Guerrilla marketing: a low-cost method of advertising and promotion

Guerrilla marketing is the promotion of a product in a non-standard, creative way with minimal financial outlay. The term "guerrilla marketing" was introduced in 1984 by US marketer Jay Conrad Levinson, author of the book "Guerrilla Marketing". He described the principles of maximising the impact of low-cost advertising. The basic idea of guerrilla marketing was not to invest money in advertising, but to invest time and creativity.
At the time, marketing was understood as forms of brand promotion that required significant financial investment. Jay Conrad Levinson's approach to marketing caused quite a stir. He argued that it was not necessary to spend a lot of money to develop a business. Guerrilla marketing is not about perfectly tuned standard advertising tools, but about bright, unusual, non-trivial and memorable techniques. The aim of guerrilla marketing is to surprise, delight, intrigue or otherwise evoke an emotional response when interacting with potential customers.

Characteristics of Guerrilla Marketing
  1. Creativity that compensates for a small investment. You'll need to spend time developing an ad that stands out from the competition and gets people talking about your product.
  2. Relatively small budgets. If you can do this on your own and not spend a penny, then consider yourself a champion. But this is the exception rather than the rule. After all, even the image of your logo on the pavement has to be bought in paint.
  3. target your advertising at specific groups. Choose the kind of advertising that will bring customers into your shop or your hairdressing salon.
  4. Uniqueness and originality, a high degree of creativity in forming a strategy. It is almost impossible to repeat a successful guerrilla advertising campaign. Moreover, such repetition is likely to be ineffective.
Is guerrilla marketing just for the poor?
Guerrilla marketing is a low-budget advertising and marketing method that allows you to effectively promote your product or service, attract new customers and increase your profits with little or no investment. This is why guerrilla marketing is also called "low-budget marketing". It may seem like the last straw for entrepreneurs with limited financial resources. Nevertheless, guerrilla marketing is also used by the most famous foreign brands - Red Bull, Sony, Coca-Cola, Domino's, Oreo and Pepsi. They use non-standard and creative advertising methods to attract the attention of consumers.
Main types and methods of guerrilla marketing
Ambient marketing. Placing promotional materials in unexpected places, in the context of an environment that is not a typical place for advertising.

Collaboration. Cooperation between companies for the purpose of mutual promotion and publicity.

Hidden advertising. The essence of its use is that the viewer does not get the impression of advertising content. Examples include hidden advertising in the form of a discussion between ordinary people, plausible reviews in social networks and forums, unobtrusive mention of the product in a clip or series, etc.

Viral content. The internet has given the average person funny memes, lots of free content and the ability to share it with others through social networks. Create content that people will share themselves. For example, you can create a meme or a video. You need to tell people about the product in some way that benefits the business. Make the content useful, entertaining and emotional.

Recommendations. Create a "word of mouth" campaign under your control. Offer your customers some sort of bonus for recommending your store or service to their friends. You can also get your business recommended by popular bloggers. If you don't have the budget to invite celebrities, create a positive image with the help of your friends and employees - let them talk about your benefits on their personal social media accounts.
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