Guerilla Marketing – Is it Good?

Guerilla marketing got its name from guerrilla warfare because they both use unorthodox and unexpected strategies to achieve their objectives.

Usually guerilla marketing uses quick, flexible techniques to compensate and compete against their larger budget competitors, who they can’t outspend in order to create noise in the market place.

The term guerilla marketing came into existence by author Jay Conrad Levinson who coined the phrase and not only are there numerous books on the top available in business book stores but there’s even a website devoted to its strategies and tactics (www.gmarketing.com).

There are four key points to understand:

1. Be sure of what your brand stands for and what your brand personality is.

2. Be clear on who your target market is and where they hang out, what they do, what they think etc.

3. Find events and activities where your target market congregate or participate.

4. Find ways to create significant noise at these events in a way that is unexpected, pleasurable and entertaining for the target market and memorable.

As a caution, be careful that your unexpected guerilla tactics do not undermine your brand positioning and are associated with a positive experiential interaction. Be aware that hijack marketing is considered a no-no and you need to be creative and dynamic, without turning your target market, or the event organizers against you!

In order to determine your target market and your brand personality sign up now for The Small Business Marketing Toolbox Programme and it’ll have you thinking creatively about guerilla marketing strategies and tactics in time for 2010!