- guerilla marketing
- Unconventional marketing intended to get maximum results from minimal resources.
Information
Coined by Jay Conrad Levinson, guerilla marketing is more about matching wits than matching budgets. Guerilla marketing can be as different from traditional marketing as guerilla warfare is from traditional warfare. Rather than marching their marketing dollars forth like infantry divisions, guerilla marketers snipe away with their marketing resources for maximum impact.
Source: http://www.marketingterms.com/dictionary/guerilla_marketing/Hm. ok. That's a pretty generic definition. Let's see what else I can find.
Wikkipedia:
Guerrilla marketing, as described by Jay Conrad Levinson in his popular 1982 book Guerrilla Marketing, is an unconventional way of performing promotional activities on a very low budget. Such promotions are sometimes designed so that the target audience is left unaware they have been marketed to and may therefore be a form of undercover marketing (also called stealth marketing). (italics mine - Nerdalicious)
It is up to the guerrilla marketer to be creative and devise unconventional methods of promotion. He must use all of his contacts, both professional and personal, and must examine his company and its products, looking for sources of publicity. Many forms of publicity can be very inexpensive, and others are free.
Source: http://en.wikipedia.org/wiki/Guerrilla_marketing
So, the gist is that guerilla marketing is a) inexpensive, and b) unusual, c) geared towards small businesses with small budgets and sometimes d) unrecognizable to the target market. I think for all intensive purposes that we'll take item d out of our list since it's also considered stealth marketing. Therefore we're left with a catch-phrase that summarizes an approach that's friendly to small business and their constraints and implies creativity, but like my previous posting, there's no mention of metrics, strategy or actual tactics.
