What Is Guerrilla Marketing?

 
Guerrilla marketing by Jay Conrad Levinson was published in 1979.This book became popular due to its non-conforming approach to marketing and the offered models of application. The book redefined marketing by emphasizing on the capability of big and small organizations to increase their profits by opting for cheap and efficient marketing techniques that transform brands into market leaders. This book explores the non traditional ways of marketing with strong emphasis on creativity, strategies and effort as the drivers of a successful marketing campaign.

Conrad coined this phrase Guerrilla marketing and defined it as a collection of marketing policies that require more time resources and creativity than financial investments. Conrad uses this book to recommend the necessary marketing strategy changes required in organizations.

What Does Guerrilla Marketing  Offer?

 
The book offers ways of getting the prospective customers attention and countering the marketing efforts of an organization’s competitors. According to Conrad, flexibility is the cardinal rule for all marketing activities. In explaining the guerilla marketing techniques, Conrad highlights the ethical questions of Guerrilla marketing and settles for an adaptable socially responsible means. Guerrilla marketing makes the marketer gain consent from the prospects in a responsible way.

Jay Conrad republished an updated version of the book in 1999.This new edition explores the available marketing opportunities with the growth of the internet and the application of modern technology to marketing. The new edition of Guerrilla marketing is full of strategies on digital marketing and the measures that organizations should take to ensure that bit appeals to the people it targets. Chapter 2 and 3 emphasizes are more inclined into the effects of the Guerrilla marketing and the marketing cost reduction strategies like engaging freelance marketers. The book is more focused on the approach to marketing rather than the real process. Conrad ties the success of guerilla marketing on the aspects of the marketer/business owner; he recommends commitment, regular evaluation, consistency and ability to embrace the tools of guerilla marketing like technology

Guerrilla Marketing and Media Marketing Strategies

 
Conrad offers different approaches to marketing. Information on E-Media, mini media and maxi media makes the book more objective. The traditional approaches into marketing are treated as the maxi media. Conrad introduces the power of info-media marketing like free consultations and case studies .He also hails the effects of non media marketing like trade shows and public relations. These marketing avenues can be fused with human media marketing like staff training and customer satisfaction. A combination of the free benefits of these Medias makes up an excellent guerilla marketing campaign. Although the author is openly biased towards guerrilla marketing, he offers sufficient information on all available marketing avenues. The objective comparisons drawn between Guerilla marketing and the other approaches convinces the reader on its superiority even before Conrad states so. The compelling arguments of cost saving and maximum results makes the readers feel persuaded into guerilla marketing. This opens up the mind for the recommendations that Conrad offers in the last two chapters.

Cost reduction and maximum output in marketing are a challenge to many organizations. So in overall, Conrads book  “Guerrilla Marketing” directly focuses on these issues and the practical solutions that are offered have been responsible for its popularity.

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