Guerrilla marketing is an unconventional marketing tactic that uses surprise and creativity to promote products and services. It aims to generate buzz and engagement rather than rely primarily on large advertising budgets. Some key types of guerrilla marketing include viral marketing, which spreads through social networks, street marketing which engages directly with the public, and grassroots marketing which leverages personal relationships. Guerrilla marketing has historically relied more on engagement than education and has grown in popularity since the 1970s as mass advertising became less effective.

1. Dr.D.Veerendra Heggade
Institute of Management
Studies and Research
TOPIC
GUERRILLA MARKETING

2. Guerrilla is derived from the Spanish
"GUERRA" meaning
"WAR." Guerilla warfare is defined by
carrying out surprise attacks.

3. What Is Guerrilla Marketing?
Guerrilla marketing is a
marketing tactic in which a
company uses surprise and/or
unconventional interactions in
order to promote a product or
service

4. History of Guerilla Marketing
• Before 1970
Advertising was all about how
big your budget.
The main goal of advertisers was to educate
their target audience rather than entertain or
engage them.
• After 1970
Educating the masses was becoming more
and more ineffective.
In 1984, the paradigm really started to shift
when Jay Conrad released his book in
bookstores.

5. Types of
Guerrilla
Marketing
Viral Marketing
Street Marketing
Grassroots Marketing

6. VIRAL
MARKETING
• It is a word-of-mouth
marketing carried out
through social networks;
however its effectiveness
depends on how the
message is delivered and
how fast it gets there. The
"viral effect" is a phrase
that is commonly used to
describe how quickly a
marketing message can
circulate.

7. Street Marketing
• It is carried out on the streets; street marketing is very useful as well as appealing to the
urban population. Samples of a new product can be distributed or located originally on
the street. These types of events, when done on a large-scale basis, can be quite
effective.

8. 3 Grassroot
Marketing
• This uses the power of personal
relationship to promote a product,
a service or a brand. The marketing
message is directed toward a
targeted audience. Free offers are
used to attract potential
customers. After that, "ripple"
effects are achived by the
pottential customers who spread
the news.

9. Alternative
Marketing
Includes 3
Types
Social Media
Web Video
Television Advertising Alternatives
Undercover Marketing

10. COMPONENTS
• It should be based on human psychology instead of experience,
judgment, and guesswork.
• The main investments of guerrilla marketing should be time, energy,
and imagination, rather than money.
• Guerrilla marketing is about the new relationships made with each
campaign.

11. • Create a standard of excellence by focusing on one product or service
instead of trying to diversify and convey numerous messages
simultaneously.
• Instead of concentrating on getting new customers, relationships with
the existing customers should be enhanced, who in their turn will
bring more referrals, and larger transactions.
• Guerrilla Marketers should always use a combination of marketing
methods for a campaign.
• Use current technology as a tool to empower your business.

12. Identify your target audience
Marketers shall consider certain niche
which will be their selling point.
The budget shall be allocated
properly

13. Advantages
• Guerrilla marketing is a less expensive way of advertising and marketing but yet the most “out
speaking” one, as well as more qualitative.
• Guerrilla marketing achieves a great awareness of customers, while not throwing millions of dollars on
mere TV commercials to “over advertise” one’s competitor.
• Guerrilla marketing has a multiplier effect.
• Guerrilla marketing helps spawning different stories of the brand, where consequently these stories
are spread by clients and other organizations.
• Guerrilla marketing helps building relationships with other companies and clients, since organizations
must ensure communication with clients to succeed in such a turbulent environment.

14. Disadvantages
• Guerrilla marketing calls for a great investment of energy and dedication; however the
results of guerilla marketing are not noticed overnight. This could demotivate the ones
who worked on the campaign and make them the advocates of the traditional marketing.
• When conducting guerrilla marketing an organization may face some people who may
find the activities done as illegal and could make the whole legal issue out of them.

15. EXAMPLES

16. THANK YOU