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You are here: Experts > Business > Small Business Information > Marketing > Guerrilla Marketing
Expert: Russel Ray
Date: 7/18/2008
Subject: Guerrilla Marketing
Question
Hello Mr. Russel Ray!
Please guide me briefly that what is Guerrilla Marketing with some practicale examples of multinational or well known companies?
Regards,
Hussain
Answer
Hey, Hussain.
I can't think of a single multinational or well-known company that would serve as a practical example of Guerrilla Marketing. That's because Guerrilla Marketing is for small businesses and self-employed individuals who don't have the budget of a Wal-Mart, an IBM, a Toyota, a McDonald's, etc. Guerrilla Marketing espouses the use of creativity, time, and energy to save money and stand out. The multinationals and well-known companies aren't really interested in saving money, and for the most part when they get to be that big, they lose a lot in creativity.
Look around at the smaller companies in your area; look at their marketing and advertising. What makes them stand out in your own mind? Someone was creative with their time and energy to create that marketing and advertising that had an effect on you.
Occasionally when you watch the Super Bowl you'll find some creativity in those ads, but too much of the time television, radio, Internet, and billboard commercials are just horrible. They make me want to vomit rather than order the company's products or service.
The good Guerrilla Marketer knows that Guerrilla Marketing is more than just producing something because technology allows you to. I can look at a brochure from a small company and tell you the person who created it just got his first computer and laser printer. He uses every font available and every color available, resulting in the reader's eyes getting very tired and causing the reader to go elsewhere. Good Guerrilla Markters will spend the time researching what makes good marketing and advertising, and then exercise their own creativity and energy in creating something good. Or they will hire someone, such as a high school or college student specialising in marketing or advertising (in other words, someone who's interested in the subject as a career but doesn't cost what a professional would cost), to create it for them.
Hope that helps.
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