Guerrilla Marketing in the Library
Guerrilla marketing, as created by Jay Conrad Levinson and described in his popular 1982 book Guerrilla Marketing, is an unconventional way of performing marketing activities (primarily promotion) on a very low budget.
Levinson claims that small entrepreneurial firms are very different from large firms. He quotes a Harvard Business Review article by Welsh and White which says that small business is not a smaller version of big business. It is much more than simply a question of scale. The biggest difference is the relative .resource poverty. of small businesses. Because of this lack of resources, small business must use an altogether different set of marketing strategies and tactics than big business.
Today, Guerrilla Marketing is driven by Jay Conrad Levinson in the US, and by his European President Paul Hanley in Europe, Middle-East and Africa.
* a word of mouth campaign
* attacking the consumer directly through their daily routine
* personal canvassing
* telemarketing by all members of the firm
* personal letters
* advertisements in the Yellow Pages
* personal meetings
* circulars and brochures distributed at parking lots, homes, offices, malls, etc.
* classified ads
* ads in local community newspapers
* truck and automotive signs
* direct mail campaigns
* seminars, lectures, and demonstrations
* flags and banners
* matches, pens, and calendars
* Interactive Urinal Communicator
It is up to the guerrilla marketer to be creative and devise unconventional
methods of promotion. He must use all of his
personal contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. Some forms of publicity can be very inexpensive.
It is argued that if one uses guerrilla tactics, one will find one's small size an advantage. One will be able to obtain publicity more easily than a large company. One will be closer to one's customers and more agile.
Although guerrilla marketing was designed for small businesses, it can also be used by large businesses.
We have books on Guerrilla Marketing in the UMD Kathryn A. Martin Library
as well as...
Periodical articles on Guerrilla Marketing
See also Guerrilla Advertising
Last Update: October 17, 2017