Caldas Design : Guerrilla Marketing

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.

The term Guerrilla Marketing term is now often used more loosely to describe non-traditional media.

Guerrilla marketing was initially used by small and medium size businesses, but it is now increasingly adopted by large businesses.