Guerrilla marketing
Communication
Thursday, 1 October 2026, 10.00 am – 5.30 pm, online. Cost: €110.00. Organised by the Rhineland-Palatinate Cultural Office.
Guerrilla marketing refers to authentic and creative campaigns that operate on a small budget outside conventional advertising strategies. These are campaigns that have a significant impact due to their aesthetic or performative qualities and their precise targeting of the intended audience. Guerrilla marketing is a particularly suitable promotional tool in the cultural sector – where resources and creative potential are limited – for engaging potential audiences in an original way. The online seminar begins by providing an overview of the origins of this marketing technique in the arts and political activism, and discusses the relationship between guerrilla marketing and other marketing formats. In the second part, participants will jointly analyse digital and local guerrilla marketing campaigns undertaken by cultural organisations. In a third practical session, participants will plan, step by step, a guerrilla marketing campaign for their own organisation or initiative.
When?
Thursday, 1 October 2026, 10.00 am – 5.30 pm
Where?
Online
Speaker
Dr Ina Ross, lecturer in cultural management; author on cultural management and cultural marketing; research into innovative museum and outreach formats in an international context