Guerilla warfare is about waging small intermittent attacks on different territories of the opponent with the aim of harassing and demoralizing the opponent and eventually securing permanent footholds.

Guerilla Marketing – is used to describe all sorts of marketing campaigns, from some scantily clad bottoms bearing the name of a business to the ill-fated Cartoon Network Lite-Brite stunt in Boston.

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Concept of Guerilla Marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerilla marketing campaigns are unexpected and unconventional, potentially interactive and consumers are targeted in unexpected places.

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The objective of guerilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerilla Marketing.

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

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Guerilla Marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Sales do not compose of the primary static to measure business but is replaced by profit. Emphasis on retaining existing customers than acquiring new ones.

Guerilla warfare was started by Maharana Pratap during 1540-1597, thus, guerilla warfare is about attack, retreat, and hide and then doing it again and again.

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Levinson’s books include hundreds of “guerilla marketing weapons,” but also encourages guerilla marketers to be creative in devising unconventional methods of promotion. Guerilla marketers use all of their contacts, both professional and personal, and examine their company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, or even free.

Levinson says that when implementing guerilla marketing tactics, small size is actually an advantage. Small organizations and entrepreneurs are able to obtain publicity more 5

easily than large companies, as they are closer to their customers and considerably more agile.

The guerilla marketer must deliver the goods. In order to sell a product or services, 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.

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Guerilla marketing is especially geared for the small business and entrepreneur.

It should be based on human psychology rather than experience, judgement and guesswork.

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

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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 standard of excellence Aim for more referrals , more

transactions with existing customers, and larger transactions

Forget about competition and concentrate more on cooperating with other businesses 8

1. Feed a segment small enough to defend

2. Guerillas should be all line and no staff A guerilla can take advantage of its small size to make quick decisions

3. Be prepared to bug out a moment’s notice

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In 1965, one could reach 80% of a mainstream target audience with three TV advertisement spots.

By 2002, 127 spots were required to achieve the same reach.(Bianco, 2004)

And in 2009, 262 spots were required to achieve the same reach.

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Small business failures are reaching record numbers and one of the main reasons for the failures is a failure to understand marketing

Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and outrageously inexpensive.

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BackgroundBackground

It Provides: certainty in an uncertain world,

economy in a high-priced world,

simplicity in a complicated world, and

marketing awareness in a clueless world.

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BackgroundBackground

• Term was coined and defined by Jay Conrad Levinson

• Guerilla marketing is an unconventional way of performing marketing activities intended to get maximum results from minimal resources.

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It is defined as unconventional marketing designed for low budgets and maximum impact.

Guerilla marketing gets you and your company in front of future customers in the places that they frequent.

Customers today are bombarded with traditional advertising and have become resistant and unaffected by it. Meaning: it is time to change the way you market.

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Is all about creativity and psychology instead of experience, judgment, and guesswork.

Because of the lack of resources, small business must use a different set of marketing strategies and tactics than big business.

The examples you will see could be conducted at a minimal expense, while advertising on radio or local T.V. stations would cost much more.

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In addition, the psychological factor is very effective and it makes people talk about what they saw, which in turn draws them into a personal relationship with your product. They begin to talk about the promotion they saw with their family, friends and others

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Guerilla marketers should always use a combination of marketing methods for a campaign, such as new technology and resources that are available.

Focus on creative, conceptual ideas that will have a residual lasting effect on your target.

Your promotion should make them think of your product or service long after they encountered your marketing efforts.

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