Guerrilla marketing is a means of advertising that relies more on unconventional methods and less on big budgets. The goal is typically to do something that gets the targeted market or demographic talking so that word of mouth does most of the advertising legwork. Guerilla marketing was the technique employed to promote the 2010 Information Faire and Festival, or IF2, a new event sponsored by the Libraries of the College of the Holy Cross which invited students to learn in fun and engaging ways about the many library services and resources available. The Information Faire and Festival was highly successful with attendees commenting on our enthusiasm and creative marketing strategy.
Hibbler, Laura; Scheier, Robert; and Zeller, Michael, "Building Buzz without Big Bucks" (2011). Staff publications. Paper 1.