’s created an ingenious marketing strategy involving city maps. There’s no shortage of stairs in the world, and many genius guerrilla marketing tactics make use of staircases for their own benefit. This guerrilla marketing campaign for King Kong 3D had people snapping photos and sharing their experiences on social media. Similar to the elevator ad above, this ad for the Maximum Ride book series uses the edge of an outdoor staircase as a tool in their optical illusion.
Beau Rivage Resort Casino uses airport baggage belts to capture users’ attention as they wait for their luggage. Unicef reminds city-dwellers of the millions of people around the world who do not have access to clean drinking water. Duracell adds their flashlight posters to illuminated areas, reminding users of the power of Duracell.
Cover Girl makes clever use of a city turnstile to mimic their Lash Blast Mascara application comb. Burn 60 makes creative use of a drawstring bag in this physical piece of guerrilla marketing. The Copenhagen Zoo covers a local bus in a custom design, which catches eyes all over the city.
Colgate creates toothbrush-shaped wooden popsicle sticks to inset into ice cream bars, reminding children (and adults) of the importance of brushing.  Presumably the importance of brushing with Colgate. This disturbing (but effective) guerrilla marketing strategy from Campaign Against Landmines uses restaurant ketchup packets to drive home the horrors of landmines and the injury to innocent victims in war-torn countries. Note: Images above were borrowed from Creative Guerrilla Marketing, Creative Pool, Guerilla Freelancing, and Prosar. As you walk home today, look at your surroundings and try to pick out the setting for your guerrilla marketing campaign – stairs, benches, and street corners could become your marketing masterpiece. If you're not getting many requests for your ebook, it may be because the link doesn't work. Quebec City Magic Festival promoted their event with a very fitting billboard…a billboard that disappeared right before your eyes.
As more businesses are establishing an online presence, not having a blog might cause you to fall behind the competition.
If you wrote your mother a message, would she be able to identify it?Pandora Jewelry put that question to the test as they conducted a heartwarming experiment.
In the above advertisement by the agency Instinct together with IKEA, we see news reports stating that restaurants in Russia are closing down since people have stopped going out to save money up in Russia. When you read the story of Red Riding Hood, did you think to yourself, “how can a girl not differentiate between her grandmother and a wolf?” Well the truth is – closer you are to something, the less you actually see.
Startup marketers needs to differentiate themselves from traditional marketers best suited for established corporations that have been here for many decades. People that are good at SEO know what works and make a lot of money from the practice through affiliate marketing, advertising and commercial sales.
In order to find some creative advertising inspiration, I decided to search the web for the best examples of guerrilla marketing I could find. For example, an anti-smoking campaign put pictures of faces on the backs of tail pipes to show how disgusting smoking can make people look. Rather than simply advertising on a billboard or on television, this method targets customers through creative messages at unconventional or unexpected places. The best bench ads turn ubiquitous public furniture into interactive displays that entreat the public to get fit, go on vacation, try a new product and even conserve.
With a phone number and a warning that “non-human secretions may corrode metal”, these advertisements blurred the line between reality and the fictional world created by the filmmakers in typical guerilla fashion. The ad series, conceived by BBDO New York, was created to announce the opening of FedEx Kinko’s locations in fairly remote locations. If not, Alberta Travel is happy to help with this creative bench ad that even emulates skis on your feet and snow down below. Slim Fast helpfully points people in the right direction with a plaque that reads “Donated by Slim Fast”. This bench in Germany was made with a flexible material to shock people into thinking about how heavy they are, and convince them that 99.9% fat-free Special K was the way to fix the problem.
It literally forces people to “Get Closer”, which happens to be the ad slogan for a Czech liquor called Becherovka.

The unusual ad by Calgary Zoo uses an embroidered blanket to tell the public that “the baby giraffe is here”. This ad by Nivea promoting its Goodbye-Cellulite lotion manages to convey the message that smooth skin is superior to cellulite without anything too disturbingly skin-like. It’s a perfect fit that undoubtedly had many an onlooker suddenly craving chocolate-covered wafers. This ad campaign not only promotes reading and publicizes the work of native writers, but turns boring public furniture into functional works of art.
They’re the extra-special forces – the ones that implement killer strategies to turn the tide and defeat the enemy. It thrives on original thinking and creativity, where imagination and ingenuity beat out big budgets.
While smaller, more covert operations will make their mark wherever they want, for most businesses it’s recommended to get permission from a property owner before going Monet on the walls of their establishment. The advantage of stencils is that you can create multiple instances of your art across many different spaces in a short period of time. One example is Sony’s campaign in 2002, in which actors were hired to wander about cities, asking strangers to take a photo of them.
In some cases participants are hired actors, other times they are simply members of the community who enjoy the randomness of flash mobs!
Red Bull is very adept at this practice, exemplified by their 2012 skydiving record as part of their Stratos project.
Guerrilla marketing treasure hunts often involve posting online clues to hidden items scattered across a single or several cities. Guerrilla marketing relies heavily on word-of-mouth marketing, considered by many one of the most powerful weapons in a marketer’s arsenal. Some especially noteworthy or unique guerrilla marketing campaigns will get picked up by local (and even national) news sources, resulting in a publicity powerhouse affect that marketers drool over. The objects were mistaken for explosive devices, causing citywide panic as bomb squads were brought in to examine and remove the unknown devices. While it’d be easy to label this campaign as a disaster, the story got picked up on major media networks across the country, so despite whole ordeal, some would probably call it a success. This is especially true of undercover marketing campaigns – if you’re caught, prepare to face the wrath.
The added stickers create a story about the familiar exit man – and to think all this time we thought he was escaping from a fire!
This Weight Watchers magazine advertisement changes shape as users remove perforated pieces.
It’s also another great example of audience targeting, as people who can afford to travel are good potential customers for a resort casino. In an industry packed with false promises and big talk, the simplicity of this design sets it apart from other health and diet pill peddlers. Their purpose is to engage as many people from your target audience on as many platforms as possible.
The aim of guerilla marketing campaigns is to engage customers through innovative ideas that should eventually turn viral. Guerilla Marketing can include almost every possible place and every possible method used to promote the business. Accompanying these words at a Barcelona bus shelter was a bench designed to look like a pair of electric chairs. Stencils tend to be small in size (as opposed to a full-wall mural) and consist of simple designs.
During the interaction, actors would rave of their cool new phone, boasting of its features and capabilities. Red Bull sent Austrian extreme-sports athlete Felix Baumgartner above the stratosphere, dominating the world record for highest skydive, launching himself from over 128,000 feet above earth. Winners are rewarded with digital codes, prizes, or a hint for the next level of the treasure hunt.
There’s nothing better than getting people to talk about your campaign on their own accord. When users opened the map, they saw only a mess of unmarked, unlabeled road, mirroring the confusion and sense of misplacement associated with Alzheimer’s disease. Daily we add hundreds of pictures, dozens of videos, flash games, celebrities and other great stuff. However, some of the common places where you might see such guerilla marketing ideas are public bathrooms, parks, streets, outside a retail store, in a mall, etc. Arguably much more than a mere stunt, the Red Bull Stratos project set numerous world records and was viewed live on YouTube by over 9.5 million users (setting yet another record).

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