Guerilla Marketing

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Abstract
The efforts of guerrilla marketing are intended to create a unique, engaging and thought-provoking idea to generate excitement and talk; with the hopes of consequently going viral and spreading like wild fire. Guerrilla is a form of marketing with the goal of maximizing success at the lowest cost possible. There are many forms and approaches to take when utilizing guerrilla marketing. Some of the different types of guerrilla marketing are: graffiti, sticker bombing, flash mobs/reverse graffiti, viral marketing, presence marketing and many more that will be addressed in this paper. Along with the benefits and limitless possibilities guerrilla marketing can provide, like most things in life there are risks involved. A couple of the risks that will be elaborated on are misrepresentation of a product and the possibility of customers misunderstanding devices and prompts used to market products. Some respectable companies are turning to guerrilla tactics because standard more conventional marketing is becoming too expensive and wasteful. The idea of using guerrilla marketing is to provide eye level advertising to consumers. Due to the requirement for creativeness involved in guerrilla marketing, sometimes the creative approach may result in negative feedback by those that witness their marketing strategy and sometimes even getting arrested. Either way there are always certain audiences that encourage and appreciate ones strategy. With all reactions possible in the end all that witness has an impression and a picture in their head that will not be forgotten; which is the desired result of all marketing. Word count: 248

Guerrilla Marketing has many forms and methods of being effective. For example different types of guerrilla marketing include: graffiti, sticker bombing, and flash mobs. These forms of marketing tend to be popular in local or large network of individual cells to promote a product or idea. “The term guerrilla marketing is easily traced to guerrilla warfare which utilizes atypical tactics to achieve a goal in a competitive and unforgiving environment” (Levinson, 1989).

Jay Conrad Levinson was referred to as the father of guerrilla marketing; “he changed marketing forever when he unleashed his original arsenal of marketing tactics for surviving the advertising jungle on a shoestring budget” (Levinson, 1989). Levinson and a few other marketing masters explain how to beat the odds by combining the unconventional, take-no-prisoners Guerrilla Marketing approach with today's ultimate marketing weapon-the Internet. The benefits and usages for using the internet guerrilla style are achieving greater visibility and increasing the amount of traffic to your website. This leads up to hopefully converting visitors into paying clients. Also to capture and maintain market share, and create multiple income streams, all while saving time and money (Levinson, 1989).

The idea of guerrilla marketing is to get maximum results from minimal resources. Some of the approaches taken are: intercept encounters in public places, street giveaways of products, public relation stunts and other unconventional marketing. Digital technologies and creating a memorable brand experience are more innovative approaches to show and advertise new ideas. Ways of describing guerrilla marketing in the eyes of so many and which have accumulated over several years are as being: fancy, atypical, unusual, original, provoking, flexible, dynamic, innovative, and creative. Guerrilla marketing is focused on creative strategies of marketing at the lowest cost. Due to global developments, the financial crises and the required cut backs in advertising, large companies have become very interested in this way of advertising. The biggest cost of guerrilla marketing is not related to money so much but more of the requirements of time, energy and imagination. The goal is to retain existing customers more so than acquire new...
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