Guerrilla Marketing



  • What is Guerrilla Marketing?

The Father of Guerrilla Marketing, Jay Conrad Levinson said guerrilla marketing is, “achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.”

All effective guerilla marketing usually has three things in common:

1-Low budget

2-High exposure


WORDS TO DESCRIBE GUERRILLA MARKETING: Unauthorized, disruptive, sticky, and often leaves a long lasting impression on its viewers.

WHERE IT LANDS IN THE MARKETING MIX: Of earned, owned, and paid media options, this falls squarely in the EARNED portion (both traditional and social)

  • What Guerrilla Marketing is not?

Traditional marketing (print or TV advertising)

The main point of guerrilla marketing is that the activities are done in the streets or other public places with extremely high traffic, such as:

  1. Shopping centers
  2. Parks
  3. Beaches
  4. Bus stop
  5. Store front
  6. Elevator
  7. Bathroom
  8. Etc.
  • Popular Industries
  1. Consumer products
  2. Retail/Luxury
  3. Food (especially fast food)
  4. Health and Wellness
  5. Education
  6. Entertainment
  7. Travel
  8. Cause based
  9. Non-profit/Community Organizations
  • B2B vs. B2C

Due to its inherent nature, guerrilla marketing is traditionally used for B2C products.

However, in some cases B2B brands have seen success. One way to ensure success is to target specific events where there is a high density of desired decisions makers.

  • Big vs. SmallBoth big and small companies use guerrilla marketing effectively although guerrilla marketing is one of the few marketing channels where small businesses compete with big. The needed creativity and available distribution mediums even the playing field.
  • How To: Guerrilla Marketing

5 Steps to Effective Guerilla Marketing:

Step 1 – Determine the core objective of your advertising campaign.

  • Purchase something, support a cause, redefine behavior, etc.

Step 2 – Identify your target demographic.

  • Consider gender, age, ethnicity, education, occupation, residence, religion, social status, etc.

Step 3 – Make a list of images and ideas associated with the concept you plan to pitch.

  • Think of things that would grab attention and might not normally be associated with what you are trying to promote.

Step 4 – Experiment with alternative concepts/scenarios to convey your concept.
Step 5 – Identify outlets to pitch your message.

  • Could be installations, email blasts, classified ads, letters, unique signage, blogs, social media, etc.


Dustin Cederholm | Digital Conversion Manager, Fluid

Dustin Cederholm has been engaged in conversion optimization professionally for more than 7 years. His experience has helped companies as small as 25 employees with less than $1 million revenue and as large as 2,500 employees with >$1 billion revenue. He uses advanced CRO techniques to turn client’s site traffic into revenue.

Phil Case | Managing Partner, Fluid

Phil leads Fluid in its quest to become the most innovative and cutting-edge advertising agency, emphasizing brand strategy and creativity. His strengths include identifying problems and opportunities for businesses and developing cost-effective solutions that are in concert with bottom-line business objectives.

John Dye | Director of Digital Media, BonCom

John has been a longtime participant in social media and has helped numerous companies effectively incorporate social media into their overall marketing strategies. In his spare time, he enjoys participating in BYU Cougar Club activities, serving on the editorial board for BYU Magazine, running, reading, and spending time with his family.