Guerrilla marketing is an unconventional marketing method that places emphasis on energy and time.
Guerrilla marketing aims to come up with an interesting and one-of-a-kind concept that captures the attention of the market, and spreads to more consumers. This is done by making use of various strategies such as public encounters, flash mobs, and other public relations tactics. It makes use of minimal resources and various media in order to have maximum impact on the target market.
The term guerrilla marketing was coined by Jay Conrad Levinson in a book he wrote with the same title. In his work, he gives examples of “guerrilla marketing weapons.” At the same time, he also encourages companies to explore the various possibilities and come up with their own ingenious promotional strategies.
Guerrilla marketing involves a careful study of the target market, as well as the resources available for use. In this way, the company is able to maximize the use of cheaper media, as well as take advantage of free publicity. This can be more accessible to small companies, since they are able to move more quickly and may be more willing to utilize unconventional methods in order to relate with the customer.
One of the most important aspects of guerrilla marketing is an understanding of human behavior and psychology. It has more to do with building relationships with the client than producing a large number of sales within a period of time. Much emphasis is also given to the maximization of time, energy, and imagination in order to get the best results.
