Marketing Case

The need for guerrilla marketing can be seen in the light of three facts:

1. Because of big business downsizing, decentralization, relaxation of government regulations, affordable technology, and a revolution in consciousness, people around the world are gravitating to small business in record numbers.

2. Small business failures are also establishing record numbers and one of the main reasons for the failures is a failure to understand marketing.

3. Guerrilla marketing has been proven in action to work for small businesses around the world. It works because it's simple to understand, easy to implement and outrageously inexpensive.

Guerrilla marketing is needed because it gives small businesses a delightfully unfair advantage: certainty in an uncertain world, economy in a high-priced world, simplicity in a complicated world, marketing awareness in a clueless world."

In the words of the Father of Guerrilla Marketing, Jay Conrad Levinson, this describes guerrilla marketing:

"I'm referring to the soul and essence of guerrilla marketing which remain as always -- achieving conventional goals, such as profits and joy, with unconventional methods, such as investing energy instead of money.

Guerrillas have learned that the best time to market is when they don't need any more business. They know that the best source of new clients is old clients and that the best marketing is characterized by quality and not quantity. They realize that their best marketing vehicle, and least expensive, is a satisfied customer. And they know that the two best ways to measure their marketing are by customer retention and by profits, both a part of each other.

Definition

Unconventional marketing intended to get maximum results from minimal resources.

Information

Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact.