Guerilla Marketing
Guerilla Marketing
Guerilla marketing aims to achieve traditional marketing and advertising goals such as exposure, frequency, awareness and reaching out to consumers but by employing unconventional methods. The strategy of guerilla marketing is to target small and specialized customer groups in such a way that bigger companies would not find it worthwhile to retaliate. The word guerilla' stems from the concept of guerilla' warfare, which is a tactic whereby infantry divisions wait for their enemy and attack them by surprise instead of approaching the enemy line lacking subtlety and having little regard for fatality. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact and minimal cost.
In marketing and strategic management, marketing warfare strategies use military metaphor to craft a businesses plan. Guerrilla marketing warfare strategies are designed to wear-down the enemy by a long series of minor attacks. Rather than engage in major battles, a guerrilla force is divided into small groups that selectively attacks the target at its weak points. To be effective, guerrilla teams must be able to hide between strikes. They can disappear into the remote countryside, or blend into the general population. The general form of the strategy is a sequence of attacking, retreating, and hiding, repeated multiple times in series. It has been said that "Guerrilla forces never win wars, but their adversaries often lose them".
The term guerilla marketing' was first coined by businessman, Jay Conrad Levinson who proposed that "guerilla marketing is more about matching wits than matching budgets". As described by Levinson in his book: Guerilla Marketing, the term simply refers to an unconventional way of performing marketing and promotional activities on an
Guerilla marketing aims to achieve traditional marketing and advertising goals such as exposure, frequency, awareness and reaching out to consumers but by employing unconventional methods. The strategy of guerilla marketing is to target small and specialized customer groups in such a way that bigger companies would not find it worthwhile to retaliate. The word guerilla' stems from the concept of guerilla' warfare, which is a tactic whereby infantry divisions wait for their enemy and attack them by surprise instead of approaching the enemy line lacking subtlety and having little regard for fatality. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact and minimal cost.
In marketing and strategic management, marketing warfare strategies use military metaphor to craft a businesses plan. Guerrilla marketing warfare strategies are designed to wear-down the enemy by a long series of minor attacks. Rather than engage in major battles, a guerrilla force is divided into small groups that selectively attacks the target at its weak points. To be effective, guerrilla teams must be able to hide between strikes. They can disappear into the remote countryside, or blend into the general population. The general form of the strategy is a sequence of attacking, retreating, and hiding, repeated multiple times in series. It has been said that "Guerrilla forces never win wars, but their adversaries often lose them".
The term guerilla marketing' was first coined by businessman, Jay Conrad Levinson who proposed that "guerilla marketing is more about matching wits than matching budgets". As described by Levinson in his book: Guerilla Marketing, the term simply refers to an unconventional way of performing marketing and promotional activities on an
References: Levinson, Jay Conrad. Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business. Boston: Houghton Mifflin Company, 1984. Levinson, Jay Conrad. Mastering Guerrilla Marketing. Boston : Houghton Mifflin Company, 1999. Levinson, Jay Conrad and McLaughlin, MIchael W. Guerrilla Marketing for Consultants. Hoboken: John Wiley & Sons, Inc., 2005. Pfarrer, Don. Guerrilla Persuasion. Boston: Houghton Mifflin Company, 1998. ‘Gorilla Marketing ' (Fig.1) [Online Image] Retrieved: March 13th, 2006, From: http://www.www.seo-traffic-rank.com ‘James Conroy Levinson ' (Fig.2) [Online Image] Retrieved: March 12th, 2006, From: http://www.guerillamarkting.com ‘Word of mouth ' (Fig.3) [Online Image] Retrieved: March 13th, 2006, From: http://www.find-me.co.za ‘Posting Stickers, Legal Grafitti Advertising, Mass Poster Campaign, Street Marketing Team ' (Figs. 4,5,7,8) [Online Images] Retrieved: March 12th, 2006, From: http://www.altterrain.com/ Product Sampling ' (Fig.6) [Online Image] Retrieved: March 13th, 2006, From: http://www. eventnetusa.com/gm_hershey.html