Guerrilla Marketing


Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that reflects positive ROI. The soul of this strategy is about mesmerizing your audience with beauty or curiosity while delivering a strong message.


In 1984, marketer Jay Conrad Levinson coined the formal term in his book called, “Guerrilla marketing”. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare. The most popular tactics are ambushes, sabotage, raids and elements of surprise. Large portion of these tactics are working best in urban spaces with prevalent foot traffic, or dense, slow-moving automobile traffic. Frankly, the major misconception attached with this strategy is “illegal”.

Implications of Guerrilla Marketing in healthcare:

1. Southeast Missouri Hospital organized a design contest is part of a larger campaign designed to create awareness of colorectal cancer-“Early Detection Saves Lives” on 6th March 2010

2. CARE Hospitals, Visakhapatnam organized street play to increases awareness about organ donation-“Gift of Life”.

Implications of Guerrilla Marketing in NGO:

1. Unicef Finland wanted to create more awareness for children’s rights. There are more than 145 million orphans or abandoned children all over the world. UNICEF Finland placed 14 baby strollers in major cities in Finland with the noise of a crying baby. Inside the strollers there was a note with the following message: “Thank you for caring, we hope there is more people like you. Unicef Be a mom for a moment” in March 2009.

Major advantages of Guerrilla Marketing are

1. Enhance customer base: attracting new customers and urging old customers to make repeat purchase.

2. Cost effectiveness: The greatest advantage of guerrilla marketing is that the methods are almost always low or even no cost.

3. High credibility & High efficiency

4. It’s tailored to meet the needs of small businesses viable for small businesses.

5. It uses the network effect of the Internet so that the marketing messages can be reached mass audience rapidly and effectively.



Bernard Cova & Marcel Saucet, “The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe”, Journal of Marketing Communications, 2014;Jay Conrad Levinson, 1984
Baker, M. & Hart, S. (2008). The Marketing Book. (6th ed.). Oxford, England: Butterworth-Heinemann.