What Is Guerrilla Marketing?

The concept of "guerrilla marketing" was pioneered by Jay Levinson, a senior marketing expert in the United States. It was originally a way to teach small and medium-sized enterprises to "grow with a small amount" with a small marketing budget and attract consumers' attention. Many large enterprises also got rid of Traditional marketing methods have begun to use guerrilla marketing. Its main goal is to establish its own brand by establishing a unique and long-term relationship with the audience. Therefore, it is generally not a terminal promotion with price as the main driving force and short-term sales promotion as the main purpose. The creed is that through non-traditional marketing methods (invest more energy in marketing instead of just investing more funds), you can still achieve the goals of traditional marketing (sales volume and profit growth).

Guerrilla marketing

(Marketing Tactics)

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The concept of "guerrilla marketing" was pioneered by Jay Levinson, a senior marketing expert in the United States. It was originally a way to teach small and medium-sized enterprises to "grow with a small amount" with a small marketing budget and attract consumers' attention. Many large enterprises also got rid of Traditional marketing methods have begun to use guerrilla marketing. Its main goal is to establish its own brand by establishing a unique and long-term relationship with the audience. Therefore, it is generally not a terminal promotion with price as the main driving force and short-term sales promotion as the main purpose. The creed is that through non-traditional marketing methods (invest more energy in marketing instead of just investing more funds), you can still achieve the goals of traditional marketing (sales volume and profit growth).

Traditional marketing methods mainly include buying mass media, promotions, and public relations activities. Because the main goal of guerrilla marketing is to establish a unique and long-term relationship with the audience to establish its brand, it is generally not carried out with price as the main driving force and short-term Sales promotion is the main purpose of terminal sales promotion. Therefore, the difference between guerrilla marketing and traditional marketing mainly focuses on media selection and brand public relations activities.

In terms of media selection, traditional marketing methods rely more on passive mass media such as televisions, newspapers, and outdoor billboards, and use this "push" or "forced sales" approach to build brand awareness and reputation. The main criteria for selecting media for guerrilla marketing is cost and interaction with target consumers, which makes them basically ignore mass media and prefer to create their own unique communication paths. In public relations activities, traditional marketing tends to use large-scale and powerful activities to attract public attention. For example, sponsoring large-scale social public welfare activities is a positive attack, while guerrilla marketing is respectable for naming rights and sponsorship. Creative activity. ^[1]

The concept of "guerrilla marketing" was first pioneered by Jay Levinson, a senior marketing expert in the United States. It was originally a way to teach small and medium-sized enterprises to use small marketing budgets to "grow small with big bucks" and attract consumers' attention. Traditional marketing methods have begun to use guerrilla marketing. After nearly 20 years of theoretical development and practice, guerrilla marketing has become synonymous with "non-traditional and anti-traditional marketing", and has derived a series of anti-traditional marketing strategies and traditional marketing methods.

Altoids marketing team for

Excellent creativity is the most important. It can make marketing information more effective, but it is by no means non-social and random. "Relationship" is crucial. Through more interactive and more detailed marketing tactics, guerrilla marketing is open up

Lifetime connection

Establish a "lifetime connection" with customers

Human connection is the highest point of every guerrilla marketing relationship. Many marketers just do sell products fast and then look for the next consumer, but guerrilla marketers know that only by building a lifetime connection with customers can they get real returns. Only by establishing a personal relationship between consumers and businesses can this "life-long connection" occur. Another misunderstanding of many marketers is that "Once consumers patronize the company, they will always patronize the company." The truth is that any relationship requires continuous efforts to maintain it.

In order to strengthen personal contact with consumers, guerrilla marketers need to discover and remember consumers personal details, including remembering customers birthdays and sending them greeting cards on special days, remembering the names of customers children and The caring for them was reflected in the conversation. These details will surprise your potential customers and make your customers feel very happy. The goal of guerrilla marketers goes beyond "satisfying customers", but "make customers extremely happy."

Another study shows that 70% of a company's business losses occur after sales activities are completed. Marketers often think that when we sell a product to a certain group of consumers, we should open up new markets. But we all know that winning new customers is six times more difficult than selling products to existing customers. Therefore, tapping the potential needs of existing customers can bring more profits to the company.

Strive for consumer confidence Not long ago, a guerrilla marketing training group conducted a market survey, asking consumers to explain the main factors that affect their patronage or purchase of products. As a result, we were surprised to find that the number one factor was that consumers were more willing to buy products that gave them confidence. Therefore, one of the main tasks of guerrilla marketers is to do everything possible to stimulate consumer confidence and brand confidence. This means that all marketing materials used by enterprises must have professional skills and professional standards, verbal communication skills of guerrilla marketers must be strong, and enterprises must have long-term consistent brand recognition and excellent customer service.

Strong brand

Building a strong brand is the key to building a strong business. Guerrilla marketing emphasizes that brands should be built on honesty and sincerity.

The brand and identity of an enterprise should truly reflect the company's products and services, so as to build an image of integrity and goodwill in the minds of consumers.

To build a strong and competitive brand, guerrilla marketers must make consumers "attracted by the brand within 3 seconds, and always aftertaste the brand within 30 minutes." Guerilla marketers always try to reduce marketing costs, but They never cut the most critical cost-the brand's first impression on consumers. An excellent guerrilla marketer will use

"Fusion marketing" to improve brand competitiveness

Famous marketing expert Mickey Melson introduced a successful case. There is a restaurant in the urban area feeling the fierce competition around, and the owner of this restaurant is a guerrilla marketer. She asked herself which companies in the community had the same customers as her restaurants? She came up with the answer: a barber shop in the community. So she designed coupons and discount cards for hairdressers in community barbershops within a 1-mile radius and distributed them to them. When every barber comes to a restaurant, she provides them with the best service and makes friends with them. It didn't take long for the barbers to recommend this restaurant to their customers, making the restaurant business very prosperous.

"Fusion marketing" is the latest development of guerrilla marketing.

1. Commitment marketers must recognize that a common but committed marketing plan can bring more profits to the company than a smart but uncommitted marketing plan.

2. Investing in guerrilla marketing is not investment, but investment, and it may be the wisest investment at present.

3. Coherent companies may take a certain amount of time to get potential consumers to accept and trust them. If the company changes their

Well-known British guerrilla marketing company

China has 40 million SMEs, and it is the largest group of SMEs in the world. Therefore, it also determines that China is the most fertile place to cultivate a "guerrilla marketing" business model. However, an obvious fact is that there are also a large number of

After several of Levinson's monographs on guerrilla marketing were introduced to the country, industry magazines such as "Successful Marketing" and "International Advertising" have written a lot of introductions to guerrilla marketing concepts. There is no huge influence like positioning and 4P theory. In China, "marketing hype" and "event marketing" similar to guerrilla marketing have become mainstream models of low-cost marketing in China.
Wenwu Zhao, a practitioner of domestic guerrilla marketing, also believes that the reason why guerrilla marketing has struggled in China is due to policy obstacles. Since the creative space of guerrilla marketing is mainly in densely populated areas such as streets, subways, and shopping malls, these areas are precisely the important focus of relevant policy control. Many foreign interesting ideas cannot be implemented in China, or it is very difficult to carry out. After going through various layers of approval, lengthy procedures and relatively strict review, the original brightest creative point finally becomes dim and becomes a "Chicken Creativity".
In contrast, domestic hype, especially online hype, the control of virtual space is not as strict as in reality, and the implementation cost is lower, which is more likely to attract the attention of the mass media. ^[2]