Guerrilla Marketing

Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.

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, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.

Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Profits, not sales, are the primary measure of success. Emphasis is on retaining existing customers than acquiring new ones.

Read more about Guerrilla Marketing:  Introduction, Associated Marketing Trends, Risks

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Jay Conrad Levinson
1933 in Detroit) is the author of a popular 1984 book "Guerrilla marketing" ... The first to use the term "Guerrilla Marketing" describing 'unconventional' marketing tools used in cases when financial or other resources are limited or non-existent ... Guerrilla Marketing is the best known marketing brand in history, named by Time as one of the top 25 best business books, with over 21 million sold ...
Guerrilla Marketing - Risks
... Often guerrilla marketing is not very definitive if it tries to promote brand image thoroughly and creates false rumours about the brand ...
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... Guerrilla Marketing tactics allow every small firm to compete with bigger firms by carving out narrow but profitable niches ... The term 'Guerrilla Marketing' is a registered trademark of author Jay Levinson who popularized it through his several 'Guerrilla' books ... It is an out of the ordinary way of marketing a product ...