Guerrilla marketing is a marketing activity in which a firm “ambushes” consumers with promotional content in places they are not expecting to encounter this kind of activity.
Example of guerrilla marketing in action:
When a specific community bank was going out of business, a local credit union set-up a table under a pop-up canvas directly across the street from the closing community bank. The credit union placed signs up that read, “Come on over to a more stable way of banking.” The credit union had staff on hand at the table to sign up new members from the failing community bank. This type of guerrilla marketing proved to be successful for the credit union; they sign up several hundred new members from the failed bank.
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