Guerrilla Marketing 101

This page provides an overview of my understanding of  what guerrilla marketing is, types of guerrilla marketing, its relevance, and my "4 Steps to Engaging Guerrillas".  Most of this information can be found in my introductory blog post (along with pictures highlighting examples) and common themes found throughout all posts.

What is Guerrilla Marketing?
Guer(r)illa Marketing was created by Jay Conrad Levinson in 1984 with the publishing of his first book, Guerrilla Marketing.  Guerrilla marketing is a form of unconventional advertising completed on a small budget.  It is different from print, online, tv, radio advertising, etc because of the unexpectedness.  Although small businesses were the main users of guerrilla tactics, it has grown in popularity so brands of all sizes now use it.  It is part marketing and part psychology which capitalizes on creating the unexpected for consumers in everyday places. 
     1.  Draw customer attention
     2.  Trigger an emotion (humor, surprise, happiness, etc.)
     3.  Inspire call to action through audience engagement
The next step in the process should be to inspire a call to action for the consumer, but many guerrilla marketing attempts stop after the first step.  This blog will explore how marketers do, can, and should inspire a call to action and engage audiences through guerrilla marketing.

Types of Guerrilla Marketing
Across the internet, guerrilla enthusiasts claim there is anywhere from 10-12 types of guerrilla marketing including: ambient marketing, presence marketing, grassroots marketing, wild postings, tissue packs, astroturfing, undercover/buzz marketing, alternative marketing, and experiential marketing.  A more detailed look at these types of marketing can be found athttp://weburbanist.com/2008/06/19/different-types-of-guerrilla-marketing/.  However, what I find most important in guerrilla marketing is not only capturing the attention of the audience, but engaging them and then inspiring them with a call to action.

Relevance
As commercial avoidance increases with the increasing use of time-shifting devices such as DVRs and readership of print advertisement decreases, marketers will need to utilize more unconventional methods to reach the audience.  Guerrilla marketing is a cheap solution which presents unique and creative solutions while gaining the attention of consumers in their everyday lives.  If implemented correctly, guerrilla marketing should do more than gain attention.  It should attract attention, engage the audience, and inspire them to act.

4 Steps to Engaging Guerrillas

1.  Understand the brand's Unique Selling Proposition

2.  Incorporate the USP in nature

3.  Incorporate audience engagement into the idea

4.  Finish the idea by creating an effective call-to-action

Where is a good place to use Guerrilla Marketing?
Check out this article by Michael O'Connell published in 2009 on bizbash.com: http://www.bizbash.com/guerrilla_marketing_guide_where_to_stage_stunts_in_six_cities/chicago/story/15550#sthash.4fi7EulN.dpbs