The Pros and Cons of Guerrilla Marketing

| April 17, 2014 | 0 Comments


Guerrilla marketing has been around for about forty years and has become a popular marketing method for individual entrepreneurs and small businesses. At its core, the guerrilla marketing method involves using creative, unique, attention-getting advertising and promotional techniques to get the word out about a product or service.

The difference between conventional advertising and guerrilla marketing is evident in that traditional advertising involves spending large amounts of money on radio, TV, and print ads that blanket a huge portion of a local or national territory. When you have a big advertising budget it is easy to buy enough ads to reach a lot of people. However, when money is tight, an alternative is needed in order to let people know about your business. That’s where guerrilla marketing comes into the picture.

A typical guerrilla marketing campaign may involve handing out free samples of a product, setting up a joint venture promotion with another business that has a similar customer base, or doing a wild publicity stunt.

Benefits of Guerrilla Marketing

Costs Relatively Little

One of the major reasons why people turn to this method of promotion is that it can be done on a very low budget. For example, a flyer campaign only requires investment in some colorful copy paper and access to a copier. The flyer itself can be designed on a personal computer. Businesses can hand out flyers themselves or hire people on the cheap to do it. Online marketing can often be done for free.

Grows a Powerful Network

The guerrilla marketer is going to be out and about meeting people and making lots of valuable connections. This type of marketing requires a lot of interaction with people that can become customers or business allies. The whole idea is to build a network of supporters and fans that will then go out and spread the word about your business to their friends and associates. After a while, this viral activity will grow a small business and make it profitable.

Allows for Creativity

Whenever you see a wacky stunt being done by someone, look for a connection to a business. The sky is the limit when it comes to creative and fun ideas that gain attention. For example, dressing up in a chicken outfit and riding a roller coaster for several hours is going to arouse lots of curiosity, and all it takes is a sign with a brand or company’s name on it to make the connection.

Drawbacks to Guerrilla Marketing

It Takes Time and Patience

This type of marketing requires a big investment of time and effort. You will not see fast results compared to more traditional advertising methods. The guerrilla marketer must be prepared to stick with it for many months, or longer, before seeing their efforts pay off.

It Doesn’t Guarantee Success

In spite of the creativity, dedication and time put into this strategy, the truth is that there is no guarantee that the business will receive anything in return. Simply put, guerrilla marketing is a hit or miss method. However, one failure does not mean it’s the end. Sometimes it takes a combination of tactics done with great planning before experiencing any positive results.

Overall, guerrilla marketing is a low cost, time intensive, and creative promotional strategy that can successfully be used to gain attention for a small business.


Ryan Diaz writes about marketing trends in his native Austin, Texas. While he might not think that guerilla methods suit every marketing aim, he recommends that businesses of all sizes and types seek out internet marketing services, such as those offered by SEO Austin Inc.


Category: Investment

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