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There are many different approaches to marketing your business, and some of them take the form of unconventional strategies. If you are in business, you may have heard of guerrilla marketing. This is a type of marketing strategy that uses unconventional tactics to get your message across to the masses. These marketing strategies can help you boost your sales and get more exposure for your business.

Today's consumers are overwhelmed with advertisements, and struggle to cut through the clutter. As a result, they are less receptive to traditional marketing methods that many businesses rely on to drive sales.

While some have suggested that the age of “old school” marketing is over, savvy marketers know that creative, sometimes unconventional methods can be highly effective.

It's a matter of using the right tactics at the right time and there are a number of ways that you can stand out from the crowd.

Guerrilla campaigns are a fun and effective way to boost sales, regardless of your industry, size, or marketing budget.

In fact, there are many smaller companies that have seen their sales double, triple, or even quadruple after implementing creative guerrilla tactics that align with their brand and their target audience.

What is Guerrilla Marketing?

Guerrilla Marketing is a term, coined by Jay Conrad Levinson.  Jay is known as the Father of Guerrilla Marketing and his book Guerrilla Marketing has been recognized as one of Time Magazine’s Most Influential Business Books.

In 2012, I became part of the Guerrilla Marketing Family when completed the Guerrilla Marketing Certification. Then I wrote the Guerrilla Tourism Marketing book and used an effective guerrilla marketing campaign to earn an Amazon Best Seller status.

Below is a modified excerpt from the book.

Guerrilla Marketing is:

  • The connection between you and whoever buys what you sell.
  • All contact that anybody has with your business/organization.
  • Truth made fascinating.
  •  Your chance to educate your market to succeed with their goals.
  • A process of small details such as cleanliness, neatness, clothing and how the phone is answered, or people are greeted.
  • Consistency in every touchpoint with a customer.
  • All about knowing and focusing on customers and “How will they feel after they make the purchase from me?”
  • Not complicated.
  • A chance to achieve success using unconventional methods and creativity.
  • Techniques and strategies that do not cost a fortune.  Instead, you invest your time, energy, imagination, and knowledge.
  • A conversation where you create relationships by asking questions and asking permission rather than broadcasting a monologue.
  • Mastering the art of listening then solving the problem and selling the solution.
  • “You” marketing rather than “Me” marketing.  It is all about the customer; and
  •  A plan that you commit to.

Guerrilla Marketing Concepts Include:

  • Measuring profits and relationships, not hits, sales, traffic, or other metrics.
  • Using psychology and human behaviour rather than guesswork.
  • Maintaining your focus on your core business while adding more excellence to what you offer.
  • Growing geometrically by enlarging the size of the transaction; increasing the number of transactions each customer has each year; and creating a referral network in addition to marketing.
  • Looking for organizations you can cooperate with.  These companies share the same standards and customers as you do. 
  • Sharing and giving to make the lives of your customers better: give first – ask later.
  • Creating marketing combinations that work the best, rather than single actions or activities; and
  • Aiming your marketing at individuals or extremely small groups rather than general/mass marketing.
  • An element of surprise because it's unexpected.
  • Stealth marketing using product placement

Guerrilla marketing strategy utilizes unconventional means to promote or sell products and it uses bold and unconventional guerrilla marketing tactics to create buzz for products.

If you have ever seen someone dressed in a costume handing out promotional flyers, that’s one form of guerrilla marketing. Other examples of guerrilla marketing include flash mobs, viral marketing on social networking sites, and the use of viral videos.

Is Guerrilla Marketing Effective?

When done well, guerrilla marketing is effective because it draws attention in ways that traditional advertising does not.

A guerrilla marketing stunt that created a stir – and a traffic jam – was the promotion that YouTuber MrBeast did for the launch of MrBeast Burgers. 

In just over 3 months, his virtual businesses, which operate in partnership with established restaurants, have sold over 1,000,000 burgers through mobile apps. 

MrBeast has a YouTube following of over 52 million subscribers and his outrageous videos garner millions of views within hours of being uploaded.  He could be the poster child for guerrilla marketing because everything he does has an element of surprise, often to the point of being outrageous.  

The genius of this form of marketing is that it is more about being creative than it is about being expensive.  Used creatively, guerrilla marketing campaigns will get noticed whether your goal is to launch a new business, get noticed or to create a buzz that sells out your inventory in record time.

Guerrilla Marketing Weapons

Jay Conrad Levinson created a list of 200 Guerrilla Marketing Weapons which I update when I wrote my book.  These are simple, easy to use and optimize “weapons” aka tools that you can use in your business.

200 Guerrilla Marketing Weapons

Marketing Tools - Gray Book on the Black Bookshelf between white ones. Educational Concept.

1. Your marketing plan(s)

101. Your employees and reps

2. A marketing calendar

102. A designated guerrilla

3. Your brand identity

103. Employee attire

4. Business cards

104. Your social demeanour

5. Stationery (digital and print)

105. Your target audience

6. Personal letters

106. Your circle of influence

7. Telephone marketing

107. Your “Hellos” and "Goodbyes”

8. A toll-free number

108. Your listening skills

9. A vanity phone number

109. Your teaching ability

10. The Yellow Pages

110. Your community-building ability

11. Postcards

111. Sales training

12. Classified ads

112. Stories

13. Free ads in shoppers

113. Networking

14. Per-order and per-inquiry advertising

114. Professional titles

15. Circulars and flyers

115. Affiliate marketing

16. Community bulletin boards

116. Media contacts

17. Magnetic and vinyl car signs

117. "A-List” customers

18. Movie ads

118. Your core story

19. Outside signs

119. A sense of urgency, scarcity 

20. Street banners

120. Limited time or quantity offers

21. A window display

121. A call-to-action

22. Inside signs

122. Satisfied customers

23. Posters

123. A benefits list

24. Door-to-door canvassing

124. Competitive advantages

25. Door hangers

125. Exceptional customer experiences

26. An elevator pitch

126.  Multi-channel marketing

27. A value story

127. Public relations

28. Upsells and cross-sells

128. Fusion marketing

29. Letters of recommendation

129. Barter/contra

30. Attendance at trade shows

130. Word-of-mouth

31. Direct mail

131. Buzz

32. Television commercials

132. Community involvement

33. Newspaper ads

133. Club and association memberships

34. Radio spots

134. Promotional products/swag

35. Magazine ads

135. A tradeshow booth

36. Billboards

136. Special events

37. Online directories

137.  Memorable name tag

38. Craigslist, Kijiji

138. Luxury box at events

39. Digital business card

139. Gift certificates

40. Social media accounts

140. Audio-visual aids

41. Check-in services accounts

141. Advertising

42. Mobile / smartphone

142. Reprints and blowups of magazine ads

43. List building (email /

direct mail)

143. Coupons

44. Personalized email

144. A free trial offer

45. An effective email signature

145. Guarantees

46. Mobile website

146. Contests and sweepstakes

47. Mobile applications (apps)

147. Baking or crafts ability (for gifting)

48. Video email

148. Lead buying

49. Videos posted to YouTube

149. Follow-up

50. A corporate website

150. A tracking plan

51. A geo-niche website

151. Marketing-on-hold

52. A landing/squeeze page

152. Branded entertainment

53. A merchant account

153. Product placement

54. Ecommerce enabled website

154. Being a radio talk show guest

55. Auto-responders

155. Being a TV talk show guest

56. Good search engine ranking

156. Crowd-sourcing

57. RSS feeds

157. A proper view of marketing

58. Blogs

158. Brand name awareness

59. Podcasting

159. Intelligent positioning

60. Online Reviews

160. Knowledge of your market

61. Links from social

bookmarking sites

161. A meme

62. e-Books

162. A theme line

63. Content creation

163. Writing ability

64. Webinars

164. Copywriting ability

65. Joint ventures

165. Headline copy talent

66. Word-of-mouse

166. Location

67. Viral marketing

167. Hours of operation

68. eBay and other auction sites

168. Days of operation

69. Click analyzers

169. Credit card acceptance 

70. Pay-per-click ads

170. Financing availability

71. Money keywords

171. Credibility

72. Google Adwords

172. Reputation

73. Sponsored links

173. Efficiency

74. Reciprocal link exchanges

174. Quality

75. Banner exchanges

175. Service

76. Website conversion rates

176. Selection

77. Electronic brochures

177. Price

78. Google+ Local pages

178. Upgrade opportunities

79. Specific customer data

179. Referral program

80. Case studies

180. Spying

81. Sharing

181. Testimonials

82. Brochures

182. Extra value

83. Catalogs

183. Adopting a noble cause

84. White papers

184. Easy to do business with

85. Public service


185. Honest interest in people

86. A newsletter

186. Good telephone demeanour

87. Speeches

187. Passion and enthusiasm

88. Free consultations

188. Sensitivity

89. Free demonstrations

189. Patience

90. Free seminars

190. Flexibility

91. Articles

191. Generosity

92. Columns

192. Self-confidence

93. Writing books

193. Neatness

94. Publishing-on-demand

194. Aggressiveness

95. Workshops

195. Competitiveness

96. Tele-seminars

196. High energy

97. Infomercials

197. Speed

98. Constant learning

198. Focus

99. Marketing insight

199. Attention to details

100. Yourself

200. Ability to take action

've written a list of 111 marquee marketing ideas for online guerrilla marketing and in-person interactions and I have included guerilla marketing ideas specifically for incentives, events, experiences.   You should check out the list to get your creative juices flowing.


Guerrilla Marketing covers a lot of territory with many different techniques and tools that all have two things in common:

  • Creativity
  • Connection

And to finish this post, here are two quotes from my friend Jay Conrad Levinson, the Father of Guerrilla Marketing:

“Creativity comes from knowledge. You must have knowledge of your own product or service, your competition, your target audience, your marketing area, the economy, current events, and the trends of the time. With this knowledge, you’ll have what it takes to develop a creative marketing program, and you’ll produce creative marketing materials.”
“In order to sell a product or a service, a company must establish a relationship with the consumer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits.”

Do you need support to create a marketing campaign using Marquee Marketing ideas, strategies and techniques for your business?


Guerrilla Marketing, Sales

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