Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.
The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. The term guerrilla marketingwas inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.
The term “guerrilla” is not negative when it comes to marketing. There is nothing to fear about it. It is simply an unconventional, improvised marketing strategy wherein existing resources are used. Therefore, the cost-effectiveness of guerrilla marketing tactics makes it popular for small business owners. With minimal advertising and marketing budgets that are ill-equipped to compete with corporations and international companies, a little money spent on guerrilla marketing can go a long way. (what-is-guerrilla-marketing)
One of my favorite examples of a startup that marketed themselves with creative guerrilla tactics is Unidesk — a virtual desktop management software. Instead of hiring a PR firm, Unidesk decided to target key bloggers and talk to them about their products. They didn’t invest heavily in sending press releases to big name publishers. Even when they decided to secure their first customers they didn’t use conventional customer acquisition strategies.
Instead they hosted webinars, and allowed existing customers to talk and create engagement for them. Here is a Youtube video of Unidesk’s CEO Michael Skok as he talks about how they were able to launch their product successfully.
Sharpie Guerilla Marketing Campaign
Not Only for Startups
You might be asking yourself if larger small businesses, and corporations, are using guerrilla marketing, the simple answer is yes. Companies large and small have started to discover the benefits of guerrilla marketing. Corporate guerrilla marketing makes use of customized strategies, that tells people a lot about the company through its marketing efforts.
Duracell Guerilla Marketing Campaign
Images courtesy http://www.creativeguerrillamarketing.com Read Full article via Entrepreneur: Yes! Guerrilla Marketing Can Help Your Business.
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