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Encyclopedia > Guerrilla marketing
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Example of guerrilla marketing in São Paulo, Brazil promoting the Hopi Hari amusement park.

Guerrilla marketing, as described by Jay Conrad Levinson in his popular 1984 book Guerrilla Marketing, is an unconventional way of performing promotional activities on a very low budget. Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing). The ethics of guerrilla marketing have often been called into question due to an alleged deceptive, misleading, or subtle nature of the campaigns.[citation needed] Image File history File links Unbalanced_scales. ... Image File history File links Size of this preview: 800 × 584 pixelsFull resolution (1104 × 806 pixel, file size: 353 KB, MIME type: image/jpeg) File links The following pages on the English Wikipedia link to this file (pages on other projects are not listed): Guerrilla marketing ... Image File history File links Size of this preview: 800 × 584 pixelsFull resolution (1104 × 806 pixel, file size: 353 KB, MIME type: image/jpeg) File links The following pages on the English Wikipedia link to this file (pages on other projects are not listed): Guerrilla marketing ... Nickname: Motto: Non ducor, duco(Latin) I am not led, I lead Location in the São Paulo state. ... Hopi Hari Entrance Hopi Hari is a medium sized amusement park located in the state of São Paulo, in Brazil. ... Year 1984 (MCMLXXXIV) was a leap year starting on Sunday (link displays the 1984 Gregorian calendar). ... Scale model of a Wheaties cereal box at a pep rally Promotion is one of the four aspects of marketing. ... Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to. ...

Contents

Implementation

It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. The marketer must use all of his or her contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, others are free. Wikibooks has more about this subject: Marketing Look up publicity in Wiktionary, the free dictionary. ...


It is argued that when implementing guerrilla marketing tactics, small size is an advantage.[citation needed] Small businesses, according to this argument, are able to obtain publicity more easily than large companies; they are closer to their customers and considerably more agile.


Yet ultimately, according to Levinson, the Guerrilla Marketer must "deliver the goods". In The Guerrilla Marketing Handbook, he states: "In order to sell a product or a service, a company must establish a relationship with the customer. It must build trust and rapport. It must understand the customer's needs, and it must provide a product that delivers the promised benefits."


Levinson identifies the following principles as the foundation of guerrilla marketing:

  • Guerrilla Marketing is specifically geared for the small business.
  • It should be based on human psychology instead of experience, judgment, and guesswork.
  • Instead of money, the primary investments of marketing should be time, energy, and imagination.
  • The primary statistic to measure your business is the amount of profits, not sales.
  • The marketer should also concentrate on how many new relationships are made each month.
  • Create a standard of excellence with an acute focus instead of trying to diversify by offering allied products and services.
  • Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
  • Forget about the competition and concentrate more on cooperating with other businesses.
  • Guerrilla Marketers should always use a combination of marketing methods for a campaign.
  • Use current technology as a tool to empower your marketing.

While still used frequently by small businesses, Guerrilla Marketing has been used increasingly by fortune 500 companies, including General Electric, Yahoo!, Citigroup, Sony Ericsson and Nike. A small business may be defined as a business with a small number of employees. ... Psychology (Gk: psyche, soul or mind + logos, speech) is an academic and applied field involving the study of the human mind, brain, and behavior. ... The Fortune 500 is a ranking of the top 500 United States corporations as measured by gross revenue. ... GE redirects here. ... Yahoo! Inc. ... Citigroup Inc. ... Sony Ericsson is a joint venture established in 2001 by the Japanese consumer electronics company Sony Corporation and the Swedish telecommunications company Ericsson to make mobile phones. ... Nike, Inc. ...


Associated marketing trends

Guerrilla Marketing is a loosely defined term and lately has been used as a descriptor for many types of non-traditional media. These include:

Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. ... Word of mouth marketing is a term used in the marketing industry to descibe activities that companies undertake to generate favorable word of mouth publicity about products and services. ... Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to. ... Astroturfing is a term for formal public relations campaigns in politics and advertising that seek to create the impression of being spontaneous, grassroots behavior. ... Experiential marketing is a widely recognized marketing methodology. ...

Guerrilla marketing tactics

Although there are many unconventional marketing techniques, the following is a sample:

Guerrilla marketing was initially used by small and medium size (SMEs) businesses, but it is now increasingly adopted by large businesses.


Aqua Teen Hunger Force controversy in Boston

On January 31, 2007, several guerrilla-marketing magnetic light displays in and around the city of Boston, Massachusetts, were mistaken for possible explosive devices. Several subway stations, bridges, and a portion of Interstate 93 were closed as police examined, removed, and in some cases, destroyed the devices. The suspicious objects were revealed to be ads depicting the Mooninites, Ignignokt and Err, characters from the Cartoon Network's animated television series Aqua Teen Hunger Force. LED advertisement featuring the character Ignignokt (from ATHF), as seen in Cambridge, Massachusetts. ... LED advertisement featuring the character Ignignokt (from ATHF), as seen in Cambridge, Massachusetts. ... Nickname: Location in Massachusetts, USA Coordinates: Country United States State Massachusetts County Suffolk County Government  - Mayor Thomas M. Menino (D) Area  - City  89. ... The Mooninites are two-dimensional aliens that appear in the animated series Aqua Teen Hunger Force. ... Cartoon Network is an American cable television network created by Turner Broadcasting which primarily shows animated programming. ... Aqua Teen Hunger Force (also known as ATHF or simply Aqua Teen) is an American animated television series shown on Cartoon Network as part of its Adult Swim late-night programming block. ...


See also

Wikibooks has more about this subject: Marketing Look up marketing in Wiktionary, the free dictionary. ... In marketing and strategic management, marketing warfare strategies are a type of marketing strategy that uses military metaphor to craft a businesses strategy. ... Strategy serves as the foundation of a marketing plan. ... Wikibooks has more about this subject: Marketing Look up publicity in Wiktionary, the free dictionary. ... A small business may be defined as a business with a small number of employees. ... Viral marketing and viral advertising refer to marketing techniques that use pre-existing social networks to produce increases in brand awareness, through self-replicating viral processes, analogous to the spread of pathological and computer viruses. ... Undercover marketing (also known as buzz marketing, stealth marketing, or by its detractors roach baiting) is a subset of guerrilla marketing where consumers do not realize they are being marketed to. ...

References

  • Levinson, Jay Conrad. Guerrilla Marketing: Secrets for Making Big Profits from Your Small Business. Boston: Houghton Mifflin Company, 1984. ISBN 0-395-35350-5
  • Levinson, Jay Conrad. Mastering Guerrilla Marketing. Boston : Houghton Mifflin Company, 1999. ISBN 0-395-90875-2
  • Levinson, Jay Conrad. The Way of the Guerrilla. Boston: Houghton Mifflin Company, 1997. ISBN 0-395-77018-1
  • Levinson, Jay Conrad and McLaughlin, Michael W. Guerrilla Marketing for Consultants. Hoboken: John Wiley & Sons, Inc., 2005. ISBN 0-471-61873-X
  • Pfarrer, Don. Guerrilla Persuasion. Boston: Houghton Mifflin Company, 1998. ISBN 0-395-88168-4
  • Levinson, Jay Conrad and Goodin, Seth. The Guerrilla Marketing Handbook. Boston: Houghton Mifflin Company, 1994. ISBN 0-395-70113-2

Nickname: Location in Massachusetts, USA Coordinates: Country United States State Massachusetts County Suffolk County Government  - Mayor Thomas M. Menino (D) Area  - City  89. ... i suck for crack!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!11Houghton Mifflin Company is a leading educational publisher in the United States. ... Year 1984 (MCMLXXXIV) was a leap year starting on Sunday (link displays the 1984 Gregorian calendar). ... 1997 (MCMXCVII) was a common year starting on Wednesday of the Gregorian calendar. ... 2005 (MMV) was a common year starting on Saturday of the Gregorian calendar. ... Year 1998 (MCMXCVIII) was a common year starting on Thursday (link will display full 1998 Gregorian calendar). ...

External links


  Results from FactBites:
 
Realty Times - Agent News and Advice (1526 words)
Guerrilla marketing is a phrase coined by Conrad Levinson, author and former advertising agency executive, who wrote the million-copy bestseller Guerrilla Marketing in 1984.
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Marketing is supposed to result in the sale of a product or service, but too many agents treat their clients as if the relationship is over at closing.
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These guerrilla marketing weapons should all be considered for promoting your product, service or website offline.
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Nearly 25 years later and half a million copies later, "Guerrilla Marketing" is now considered the bible of marketing and entrepreneurial advice.
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