Guerrilla marketing, as described by J. Levinson in his popular 1984 book Guerrilla Marketing, is an unconventional way of performing marketing activities (primarily promotion) on a very low budget.
Levinson claims that small entrepreneurial firms are very different from large firms. He quotes a Harvard Business Review article by Welsh and White which says that small business is not a little version of big business. There is much more to it than just a question of scale. The biggest difference is the relative “resource poverty” of small businesses. Because of this lack of resources, small business must use an altogether different set of marketing strategies and tactics than big business.
A typical entrepreneur should use such guerrilla tactics as:
a word of mouth campaign
personal canvassing
telemarketing by all members of the firm
personal letters
advertisements in the Yellow pages
personal meetings
circulars and brochures distributed at parking lots, homes, offices, malls, etc.
classified ads
ads in local community newspapers
billboards
truck and automotive signs
direct mail campaigns
seminars, lectures, and demonstrations
searchlights
flags and banners
t-shirts
matches, pens, and calenders
It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. They must use all their personal contacts, both professional and friends/family. They must examine their company and its products looking for sources of publicity. Some forms of publicity can be very inexpensive.
It is argued that if you use these guerrilla tactics, you will find your small size an advantage. You will be able to obtain publicity more easily than a large company. You will be closer to your customer and more agile.
Although guerrilla marketing was designed for small business, it can also be used by large businesses.
The essence of guerillamarketing is of highly motivated people willing to put in more time and effort than their competition in order to deliver effective promotional tools at the right times in the right places.
Marketing is the most important device in establishing a business’s place in the market.
All of the marketing materials that we use in the various facets of our plan will be designed and produced by ourselves or possibly by artists that we commission to do a part of the piece we are working on.
Guerrilla marketing, as described by Jay Conrad Levinson in his popular 1982 book Guerrilla Marketing, is an unconventional way of performing promotional activities on a very low budget.
It is argued that in employing guerillamarketing tactics, small size is an advantage.
Guerrilla Marketing is a loosely defined term and lately has been used as a descriptor for many types of non-traditional media.
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