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Over the past eight years in the design and management industry, I’ve had the chance to work with inspiring professionals, learn from outstanding mentors, and eventually guide others as a mentor myself. Some of the designers I worked with went on to become well-known names. I’ve led projects, managed teams, and participated in panel discussions where creative ideas took center stage. These experiences shaped how I view challenges — and one of the most important areas where my thinking has changed is marketing.

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Beyond the Booth: Rethinking Strategy

Reading about Innocent led me to discover Guerrilla Marketing by Jay Conrad Levinson. It completely changed the way I thought about reaching an audience. Traditional methods work for big companies with big budgets. But for small businesses, originality is often more powerful than money.

Guerrilla marketing uses creativity, emotion, and unexpected moments to make people stop and pay attention. It works because it’s different. A dating app founder I spoke with once created a fake punishment sandwich board and walked through the city claiming he cheated on his girlfriend. People laughed, took photos, and shared them online. It led to over 5,000 downloads at almost no cost.

This kind of bold creativity is something I’ve admired — and encouraged — while leading teams and working with designers. It’s not just about spending less. It’s about creating something people will remember.

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Finding the Right Fit for You

Not everyone is made for buzz marketing or being the center of attention. I know I wasn’t. Even as I took on leadership roles, taught at universities, and led panel discussions, I didn’t want to turn myself into the face of a campaign. But that doesn’t mean you can’t be effective. There are quieter ways to stand out.

Sometimes, it’s about being smart at the right moment. Instead of renting a costly booth, I would arrange meetings, invite clients to dinner, or organize nearby events during trade shows. These small ideas often had a bigger impact — and cost much less.

A creative leaflet, a pop-up stand, or even sidewalk art could spark conversations and bring more attention than a corner booth ever could. When I led campaigns, I always focused on staying true to the brand and choosing ideas that felt natural for the people behind them.

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Digital Tools for Bold Ideas

You don’t always need to be in the streets to get creative. Social media allows you to do just as much — sometimes more — if you use it wisely.

A scavenger hunt across online platforms, an unusual digital story split into chapters, or even joining a trending topic with a surprising twist can all create big waves. The famous Ice Bucket Challenge proved how emotional, simple ideas can reach millions without traditional ads.

I’ve helped develop similar ideas for brands and learned that success in guerrilla marketing comes down to three things: knowing your audience, staying authentic, and testing your ideas. That’s the advice I share with younger professionals today — and the mindset I carry into every new project.

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What Experience Taught Me

Looking back, I see how my mentor, manager, and speaker role shaped my way of working. I don’t just think like a designer — I think like someone who wants ideas to connect and last. Over the years, I’ve led meaningful discussions, helped new designers find their voice, and watched big companies embrace new ideas I helped bring to life.

This article isn’t just about guerrilla marketing. It’s about believing that creativity matters more than cost — and that leadership means helping others find fresh ways to stand out. The same truth applies whether you’re launching a brand or guiding a team: the boldest ideas don’t need to be expensive. They just need to feel real.

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Aram Andreasyan
Industry Leader, Design Expert

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