What is Guerrilla Marketing?

Guerrilla marketing is an unconventional marketing strategy that attracts attention with surprising actions. Learn more about the different types and advantages and disadvantages.

What is Guerrilla Marketing?

Guerrilla marketing is an innovative and unconventional marketing strategy that aims to generate maximum attention with surprising and unexpected actions. Originally, the term was developed in reference to guerrilla warfare, in which small units with limited resources challenge a superior force.

In contrast to traditional marketing measures such as TV advertising, print ads or online marketing, guerrilla marketing focuses on the creativity and originality of the actions. In addition to the surprising effect, another advantage of this method is the comparatively low cost.

Types and examples of guerrilla marketing

There are various forms of guerrilla marketing campaigns, which can be varied depending on the target group and product. Among the best known are:

  • Ambient Marketing: These are actions that intervene in the daily living space of potential customers and thus transform the familiar environment into an advertising space. Examples include unusual posters, stickers, or art installations in public spaces.
  • Viral Marketing: These measures aim to get the target group to spread the advertising message on digital platforms such as social media or email traffic independently and without much effort. Emotions, humor, and viral potential play a crucial role here.
  • Event Marketing: This type of guerrilla marketing involves creating a unique, unexpected event that catches people's attention and gets them talking. Examples are flash mobs, unexpected product presentations or spectacular installations.

The advantages and disadvantages of guerrilla marketing


  • High attention through unconventional actions
  • Quick dissemination of the advertising message
  • Low budget compared to traditional marketing methods


  • Legal problems due to possible violations of the law
  • Uncontrollable reactions of the target group
  • Risk of negative feedback or loss of image

As a full-service marketing agency, Bajorat Media offers consulting and planning in creative marketing approaches such as guerrilla marketing, in addition to traditional online marketing measures such as SEO, SEA and social media marketing.

More entries from the encyclopedia

What are talking URLs?

Talking URLs, also known as semantic or user-friendly URLs, are web addresses that are easy to understand and...

Looking for a reliable and competent marketing & WordPress agency?

Let's tackle your project together!

Bajorat Media has 4,9 from 5 Stars | 3055 Reviews on ProvenExpert.com