Guerilla Marketing Definition
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If you’ve never heard of guerrilla marketing, the term
may sound a bit extreme. maybe it brings
mental images of camouflage-clad rebels forcing
unsuspecting consumers to buy products at gunpoint, or
small bands of dishonest sellers wandering around
America and singing about liberation.
Fortunately, guerrilla marketing is not as threatening.
as it sounds. In fact, when used correctly, this tactic
is one of the most effective methods available for
today’s entrepreneur to cultivate a business and
Sales increase.
So what’s all the fuss about?
The definition
Guerrilla Marketing: Any unconventional marketing
technique that is designed to produce maximum results
using minimal resources (money and materials).
This definition is broad at best. There are so many
types of guerrilla marketing as there are businesses
and entrepreneurs trying to use it. from home
business to large mega corporations, guerrilla marketing
Strategies cover a huge spectrum that includes a
A little of all
However, there are some aspects that remain common to
all guerrilla tactics:
o They are inexpensive, and sometimes free, for
implement.
o Involve a commitment of time and effort in
place of money and resources.
o Are unexpected, and sometimes shocking, to the
consume.
o Focus on cooperation and
building relationships, rather than competition and
heavy-handed sales tactics.
o Promote brand awareness and customer loyalty.
The best approach to creating an effective guerrilla
marketing campaign is to determine where your goal is
are the customers and find a unique way to reach them.
This book will help you achieve that goal.
The history
The term “guerrilla marketing” was coined in the 1980s.
By Jay Conrad Levinson. Considered the “father of
Guerrilla Marketing”, Levinson published his first book
on the subject in 1984 (Guerrilla Marketing, Houghton
Mifflin), and has since become living proof that
the tactics work.
Since then, Levinson has written more than a dozen books on
guerrilla marketing, and his website at
http://www.gmarketing.com presents a lot of information,
tips and articles on the subject.
One of the earliest and best known examples of
effective guerrilla marketing is the Marlboro Man.
Regardless of your opinion on tobacco, the evidence of
Marlboro’s success cannot be ignored. The company
shot from near the bottom of the cigarette
list of marks to the top slot almost instantly with the
presentation of his worn-out pet, and the
guerrilla marketing campaign that brought the icon to
the attention of the public.
Coincidentally, one of the creators of the Marlboro
Man and his campaign was the now legendary Jay Conrad
Levinson.