What is Guerrilla Marketing ?

Guerrilla marketing is a style that was first developed by Jay Conrad
Levinson. Guerrilla marketing is any of a number of unconventional methods
of marketing with minimal resources for maximum results; any marketing
campaign that uses non-mainstream tactics and locations
. (1)




How does Guerrilla marketing differ from other traditional marketing styles?

· Requires energy and imagination
· Geared to small businesses and big dreams
· Results measured by profits
· Based on psychology and human behavior
· Grows through existing customers and referrals
· Cooperates with other businesses
· Aims messages at individuals and small groups
· Uses marketing to gain customer consent
·
“You Marketing” that looks at how can we help “you”


(4)

Example: An innovative idea of guerrilla marketing 2010 was one which was seen in Baltimore. Arnold Boston came up with the idea of filling a plate glass window of an empty storefront at 100 Park Avenue with a massive aquarium, complete with bubbles, exotic fish and plant life rippling in the currents. Arnold’s clients were from a cruise ship company, which made the installation both clever and appropriate. This underwater world was actually a digital figment that was also a fully interactive environment. Pedestrians could call a special number to create their own personalized fish. When the swim was over, each participant received a text message inviting them to visit Carnival's promotional Web site.(2)





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Guerrilla marketing is needed because:


1. Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers.
2. Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing.
3. Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and outrageously inexpensive

Fact: Guerrilla marketing gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world.(3)


Guerrilla marketing makes use of media, advertising, public relations, and surprise tactics to reach consumers. This marketing style focuses on specific areas, not just national or international campaigns. Guerrilla marketing makes use of personal communication through more interaction with consumers, rather then just sending out a message.

The importance of using Guerrilla Marketing is:

· To find new ways to communicate to consumers
· To interact with consumers
· To make advertising accessible to consumers
· To impact a spot market
· To create buzz
· To build relationships with consumers (4)


References
:

(1) www.dictionary.com
(2) |jdb~~buhjnh||ss~~JN "Adweek"||sl~~jh','');|Adweek; 1/11/2010, Vol. 51 Issue 2, p7-7, 1p
(3) What is Guerrilla Marketing?, Jay Conrad Levinson,
**http://www.gmarketing.com/articles/read/177/What_Is_Guerrilla_Marketing?.html** (4) Kenneth E. Clow and Donald Baack, (2010) "Intergrated Advertising, Promotion, and Marketing Communications", Fourth Edition, Prentice Hall Upper Saddle River