Guerilla Marketing Definition

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.