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How to Use Guerilla Marketing Effectively in Retail

July 20, 2016

“Guerilla marketing” is a general term for any unconventional marketing campaign. However, the most successful examples of guerilla marketing focus on creating memorable interactions with customers. Guerilla marketing is typically low cost, and all it requires is some creativity and a proper outlet. This makes it easy to use guerilla marketing effectively in any industry.

Most Effective Uses of Guerilla Marketing

Undercover Marketing

This is one of the most effective types of guerilla marketing because in it, business owners and employees disguise themselves as potential customers’ peers. They ask questions about matters pertaining to the business or ask people to take photos with them. One real-life example is Sony’s 2002 campaign, where actors would tout the benefits of their new Sony phones while taking photos with potential customers.


Although graffiti has a negative connotation, it can do wonders for marketing if it’s creative enough. Use streets, alleyways, walls, and billboards as a giant canvas. Make your graffiti stand out with bright colors, business slogans or logos, or advertisements of special sales, discounts, and rewards. Potential customers will see your business everywhere and immediately associate it with a strong presence, innovation, and fun.

Treasure or Scavenger Hunts

Scavenger hunts are a popular way for businesses to drum up interest, especially online. Many authors do this on their websites or on social media. When they release a new book or want to do a giveaway, they partner with other authors to provide online “clues” for readers to find. When readers find the answers to a certain number of clues, they get a prize package, such as a book of their choice from a specific author, a chocolate or tea basket, or a handmade craft.

Benefits of Guerilla Marketing

Improved Public Relations and Customer Engagement

Guerilla marketing gets plenty of attention, so expect a successful campaign to bring many customers to your door. Once they come, you’ll instantly have something to talk about: how fun or innovative your campaign was. You can use this as a starting point to learn your customers’ interests, the products they’re seeking, and how you can help them.

Improved Risk-Taking Skills

Guerilla marketing is always a risk, but it can pay off. Whether or not it generates the results you want, guerilla marketing teaches you how to make calculated risks, learn what works, and capitalize on successes while improving weak areas. Well-calculated risks will grow your business significantly over time.


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