Guerilla Marketing

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What

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Guerrilla Marketing is a term for something that has been going on since humans started to use signs to advertise. The term however was was brought to fruition by Conrad Levinson, who wrote a book about a way of marketing in which an entrepreneur promotes products through divergent thinking and elbow grease and not primarily his wallet. Having said this as you will see if you look into the subject some large companies like BMW and Sony have spent large sums this kind of effort. The cornerstone of any good marketing effort at this level is knowing your customer.

Were

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Any and every were is were people advertise, the only rules guiding the were of this kind of marketing effort are the values of the individual. Many guerrilla marketing campaigns have been conducted on the face of other companies advertisements. Some campaigns are tiny while others can be seen from space. Even if the ad is hard to find at first when doing it we need to think is this the kind of thing people will tell friends about?

Why

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In order to get noticed in this way and age it seems to be you need to spend large sums of money to put your advertising were people are. If you are a smaller company the trick is to involve people in your marketing campaign, even though they are a large company Burger King did a great job of this with their subservient chicken. Originally only twenty people knew about it and now the site has had over twenty million hits.

Who

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Anyone who wants to sell a product can partake in guerrilla style marketing. As you can already see large companies take part in guerrilla tactics and so do one person companies. Just like many things in life the trade-off between spending money is time, energy and a great idea.

How

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There are many ideas that have not been carried out. You can probably tell by now that this kind of marketing demands a large amount of creativity, the first rule about being creative is to truly believe that you can be, and practice your creativity by giving yourself as many opportunities to think creatively as possible.The key to divergent thinking is to let your mind go and relax before you get to the problem at hand. A great way to come up with ideas is to gather a group of people because one idea often feeds another. Carry around a notebook all the time ideas like opportunity often come when we least expect them.

References

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1)Guerrilla Marketing, Wikipedia.com.

2)Guerrilla Communication.