Guerrilla Marketing – Thinking Outside The Box

This week we need to make sure we have a good definition of what is Guerrilla Marketing.  Guerrilla Marketing is an advertising strategy in which low-cost unconventional means are utilized, often in a localized area, to convey or promote a product, service or an 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.

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional, potentially interactive, and consumers are targeted in unexpected places.

The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral. The term was coined and defined by Jay Conrad Levinson in his book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks.

Guerrilla marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, PR stunts, or any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerrilla marketing now utilize mobile digital technologies to engage the consumer and create a memorable brand experience.

Guerrilla marketing focuses on low cost creative strategies of marketing. Basic requirements are time, energy, and imagination and not money. Sales do not compose of the primary static to measure business but is replaced by profit.

Guerrilla marketers need to be creative in devising unconventional methods of promotion. Guerrilla marketers need to use all of their contacts, both professional and personal, and examine their company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, or even free.

The concept shown here this week is very creative.  Dog foot prints are placed on the floor in a public restroom.  The prints lead into just one stall and when you enter a raise the lid you find an add for a Dog Training company.  While the add lists just the phone number it could be further expanded to use a web site name or even a QR Code.

Need to have a creative twist to your next commercial printing job?  Give MI Printing a call 623.582.1302.

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MI Printing
Phone: 623.582.1302
Email: sales@printinginaz.com
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