17 Nov

What Is Guerrilla Marketing?

Posted in News, Promotional Products on 17.11.09 by John Meloche

In 1984, author Jay Conrad Levinson released the book, Guerrilla Marketing discussing the various unconventional tools used by entrepreneurs with a limited budget to promote their products and businesses. As Wikipedia.org describes it, the concept of ?guerrilla marketing? relies heavily on time, energy and imagination instead of cash..

Generally, this innovative type of advertising involvs interactive activities that are sometimes unexpected, targeting consumers in unsuspecting places. The objective, naturally, is to present a unique and engaging concept that may generate a large buzz without having to spend a lot of money to do so.

Since the release of his book, Levinson has made the term ?guerrilla marketing? a popular one. By today's standards, promotional campaigns using ?guerrilla marketing? are not that uncommon. It is not so unusual these days to witness timely public displays, street giveaways of products and other PR stunts. The intent, each and every time, is to attain ?maximum results from minimal resources.?

As time goes on, the approach to this type of marketing evolves. There are a number of ?cutting edge mobile digital technologies? now in use to engage consumers and create memorable brand experiences. Visiting the Rogers Centre in Toronto to watch the Rogers-owned Toronto Blue Jays during the Major League Baseball season is an experience fraught with guerrilla marketing tactics.

To both maintain fan loyalty and promote its products at the same time, contests involving text messages on one's cell phone are often announced throughout the game. This often results in a winner being declared by the end of the event.

Sports fans, especially, are not even required to leave the comfort of their homes to engage in this type of marketing as television broadcasts of sporting events often call for the text as a way to gain further info about a product or brand. These texts, of course, may not only cost the cell phone user a fee, but will ensure that they are kept abreast of future promotions and giveaways.

However, the principles of guerrilla marketing, believes Levinson, include that it is specifically geared for the small business or entrepreneur and that instead of money, the primary investments of marketing should be time, energy and imagination.

According to Levinson, regardless of the tactic used to engage the consumer, small businesses and entrepreneurs are expected to ?deliver the goods?. He writes: “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.”

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