Guerilla warfare includes military campaigns that are unexpected and unconventional.  It targets the enemy in unexpected places in unexpected ways at unexpected times.  The tactics for guerilla marketing were developed using similar concepts.  Promotional tools (advertising, personal selling, sales promotions, and public relations) are used in unique and unexpected ways to reach consumers in unexpected places. 

The objective for guerilla marketing is to create a unique and thought-provoking promotional concept to create buzz.  In fact, the practice is also known as buzz marketing.  Some of the unusual approaches used are intercept encounters in public areas, street giveaways of products. PR stunts,  flash mobs, or any promotional attempt designed to create maximum impact with minimal resources.  That's right, guerilla marketing campaigns are most commonly used by companies with small promotional budgets. 

Unfortunately, some early guerilla marketing campaigns that utilized littering, graffiti and defacing public property gave guerilla marketing a bad reputation.  Because of this, many companies are reluctant to get involved in such "stunt" marketing.  However, just like the success of guerilla warfare, guerilla marketing can also be extremely successful, if designed carefully to not offend people and to enhance, rather than damage, a company's reputation.  Small businesses have enjoyed as much as a 250% increase in sales by using this type of marketing.

Guerilla marketing, once thought to be cutting edge and risky, has almost entered the mainstream of marketing.  A short discussion about the concept is often included in marketing textbooks and at some universities (e.g., Texas A&M in Corpus Christi), it is an elective course that can be taken by marketing majors.  The original inventor of the concept, Jay Conrad Levinson, created and maintains a website for "all things guerilla," found at www.gmarketing.com.

Guerilla warfare was developed to give small military forces a chance, and sometimes even an advantage, over much larger military forces.  Likewise, guerilla marketing can give small businesses an advantage, or at least a chance to succeed against seemingly overwhelming competition.  However, care must be taken so that a guerilla marketing campaign is congruous with a company's product and the image of the company.  For example, it might not make sense to do some of the sensational approaches to guerilla marketing if you own a funeral home.  But, if you have a small business and your company and product are suitable for such, you might consider this relatively inexpensive form of sensational marketing.

Read more:  http://www.noozhawk.com/sports/article/080111_paul_burri_guerrilla_marketing/

Read even more:  http://blogof.francescomugnai.com/2009/11/the-80-best-guerrilla-marketing-ideas-ive-ever-seen/