Guerrilla marketing has been defined as "an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget...[It] involves unusual approaches such as intercept encounters in public places, street giveaways, and PR stunts - any unconventional marketing intended to get maximum results from minimal resources."
To which I say: we'd like maximum results, and all too often we have minimal resources. So why do we keep sticking doggedly to the traditional marketing paradigm? It would be nice to see more social marketing programs experimenting with newer, more viral approaches.
For some food for thought, see:
- This write-up on a New York City Tylenol PM campaign using wall projection appeared in last week's New York Times. Be sure to check out the comments below the post for some even more inventive guerilla marketing campaigns.
- Six Great Guerilla Marketing Campaigns
- Web Urbanist Guerilla Marketing Examples