We received so much publicity on a daily basis, so many brands that try to sell their products, it is time that we have installed a spam filter ourselves to ignore everything that we consider ordinary and generally unoriginal, pointless or completely unnecessary for our lives. And here comes the time where creativity needs to be integrated truth in advertising, where imagination has to go beyond itself and surprise, and for that, is the guerrilla marketing.
Forget about prejudice, stereotypes, constraints and stomp. You have to propose things that offended, that somehow, break than expected and attention, that is what has created the marketing.
The term was coined Guerrilla Marketing in 1984 by Jay Conrad Levinson in a book with the same name. In this, Levinson gives tips and aggressive weapons to be used by small businesses with limited financial resources.
The characteristics of environmental marketing, described by the same Levinson are:
- It is designed for small businesses on a budget.
- Should be focused on human psychology, rather than experience. Experience is an acquired skill through repetition and perseverance to accomplish a task. Guerrilla marketing is about creating something new.
- Instead of money, the main investment is the imagination, time and effort itself. It's cheap, but requires who does it.
- You must create new relationships, but focus on those already created. 80% of profit comes from 20% of customers. Generally these are the ones that already have brand loyalty and repeat purchases, they are also one of the best marketing tools.
- The use of traditional marketing and technology to get the message across. Give use all available resources, guerrilla marketing is not acting alone. Need a good platform to stand on.
