PRESENTATION REPORT: GUERILLA MARKETING
Today I am going to talk about Guerilla Marketing. Firstly, I am going to introduce you the traditional marketing conception and Guerilla Marketing model. Secondly, I am going to tell more about Guerilla and explain how does it works. Lastly, I will assume the risk of Guerilla and how it can become negative for business.
So, how to sell more by spending less? This question is the most relevant in the business world. As American Marketing Association defines, marketing is an activity and a process for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society. We can hear the word “Marketing” very often in different companies and organizations. All of them are trying to improve organizing and management regardless of their income. And here comes the word Guerilla… The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing (1984). The term has since entered the popular vocabulary and marketing textbooks.
Guerilla Marketing is a kind of marketing, which, in particular, involve no significant financial but more creative and intellectual resources. More attention is paid to modern, adventurous and bold ideas. The main thing is not to invest money but time, energy, imagination and information.
Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.
The term Guerrilla Marketing is now often used more loosely as a descriptor for non-traditional media, such as:
Reverse Graffiti — clean pavement adverts
Viral marketing — through social networks
Presence marketing —
Grassroots marketing — tapping into the collective efforts of brand enthusiasts
Wild Posting Campaigns
Forehead advertising — placement of temporary or permanent tattoos on foreheads
Buzz marketing —