 |
| |
| |  |
Guerrilla marketing is unconventional marketing intended to get maximum results from minimal resources.
Guerrilla marketing, as first described by Jay Conrad Levinson in his popular 1982 book Guerrilla Marketing, it’s more about matching wits than matching budgets. Guerrilla marketing can be as different from traditional marketing as guerrilla warfare is from traditional warfare.
Guerrilla marketing is all about efficiency, but that doesn't always mean spending less. Companies tend to allocate about 4% of sales on marketing, although some crafty guerrilla marketers may go as high as 8%, Levinson estimates.
| |
| |
The real investment here is the time and sweat spent understanding the needs of your customers and coming up with creative ways of communicating your value proposition. "Broadening your search isn't as important as aiming your message at the right people," says Levinson.
Guerrilla marketing isn't just about the medium - it's about the message.
Guerrilla marketing tactics
Although there are many unconventional marketing techniques, the following is a sample:
• Word of mouth campaign
• Reaching the consumer directly through their daily routine
• Personal canvassing
• Forehead / Tattoo / Body advertising
• Bluejacking - sending a personal message by bluetooth
• Viral
• Stealth
• Personal letters, brochures, web sites (data driven)
• Personal meetings
• Circulars and brochures distributed at car parks, homes, offices, shopping centres, etc.
• Competitors’ Billboards (sabotage)
• Direct mail campaigns
• Seminars, lectures and demonstrations
• Searchlights / Projectors
• Banners
• Product placement
• Performance art / actors
• Urinal advertising
• Advertisements printed on your own as well as other stores’ receipts
Guerrilla marketing was designed for small businesses, but it is now increasingly used by large businesses that have noticed how popular and successful it’s become.
http://en.wikipedia.org | |
|  |
