Guerrilla Marketing

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Guerrilla Marketing

• Brandon Rowland

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Definition

• Unconventional marketing intended to get maximum
  results from minimal resources.
• Coined by Jay Conrad Levinson, guerilla marketing
  is more about matching wits than matching
  budgets. Guerilla marketing can be as different
  from traditional marketing as guerilla warfare is
  from traditional warfare.

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Clarification

• Guerilla marketing is usually highly creative and
  may be controversial, unethical, and/or illegal.
• This is kind of the point. Imagine newspapers
  reporting your business name in the paper. This
  is guerrilla marketers dream.

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Random Facts

• Guerrilla marketing tries to capitalize on the
  fact that people are immune to traditional
  marketing.
• Only 3 of people called sit through a
  computerized telemarketing call, 33 sit through
  a call from a live human being. Some 4 of people
  reached by telemarketing actually place an order.

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More Facts

• 87 of 15,000 ads responses were never followed
  up by a sales contact. 23 of requests for
  information were never even answered.
• Fax is the communication method of choice 47 of
  the time, with e-mail at 9, and overnight
  delivery at 30. But postmasters around America
  now use e-mail to communicate with each other.

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Examples

• Cat Shoot in the book (page 164)
• People on street corners holding signs
• Streakers at rugby and soccer games.
• GQ puts image of woman on Parliament
• Graffiti on walls and buildings
• Speeding Ticket Day
• Personal Experiences?

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Conclusion

• The need for guerrilla marketing can be seen in
  the light of three facts
• Because of big business downsizing, people around
  the world are gravitating to small business in
  record numbers.
• Small business failures are also establishing
  record numbers because of a failure to understand
  marketing.
• Guerrilla marketing is simple to understand, easy
  to implement and outrageously inexpensive.

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Bibliography

• Framework for Marketing. Kotler, Philip.
• http//www.marketingterms.com/dictionary/guerilla_
  marketing/
• http//www.gmarketing.com/tips/month/092005
• http//www.adrants.com/images/