| Marketing |
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| Key concepts |
| Product marketing · Pricing Distribution · Service · Retail Brand management Account-based marketing Ethics · Effectiveness · Research Segmentation · Strategy · Activation Management · Dominance Marketing operations |
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| Advertising · Branding · Underwriting Direct marketing · Personal sales Product placement · Publicity Sales promotion · Sex in advertising Loyalty marketing · SMS marketing Premiums · Prizes |
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| Printing · Publication · Broadcasting Out-of-home advertising · Internet Point of sale · Merchandise Digital marketing · In-game advertising In-store demonstration · Word-of-mouth Brand ambassador · Drip marketing · Visual merchandising |
Guerrilla marketing is an advertising strategy in which low-cost unconventional means (graffiti, sticker bombing, flash mobs) are utilized, often in a localized fashion or large network of individual cells, to convey or promote a product or an idea. The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment.
The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.
The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.
Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.
Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Sales do not compose of the primary static to measure business but is replaced by profit. Emphasis is on retaining existing customers then acquiring new ones.
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Levinson's books include hundreds of "guerrilla marketing weapons," but also encourages guerrilla marketers to be creative in devising unconventional methods of promotion. Guerrilla marketers use all of their contacts, both professional and personal, and examine their company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, or even free.
Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage. Small organizations and entrepreneurs are able to obtain publicity more easily than large companies, as they are closer to their customers and considerably more agile.
Yet ultimately, according to Levinson, the guerrilla marketer must "deliver the goods". In The Guerrilla Marketing Handbook, he states: "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."
Levinson identifies the following principles as the foundation of guerrilla marketing:
The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as:
Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is now increasingly adopted by large businesses.
1. Find a segment small enough to defend Try to pick a segment small enough so that you can become the leader. Rolls Royce is the true guerrilla. They concentrate on a small market segment and are its leader. 2. Guerrillas should be all line and no staff A guerrilla can take advantage of its small size to make quick decisions. This can be a precious asset when competing with the big national companies. 3. Be prepared to bug out at a moment's notice Don't hesitate to abandon a position or a product if the battle turns against you. A guerrilla doesn't have the resources to waste on a lost cause. He should be quick to give up and move on. in a small company, one person's hunch can be enough to launch a new product. e.g.. Robert Gamm a footwear importer introduced 'KangaRoos' -zippered pocket on side of shoes.
1. Price discount strategy The challenger can sell a comparable product at lower price. it is apparent in price wars in airlines, tariff wars in telecom industry. 2. Cheaper goods strategy The idea is to offer an average or low quality product at much lower price. This works when the buyer is interested only in price. 3. Prestige goods strategy The challenger can launch a higher quality product and charge a higher price than the leader. 4. Product proliferation strategy Challenger can attack the leader by launching a larger product variety, thus offering more choice to the buyer. 5. Product innovation 6. Improved service strategy 7. Distribution Innovation strategy Developing new channels of distribution. Like direct selling to customers. 8. Manufacturing cost reduction strategy Employing lower manufacturing cost through more efficient purchasing. 9. Intensive advertising promotion The challenger engages in a rigorous advising program.
On January 31, 2007, several magnetic light displays in and around Boston, Massachusetts, were mistaken for possible explosive devices. Several subway stations, bridges, and a portion of Interstate 93 were closed as police examined, removed, and in some cases, destroyed the devices. The suspicious objects were revealed to be ads depicting the Mooninites, Ignignokt and Err, characters from the Adult Swim animated television series Aqua Teen Hunger Force.
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