How Did Guerrilla Marketing Emerge?
Guerrilla marketing arose as a result of the transition away from traditional print, radio, and television marketing to electronic media. Jay Conrad Levinson originated the term in his 1984 book Guerrilla Marketing.
Its purpose is to generate buzz around a product or brand in order to improve the possibility that a customer would buy the product or service or tell others about it.
Because it is relatively low-cost, guerrilla marketing is popular among marketers. Although the fundamental investment is one of creativity and intellect, its implementation does not have to be pricey.
In his piece on “guerrilla content,” Michael Brenner beautifully puts it, comparing this type of marketing to reusing your current material, such as taking sections of a report and developing each one into a blog post.
For small firms, guerrilla marketing may be incredibly cost-effective, especially if they are able to generate viral marketing phenomena.
Guerrilla marketing differs from traditional marketing in that it frequently depends on human connection, has a lower budget, and focuses on local groups of promoters who are responsible for spreading the message in a single location.
Understanding Guerrilla Marketing
Businesses who use guerrilla marketing rely on viral marketing, or word-of-mouth, to distribute their in-your-face advertising to a wider audience for free.
Guerrilla marketing takes place in places where there is a huge potential audience, such as streets, concerts, public parks, sporting events, festivals, beaches, and shopping malls.
One of the most important aspects of guerrilla marketing is picking the correct time and place to run a campaign in order to avoid any legal ramifications. Guerrilla marketing can take place indoors, outside, as an “event ambush,” or as an “experience,” all with the purpose of connecting people with a firm.