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, Brazil promoting the Hopi Hari amusement park.

Guerrilla marketing, as described by Jay Conrad Levinson in his popular 1984 book Guerrilla Marketing, is an unconventional way of performing promotion (marketing) activities on a very low budget. Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing). The ethics of guerrilla marketing have often been called into question due to an alleged deceptive, misleading, or subtle nature of the campaigns.

Introduction It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. The marketer must use all of his or her contacts, both professional and personal, and must examine his company and its product (business), looking for sources of publicity. Many forms of publicity can be very inexpensive, others are free.

It is argued that when implementing guerrilla marketing tactics, small size is an advantage. Small businesses, according to this argument, are able to obtain publicity more easily than large companies; they are closer to their customers and considerably more agile.

Yet ultimately, according to Levinson, the Guerrilla Marketer must "deliver the goods". In The Guerrilla Marketing Handbook, he states: "In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits."

Levinson identifies the following principles as the foundation of guerrilla marketing:

• Guerrilla Marketing is specifically geared for the small business.
• It should be based on human psychology instead of experience, judgment, 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 allied 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 always use a combination of marketing methods for a campaign.
• Use current technology as a tool to empower your marketing.

While still used frequently by small businesses, Guerrilla Marketing has been used increasingly by fortune 500 companies, including General Electric, Yahoo!, Citigroup, Sony Ericsson and Nike, Inc..

Associated marketing trends Guerrilla Marketing is a loosely defined term and lately has been used as a descriptor for many types of non-traditional media. These include:

• Viral marketing -- through social networks
• Ambient marketing
• Presence marketing
• Grassroots marketing
• Alternative marketing
• Buzz marketing -- word of mouth marketing
• Undercover marketing -- subtle product placement
• Astroturfing -- releasing company news to imitate grassroots popularity
• Experiential marketing -- interaction with product

Guerrilla marketing tactics Although there are many unconventional marketing techniques, the following is a sample:

• Stafix Sticker Campaigns
• Word of mouth campaign
• Reaching the consumer directly through their daily routine
• Personal canvassing
• Forehead advertising/Headvertise campaign
• Bluejacking sending a personal message by bluetooth
• Truck and automotive signs
• Distribute an eye-catching, branded custom Flip Book
• T-shirts
• Interactive Urinal Communicator
• Advertisements printed on your own as well as other stores receipts
• Magnetic light displays (similar to Lite-Brites)
• In May 1999 a huge (60ft) image of the nude Gail Porter was projected onto the side of the Houses of Parliament in London BBC News

Image:Stafix Gorilla Marketing.jpg|Stafix Gorilla - Guerilla Marketing StickerImage:Stafix Guerilla Ffm.jpg|Stafix Gorilla - Guerilla Marketing Sticker at the Marketing Services Fair in Frankfurt am main, GermanyImage:Trimedia Banana.jpg|Trimedia - Banana Guerilla Marketing Sticker



Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is now increasingly adopted by large businesses.

Aqua Teen Hunger Force controversy in Boston On 2007 Boston Mooninite Scare, several guerrilla-marketing magnetic light displays in and around the city of Boston, Massachusetts, were mistaken for possible explosive devices. Several subway stations, bridges, and a portion of Interstate 93 were closed as police examined, removed, and in some cases, destroyed the devices. The suspicious objects were revealed to be ads depicting the Mooninites, Ignignokt and Err, characters from the Cartoon Network's latenight Adult Swim animated television series Aqua Teen Hunger Force.

See also

• Marketing
• Guerrilla marketing warfare strategies
• Marketing strategies
• Publicity
• Small business
• Viral marketing
• Undercover marketing

References

• Levinson, Jay Conrad. Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business. Boston, Massachusetts: Houghton Mifflin, 1984. ISBN 0-395-35350-5
• Levinson, Jay Conrad. Mastering Guerrilla Marketing. Boston : Houghton Mifflin Company, 1999. ISBN 0-395-90875-2
• Levinson, Jay Conrad. The Way of the Guerrilla. Boston: Houghton Mifflin Company, 1997. ISBN 0-395-77018-1
• Levinson, Jay Conrad and McLaughlin, Michael W. Guerrilla Marketing for Consultants. Hoboken: John Wiley & Sons, Inc., 2005. ISBN 0-471-61873-X
• Pfarrer, Don. Guerrilla Persuasion. Boston: Houghton Mifflin Company, 1998. ISBN 0-395-88168-4
• Levinson, Jay Conrad and Goodin, Seth. The Guerrilla Marketing Handbook. Boston: Houghton Mifflin Company, 1994. ISBN 0-395-70113-2

External links

• CNN.com news
• Wired.com article
• WebUrbanist.com images
• MarketingGorillas.net Video Clip
• Bloguerrilla