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Guerilla Marketing 101 Guide
Defining Guerilla Marketing
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If you’ve never heard of guerilla marketing, the term might
sound a little extreme. Perhaps it brings to mind images of camouflage-clad
rebels forcing unsuspecting consumers to buy products at gunpoint, or small
bands of rogue salespeople wandering Corporate America and chanting about
liberation.
Fortunately, guerilla marketing is not as threatening as it sounds. In fact,
when used properly, this tactic is one of the most effective methods available
to today’s entrepreneur to cultivate a business and increase sales.
So, what’s all the fuss about?
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The Definition
Guerilla Marketing: Any unconventional marketing technique
that is designed to produce maximum results using minimal
resources (money and materials).
This definition is broad at best. There are as many types of
guerilla marketing as there are businesses and entrepreneurs
attempting to use it. From the home business to huge
mega-corporations, guerilla marketing strategies cover an
enormous spectrum that includes a little of everything.
However, there are a few aspects that remain common to all
guerilla tactics:
• They are inexpensive, and sometimes free, to
implement.
• They involve a commitment of time and effort in place
of money and resources.
• They are unexpected, and sometimes shocking, to the
consumer.
• They concentrate on cooperation and
relationship-building, rather than competition and
strong-arm sales tactics.
• They promote brand awareness and customer loyalty.
The best approach to
creating an effective guerilla marketing campaign is to
determine where your target customers are, and find a unique
way to reach them. This book will help you accomplish that
goal.
The History
The term “guerilla marketing” was coined in the 1980’s by
Jay Conrad Levinson. Considered the “father of Guerilla
Marketing,” Levinson published his first book on the subject
in 1984 (Guerilla Marketing, Houghton Mifflin), and since
then has become living proof that the tactics work.
Levinson has since written over a dozen books on guerilla
marketing, and his website at
www.gmarketing.com presents a wealth of information,
tips, and articles on the subject.
One of the earliest and most well-known examples of
effective guerilla marketing is the Marlboro Man.
Regardless of your opinion on tobacco, the evidence of
Marlboro’s success can’t be ignored. The company skyrocketed
from near the bottom of the cigarette brand list to the top
slot almost instantly with the introduction of their
weathered mascot, and the guerilla marketing campaign that
brought the icon to the attention of the public.
Coincidentally, one of the creators of the Marlboro Man and
his campaign was the now-legendary Jay Conrad Levinson.
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