Viral Marketing

• Viral guerrilla marketing is an approach to advertising that gets people talking and spreads the word. An example is an airplane restroom that has a hand dryer shaped like an airplane. The idea is that people will leave the restroom and talk to their seatmates about the unusual feature and then continue to talk about it at their destination.
  
  

Ambient Marketing

• Ambient guerrilla marketing is an approach that promotes a product in subtle ways. A more suggestive form of advertising that focuses on brand recognition, the ambient approach relies on how a product makes a person think or feel. An example is a cute dog driving a car. A consumer may not instantly remember the brand of car, but he will remember the dog and begin building a brand image in his mind.
  
  

Product Placement

• Product placement is an frequently used guerrilla marketing technique employed in television and movies. Through this approach, a character will be seen drinking a particular beverage or wearing a certain brand name clothing item. There is no direct advertisement for those products, but rather, an implied relationship between the character and the goods that is intended to entice the consumer.
  
  

Relationship Building

• Also known as a grassroots approach to guerrilla marketing, relationship building is about attracting loyal customers one at a time and keeping them for the long term. This approach involves connecting with consumers one-on-one, through message boards and in-person events.
  
  

Undercover Marketing

• A somewhat controversial approach to guerilla marketing, undercover marketing involves paid individuals posing as customers for a brand to entice interest in the product. An example is a person who posts rave reviews of a product on a consumer forum and is paid for his efforts.
  
  

Advantage Marketing

• Advantage marketing is a form of guerrilla marketing that takes advantage of negative situations that arise with competitors. For example, if a restaurant business learns a competing business is shut down for health code violations, advantage marketing would involve using the negative imagery to promote the fact that your restaurant is always safe and clean.
  
  

Niche Marketing

• While nearly all brands take advantage of marketing to target demographics, guerilla marketing that focuses on particular niches narrows the focus considerably. Examples of niche markets include motorcycle riders or parents of triplets.
  
  

Off the Wall

• Any form of marketing that goes against the grain is viewed as experimental marketing, and is a common component of most types of guerrilla marketing. An example is scratch-and-sniff magazine advertisements for food.
  
  

Co-relationship marketing

• Co-relationship marketing promotes mutually beneficial relationships between businesses in unusual ways. An example would be a toilet paper company sponsoring a portable restroom.
  
  

Street Marketing

• Street marketing literally takes a business to the streets, passing out promotional items or offering free product samples to everyone who passes by.