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.