What Is Guerilla Marketing?

Written by Linda Alexander
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What is guerrilla marketing to your business? Do you send birthday cards to your customers? Have you invented a unique way to use your business cards? Do you write short personal messages on sticky notes that go on top of your outgoing documents?

In today's business environment, marketers must seek smaller, more elusive targets. Traditional strategies won't work for most businesses; people are simply hit with too many messages and are learning to filter out all the information they receive each day. In short, you must come up with creative strategies to reach, and stay in touch with, your customers and prospects.

Just What is Guerrilla Marketing Anyway?

Jay Conrad Levinson coined the term in his 1984 book of the same name. Since then, guerrilla marketing has taken on many forms. It is a means to achieving conventional marketing goals (namely profits) through unconventional methods.

There are now sixteen books in Levinson's series, and the term is a household word in the marketing world. Small businesses that succeed do so by using these tactics. In addition to books, many agencies offer guerrilla marketing services and there are many coaches to be found if you need help with ideas. Deciding what is guerrilla marketing for your business should be at the top of your to-do list. Once you investigate the possibilities, you'll be able to answer the question, "What is guerrilla marketing?" with an answer such as, "The fastest way to earn a return on your marketing investment."

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