GUERRILLA MARKETING Meaning and
Definition
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Guerrilla marketing refers to a non-traditional marketing approach that involves using unconventional and innovative strategies to promote a product, service, or brand in a cost-effective manner. It is often implemented by smaller businesses or startups with limited marketing budgets to compete with larger competitors.
This form of marketing involves utilizing imaginative and attention-grabbing techniques to engage with consumers directly, generating buzz and creating a memorable impact. Unlike traditional marketing methods, guerrilla marketing relies on creativity, surprise, and out-of-the-box thinking to capture the attention of the target audience in unexpected ways.
Guerrilla marketing campaigns are typically characterized by their unconventional nature and the element of surprise, often taking place in public spaces or utilizing unconventional mediums such as street art, flash mobs, graffiti, or unique stunts. These campaigns strive to create an emotional connection with potential consumers, making the brand or product memorable and sparking conversations among the target audience.
Due to its low-cost nature and the potential for viral reach through social media sharing, guerrilla marketing has gained popularity in recent years. By leveraging creativity and originality, it allows businesses to maximize their impact without relying on traditional advertising channels. However, it is important for companies to carefully plan and execute guerrilla marketing campaigns to ensure that they align with their brand image and do not have any negative social or legal implications.
Etymology of GUERRILLA MARKETING
The word "guerrilla marketing" originated from the term "guerrilla warfare", which refers to a type of unconventional warfare typically carried out by small, independent groups. The term "guerrilla" itself comes from the Spanish word meaning "little war" and was initially used to describe the tactics employed by irregular forces fighting against more traditional armies.
In the context of marketing, the term "guerrilla marketing" was coined by Jay Conrad Levinson in his 1984 book, "Guerrilla Advertising". Inspired by the unconventional tactics of guerrilla warfare, Levinson used the term to describe a unique approach to marketing that relies on creativity, low-cost strategies, and unconventional methods to promote a product or service. The idea behind guerrilla marketing is to achieve maximum impact with minimal resources, often relying on grassroots efforts, viral marketing, and unconventional tactics to generate attention and buzz.
