Guerrilla Marketing was conceived specifically to capture the largest audience in the shortest amount of time. In comparison to traditional marketing, this unconventional process depends highly on a low-cost system of well-timed promotions and imagination. Traditional marketing plans usually involve marketing budgets invested over long periods of time, which is easily affordable for larger organizations. You can easily spot a Guerrilla Marketing campaign; they’re unexpected and consist of an outrageous engagement between the advert and its viewers.
Why guerrilla marketing over conventional marketing?
Guerrilla marketing campaigns usually consists of unique, engaging, and thought provoking events generating viral results at the lowest possible cost. These campaigns also provide “shock value,” causing the viewer to remember the experience while simultaneously increasing its shareability over social networks.
The father of Guerrilla Marketing was Jay Conrad Levinson (February 10, 1933 – October 10, 2013), who defined the term in his book Guerrilla Marketing (1984). Jay marketed the term worldwide and as it grew in popularity, it became the most sought after knowledge amongst marketeers.
Quoted from Wikipedia:
“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 mobile-digital technologies to engage the consumer and create a memorable brand experience. It focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Profits, not sales, are the primary measure of success. Emphasis is on retaining existing customers rather than acquiring new ones.”
Smaller companies benefit the most!
Although corporate conglomerates have used guerrilla marketing, it’s the smaller organizations and entrepreneurs that gain greater results, bringing them closer to their customer base. Additionally, the smaller sized businesses are more agile when targeting an audience, mainly because the GEO targeted area and their perspective audiences are smaller and easier to manage.
Why use a Guerrilla Marketer over your typical Social Media Marketer, Internet Strategist, or Inbound Marketer? Jay Levinson states the guerrilla marketer must “deliver the goods!” He goes on to define that “In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and support the customer’s needs, and it must provide a product that delivers the promised benefits.” Traditional marketing plans offer trust and support over years, but guerrilla marketing builds that relationship instantly.
Your typical marketer cannot live by such words
They rely on credentials, buzzwords, and ROI; you rarely see the results. They’ll dazzle you with graphs and technical terms, betting that you’ll be unknowledgeable and confused. These typical marketers are afraid to take the leap, which would propel them into a flood of engagement and customers standing in line at your door.
If you want immediate results that people will remember and share over social networks, hire a guerrilla marketer!