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Guerrilla marketing
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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;[1] and
consumers are targeted in unexpected places.[2] 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.

Contents
[hide]
• 1 Introduction
• 2 Associated marketing trends
• 3 Controversy
○ 3.1 Aqua Teen Hunger Force
• 4 See also
○ 4.1 Techniques
• 5 References
• 6 External links

[edit] Introduction
Levinson's books include hundreds of "guerrilla marketing weapons", but they also encourage
guerrilla marketeers to be creative and devise their own unconventional methods of promotion.
Guerrilla marketeers use all of their contacts, both professional and personal, and examine their
company and its products, looking for sources of publicity. Many forms of publicity can be very
inexpensive, while others are free.
Levinson says that when implementing guerrilla marketing tactics, small size is actually an
advantage instead of a disadvantage. Small organizations and entrepreneurs are able to obtain
publicity more easily than large companies as they are closer to their customers and considerably
more agile.
Yet ultimately, according to Levinson, the Guerrilla marketeer must "deliver the goods". In The
Guerrilla Marketing Handbook, he states: "In order to sell a product or a service, a company
must establish a relationship with the customer. It must build trust and support. It must
understand the customer's needs, and it must provide a product that delivers the promised
benefits."
Levinson identifies the following principles as the foundation of guerrilla marketing:
• 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.
[edit] Associated marketing trends
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
Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is
now increasingly adopted by large businesses.
[edit] Controversy
[edit] Aqua Teen Hunger Force
Main article: 2007 Boston bomb scare
On January 31, 2007, several magnetic light displays in and around Boston, Massachusetts, were
mistaken for possible explosive devices. Several subway stations, bridges, and a portion of
Interstate 93 were closed as police examined, removed, and in some cases, destroyed the devices.
The suspicious objects were revealed to be ads depicting the Mooninites, Ignignokt and Err,
characters from the Adult Swim animated television series Aqua Teen Hunger Force.
[edit] See also
• Marketing
• Customer experience management
• Marketing strategies
• Publicity
• Small business
• Viral marketing
• Undercover marketing
• Forehead advertising
[edit] Techniques
• Guerrilla marketing warfare strategies
• Street art
• Flyposting
• Wheatpasting
• Graffiti
[edit] References
1. ^ Ikea Bus Stop
2. ^ Top 5 Guerrilla Marketing Strategies
• Haystack, Cor Hospes. "New Message, Remco Vroom: "Guerrilla marketing, new ways
to reach your consumer" ISBN 978-90-77881-24-8
• Levinson, Jay Conrad. Guerrilla Marketing: Secrets for Making Big Profits from Your
Small Business. Boston: Houghton Mifflin Company, 1984. ISBN 0-395-35350-5
• Levinson, Jay Conrad. Mastering Guerrilla Marketing. Boston : Houghton Mifflin
Company, 1999. ISBN 0-395-90875-2
• Levinson, Jay Conrad. The Way of the Guerrilla. Boston: Houghton Mifflin Company,
1997. ISBN 0-395-77018-1
• Levinson, Jay Conrad and McLaughlin, Michael W. Guerrilla Marketing for Consultants.
Hoboken: John Wiley & Sons, Inc., 2005. ISBN 0-471-61873-X
• Pfarrer, Don. Guerrilla Persuasion. Boston: Houghton Mifflin Company, 1998. ISBN 0-
395-88168-4
• Levinson, Jay Conrad and Godin, Seth. The Guerrilla Marketing Handbook. Boston:
Houghton Mifflin Company, 1994. ISBN 0-395-70113-2
[edit] External links
• CNN.com news
• Wired.com article[dead link]
• Reverse Graffiti Advertising
Retrieved from "http://en.wikipedia.org/wiki/Guerrilla_marketing"
Categories: Types of marketing | Business books | Strategic management
Hidden categories: All articles with dead external links | Articles with dead external links from
September 2009
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