Guerrilla marketing works because people don’t share ads with their friends — they share experiences that caught them off guard, and when a creative, inexpensive campaign surprises someone in a place they didn’t expect to see a company or its offerings, the reaction itself becomes the message that travels from person to person without any additional spend. This approach creates natural word-of-mouth as people talk about what they saw, helping the message reach a wider audience without paid promotion. It also increases brand recall because unexpected experiences stay in people’s memory and make the brand easier to recognize later.
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