Guerrilla marketing
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  • 1. Guerrilla Marketing, a Cost-effective way toPromote Business “Done poorly, guerrilla marketing canmake your company look like a nightmare. Donecorrectly, it is one of the single most powerfulmarketing tools.” – Experiential MarketingForumGuerrilla Marketing, which is an alternative form of marketing, was a term coined by JayConradLevison in the early 1980s. This form of marketing depends mainly on time, energyandcreativity than on hefty marketing budgets and flashy advertisements. Guerrilla Marketingis different from the conventional marketing process because it interacts with the consumers ata personal level.Why is Guerrilla Marketing suitable for Small/Medium businesses?GuerrillaMarketing was mainly developed for the small/medium business owners. This form ofmarketing mix would help the SMB owners who run the show on shoestringbudget to competewith the big corporates.Statistics show that GuerrillaMarketing works better with smaller groups. Another principle ofGuerrillaMarketing isthat it focuses on gaining the consent of the targeted individual or a groupto give themmore information on the product/service than on trying to close a sale.In GuerrillaMarketing, you invest your imagination/creativity, energy and time rather thanmoney. This is one of the main driving principles of GuerrillaMarketing. For instance,if you© 2011 Apptivo Inc. All rights reserved.
  • 2. own a bike repair shop, you can build a good relationship with your customersby offering themtips on weekend trips. You can also give road maps free of cost.Small/medium business owners should keep in constant touch with their clients and customersto know whether they were satisfied with their products/services. This is oneof the reasons whySMB owners should seriously contemplate on taking up Guerrilla Marketing as their marketingtool.Is Guerrilla Marketing right for you?Remember that though GuerrillaMarketing was meant for small business owners, it is up to youas a small/medium owner to decide whether this marketing campaign is the right marketingtypefor your business. Your willingness to take risk apart from showing creativity andflexibilityplays a vital role in using this approach.GuerrillaMarketing is not right for you if your business renders financial and insuranceservices. You should also understand that it is possible to touch the wrongnerve of someof yourconsumers through GuerrillaMarketing. Therefore, if you are not ready to take therisk or if youhave a second thought about this marketing approach, then this is not a goodfit for yourbusiness.A point worth mentioning is that GuerrillaMarketing can use unconventional techniques to grabthe attention of the consumers. However, it is essential that you provide qualityproduct/serviceas mentioned in your advertisements. The reason is Guerrilla Marketing reaches out to theconsumers very quickly, and if you do not keep your promises,the negative feedback canspread even faster. This is considered to be one of thedrawbacks of GuerrillaMarketing.© 2011 Apptivo Inc. All rights reserved.
  • 3. You should be aware that GuerrillaMarketing campaign can be tailored to suit the natureof anysmall business. It is just a question of stepping out of the comfort zone of yourregular andconventional marketing campaigns.It goes without saying that your business needs a good website, which is simple and easy toread. A good website acts as an effective marketing platform. Remember that customers are notinterested in knowing about yourhumble beginnings and roaring success. Only thing that theyneed to know is about youand what your company offers. Therefore keep the content of yourwebsite precise andupdated from time to time.Levison opines that GuerrillaMarketing is all about how efficiently you handle your marketing.Most of the companies allocate up to four percent of sales on GuerrillaMarketing andthe oneswho have ample fund spend as high as eight percent. Now the question is, as a SMB owner,areyou tolerant to risk taking?© 2011 Apptivo Inc. All rights reserved.