Definition of Unconventional Marketing

Unconventional marketing, also known as guerrilla marketing, is a creative and non-traditional approach to promoting products, services, or brands. It is designed to generate buzz and capture attention in unexpected ways, often with a low budget. The strategies employed can include viral content, street art, PR stunts, or any form of unconventional advertising that deviates from standard marketing practices.


The phonetic transcription of the keyword “Unconventional Marketing” in the International Phonetic Alphabet (IPA) is:/’ʌnkənˈvɛnʃənəl ‘mɑrkətɪŋ/

Key Takeaways

  1. Unconventional marketing focuses on creative, out-of-the-box strategies to engage audiences and promote products or services.
  2. It often involves lower marketing budgets, relying on viral or word-of-mouth exposure to reach target consumers.
  3. Examples of unconventional marketing can include guerrilla marketing, experiential marketing, and influencer partnerships, among others.

Importance of Unconventional Marketing

Unconventional marketing is important in the realm of digital marketing because it enables businesses and brands to differentiate themselves in the increasingly competitive online landscape.

By utilizing creative, unique, and innovative strategies, unconventional marketing helps to capture the attention and imagination of consumers, breaking through the digital noise created by traditional marketing campaigns.

This approach contributes to a stronger brand image and enhanced customer engagement, often leading to increased brand loyalty, improved customer retention, and higher conversion rates.

Ultimately, unconventional marketing plays an essential role in creating memorable and lasting impressions, driving a brand’s success in the ever-evolving world of digital marketing.


Unconventional marketing, as the term implies, diverges from traditional marketing methods and explores unique, innovative strategies to capture the interest and attention of potential customers. The primary purpose of unconventional marketing is to create memorable experiences that leave a lasting impact on the users, encourage brand engagement, and ultimately lead to conversions.

This type of marketing ventures beyond the norms and relies on creative, often unexpected means of communication to target the audience. Unconventional marketing sees value in novelty, as it can garner far-reaching attention and separate a brand from the competition in an increasingly crowded marketplace.

Embracing unconventional marketing allows businesses to forge deeper connections with their audience through experiential events, guerilla marketing, disruptive campaigns, and engaging storytelling that evoke emotional responses. This approach often promotes organic, word-of-mouth buzz and tends to be shared widely on social media, providing a vital free publicity channel.

Moreover, unconventional marketing is particularly popular among startups and small businesses since it can be more cost-effective than conventional techniques, while offering a stronger ROI by creating a solid and loyal community around the brand. In an age driven by an overwhelming amount of digital content, unconventional marketing sets brands apart, making them stand out and leaving a lasting impression on consumers.

Examples of Unconventional Marketing

Unconventional marketing, also known as guerrilla marketing, involves using creative and non-traditional methods to promote products and services. Here are three real world examples of unconventional marketing:

The Blair Witch Project (1999):This low-budget horror film effectively utilized unconventional marketing tactics to create a massive buzz. The film’s marketers used the internet to spread rumors about the existence of an actual Blair Witch and the supposed real-life events surrounding the movie, blurring the lines between reality and fiction. They created fictional websites, fake news articles, and released short documentaries about “the myth”, which generated a lot of interest and drew huge audience to the theaters, making the film a massive success.

Coca-Cola’s ‘Share a Coke’ Campaign (2011):Coca-Cola launched an innovative marketing campaign called ‘Share a Coke’ in Australia in 2011, which later spread globally. The company replaced its iconic logo on the bottles and cans with common first names, inviting consumers to find and share a Coke with their friends and family members. The campaign allowed for personalization and went viral on social media, as people shared images of Coke bottles with their names or the names of loved ones. This campaign successfully increased Coca-Cola’s sales and consumer engagement.

IKEA’s “Sleepover” Event (2011):In 2011, IKEA UK allowed 100 lucky people to spend a night in one of their stores for a sleepover event. The idea originated from a Facebook group called ‘I wanna have a sleepover in IKEA’, which attracted thousands of fans. IKEA decided to embrace the idea and let some of their customers enjoy a night at the store, complete with manicures, massages, and movies. The event gained massive media attention and generated significant buzz and excitement around the IKEA brand, showcasing their innovative and customer-centric approach.

Unconventional Marketing FAQ

What is unconventional marketing?

Unconventional marketing is an innovative approach to promoting a product, service, or brand that goes beyond traditional advertising methods. It often involves out-of-the-box thinking and unique strategies to create an impact and generate buzz among the target audience.

What are some examples of unconventional marketing tactics?

Some examples include guerilla marketing, viral marketing, experiential marketing, influencer partnerships, and leveraging social media platforms to create shareable content that has the potential to go viral.

What are the advantages of using unconventional marketing strategies?

Unconventional marketing strategies can help you stand out from the competition, create a lasting impression on your target audience, and generate increased engagement and interest in your product or service. Additionally, many unconventional tactics can be cost-effective, making them a viable option for small businesses or startups with limited budgets.

How does unconventional marketing differ from traditional marketing?

Traditional marketing usually focuses on mass-media advertising, such as print, television, radio, and billboards. Unconventional marketing deviates from these methods by utilizing creative, non-traditional techniques to promote a product, service, or brand. This approach can help businesses reach their audience in a more organic, engaging, and memorable way.

How to measure the results of an unconventional marketing campaign?

Measuring the results of an unconventional marketing campaign can involve tracking various metrics, including social media engagement, word-of-mouth buzz, web traffic, and leads generated. It’s also important to compare the results against the campaign’s objectives and analyze the overall return on investment (ROI) to determine its success.

Related Digital Marketing Terms

  • Guerrilla Marketing
  • Experiential Marketing
  • Viral Marketing
  • Ambient Marketing
  • Stealth Marketing

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