What does guerilla marketing mean in relation to trade show exhibits?
In a show setting, guerilla marketing refers to tactics executed primarily outside of a booth that are unconventional and/or somehow unexpected by the target audience. Often these tactics are product-, company-, or exhibit-related promotions that are driven by creativity and imagination, as opposed to large marketing budgets.
Coined and defined in 1984 in "Guerilla Marketing" by Jay Conrad Levinson, guerilla marketing is usually born of an exhibitor's desire to deliver a message, generate awareness, and/or create show-wide buzz. To that end, then, guerilla strategies usually aim to create a thought-provoking, engaging, or interactive experience for a target audience, all by unconventional means. Strategies might involve product giveaway in unique locales, public-relations stunts, creative mobile-marketing campaigns, unusual attendee encounters in public places, etc.
A word of caution: Such tactics might not fit within show management rules, so get approval before executing any guerilla-marketing strategies.
— EXHIBITOR Staff