Guerila marketing is a type of unconventional marketing where surprise tactics are used to promote a product or service. Guerrilla marketing is an advertising approach. It s a form of advertising very different to traditional routes and involves fast execution good planning and expert knowledge of the target customer. The book Guerrilla Marketing by Jay Conrad Levinson published in 1984 made the term widespread.
For direct interaction with clients Guerrilla marketing employs a variety of strategies and practices.
It s a primary purpose of this connection to elicit an emotional response from customers and the ultimate goal of marketing is for customers memories of products and brands to be altered.
Advertisers and marketers have to discover new ways to communicate their commercial messages to the consumer as traditional advertising media channels including print radio television and direct mail fade in popularity. To establish a lasting impact on the customer guerrilla marketing relies on surprising them with the goods or brand. As a result interest in the advertised goods grows. In order to make a lasting impression on customers this form of advertising aims to increase their interest in the product or service being advertised. The more memorable the campaign is the more likely it is that a customer or someone who participated in the campaign would spread the word about the product to their friends. As a result the product or service being marketed reaches a larger audience than expected through word of mouth.
There are many ways to get your message out there without spending a lot of money and one of them is guerrilla marketing.
As long as you ve got the ability to think outside the box you don t need to spend a fortune on guerilla marketing. This means that tiny businesses especially those who are up against much larger rivals can benefit from it.
In many cases the message to the consumer is supposed to be simple and brief. This form of advertising also appeals to the unconscious mind which is typically responsible for making purchasing decisions. It takes repetition to embed a product or service in the subconscious mind therefore generating buzz about a product and spreading it among friends makes it easier to do it again and again.