Sunday, July 16, 2006
Guerrilla marketing
http://en.wikipedia.org/wiki/Guerrilla_marketing
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. Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing).
It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. He must use all of his contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, and others are free.
It is argued that if one uses guerrilla tactics, one will find one's small size an advantage. One will be able to obtain publicity more easily than a large company. One will be closer to one's customers and more agile.
Levinson identifies the following principles as the foundation of guerrilla marketing:
Guerrilla Marketing is specifically geared for the small business.
It should be based on human psychology instead of experience, judgement, 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 allied 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 always use a combination of marketing methods for a campaign.
Use current technology as a tool to empower your marketing.
Guerrilla marketing tactics:
Although there are many unconventional marketing techniques, the following is a sample:
Word of mouth campaign
Reaching the consumer directly through their daily routine
Personal canvassing
Forehead advertising/Headvertise campaign
Bluejacking sending a personal message by bluetooth
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 calendars
Interactive Urinal Communicator
Advertisements printed on your own as well as other stores receipts
Guerrilla marketing was designed for small businesses, but it is now increasingly used by large businesses.
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. Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing).
It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. He must use all of his contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, and others are free.
It is argued that if one uses guerrilla tactics, one will find one's small size an advantage. One will be able to obtain publicity more easily than a large company. One will be closer to one's customers and more agile.
Levinson identifies the following principles as the foundation of guerrilla marketing:
Guerrilla Marketing is specifically geared for the small business.
It should be based on human psychology instead of experience, judgement, 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 allied 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 always use a combination of marketing methods for a campaign.
Use current technology as a tool to empower your marketing.
Guerrilla marketing tactics:
Although there are many unconventional marketing techniques, the following is a sample:
Word of mouth campaign
Reaching the consumer directly through their daily routine
Personal canvassing
Forehead advertising/Headvertise campaign
Bluejacking sending a personal message by bluetooth
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 calendars
Interactive Urinal Communicator
Advertisements printed on your own as well as other stores receipts
Guerrilla marketing was designed for small businesses, but it is now increasingly used by large businesses.
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