Guerrilla Marketing 101
Competition, whether it is direct or indirect, can cause a lot of businesses to spend an enormous amount of money every year. Many of their advertising efforts can be a waste of time and money. One form of marketing in which companies tend to overlook is called Guerrilla Marketing.
Guerrilla marketing is defined as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.
Characteristics of Guerrilla Marketing
- Unexpected
- Unconventional
- Potentially interactive
When a company chooses to use guerrilla marketing, they are hoping to reach their consumers in unexpected places. This type of marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, public relations stunts, and any other unconventional marketing intended to get maximum results from minimal resources.
Guerrilla marketing was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. He believed that, “In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support. It must understand the customer’s needs, and it must provide a product that delivers the promised benefits.”
Other marketing trends associated with Guerrilla Marketing (provided by Wikipedia.org) include:
- Guerrilla marketing online — Guerrilla marketing on the Internet
- Reverse Graffiti — clean pavement adverts
- Viral marketing — through social networks
- Presence marketing — marketing for being there
- Grassroots marketing — tapping into the collective efforts of brand enthusiasts
- Wild Posting Campaigns
- Alternative marketing
- Buzz marketing — word of mouth marketing
- Undercover marketing — subtle product placement
- Experiential marketing — interaction with product
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