Guerrilla Marketing
The term guerrilla marketing was coined by Jay Conrad Levinson in 1984 (Levinson, 1984). It stands for a variety of low-cost, high-impact marketing techniques that allow small companies and/or individuals to act like big companies. Guerrilla marketing can be regarded as the ancestor of the other EM concepts. It is about the attempt to achieve wide-ranging results with an untypically low utilization of resources by acting like a guerrilla. It focuses on simplicity, and aims for the recipient to be riveted to the message, which stimulates a willingness to distribute it further (Ahuja et al., 2007). Guerrilla marketing actions are often only one-time, limited in scope, and seldom repeatable. A successful example of guerrilla marketing is a Vodafone emblem on a streaker’s naked body at an Australian football match, where the streaker was finally arrested amidst both public and media attention.
Guerrilla marketing was conceived with small businesses in mind. Levinson and other practitioners realised that many small firms lack a big marketing budget – but what they have by the bucket-load is creativity. Guerrilla marketing therefore allows you to utilise the resources you have, rather than wasting cash that you cannot afford to spend. Another of the most important benefits of guerrilla marketing is that a good campaign can become a talking point in its own right. A campaign that encourages people to talk about your brand is a priceless thing, particularly if your business is yet to establish itself.
Word-of-Mouth is one of the most important effects of guerrilla marketing. The idea of the marketing method is to use spectacular and unexpected marketing activities to make people start talking about the company or brand. WoM is a very effective way for small businesses to make people aware of their company and products. After a customer experiences the product or service, he or she shares the experience with family and friends. The sharing of the experience increases
Guerrilla marketing was conceived with small businesses in mind. Levinson and other practitioners realised that many small firms lack a big marketing budget – but what they have by the bucket-load is creativity. Guerrilla marketing therefore allows you to utilise the resources you have, rather than wasting cash that you cannot afford to spend. Another of the most important benefits of guerrilla marketing is that a good campaign can become a talking point in its own right. A campaign that encourages people to talk about your brand is a priceless thing, particularly if your business is yet to establish itself.
Word-of-Mouth is one of the most important effects of guerrilla marketing. The idea of the marketing method is to use spectacular and unexpected marketing activities to make people start talking about the company or brand. WoM is a very effective way for small businesses to make people aware of their company and products. After a customer experiences the product or service, he or she shares the experience with family and friends. The sharing of the experience increases