Marketing is often seen as the most important business function.
Do you know why many business owners give it priority?
It gives your brand visibility, builds trust, and connects you with the right customers.
In 2024, a study conducted by Taradel marketing survey shows that 94% of small businesses have plans to boost their marketing spending.
But many small businesses struggle with high marketing costs.
Compared to traditional methods, guerrilla marketing is often more budget-friendly because it relies on creativity and surprise rather than heavy spending.
In this blog, let’s explore what guerrilla marketing is and how it helps small businesses grow on a budget.
Guerrilla marketing is inspired by the idea of guerrilla warfare, a strategy that relies on unconventional and surprise tactics.
It is also spelt “Guerilla”.
To do guerrilla marketing, you don’t need a big team or a huge budget.
All you need is a small group of creative people who can spread the word by talking to customers directly and sharing on social media.
You can also involve influencers to recommend your product or service and reach a wider targeted audience for your business.
This budget-friendly, smart marketing approach was first introduced in the 1980s by Jay Conrad Levinson, who wrote several books about guerrilla tactics in several professional areas.
The main goal of guerrilla marketing was to give small businesses and entrepreneurs an affordable way to promote their products and services.
It works by using surprise, creativity, and unconventional ideas to grab people’s attention. This can include,
To do guerrilla marketing, you need to use your creativity and figure out which type works best for your business.
There are many types of guerrilla marketing, and I’ve explained them below.
If you want to create a memorable and long-lasting experience for your customers, using ambient marketing is the best choice.
Ambient marketing, also known as ambient advertising, is about placing ads in unusual or unexpected locations where people don’t normally see them.
The surprise factor makes it different from traditional advertising and helps grab attention.
It is a creative guerrilla marketing tactic designed to make a brand stand out and stay memorable.
For example, instead of just putting stickers on a bus, transforming the entire bus with designs and visuals creates a lasting impact.
It is a type of guerrilla marketing where brands try to promote themselves at big events without being official sponsors.
In simple terms, ambush marketing is all about being creative, saving money, and still standing out against competitors.
Ambush marketing was first introduced in the 1980s by Jerry Welsh from American Express.
It usually happens in large events like cricket, football, the Olympics, or basketball.
Instead of paying huge sponsorship fees, you can use smart and creative ways to get noticed by the same audience.
For example,
If you are not the official sponsor of an event but still want to grab attention, then you have to use guerrilla marketing to promote your business product.
If you want to save money and avoid paying huge sponsorship fees, you need to invest your creativity.
With smart ideas like banners, fun crowd activities, or something eye-catching that gets noticed on camera, your brand can still stand out in front of the same audience without being an official sponsor.
Astroturfing is a guerrilla marketing tactic where brands create fake hype to make their product look more popular than it really is.
This can include:
For small businesses, it is a budget-friendly, spreads fast, and can grab quick attention without spending much on traditional marketing.
However, if customers find the truth, it can damage your brand’s reputation, break customer trust, and even lead to legal issues.
Example
McDonald’s once paid around 1,000 people in Japan to stand in line for a new burger launch.
To outsiders, it looked like high demand, but in reality, it was staged.
Similarly, some businesses pay influencers or affiliates to promote products as if they truly love them, even though they’re being paid.
I would suggest viral marketing for small businesses. It is safe and reliable for MSMEs because viral marketing is the opposite of astroturfing.
Instead of fake hype, it relies on real excitement and genuine word-of-mouth.
Often, celebrities or high-profile people endorse a brand, and their influence naturally spreads awareness.
It is highly cost-effective because it doesn’t require a heavy budget. All you want is the right plan.
Most of the time, it happens unexpectedly and cannot always be forced. If the content doesn’t click with people, it cannot create the viral effect you’re expecting for your product.
Grassroots marketing represents an affordable method for advertising your business.
The idea is simple. Begin with a few loyal people who like what you offer, and let them spread the word.
If they find it appealing, they will instinctively share it with others, contributing to the growth of your brand. It is
When individuals feel connected with your brand, particularly through emotions or common interests, they willingly recommend you to others.
Example
I hope you are all familiar with Paper Boat. In the initial stage of their brand introduction, they didn’t launch with TV ads or celebrity faces.
They started by selling nostalgic Indian drinks like Aam Panna and Jaljeera in airports and small outlets.
Their packaging and emotional storytelling (“drinks & memories”) clicked with people.
Slowly, word-of-mouth and social sharing helped them become a household brand.
Stealth marketing is the best strategy that allows customers to identify your product without realising it’s being advertised.
This approach focuses not on making a quick sale, but on sparking interest so that people become aware of your brand on their own.
For many small businesses, the budget is always tight. They can’t spend a lot on marketing like big brands.
If you use stealth marketing, it helps you to create curiosity about your product.
For example,
You can ask a few loyal customers to casually talk about your product, showcase it naturally in a community event, or collaborate with a local influencer who uses it without a heavy “ad” feel.
These small moves make people curious. Later, when you run proper ads, customers already feel familiar and more open to trying your product.
Street marketing is also a type of guerrilla marketing done in public places like streets, markets, or malls.
Instead of regular ads, you use things like posters, flyers, street art, or fun activities that catch people’s eyes and make them talk about your brand.
The following are some ideas that help you understand the ways to do street marketing:
For example
In Whitefield, Bengaluru, Godrej and Swiggy Instamart added miniature house keys to grocery deliveries.
Shoppers who came across them were sent to a dedicated website, sparking interest and a viral campaign.
Wild Posting is a type of guerrilla marketing where posters, banners, or static visuals are put up in multiple locations, especially in busy urban areas.
The goal is to grab attention from as many people as possible without spending big on expensive ads.
You can do this by,
Every marketing strategy has its pros and cons, and the guerrilla marketing strategy has no exception.
It can work really well for small and medium-sized companies.
It also comes with certain challenges. Let’s explore these advantages and disadvantages in detail:
| Advantages Of Guerrilla Marketing | Disadvantages Of Guerrilla Marketing |
| Requires lower budgets compared to traditional advertising, ideal for MSMEs. | Some campaigns may be misunderstood or seen as intrusive. |
| Encourages unique, memorable campaigns that can stand out. | Success is not guaranteed. ROI can be uncertain. |
| Can quickly gain attention through social sharing and word-of-mouth. | May only target local or niche audiences, not mass markets. |
| Unique campaigns often leave a lasting impression on customers. | Some guerrilla tactics (e.g: public space usage) may require permits. |
| Encourages interaction, creating a personal connection with the brand. | Planning and executing creative campaigns can require significant effort. |
Guerrilla marketing is a smart choice for MSMEs because it allows small and medium businesses to compete with larger brands without spending more money.
The following are some reasons that you need to consider when choosing guerrilla marketing:
Guerrilla marketing helps you to create a big impact without spending more money.
Creative ideas often work better than expensive campaigns.
It is one of the best advantages for small businesses.
Guerrilla campaigns let you try fresh, out-of-the-box ideas that make people stop, notice, and remember your brand.
When done right, guerrilla campaigns stick in people’s minds.
You can connect with your audience personally, building trust and loyalty.
A best ideated or fun campaign can get shared on social media like wildfire. Your small business has the chance to be noticed far beyond your local reach.
With smart ideas, small businesses can compete with larger brands on visibility and impact.
Guerrilla marketing can be adapted for events, local promotions, or online campaigns, giving you the freedom to experiment.
Guerrilla marketing offers MSMEs a cost-effective and creative way to stand out, engage customers, and compete with bigger brands.
While it comes with some challenges, careful planning and smart execution can make it highly impactful for your business growth.
If you want to read more blogs like this and discover practical tips to grow your MSME, visit our website.
For personalised guidance and strategies to boost your business, explore our business coaching services designed specifically for small and medium enterprises.
None can destroy iron, but its own rust can! Likewise, none can destroy a person, but their own mindset can.
Former chairperson of the Tata Group
800K+
350K+
300K+
80K+
Be the first to receive any new updates
© Copyright Quantum Leap Learning Solutions Pvt Ltd
