By MJ Gonzales │ExecutiveChronicles.com |
Guerilla marketing was created by Jay Conrad Levinson, an American writer, through his book ‘Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business’ in 1984. The entire book might give various reasons why marketing is good, but it emphasizes one thing and that’s guerilla marketing is all about unconventional features.
“When you view marketing from the vantage point of the guerrilla, you realize that it’s your opportunity to help your prospects and customers succeed,” Levinson shared in his book. Marketing is not about you. It’s about them. I hope you never forget that.
Levinson also stressed out common marketing strategies are expensive and ineffective. Furthermore, he believed guerilla marketers should learn to mix various marketing styles that work and focus on particular niche.
“Instead of investing money in the marketing process, you invest time, energy and imagination,” Levinson added.
Nowadays, different there are different guerilla marketing styles that emerge such as ambush, ambient, street marketing, and viral. Some are hard to detect but commonly you can see this style in streets like crews act as walking billboards or flash mobs. On the other hand, you can also see many guerilla marketing approaches online like viral videos and affiliation programs with bloggers. In this sense, this entails partnership, resourcefulness, and mastery in using various platforms and your customers.
On the other side, business experts warn that guerrilla marketing is not for all. According to Entrepreneur Magazine, this style is not ideal for those into insurance and finance businesses. However, there are also instances that businessmen, themselves, are scared to take risk to try unconventional marketing.
“Mediocre marketing with commitment works better than brilliant marketing without commitment,” Levinson advised in his Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business.