Guerrilla marketing is a term coined in the early ’80′s by marketing guru Jay Conrad Levinson in his popular book Guerrilla Marketing (already on it’s 4th edition).

This term refers to unconventional, innovative, flexible, simple, fun, highly targeted marketing strategies intended to get maximum results using minimal resources (time, money, energy).

Guerrilla marketing encourages implementing strategies that cost little to nothing. Anything is permitted — If it works, it counts as guerrilla marketing. If it makes you memorable, it counts.

Guerrilla Marketing website:

It is a body of unconventional ways of pursuing conventional goals. It is a proven method of achieving profits with minimum money.

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 marketing.

Hungry for more? Check out Management Consulting News’ interview with Jay Conrad Levinson.

Interested in applying guerrilla marketing strategies in your business? Skip over to your favorite bookstore and search for the term guerrilla marketing for all of Jay’s products as well as “copycat” products.

If you need ideas to get your creative guerrilla juices flowing, hop on to Bootstrapping Blog‘s posts 24 Guerrilla Marketing Tactics You Should Be Using and 26 MORE Guerrilla Marketing Tactics You Should Be Using.

Let me know how your guerrilla tactics work!