The phrase “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.
Mr. Levinson identifies the following principles as the foundation of guerrilla marketing:
1. Guerrilla Marketing is specifically geared for the small business and entrepreneur.
2. It should be based on human psychology instead of experience, judgment, and guesswork.
3. Instead of money, the primary investments of marketing should be time, energy, and imagination.
4. The primary statistic to measure your business is the amount of profits, not sales.
5. The marketer should also concentrate on how many new relationships are made each month.
6. Create a standard of excellence with an acute focus instead of trying to diversify by offering too many diverse products and services.
7. Instead of concentrating on getting new customers, aim for more referrals, more transactions with existing customers, and larger transactions.
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8. Forget about the competition and concentrate more on cooperating with other businesses.
9. Guerrilla Marketers should always use a combination of marketing methods for a campaign.
10. Use current technology as a tool to empower your marketing.
His concepts are so successful that he has sold over 14 million books on the subject (in 41 languages), his books are required reading in the most respected MBA programs in the world, and he is now the most widely read and respected author of business books in the world. And Jay did all this “from scratch”. That is, the success of the “Guerrilla Marketing” brand is a testament to the very principles Jay himself teaches.
So, how then, does this information apply to those of us marketing on the Internet? Far more than you think! The Internet is not just a new guerrilla battlefield—it’s the ultimate guerrilla battlefield. There have been more small business mega-success stories in the last 5 years than in the combined history of business. And there are clearly 2 factors that have influenced this more than anything:
1. The Internet
2. Guerrilla Marketing
Ever wonder why big businesses are totally blowing it online? Because they are not guerrilla thinkers! These big bloated bureaucracies are sluggish and set in their ways. This means that someone like you can step in and out-maneuver them. (More and more big businesses are turning to small business entrepreneurs to teach them how to market online—the tables have turned!) So, start thinking like a guerrilla right now. You have the advantage—all you have to do is take it. Here’s the definitive place to get started—where you will find an easy to follow step-by-step plan for launching a “guerrilla attack”.