Guerrilla Marketing: What Is It And How Do I Plan It?

guerrilla marketing

Are you interested in guerrilla marketing? Well we are here to help.

But you are probably wondering: what exactly is guerrilla marketing?

It is the unconventional method of promoting product and services. This type of marketing relies on personal interaction, focuses on small group of promoters and it is cheaper than traditional marketing.

There are many types of guerrilla marketing including ambush, ambient, viral and many others with an ultimate goal of making an emotional connection with the consumer.

So, why should you care about this?

Well, let me tell you. The term guerrilla marketing was coined in 1984 by a marketer name Jay Conrad Levinson. The term was inspired by guerrilla war fare which was popular during the Vietnam war.

It was characterized by the sneakiness of the enemy’s soldiers. Jay Conrad Levinson published a book suggesting a new way of marketing campaigns needed to be extreme, shocking, unique, outrageously clever and also using a smaller budget.

Why You Should Use Guerrilla Marketing?

Today, guerrilla marketing is mostly used by small to medium size companies for two main reasons.

One:

It is more cost effective to plan a guerrilla marketing campaign than it is to use traditional marketing methods.

Two:

Small to medium companies are concerned with brand awareness.

So, for this kind of marketing to be successful, it could be a creative way to reach new customers and grow the brand.

Examples of Guerrilla Marketing


Another prominent example of guerrilla marketing is The Blair Witch Project. The movie was created by three UCFM students and released in 1999. It is said to be the first movie primarily marketed on the internet.

the film was a huge success because of the anticipation the marketers have built up. It produces up to 250 million dollars on a budget of just 600 thousand dollars.

Factors To Consider When Developing A Guerrilla Marketing Plan

First. Instead of investing in money, invest in time, imagination and energy

Secondly, you need to find out the core message of your business or product.

Third, the message must be condensed into a meaningful 5 seconds’ exchange between you and your customer.

Fourth, you need to understand that marketing combinations are more effective than single stream advertisement. Therefore, your guerrilla marketing might not be enough on its own.

And lastly:

Do not something that will upset your customers.

Guerilla marketing can be anything you want it to be, it is up to your imagination and ingenuity.

See Also: