Guerrila Marketing

"Guerrilla Marketing" was coined by Jay Conrad Levinson in his popular 1984 book Guerrilla Marketing, as an unconventional system of promotions on a very low budget, by relying on time, energy and imagination instead of big marketing budgets. The term has since entered the popular vocabulary to also describe aggressive, unconventional marketing methods generically.

Levinson identifies the following principles as the foundation of guerrilla marketing:

* Guerrilla Marketing is specifically geared for the small business and entrepreneur.
* It should be based on human psychology instead of experience, judgment, and guesswork.
* Instead of money, the primary investments of marketing should be time, energy, and imagination.
* The primary statistic to measure your business is the amount of profits, not sales.
* The marketer should also concentrate on how many new relationships are made each month.
* Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
* Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
* Forget about the competition and concentrate more on cooperating with other businesses.
* Guerrilla Marketers should always use a combination of marketing methods for a campaign.
* Use current technology as a tool to empower your business.

Source: Wikipedia