Jay Levinson was a famous businessman and the author of an incredibly influential book called “Guerrilla Marketing”.
However, this savvy entrepreneur was also responsible for multiple marketing-based books that sold more than twenty million copies around the world.
As you can imagine, this is why many startups take up his advice and why people refer to Jay as “The Father of Guerrilla Marketing”.
But what is guerrilla marketing?
Guerrilla Marketing is all about using surprises and unconventional interactions to interact and end up driving more sales. These include publicity stunts, viral videos, stencil graffiti, etc
It has always been about helping the ‘little guy’ market effectively and succeeds against bigger-budget competitors by utilizing core strengths and asymmetrical tactics.
Let’s understand more about Guerrilla Marketing.
1) Know that Marketing and Advertising are not the Same
Jay believed that most people make the mistake of confusing marketing for advertising.
In fact, Levinson stated that even the most experienced marketers seem to think that advertising is the same thing as marketing, in spite of there being more than two hundred forms of marketing.
With this in mind, it’s important to have a clear idea of what methods will be used before proceeding with a strategy and guerrilla marketing offers a clear blueprint that will ensure advertising and marketing are never confused.
2) Keep Things Simple Instead of Complicating PR
According to the serial entrepreneur, it’s important to understand that style is not nearly as powerful as substance.
In other words, guerrilla marketing insists that PR should be focused on whatever message needs to be conveyed.
But how can startups avoid making this common mistake?
Pressfarm has a few tips on perfecting pitching to the media. The goal is to be concise and clear about your message but without being bogged down.
The goal is to be clear and concise without being bogged down in jargon and obfuscating your message.
3) Guerrilla Marketing Focuses on Congruence
When any aspect of marketing is out of sync, it not only conveys the wrong message but it also has a tendency to confuse people.
For this reason, all marketing efforts should be pulling in the same direction and Levinson advises that this is precisely the factor that enables startups to master guerrilla marketing.
As for how to avoid this confusion, startups should have clear strategies for every channel and never deviate from these strategies unless the same approach is being taken with every other marketing effort.
4) Use Measured Results to Refine Marketing Strategy
Simply put, you cannot measure what you do not know and this is just as true for guerrilla marketing.
In fact, Jay was often quoted as saying that measuring results can potentially double a company’s profits.
While he insists that each guerrilla marketing method is effective, some work better than others for some companies and measuring results is often the only way to decide between them.
Finteza, for example, which is a Google Analytics alternative showcases 13 conversion funnels that can help you refine your marketing strategies.
5) Guerrilla Marketing Concentrates on Sales
Guerrilla marketing is all about sales and creating desire or motivation. On the other hand, this is how Levinson differentiates guerrilla marketing as he states that marketing is sales above anything else.
For example, guerrilla marketing is never intended to be “fun” and tries to focus on creating a compelling offer as opposed to any form of entertainment.
When you think of it, this makes sense as people will likely recall a funny message instead of the actual offer and this defeats the purpose for marketing in general.
6) Guerrilla Marketing is the Driving Force for Direct Mail
In his books, Levinson points out how many companies think of direct mail as the key to getting business.
However, direct mail relies on many tools and strategies in order to work in the first place.
That is to say, direct mail is no longer just a case of compiling contacts, sending out a message and waiting for replies.
The truth is, guerrilla tactics are needed to transform direct mail into a marketing effort that provides actual results. What’s more, the efficiency of these tactics can be measured and improved when necessary.
7) Communicating with Consent and Convenience
At a time when so much distraction and disruption are corrupting the online experience, guerilla marketing is effective for bypassing the noise.
However, guerrilla tactics can also help companies gain consent from these individuals which is now essential given the value people place on their time.
With this in mind, companies are much better off when they stay focused on keeping things convenient for the customer.
8) Re-Targeting Existing Customers
Guerrilla marketing is not just concerned with the initial sale and places a lot of importance on referrals and re-targeting customers.
Simply put, non-guerrilla marketing usually thinks that the role of marketing ends after that first sale and essentially misses out on taking advantage of customer segmentation.
Jay Levinson also highlights the benefit of subsequent marketing by explaining how “second money” comes a lot easier and existing customers are much more likely to purchase than new prospects.
9) Guerrilla Marketing Requires Commitment and Consistency
Jay Levinson was always quick to emphasize the need for commitment and why the best marketing plans are backed by committed individuals.
As you know, marketing often takes time to produce results and many marketers make the mistake of giving up on their strategy far too soon.
Also, this process requires consistency, for guerrilla marketing is always most effective when repetition is deployed.
10) Thinking About Guerrilla Marketing as an Investment
When it comes to guerrilla marketing, the amount of time and money invested will decide the extent of traction and success.
More specifically, companies that invest more money into a smart guerilla marketing strategy are likely to attain more profit. A great guerrilla marketing tactic is setting up a customer loyalty program which consequently allows you to boost sales and increase customer retention.
With this in mind, guerilla marketing is not an expense and should always be thought about as an investment.
Levinson explained this beautifully in his books and the “18 secrets” of guerilla marketing ensure startups have a great blueprint from which to begin.
A quick tip: Leverage micro-influencers to enhance your marketing campaigns, check this article over here on how to find the right influencer for your niche!
While traditional marketing is often considered an expense by startups, guerrilla marketing is identified as an investment.
After all, these guerrilla tactics provide an opportunity to earn profits, infiltrate the target market and build better relationships that conventional methods are less likely to reach.
Note: This Guide on Guerrilla Marketing is contributed by Nick Dimitriou. If you have interesting articles to contribute, check our Guest Posting Guidelines.