Guerrilla marketing relies on surprise, creativity, and imagination rather than big budgets. It includes street art, flash mobs, sticker campaigns, and viral stunts that capture attention in unexpected ways.
For example, a gym placed weighing scales on park benches as an ad, leaving a lasting impression. IKEA transformed a bus stop into a living room to showcase their furniture. These campaigns create buzz with minimal spending.
Guerrilla marketing is ideal for small businesses and startups. The advantage is that it relies on creativity, not money. However, there's risk too, as a poorly executed campaign can generate negative backlash.