Advertising is everywhere – from billboards to product packaging, from online banners to classic flyers you get on the street, inviting you to cool events or parties. Its ever-presence in our lives can sometimes make even the simple act of strolling after a long day feel like walking through a giant shopping mall.
You can’t escape the feeling that every moment, every day, someone is trying to sell you something. We all know that advertising is useful for brands to attract customers and position themselves. As annoying as publicity, promotion and ads might feel to us, sometimes the industry gets it so right even the skeptics have to acknowledge it and tip their invisible hat as a kudos to their efforts.
If marketing is, according to Philip Kotler, the science and art of convincing people to buy, then guerilla marketing is a unique way of getting their attention using unconventional means and natural elements of the surrounding landscape. If you haven’t heard of this type of marketing before, chances are you’ve at least seen it.
How so? Because guerilla marketing is basically an ensemble of spontaneous promotional activities meant to surprise and engage the customer and its primary characteristic is the fact that it uses public spaces. In other words, advertisers turn the environment into a giant ad.