Guerrilla Marketing was first used by Jay Conrad Levinson as the title of his Best Selling Book “Guerrilla Marketing” which was published in 1984. This book is considered as one of the best books ever written in the history of Marketing with over 20 million sold.
Guerrilla Marketing is especially important if you are a small business owner or an entrepreneur who has limited financial resources. Guerrilla Marketing emphasises on tactics which are used in Guerrilla Warfare. A Guerrilla Marketer relies on techniques, swift action and unconventional methods to achieve conventional goals such as profit and brand awareness.
The beauty of Guerrilla marketing lies in the fact that most of the tactics used are cheap or almost free. The only thing you will ever need is Imagination and an ability to act fast. Like a guerrilla warrior in a battlefield you have to deal a severe blow to an enemy who is much more powerful and has far superior resources than yours. Your success depends on you and only you.
Nowadays Big corporations have advertising and marketing budgets in billions of dollars .An entrepreneur or a small business owner would be foolish to think that by using traditional methods of promotion and marketing you can ever win market share from these monopolistic corporations. You have to work hard and smart at the same time.
Creativity and imagination are the two pillars of Guerrilla Marketing. As a Guerrilla Marketer you have to invest your time, energy and imagination instead of money .And you have to ensure that the effective mix of these ingredients should compensate for any lack of money.
But ultimately you must have a wonderful product to convert a customer into a fan and believer of your brand. Guerrilla Marketing tactics which I’m going to discuss in next few posts are used by some of the Big corporations also .And these tactics when combined with money can turn your business into an ATM.
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