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Guerrilla marketing

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Guerrilla marketing is a term coined by Jay Conrad Levinson in his book Guerrilla Advertising. It consists of a number of unconventional strategies and tactics used to achieve the ultimate goal – getting big profit from small business.

Each promoting campaign has two goals in guerrilla marketing:

  • Bring visitors to a specific location in cyberspace (website, social media account or page, etc..)
  • Determine the visitors to buy a product or service.

Here are some basic principles that underpin this strategy:

  • Utility is “red thread” of strategy
  • The average surfer is more interested in information than gifts
  • Each campaign should be individualized
  • Web promoting is not an exact science
  • Do not upset the visitors
  • Do not be afraid to assume certain risks, or to be unconventional

Stages of a guerrilla marketing campaign:

  • Documentation
  • List of benefits
  • Choose the weapons that you will use
  • Create a strategy for campaign
  • Create a calendar of marketing campaign
  • Identify potential partners
  • Launch of “attacks”
  • Maintaining attacks
  • Gather information on the results of your attacks
  • Improving the marketing system

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