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Guerilla Marketing
Blog / Marketing / Feb 12, 2021 / Posted by Mark S A Smith / 1530

Guerilla Marketing


The term “guerilla marketing” has been around since 1982. Most people in the sales and marketing world are familiar with the concept. However, just as there have been substantial changes to the marketing world and how to prospect to clients in the 21st century.  Guerilla marketing has undergone many changes as well in order to keep up with these changes.

What is Guerilla Marketing?

The term guerilla marketing is akin to the term guerilla warfare. At its birth, guerilla marketing was intended to help small businesses go up against the big companies. With multi-million dollar advertising budgets – and win. The idea is to go up against companies with major resources by using unconventional tactics. You never face them directly, but rather you do other things that they wouldn’t even consider as a potential marketing tool. It is a valuable technique that creates disruption by doing things unconventionally. If everyone is doing it, don’t do it. If no one is doing it, then do it. This is how you create unique differentiation in the marketplace.

Choosing the Right Platform

Guerilla marketing is all about doing things differently, and smartly, and choosing the right platform for your marketing is no exception. Many people are using Facebook advertising these days, which is a form of unintentional advertising. People go to Facebook to be entertained. They scroll through their news feed looking for something to alleviate their boredom. If you want to succeed and grab someone’s attention with Facebook marketing, you have to find a way to pull them out of their mindless scrolling, which can be very difficult to do. This is contrasted with youtube marketing, which is much more intentional. When people go to youtube, they’re often searching for answers. Guerilla marketing is well suited for YouTube because you can grab the customer’s attention, and say: here is a potential solution to the problem you’re seeing an answer to, even though you didn’t know that solution existed.

Target Marketing

Who do you know that could benefit from your product or service? Let’s reach out and get them on board first. For most of us, what we need to do is target the market. The concept behind marketing as a whole is to trigger a conversation that is relevant. With somebody who is willing to spend money to solve a problem with us. We have a new way of doing things that no one else has thought about before.

To find the people looking to solve their problems with your solution. You have to first find the group of people who have the most substantial problem. That needs to be fixed immediately and then target them first. If you can’t find the people who have a substantial problem, you probably don’t have a market, and you might want to rethink your product. Then you have an opportunity to get your message across to someone who will buy your product.

About Author

A 36-year veteran of the business world, running his own company for 26 years, he works with companies large and small to achieve their sales and marketing goals. Mark designs and implements leadership, sales, marketing, customer acquisition and client conversion systems that find and recruit willing buyers for products and services ranging from common every-day to high-end unique and disruptive.

Author's Publications on Amazon

In this pragmatic discourse about the changing role of technology business partners, you learn why this trend accelerates and how to pivot to be a Business Services Provider (BSP), where you work with C-level business executives to implement their roadmap by delivering foresight, management, and…
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