For example, if you’re opening a one-seat barber shop, then handing out pamphlets to anyone you see in your neighborhood is a guerilla marketing tactic.
That is, as against, say, regular advertising on TV, which is expensive, unnecessary and not altogether to the point. TV audiences are much too large a crowd for a one-seat barbershop to handle. So therefore, you should just focus your attention on your closest neighbors.
Alright, here’s a textbook definition of guerilla marketing (CreativeGuerillaMarketing.com):
Guerrilla Marketing is an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum results.
The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. The term guerrilla marketing was inspired by guerrilla warfare which is a form of irregular warfare and relates to the small tactic strategies used by armed civilians. Many of these tactics includes ambushes, sabotage, raids and elements of surprise. Much like guerrilla warfare, guerrilla marketing uses the same sort of tactics in the marketing industry.
And here are media examples:
1. A conversation with Kenn Kweder is a “yak-a-doodle.” He has the hip and laid-back demeanor of a rock veteran, which he is. For over 41 years, Kweder has played the back street pubs, the corner bars, suburban taverns, hipster coffee clubs, fraternity and sorority houses and fabled and indiscreet South Street venues almost non-stop. He has also played federal penitentiaries.
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