What is Guerrilla Marketing? And why is it different than other marketing techniques?



In 1984 marketer Jay Conrad Levison introduce the term “Guerrilla Marketing”, and now big and small companies use this technique to reach its audience. Guerrilla Marketing is low cost marketing technique that creates a memorable brand experience for the consumer. Brand Ambassadors are hired to become apart of street team, which will conduct a guerrilla marketing campaign. These guerrilla marketing campaigns can consist of huge life size products placed on a busy streets in popular cities, painted images, words, or business logos in the streets, or a team of brand ambassadors roaming the street creating brand awareness. Street teams have become very popular, brands such as Red bull, Coca cola, Metro Pcs, and H&R block have used them to generate leads and sales for the company, as well as creating a fun way to engage the consumer about the brand.


In  2014 & 2015, as a brand ambassador I had the pleasure to work on the H&R Block street team for the “Get your money back “ campaign in Atlanta. For our guerrilla campaign we traveled around Atlanta engaging consumers on the street and leaving super markets. Our goal was to collect serious leads (appointments) from consumers who needed their taxes done or they needed H&R Block to take a second look to make sure they were getting all their money back. We passed out flyers, and even had a portable money box that contained real money and prize money, if they got a real dollar they go to keep it, if it was a prize dollar they got that prize. This guerrilla marketing campaign wasn’t just going on in Atlanta it was nation wide, you can expect more guerrilla marketing and new innovative ways that companies will market their brand in the years to come.

Written by: Kahlia Woods


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