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!