Tuesday, March 22, 2011


     “Guerilla marketing is a way of marketing and gaining popularity for a specific brand by using some of the innovative, quirky, unexpected and out of the box techniques.” The concept was invented and discussed by Jay Conrad Levinson in 1984 when he published a book with same title. This system generally depends on the time, energy, imaginations and relations rather than relying on the budget specified for marketing, overall it has to generate quick results in no time by using all available and satisfactory resources. The main concept behind this kind of the promotion or marketing is to get a buzz or hype about the product and attract the crowd for something innovational and quixotic way which will automatically get the mock publicity required for the promotion of the product or the brand.      Not only small companies but rather some of the big corporations are also active in Guerilla marketing strategies and they have gain the necessary promotion in this type of marketing. Recent more practices and the research which was initiated by Levinson have made this platform almost a mainstream advertising principle. Guerillas can use any techniques to attract the crowd like they can use billboards to publish a completely new image which is actually not related to the product, they make effective use of the print and digital media to gain publicity. The basic concept is to spread the word advertise the product so differently that people should get curious about what is in the kitty, and when all the eyes are drawn on your box, just open it to reveal the secret. Although there sure some of the misconceptions about the platform but they will be rectified in the near future when some of the pioneering achievement will be done in this field.      Today it seems that every guerilla is in a quite busy mode as we have not seen any pioneering or inventing strategy in this field almost all the guerillas are depending on the old and used techniques. Say it fear or lack of mental attitude to try something new, but the Guerilla Marketing is in need of some progressive techniques.