Guerrilla Marketing

The concept of guerrilla marketing was invented as an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing campaigns are unexpected and unconventional; potentially interactive; and consumers are targeted in unexpected places. The objective of guerrilla marketing is to create a unique, engaging and thought-provoking concept to generate buzz, and consequently turn viral.

Che Guevara fighting principles:

• Support of population
• Intimate knowledge of surroundings
• Surprise, deceptions & ambush
• Tactical flexibility, speed & mobility.

Basics:

• Imagination
• Unconventional
• Flexible
• Few resources needed, no market power needed

1. Know your market. Know who your customers are, how they think and where they go
2. Work with the press. PR!
3. Put e-marketing to work for you
4. Educate the market
5. Give talks and presentations at industry association meetings and conferences
6. Network,network,network

Guerilla Marketing should be aligned with your Positioning and Market Segmentation

Source: http://en.wikipedia.org/wiki/Guerrilla_marketing