Guerrilla Marketing

Guerrilla marketing is an unconventional system of promotions, running
on a very low budget, by relying on time, energy and imagination
instead of big marketing budgets. Typically, guerrilla marketing is
unexpected and unconventional, where consumers are targeted where they
would not be expecting, which can make the idea that's being marketed
memorable, generate buzz, and even spread virally. The term was coined
and defined by Jay Conrad Levinson in his 1984 book Guerrilla
Marketing. The term has since entered the popular vocabulary to also
describe aggressive, unconventional marketing methods generically.

Levinson says that when implementing guerrilla marketing tactics,
small size is actually an advantage instead of a disadvantage. Small
businesses and entrepreneurs are able to obtain publicity more easily
than large companies; they are closer to their customers and
considerably more agile.

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

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

Retail giant Future group’s Big Bazaar is a keen adapter of Guerrilla marketing, if we closely monitor their ads they are directly targeting Shoppers Stop and Westside. Shoppers Stop advertises using the slogan “Make a smart choice” and Big Bazaar advertises using a slogan “Change your lifestyle, Make a smart choice” and “Keep West-aside”
Thus we see that guerrilla marketing is one of the most cost effective ways to communicate to the target consumers.

Suraj Kumar
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