If you’re a credit-crunched marketer and don’t have a big budget to support an advertising campaign, yet still want to appeal to a large market, then guerrilla marketing may be the best strategy. Guerrilla marketers use the unexpected and unconventional to promote a product or cause. They’re often clever, in your face, and memorable.
For example, an anti-smoking campaign put pictures of faces on the backs of tail pipes to show how disgusting smoking can make people look. Even more clever, a gym advertises itself by putting pictures of fat, droopy butts on the backs of chairs at restaurants and cafes and combines it with the catch phrase “Get up and run.”