Guerilla Marketing, a term coined and defined by Jay Conrad Levinson in his book Guerilla Marketing, is more about matching wits than matching budgets. “Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact (Levinson, 1984).”
Since the 1984 release of his book, Levinson has created an innovative new trend in the marketing industry and as an avid fan of guerilla marketing tactics, I would like to share with you one of my favorite examples. The following is brought to you by T-Mobile in an effort to promote their slogan: “life is for sharing.”
Now, it may be because I am a devoted Beatles fan or the fact that London is one of my favorite cities; but how remarkable was that? It gives me goose bumps every time I watch it. As someone in the marketing and advertising industry, this is what inspires me. These are the types of campaigns that bring life and creativity to our industry. This is what people remember. Yes, you may come up with a great television or print ad that millions of people will see; but it is the crazy, out-there guerilla marketing that people remember. Take for example the Truth Campaign for anti-tobacco education. It has talk value and has created a huge buzz since the launch of the campaign in 1998. What created that buzz you ask? It was their outlandish, bold and risk-taking marketing tactics. Everyone wanted to see what it was all about, which ultimately created success for their campaign.
I see so much value behind guerilla marketing. It can be simple and cheap yet creates the buzz every company wants and needs; so don’t be afraid to take risks and be creative!
As you can see, the average Twitter user is not a pre-teen Bieb-aholic, so I’m going to go with option A and say that Twitter must be pretty darn useful (and/or Justin Bieber is a much bigger deal than I thought). Twitter seems to be a great social marketing tool for businesses, but the real question is how can you utilize Twitter to make it beneficial for your company? I found the following nine tips in an article by Jason Snell at macworld.com and I believe they highlight the best strategies for company tweeting.
The elevator pitch: a mini sales pitch less than a minute long intended on drawing your selected audience in hook, line and sinker. Know exactly who you are talking to and start with your hook—capture their interest and do not be afraid to alter this part based on your audience. Keep their interest by knowing each point you want to get across all while having passion for what you are talking about (or at least be really good at pretending you do). Finish it off by some sort of request—ask for their business card, ask to set up a future meeting, or ask to take them out on a hot date (disclaimer: this only applies to social situations, I would NOT recommend this strategy for potential clients).
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