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Guerrilla Marketing Strategies

► Are unconventional, low-cost, and creative marketing techniques that allow a small company to realize a greater return from its marketing investment than do larger rivals

► Do not require large amounts of money to be effective – just creativity

An effective guerrilla marketing campaign does not require an entrepreneur to spend large amounts of money, but it does demand creativity, ingenuity and an understanding of customers’ buying habits.

A guerrilla marketing plan

1.Pinpoints the specific target markets the company will serve

  • One objective of market research: Pinpoint the company’s target market: 
    • The specific group of customers at whom the company aims its products or services
  • Marketing strategy must be built on a clear definition of a company’s target customers
  • Example: Hot Mama
  • Target customer must permeate the entire business – merchandise sold, background music, layout, décor, and other features
  • Without a clear image of its target market, a small company tries to reach almost everyone and ends up appealing to few

Example of Guerrilla Marketing:

2.Determines customer needs and wants through market research

3.Analyzes a firm’s Competitive Advantages and creates a Marketing Strategy to build a Competitive Edge

4. Helps to create a marketing mix that meets customer needs and wants


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