Report on Guerrilla

marketing
Introduction :

Guerrilla marketing ia a form of marketing trough which consumer are targeted in place
where least expect. Guerrilla marketing is a body of unconventional ethical way of pursuing
conventional goals.

Guerrilla marketing is a proven method of achieving profit with minimum out lay.

Guerrilla marketing is about matching the wits of youre competitor, rather then their budgets.

The need for guerrilla marketing can be seen in the light of three facts:

1. Because of big business downsizing, decentralization, relaxation of government

regulations, affordable technology, and a revolution in consciousness, people around the
world are gravitating to small business in record numbers.
2. Small business failures are also establishing record numbers and one of the main
reasons for the failures is a failure to understand marketing.
3. 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.
Guerrilla marketing is needed because it gives small businesses a delightfully unfair
advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a
complicated world, marketing awareness in a clueless world."

Base on which the guerrilla marketing works:

 Presence
 Activity
 Energy
 Networks
 Smart

The concept of guerrilla marketing was invented as an unconventional system

of promotions that relies on time, energy and imagination rather than a big marketing budget.
Typically, guerrilla marketing campaigns are unexpected and unconventional,
potentially interactive, and consumers are targeted in unexpected places. The objective of
guerrilla 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 Guerrilla Marketing. The term has since entered the popular vocabulary
and marketing textbooks.

Guerrilla 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. More innovative approaches to Guerrilla
marketing now utilize cutting edgemobile digital technologies to engage the consumer and
create a memorable brand experience.
Principles of guerrilla marketing:

 Guerrilla Marketing is specifically 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.
 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 use a combination of marketing methods for a campaign.
 Use current technology as a tool to build your business.
 Messages are aimed at individuals or small groups, the smaller the better.
 Focuses on gaining the consent of the individual to send them more information rather
than trying to make the sale.

Associated marketing trends

 Viral marketing — through social networks

 Buzz marketing — word of mouth marketing
 Undercover marketing — subtle product placement
 Experiential marketing — interaction with product
 Tissue-pack marketing — hand-to-hand marketing
 Live-in marketing — real life product placement - see related article or Hostival
Connect
Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is
now increasingly adopted by large businesses.
Advantages of the guerrilla marketing
 Flexible
 Low cost
 Targeted
 Simple

Techniques

 Guerrilla marketing warfare strategies

 Street art
 Flyposting
 Wheatpasting
 Graffiti

References:

http://www.gmarketing.com/articles/4-what-is-guerrilla-marketing

http://www.creativeguerrillamarketing.com/

http://en.wikipedia.org/wiki/Guerrilla_marketing