Guerilla Marketing

Guerrilla marketing is an advertising strategy that focuses on low cost unconventional marketing tactics that yield maximum results. The original term was coined by Jay Conrad Levinson in his 1984 book ‘Guerrilla Advertising’. This alternative advertising style relies heavily on unconventional marketing strategies, high energy and imagination. Guerrilla marketing is about taking the consumer by surprise, making an indelible impression and creating copious amounts of social buzz. It is designed to leave a far more valuable impression with consumers in comparison to more traditional forms of advertising and marketing. This is due to the fact that most guerrilla marketing campaigns aim to strike the consumer at a more personal and memorable level. The course will give the participants all the tools and techniques to prepare and run a full guerilla marketing campaign.

The course includes self assessment tools, short presentations by the subject matter expert and the participants relevant to particular case studies and exercises, completing own guerilla marketing plan using the participant workbook, and analyzing guerilla marketing practices.

By the end of the course, participants will be able to:

• Define guerilla marketing and list its core competencies and how they can be effectively applied to improve market share
• Build a competency profile for a guerilla marketer and use the profile to properly execute guerilla marketing tactics
• Design a guerilla marketing plan and calendar aimed at maximizing their organizational competitive advantage
• Apply the basics of online guerilla marketing to boost their e-presence
• Use the key tactics of guerilla marketing to execute a marketing attack with a winning outcome

Typically, the course is targeted towards new business owners and start-up entrepreneurs, owners of Small and Medium-size Enterprises (SMEs), marketing professionals working for SMEs, marketing professionals who would like to master low cost and high impact tactics, and marketers who wish to use online and social media tactics for generating traffic and leads.

• Guerilla marketing traits
• Guerilla marketing weapons
• Guerilla marketing agendas and planning
• Message creation
• Creativity
• Online guerilla marketing
• High impact websites
• Guerilla social media practices