The Pros and Cons of guerrilla marketing

Advantages of guerrilla marketing

In this beverage example, it can catch the attention of passerby because it is a creative idea and match with the environment.  From the company perspective, it can create brand awareness so that increase brand value. This beverage example is easy to remember. Moreover, the idea is relatively low cost and reaches a large number of audience. It is a cost-effective way of viral marketing. This success example can attract new customers and retain existing customers. Therefore, it can increase the sales of this beverage company.

Disadvantages of guerrilla marketing

However, there are some disadvantages of this tactic of viral marketing. The print may be destroyed by competition and create negative comment. In this example, the brand name is small. If people see the photo in Facebook, they may not see the brand name clearly and ignore it.

Good Example of viral marketing Guerrilla Marketing

Happen in our daily life

There is a beverage example of Folgers Coffee. It creates viral effect which called viral marketing. We can see in this picture.

A print of a coffee mug was placed on top of steaming manhole cover in New York City. The holes on the print allow the steam to come out and make it look like a cup of coffee. The wording around the beverage cup says: ‘Hey, City That Never Sleeps. Wake up.” This is one of the best guerilla advertisements ever made. It is a viral marketing which is spread in New York City.

A creative and cost-effective campaign is impossible to be ignored by every passerby. The point here is to focus the attention of the customers on something they are familiar with such as beverage or is a part of their day-to-day environment but in a new and exciting way.


Nowadays, people like taking photo and upload on social media. Many mobile phones have instant upload function. After they sharing, more and more people know what happen and create buzz.

Definition of Guerrilla Marketing

Guerrilla marketing is a powerful tool

One type of viral marketing is guerrilla marketing. Guerrilla marketing is unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places. It intended to get maximum results from minimal resources. The cost is relatively lower than advertising in mass media. It is because guerrilla marketing can be effective in reaching a large number of people rapidly. It is what we call “viral marketing”.

The goal of guerrilla marketing is to create a unique, engagement and thought-provoking concept to generate buzz, and consequently turn viral. This always happens in our daily live such as our food and beverage promotion.

When people see something interesting or get their attention, they may take a picture and share with friends on Facebook. Then, more and more people know and discuss this campaign. This picture becomes a viral which share among friends.

This video introduces some examples of guerrilla marketing.