Guerrilla marketing is a form of marketing which involves the promotion of services and products of a business having small budgets. The term Guerrilla marketing was first given by Jay Conrad Levinson in year 1984. Guerrilla marketing has got its name from guerrilla warfare as this strategy involves unconventional means of marketing.
Jay Conrad Levinson is known as the father of Guerrilla marketing. He has written a book “Guerrilla marketing” in 1984. Till date it has sold over 21 million copies and there are 58 volumes in 68 languages. This has become a required subject in MBA courses world over. He has taught guerrilla marketing at Berkeley Extension Division and University of California besides giving lectures on it worldwide.
According to Jay Conrad Levinson, the consumers are surprised in this marketing strategy by creating a buzz around a product or service. It creates an impression on the unconscious mind of the consumer about product or service which they may get tempted to buy later on if they continuously hear about them.
Basically two types of marketing techniques are used in Guerrilla marketing, Buzz marketing and Viral Marketing.
Viral marketing does not use billboards like conventional marketing rather it involves making marketing messages go viral by way of passing it from one person to another person. On the internet, especially social media, the marketing messages get spread very quickly to thousands or millions of people in a very short span of time.
In buzz marketing, product or service gets discussed a lot so that people remember that brand and form an emotional connection with it. It uses media to discuss product or service to create a buzz among people about a brand.
This marketing techniques works really well particularly for small businesses as it is easy to understand and simple yet cost effective.
Apart from the Bible like book of Jay Conrad, you can read following books on Guerrilla marketing.
- On Writing Well, by William Zinser
- The New Rules of Marketing and PR, by David Meerman Scott
- Grassroots Marketing: Getting Noticed in a Noisy World, by Shel Horowitz