In the age of digital marketing, small businesses can create personal and memorable engagements with customers for a much more affordable price than ever before. Guerrilla marketing does exactly that.

Often compared to guerrilla warfare, guerrilla marketing similarly focuses on small, personal engagements between businesses and their target customers and is often fast, flexible and low cost.

Guerrilla marketing isn’t a set of tools; it is a mindset that is particularly well suited for small businesses that want to focus on one-to-one engagements with potential customers that are unexpected, unforgettable and low cost.

- Joann Brayman is a SCORE Lancaster-Lebanon mentor and marketing consultant who recently retired from Armstrong World Industries as vice president of global and commercial marketing.