The Definition of Guerilla Marketing
The definition of guerilla marketing can have several different meanings. The phrase was coined by Jay Conrad Levinson and is used in a similar fashion as guerilla warfare. Anyone that has performed advertising in the past understands that matching the marketing dollars and techniques of a competitor can prove to be unprofitable. In many cases, a competitor may increase their marketing expenditures in order to maintain a competitive advantage for the marketing techniques that have worked in the past. As a result, your company may have to increase the amounts spent on advertising in order to maintain the same position. As you can see, this marketing tactic can get very costly and may prove to be an unprofitable exercise.
Guerilla Marketing arose as an alternative to using the same marketing techniques of the large companies. In many cases, this means using different, less expensive methods of advertising. As you can see, the definition of this form of advertising may have different meanings, depending on how guerilla marketing is used. One example of guerilla marketing would be hiring a person to stand on a busy street corner with a sign that advertises your product or service. This would be much less costly than using a radio or TV commercial. Although this tactic may reach a much lower amount of people, it still may be enough to get your message heard. For example, if you own a flower shop, this method has the potential to hit your target market, while costing much less.
One of the benefits of guerilla marketing is the reduction of risk for the advertising company. Any chance of reducing the risk of not receiving a profitable return on the investment of marketing dollars should be viewed as a great way to spend marketing resources. This is especially true for the small to medium sized businesses, which will have a lower marketing budget, making an unprofitable marketing investment detrimental to a business.
The definition of guerilla marketing is the use of less costly marketing tactics to get your message across. This can mean a variety of different methods of marketing, but the idea is that a business will use the resources available, even if the resources are limited, in order to advertise their business. Guerilla marketing is yet another way of getting a message across, which can prove to be successful for even the small and medium size business.