Guerrilla Marketing

Intermediate 📣 Marketing / Advertising

Definition

An unconventional marketing strategy that relies on surprise and creativity because you can't afford a Super Bowl ad. It's the marketing equivalent of a flash mob: sometimes brilliant, often embarrassing, and always making the legal team nervous.

Example Usage

"Our guerrilla marketing campaign involved chalk art on sidewalks. It went great until it rained and the city fined us for vandalism."

Related Terms

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sales qualified lead

A prospect who's been vetted by marketing, kicked over to sales, and deemed worthy of actual human attention rather than automated email sequences. Abbreviated as SQL, which confusingly has nothing to do with databases.

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voice of customer

Customer feedback and insights captured through surveys, reviews, support tickets, and other channels that reveal their needs and preferences. Abbreviated VOC, it's all the complaints and suggestions companies collect and then ignore.

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Storytelling

The corporate rebranding of "making stuff up to sell things," now elevated to an art form at marketing conferences worldwide. Every brand now has a story, even if that story is just "we sell soap" wrapped in 3,000 words of emotional manipulation.

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sequential messaging

Delivering ads in a specific order to tell a story or build a narrative over time. Because apparently one interruption isn't enough—you need a whole series.

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top of mind awareness

The first brand that comes to mind when a consumer thinks of a particular product category. It's the ultimate marketing achievement: occupying mental real estate rent-free.

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