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How Can You Use Guerrilla Marketing to Promote Your Business?

Lauren Valensky
20 Jul 2023

Since its naming in  1984, ‘Guerrilla Marketing’ has become one of the most popular marketing strategies for small businesses. A cost-effective marketing strategy that relies on time, energy and imagination instead of a big budget - this concept focuses on making a big impact by being creative, unconventional and unexpected.

But why does this marketing strategy make customers go ape? And how can you use it to promote your business? To answer these questions, let's take a look at some Guerrilla Marketing strategies to get you started.

What is Guerrilla Marketing?

Guerrilla Marketing is an unconventional way of carrying out promotions and advertising campaigns with little resources. It's a marketing tactic that’s all about being creative, thinking outside the box and making a big impact with a small budget.

This marketing strategy was first coined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. He described it as, "an unusual or unorthodox way of carrying out a marketing campaign", with the aim of getting maximum results from minimal resources[1].

Why does it work?

Guerrilla Marketing works because it's unexpected, eye-catching and often humorous. It's a great way to get people talking about your brand and generate word-of-mouth marketing. Plus, it's an effective way to reach your target audience without breaking the bank.

Who can use Guerrilla Marketing?

Guerrilla Marketing can be used by any business, big or small. However, it's particularly well-suited to small businesses with limited budgets. If you're thinking of using Guerrilla Marketing to promote your business, all you need is a bit of creativity and imagination.

Where are guerrilla ads placed?

While anyone can promote their business using guerrilla advertising, guerrilla ads are often placed specifically in high-traffic areas where they're sure to be seen. Examples of such Guerrilla Marketing locations include bus stops, subway stations and sidewalks. However, guerrilla ads can also be placed in less obvious places to create a sense of mystery or intrigue, such as bathroom stalls or on the side of buildings.

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Whether it's accessing detailed analytics and reports on foot traffic, sales and more or integrating with market-leading CRM and loyalty apps through the Epos Now App Store, our powerful POS systems make managing your marketing strategy stress-free.

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How to use Guerrilla Marketing to promote your business

There are endless possibilities when it comes to Guerrilla Marketing, and using it to promote your business is only limited by your imagination. But if you're seeking some inspiration, 12 top Guerrilla Marketing ideas include:

Flash mobs

Organise a group of people to perform a choreographed dance or other creative performance/activity in a public place. This is bound to turn heads and get people intrigued about your brand, as well as being a great way to generate word-of-mouth buzz.

Product placement

Place your products in unexpected places where they are sure to be seen (and used!) by potential customers. For example, you could leave branded umbrellas in busy city streets on rainy days, or place branded sunglasses on sun loungers at the beach. This also is a great way to get your product in front of potential customers without being too 'in-your-face'.

Project projection

Project images or videos of your products or brand onto buildings or other large surfaces in busy areas. This is another effective way of getting noticed and generating word-of-mouth marketing. You could also use this technique to project special offers or discount codes to passing pedestrians, or make a political or environmental statement.

Interactive displays

Create an interactive display in a busy area, such as a pop-up photo booth or a 'guess the weight of the cake' competition. This is a great way to get people engaged with your brand and encourages them to share their experiences of your brand with others.

Sample giveaways

Give away free samples of your products in high-traffic areas. This is a great way to establish repeat custom and extend your reach to patrons who wouldn’t typically engage with your brand. Plus, it's a great way to let potential customers try your product before they buy.


Everyone loves a freebie! Hand out branded products or samples in busy areas, such as at train stations or in the street, with your brand name and contact details printed on them. This is a great way to get people to use and interact with your product, generate some organic word-of-mouth marketing and increase brand awareness.

Street art

Use chalk, spray paint or any other creative medium to create eye-catching designs or slogans on pavements or walls in high-traffic areas.

This is a great way to extend your reach in a non-pushy, organic way. Just make sure you have permission from the property owner before you get started!

Product demonstrations

Give potential customers a hands-on experience of your product by carrying out demonstrations in busy areas. This is a great way to get people talking about your brand. Plus, it's a great way to show off your product and its features in a fun and engaging way and avoids the marketing jargon that often deters customers from making a purchase.

Social media stunts 

Use social media to organise a creative stunt or challenge that will get people talking. For example, you could invite people to post pictures of themselves using your product in an unusual way or offer a prize for the best 'selfie' taken with your product.

Promotional events

Host a promotional event, such as a fashion show, concert or exhibition, to raise awareness of your brand. This is a great way to get people talking about your business and a clever way to generate interest through the follow-ups from these events, e.g. an article in the local magazine covering your exhibition. 

Human billboards

Get attention by turning yourself or your employees into human billboards. Dress up in branded clothing or carry signs around busier areas to help get your brand name out there in a visual and interactive manner.

Branded vehicles

If you have a company car, van or truck, make sure it's branded with your logo and contact details. This is a great way to generate some extra exposure for your business, especially if you're regularly on the road.

See your business climb with a powerful POS system

If you want your Guerrilla Marketing to be effective,  you need to make sure you have a plan in place to track your progress. A great way to do this is with a point of sale (POS) system, which can help monitor and manage every aspect of your business, from one, cloud-based platform.

Epos Now provides the tailored tools you need to optimise efficiency so you can spend more time on the areas of your business that matter most, like marketing. With our complete POS solution for retail and hospitality businesses, you can:

  • Access detailed analytics and reports on online engagement, foot traffic, sales and trending products or services.
  • Connect with market-leading CRM and loyalty apps through the Epos Now App Store.
  • Access multi-award-winning inventory management systems that sync online sales and in-person sales for the most up-to-date stock levels.
  • Save customer contact details and shopping preferences for targeted marketing.

If you want to get customers going wild over your marketing, we'd love to hear from you!

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