Small companies often choose or create different ways to become more competitive on the market through marketing activities. Due to saturation of the market with numerous products and services, this goal is much more demanding than in previous years. Globalization is causing the rapid spread of innovations that come from one end of the world to the other in a short period of time, and thus consumers become more selective and demanding. In order to be successfull while entering and remaining in the market, many companies turn to creativity. They find that achieving surprising effect is of great benefit in raising awareness of their existence. The creativity and surprise are the key characteristics of guerrilla marketing that achieve maximum efficiency with minimal investment. Given the limited financial resources of small businesses, this type of marketing is intended for them. Qualitative research, ie in-depth interview within this paper seeks to show the application of guerrilla marketing in small businesses in the city of Zagreb. The results show that the vast majority of respondents, ie companies are familiar with the tools and principles of guerrilla marketing, but they are actually not using them as much as they should in their marketing activities if they want to make difference between them and the competitors. Although for most of them the biggest problem is lack of experience, financial allocation of resources and indecision when choosing advertising channels, none of the respondents plan to give up their goals but try to plan long-term investment in marketing activities in general, but they are also considering investment in the guerilla marketing activities.