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Guerrilla marketing is an unconventional and innovative marketing tactic that aims to capture the attention of consumers by catching them off guard in unique and creative ways.  Ways that stop them in their tracks while creating awareness and generating a ton of buzz.  And while guerrilla marketing has evolved and taken on many different forms since the term was first coined in the early 1980s by Jay Conrad Levinson, one thing has remained the same:  the element of surprise.

Why Go Guerrilla?

+ Budget-Friendly

Compared to other experiential marketing strategies, guerrilla marketing relies more on creativity rather than a huge budget.  This makes it an ideal strategy for brands and organizations of any size.

+ High Impact

Any time a company can catch a consumer off guard and create an instant positive impression is a win.  Consumers will remember the moment and share it…and in the long run, become customers and loyalists.

+ Versatile

Guerrilla marketing can be done just about anywhere and at any time leaving you the flexibility to execute on your terms.

7 Guerrilla Marketing Ideas that Will Get Your Brand Noticed

1. Wrapped Bus Stops

Absolut Lemon Drop Bus Stop (Photo: Jordan Rein)

2.  Pop-Up Events

adidas Originals Pop-Up Events

3. Street Team Promotions

Nulo Pet Food Street Team

4.  Publicity Stunts

Expedition Unknown’s #HuntForTheYeti

5.  Street Art

SoBe 3D Street Art (Photo: TracyLee Stum)

5.  Art Installations

Hulu’s “Handmaids Tale” Art Installation (Photo: Bryan Bedder/Getty Images for Hulu)

6. Interactive Technology

Guerrilla Marketing:  Rules of Engagement

+ Prepare well in advance. 

While guerrilla marketing is definitely a low-cost and versatile strategy, it still requires plenty of planning, creativity, and innovation.

+ Be creative. 

Americans are exposed to up to 5,000 advertisements per day making it incredibly difficult to capture their attention.  With that said, your guerrilla efforts must stand out (in a good way), otherwise, your campaign will get lost in the shuffle and people will tune you out.

+ Know your audience. 

As with any marketing strategy, identify your target audience before you do any planning. Research their preferences, likes and dislikes, hobbies and interests, and so forth.

+ Location is key.  

Maximum brand exposure is super-important.  Personally scope out any areas that you are considering to ensure that there is plenty of foot traffic and that your target audience is present.

+ Keep your brand messaging clear and concise.

Once you have captured the attention of passers-by, your content needs to be brief and to the point to ensure that your messaging resonates and sticks with people.  Brand ambassadors should be used in tandem with your guerrilla activities to not only help attract people to your activation but also convey your messaging concisely.

+ Be compliant. 

Due to its nature, there are some risks involved in guerrilla marketing.  Depending on the type of campaign you plan to execute, you should check to ensure that your activation is in compliance with local regulations.  If you take a chance and are asked to leave a location, do so promptly and apologetically to avoid any repercussions.

+ Mind your manners.  

Guerrilla marketing is somewhat aggressive and can come across as obtrusive which can be detrimental to your campaign.  When planning, be mindful and aim to please and excite your audience.

+ Have a plan B (and C). 

There is plenty that can go wrong with guerrilla marketing, from bad weather to a lack of traffic to location issues.  Carefully consider any problems that may arise and have a backup plan (or two) to resolve any issues quickly.

With a lot of creativity and planning, these guerrilla marketing ideas will generate buzz and awareness for your brand while creating an unforgettable experience for consumers.


Some guerrilla marketing activations require outgoing, approachable, and enthusiastic brand ambassadors.  Those who can not only attract consumers to what’s going on but also convey key messaging to promote the brand.  With 17 years of experience, ATN has provided energetic and enthusiastic staff for guerrilla marketing campaigns of all shapes and sizes – from street teams and publicity stunts to sampling and pop-up events.  Click below to learn more about how our teams can generate buzz for your next guerrilla marketing campaign.
Go Guerrilla