Guerrilla marketing

Guerrilla marketing is a term coined by Jay Conrad Levinson in his book Guerrilla Advertising. It consists of a number of unconventional strategies and tactics used to achieve the ultimate goal – getting big profit from small business.

Each promoting campaign has two goals in guerrilla marketing:

• Bring visitors to a specific location in cyberspace (website, social media account or page, etc..)
• Determine the visitors to buy a product or service.

Here are some basic principles that underpin this strategy:

• Utility is “red thread” of strategy
• The average surfer is more interested in information than gifts
• Each campaign should be individualized
• Web promoting is not an exact science
• Do not upset the visitors
• Do not be afraid to assume certain risks, or to be unconventional

Stages of a guerrilla marketing campaign:

• Documentation
• List of benefits
• Choose the weapons that you will use
• Create a strategy for campaign
• Create a calendar of marketing campaign
• Identify potential partners
• Launch of “attacks”
• Maintaining attacks
• Gather information on the results of your attacks
• Improving the marketing system