Guerrilla marketing

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive,and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.



Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience.



Guerrilla Marketing is specifically geared for the small business and entrepreneur.



It should be based on human psychology rather than experience, judgment, and guesswork.



Instead of money, the primary investments of marketing should be time, energy, and imagination.



The primary statistic to measure your business is the amount of profits, not sales.



The marketer should also concentrate on how many new relationships are made each month.



Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.



Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.



Forget about the competition and concentrate more on cooperating with other businesses.



Guerrilla Marketers should use a combination of marketing methods for a campaign.



Use current technology as a tool to build your business.



Messages are aimed at individuals or small groups, the smaller the better.



Focuses on gaining the consent of the individual to send them more information rather than trying to make the sale. 




The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as:




· 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

· Astroturfing — releasing company news to imitate grassroots popularity

· Experiential marketing — interaction with product

· Tissue-pack marketing — hand-to-hand marketing

· Live-in marketing — real life product placement - see related article or Hostival Connect

· Wait marketing — when and where consumers are waiting (such as medical offices and gas pumps) and receptive to communications





Guerrilla marketing was initially used by small and medium size (SMEs)

businesses, but it is now increasingly adopted by large businesses.

Some examples of Guerilla marketing: