Guerilla Marketing

Guerilla Marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget.

Typical tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that's being marketed memorable, generate buzz and even spread virally.

The strategy involves unusual approaches, such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources.

More innovative approaches to this marketing strategy now utilize cutting edge mobile digital technologies to really engage the customer and create a memorable brand experience. Great examples include products such as T-shirt TV http://www.t-shirttv.com, the mobile media chariot or video segway and ice cream truck advertising.

Levinson says that when implementing guerrilla marketing tactics, small size is actually an advantage instead of a disadvantage. 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 Guerilla Marketer must "deliver the goods. 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:

It is specifically geared for the small business and entrepreneur.
It should be based on human psychology instead of experience, judgment, and guesswork.

Instead of money, the primary investments of marketing should be time, energy, and imagination.

The primary statistic to measure your business is the amount of profits, not sales.
The marketer should also concentrate on how many new relationships are made each month.

Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.

Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.

Forget about the competition and concentrate more on cooperating with other businesses.

Guerrilla Marketers should always use a combination of marketing methods for a campaign.

Use current technology as a tool to empower your business.

To go more in depth with Guerilla Marketing applied on the internet and
adobt the right mindset in order to implement some of the hundreds of tactics, these books by Conrad Levinson are recommendable

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