n. A marketing campaign that uses non-mainstream tactics and locations, often in defiance of local laws or statutes.
College campuses provide the perfect venue for guerrilla marketing — which runs the gamut from sidewalk chalking, biodegradable tree postings and stenciling to product give-aways and spray painting logos around campuses — since students by nature are open to nontraditional marketing schemes, say experts.
It's called guerrilla marketing, or ''in-field marketing,'' and is becoming more common in cities across Canada as companies push the limits in order to get noticed.
Guerrilla marketing requires finding a market segment small enough to defend, but quietly. The guerrilla can never act like a leader. Finally, in guerrilla marketing, an institution must be able to abandon a position on a moment's notice, either because a mistake has been made or because a major competitor swamps that particular market.