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.
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 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.