Essentials of Guerrilla Marketing

[Paul Elliott]

Originally Posted by KristineS

I think it is still presented as the "flyer on the windshield" marketing by some people. In reality Guerrilla marketing is about getting the word out about your product or service in a new or unique way. What is kind of ironic is the fact that this technique, which was really about being grassroots and independent, has now become kind of mainstream. There are books written about it and videos on how to guerrilla market and even a Guerrilla Marketing Association.

Yes, though the GMA is by Jay Conrad Levinson, himself.

[Watchdog]

I have almost all the Guerrilla marketing books as well as way to many more from other authors...Seth Godin books are my favorite read to be honest.

I think of Guerrilla marketing as practicing consistent cost effective marketing. If you’re on a shoe string budget, it becomes more important to find cost effective marketing. But you need and the power behind it is what Seth talks about, having a "remarkable" products / services. Remembering, “remarkable” is open to many variables and we all understand this to be true because McD’s showed me that you don’t need to have great food (imho), you need to be convenient.

[Paul Elliott]

Originally Posted by Watchdog

I think of Guerrilla marketing as practicing consistent cost effective marketing. If you’re on a shoe string budget, it becomes more important to find cost effective marketing. But you need and the power behind it is what Seth talks about, having a "remarkable" products / services.

Well stated, Watchdog.

Originally Posted by Watchdog

Remembering, “remarkable” is open to many variables and we all understand this to be true because McD’s showed me that you don’t need to have great food (imho), you need to be convenient.

. . . and fast! . . . with a very efficient operation.

Paul

[vangogh]

Agreed. That was well stated. It's the cost effective part that I think gets translated into not spending money when that's not what's actually being advised. By the way I'm a Seth Godin fan myself.

[Paul Elliott]

Originally Posted by vangogh

By the way I'm a Seth Godin fan myself.

Indeed!

Paul

[Spider]

I think the association in people's minds between guerrilla marketing and fliers under the windshield is to miss the point of guerrilla marketing as I see it. Guerilla marketing is not just economical marketing or creative marketing or efficient markeing. There is much marketing and advertising that is economical and creative and efficient that is not guerrilla marketing.

The association of guerrilla marketing and fliers speaks to what guerrilla marketing really is - and that is a much closer approach to the customer than other forms of economical, creative and efficient marketing. It's not just a matter of grassroots and those other adjectives, it is about a direct one-on-one contact between business owner and customer. Or, at least, the feeling that a direct contact is happening.

I think you can see that in the huge, very expensive and decidely unguerilla marketing ad campaigns of major advertisers. They mostly try to establish a personal relationship. Some of them are very good, and some almost achieve that personal feeling, but there is nothing like the personal relationship that is part and parcel of the imprinted keytag, the individual, personally signed Christmas card and - yes - the common flier.

That is what I think guerrilla marketing is all about - the intimate, personal touch.