Brand Your Way To Success
Use Guerrilla Marketing Tactics to Make
Your Small Business Perform Like a Giant
Guerrilla market concentrates on relationships. When small businesses devise creative ways to
initiate and expand their networks of customer relationships, they often use guerrilla marketing
tactics that can help even the playing field when it comes to competing with large, big budget
companies that might seem far removed from the consumer and use traditional marketing
techniques to promote their brands and products.
Guerrilla marketing strategies and tactics have evolved since Jay Conrad Levinson first introduced
the concept in his 1984 book, Guerrilla Marketing. Small businesses have drawn inspiration and
courage to break with the rules of tradition and take their companies to levels of success that
theyd never before expected.
How can you spot a guerrilla tactic in action? Here are some characteristics to look for:
• A small financial investment requirement; but a substantial output of time and effort
• It contains the element of surprise
• It is designed to generate a high profit
• It focuses exclusively on ONE particular product or service
• It often results from the collaboration of two or more businesses with similar objectives.
• It takes smart advantage of technological advances to reach an audience and increase
profits.
