In stark contrast to the highly organized (and consequently predictable) battle tactics of conventional warfare, guerrilla warfare employs small groups, seemingly random ambushes, and other nontraditional techniques to keep enemy forces on their toes.  Guerrilla marketing takes its name from this strategy of organized chaos, swapping out conventional marketing methods for the creative, the truly memorable, and the thought-provoking.  Is it time for your business to go guerrilla?  Here are some key tips to help you get started.

The words Guerrilla Marketing on a barricade or barrier to illus

Why You Should Consider Using Guerrilla Marketing

According to Wikipedia, “The concept of guerrilla marketing rises from an unconventional system of promotion that relies on patience, energy, and imagination rather than a big advertising budget.

In other words, if you’re ready to put in the work, you can reap huge rewards even without the benefit of deep corporate pockets.  For that reason, guerrilla marketing can be an ideal tool for small companies, or for companies trying to distinguish themselves from numerous competitors.

Don’t Be Afraid to Take a Risk

The entire point of guerrilla marketing is that it isn’t conventional marketing.  And what does conventional marketing do?  It plays it safe, and it doesn’t take risks.

That does not mean you should go out of your way to offend and alienate your potential customer base.  (Inciting a little anger can be an effective strategy when done very, very carefully — as the saying goes, no publicity is bad publicity — but the potential for destructive backlash is huge.)

It does mean that you have room to flex your creative muscles.  You can be slightly risque, off-color, cheeky, bizarre.  A truly great guerrilla campaign will stick out in people’s minds.

To cite one example, check out Dutch company Interbest’s campaign to fill billboard space. The premise is a series of billboards, each plastered with an overweight man and the phrase, “The sooner you advertise here, the better.”  With each billboard that “passes,” the man removes more and more of his clothing until he is practically nude.  The punchline is a replacement advertisement, accompanied by the phrase, “Phew!”

Guerilla Marketing Business Diagram

Plan Ahead

All advertising campaigns require a certain degree of planning.  The difference is, the resources needed for conventional marketing are typically consistent, whereas each guerrilla campaign is entirely different from the next.  Your campaign might require specific costumes, ad space, environments, props, actors, or other resources.  It might require a certain angle to make an optical illusion work, or a specific time of day to get the lighting just right.  Design your plans carefully, so that you don’t overspend or fail to acquire the tools you need to make the campaign work.

If you would like to find out more about guerrilla advertising for your niche market, I invite you to contact me.  I have been helping professional service providers such as CPAs, attorneys, and financial services providers focus their business development efforts on profitable micro-niches for over 10 years.  Email me at, or call (908) 393-2722 today.

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